Hi, I’m Barry Sheets, Senior Branding Strategist at LeaseMyMarketing. With years of experience in law firm marketing, I understand what it takes to help family law firms stand out and attract clients who need not just legal expertise but also empathy and support.
Family law clients often face deeply personal challenges. They’re not only looking for someone who knows the law—they want a compassionate guide they can trust through difficult times. To connect with these clients, your marketing must combine visibility with sensitivity, building a brand that reassures clients they’re in good hands.
In this blog, we’ll cover 10 essential strategies for marketing your family law firm. From crafting a warm, trustworthy brand to mastering local SEO, these tactics are designed to help you attract more clients, strengthen your reputation, and foster lasting client relationships.
Key Takeaways
Make your family law firm a trusted partner by weaving compassion into every touchpoint.
Dominate local searches to connect with clients who need you nearby.
Educate, support, and engage clients with valuable, targeted content that showcases your expertise.
1. Show You Care
In family law, clients need someone who truly understands what they’re going through. Divorce, custody battles, and other family issues are deeply personal, so your brand should reflect empathy and support at every turn.
Here’s how to make your family law firm the trusted choice for clients seeking both expertise and compassion.
Speak to their hearts
Clients facing family law issues want to feel seen and understood. They’re looking for more than just legal guidance—they want reassurance and a steady partner through tough times.
Make sure your messaging reflects your expertise and your empathy. Show that your firm truly understands what they’re going through.
Make your website a safe space
Your website is often where clients form their first impression, so make it feel warm and welcoming:
Client stories: Share real testimonials that highlight your compassionate approach and the support you provided.
Case snapshots: Use anonymized case examples to show how you’ve helped others with similar challenges.
Supportive language: Use clear, friendly language that avoids legal jargon and focuses on how you’re there to help, not just to represent.
Weave empathy into every detail
Every touchpoint with clients—from social media to email—should reflect your core values. Use each piece of your marketing to show that you’re both a family law firm and a trusted partner ready to help them find a way forward.
When clients see genuine care behind your brand, they’ll feel confident reaching out.
2. Make Your Website Work for Family Law Clients
Family law matters are sensitive, and a cluttered, confusing law firm website can turn prospective clients away before they even reach out. Here’s how to make sure your website is a strong foundation for your family law marketing.
Design for Ease and Comfort
A clean, mobile-friendly design with a smooth user experience (UX) will put your clients at ease as they explore information on services like divorce, child custody, and adoption. Here’s how to create a welcoming, user-friendly site:
Organized services: Group services by category (e.g., child custody, divorce, adoption) and avoid overwhelming menus.
Mobile optimization: Many people search for legal services on their phones, so ensure your site looks and works great on all devices.
Fast loading times: A slow website can make clients lose trust quickly. Invest in speed optimization to keep visitors engaged.
Use SEO to bring in the right clients
Search engine optimization (SEO) is one of the most powerful tools in family law marketing. Optimizing your website with relevant keywords helps your family law firm appear in search results when prospective clients seek assistance.
Here are some tips to make the most of SEO for your practice:
Targeted keywords: Use specific terms that potential family law clients are likely to search, like "divorce lawyer," "child custody attorney," "family law services," and "family law attorney near me."
Local SEO: Include your city or neighborhood in keywords to improve local search results and attract clients nearby.
Meta descriptions and headings: Use keywords naturally in meta descriptions, headings, and page titles to improve visibility on search engines.
3. Dominate Local Searches
For family law firms, local visibility is everything. When potential clients search for legal help, they’re usually looking for someone nearby. That’s where local SEO comes in.
Effective local SEO helps your family law practice appear in local search results, which makes it easier for clients in your area to find you. Here’s how to make the most of it.
Make your Google profile shine
Your Google Business Profile is one of the best ways to show up in local search results and Google Maps. Make sure your profile reflects the professionalism and warmth of your family law practice.
Accurate information: Double-check that your business name, address, phone number, and website are all correct.
Add photos: Include high-quality photos of your office, team, or anything that gives clients a sense of your firm’s environment.
Gather reviews: Ask satisfied clients to leave a review. Positive feedback can help attract new family law clients and build trust.
Get on key directories
Legal directories like Avvo, FindLaw, and Yelp are popular resources for people searching for family law attorneys. A well-maintained listing on these sites can help bring in more local leads.
Complete your profile: Make sure each profile includes your practice areas, contact information, and a link to your law firm's website.
Stay consistent: Keep your contact details consistent across all directories. This consistency can help you rank higher in local searches.
Build trust with client reviews
Client reviews are good for SEO, and they’re also a big part of building credibility. Prospective family law clients often look for reviews to see if your firm is the right fit for their needs.
Request reviews with care: After a case wraps up, send a follow-up email politely asking clients to leave feedback. Make it easy for them to share their experience.
Showcase reviews on your site: Highlight these testimonials on your website and social media. Genuine client stories help new clients feel more confident about reaching out.
4. Build Trust with Valuable Content
For family law firms, content marketing is a powerful way to connect with potential clients, establish credibility, and share helpful information. Offering valuable resources and insights can position your firm as the go-to authority in family law.
Here’s how to make content work for you.
Educate through blogs and guides
Long-form blog posts and detailed guides are excellent for answering the kinds of questions prospective clients are already asking. Many clients are going through complex family law issues, like child custody laws or divorce, and well-crafted content can provide clarity and build trust.
Focus on common questions: Write blog posts about frequently asked questions, such as “How is Child Custody Decided?” or “The Basics of Divorce Mediation.”
Step-by-step guides: Provide in-depth guides on family law processes, like “What to Expect During a Divorce” or “A Beginner’s Guide to Adoption.”
Simplify topics with videos
Video marketing is a great way to engage clients and explain complex legal concepts in a friendly, approachable way. Videos also help improve your website’s SEO and keep clients interested longer.
Explainer videos: Create short videos that break down complicated concepts to make family law issues more understandable.
Meet the team: Personalize your firm with videos where your family lawyers introduce themselves to help clients feel a stronger connection.
Client testimonials: Use video testimonials from past clients to build credibility and showcase real-life success stories.
Offer free resources
Downloadable resources like checklists, eBooks, and guides are valuable for potential clients. Not only do they educate, but they also demonstrate your firm’s expertise in family law matters.
Helpful checklists: Provide practical checklists, like “Divorce Preparation Checklist” or “Co-Parenting Tips,” to make clients feel more prepared and informed.
Insightful eBooks: Offer an in-depth eBook on topics such as “Navigating Divorce in [Your State]” or “Understanding Custody Agreements.”
Success stories: Share anonymized case studies to show how your firm has helped clients reach positive outcomes.
For lawyers that want to concentrate on the operational side of the business, a digital marketing agency can take care of all your content. This offers you plenty of advantages aside from extra time. You can read everything here: Why You Need to Hire a Content Marketing Agency for Law Firms
5. Get Immediate Results with Paid Ads
Organic reach can take time, and sometimes, your family law firm needs an immediate push. Paid advertising helps you connect with potential clients who are actively searching for legal services. Here’s how to make paid ads work for your family law firm.
Capture ready clients with Google Ads
Google Ads allow your law firm to appear at the top of search engine results pages for specific family law keywords. This is a great way to attract potential clients who are ready to take action.
Target high-intent searches: Focus on keywords like “family lawyer near me,” “child custody attorney,” or “divorce lawyer” to reach users who are actively looking for legal help.
Budget effectively: Set a marketing budget that aligns with your goals and target audience. Google Ads can be competitive, so it’s essential to monitor spending and adjust bids based on which keywords bring in the most qualified leads.
Optimize ad copy: Keep the ad copy concise and informative, focusing on the services you provide and the compassionate support you offer. This connects well with potential clients seeking family law attorneys.
Connect locally with Google LSAs
Google Local Service Ads (LSAs) are a “pay-per-lead” model, meaning you only pay when a potential client contacts you.
LSAs are particularly effective for family law firms since they focus on local searches and appear at the very top of search results, increasing your visibility with nearby clients.
Local focus: LSAs prioritize your firm for local searches and connect you with clients who need legal services close to home.
Trusted badge: LSAs often display a “Google Screened” badge, which adds credibility and reassures prospective clients that your firm is trustworthy.
Track leads: With LSAs, you can easily monitor how many leads come through the ads. This gives you a clear picture of ROI and helps you refine your law firm marketing strategy.
Increase awareness with social media ads
Social media platforms like Facebook and Instagram offer unique opportunities to promote your family law practice without feeling overly sales-driven. Family law marketing on social media requires a careful, empathetic approach to connect with your target audience.
Use supportive messaging: Focus on showcasing your expertise and understanding of sensitive issues. Craft messages like “Here to help with life’s changes” that speak to clients’ needs without being pushy.
Choose warm imagery: Opt for soft colors and images that convey empathy and professionalism to create a welcoming first impression.
Target carefully: Use social media’s targeting features to reach people interested in family issues or going through transitions.
6. Connect with Clients on Social Media
For family law firms, social media is about creating genuine connections. Your clients are dealing with real-life challenges, and social media is a chance to show that your firm understands that.
Here’s how to make your online presence feel approachable, helpful, and trustworthy.
Pick platforms that make sense
Not every social platform is worth your time. Focus on the ones where you can reach people who might need family law help:
Facebook: With its local targeting options, Facebook is perfect for reaching families in your community. Share content about family law topics, legal tips, and community updates.
Instagram: Instagram is ideal for showcasing the human side of your firm. Post candid photos, team highlights, and simple explanations of family law issues. Try using Stories and Reels for short, friendly videos on topics like “What Happens in a Custody Hearing?” or “How Mediation Can Help.”
X: X, formerly Twitter, is fast gaining ground as a place for lawyers to share snippets of valuable info that their target audience can easily digest.
LinkedIn: LinkedIn lets you connect with other legal professionals and share insights that reinforce your expertise. Post thoughtful articles, comment on industry updates, and let other attorneys see your firm’s commitment to family law.
For more tips on marketing on Instagram, this article offers plenty of tips: How to Market A Law Firm on Instagram?
Post content that helps, not sells
Social media is about building trust, not hard selling. Focus on content that helps people feel more informed and comfortable about family law:
Client success stories: With permission, share anonymized client testimonials that highlight positive outcomes. These stories offer proof of your firm’s skills and dedication.
Quick tips videos: Post short videos answering common questions, like “How is Child Support Calculated?” or “What Should I Bring to a Consultation?” These videos provide answers and also help demystify the legal process for people who might feel overwhelmed.
Updates on family law: Use posts to keep clients up-to-date on any changes in family law that could affect them, such as new custody laws or updates to divorce procedures. This shows you’re staying current, which reassures clients that you’re on top of things.
Case snapshots: Share examples of cases you've worked on (keeping details confidential) to give potential clients a sense of the issues you’ve helped resolve. These posts highlight your approach and problem-solving skills.
Showcase your firm’s personality
Family law is personal work, and clients want to know the people behind the firm. Show who you are and what matters to you:
Get to know the team: Share photos and bios for each team member, highlighting what they bring to the table. Clients will appreciate knowing a bit about the people they’re trusting with their family matters.
Post about your values: If your firm stands for compassion, transparency, or fairness, don’t just say it—show it through your content. Use posts to share community involvement, pro bono work, or causes you support.
Stay relatable: Write in a conversational tone that feels warm and accessible. Avoid legal jargon and speak directly to the kinds of worries and questions clients have.
7. Be a Go-To Resource for Your Community
Family law is deeply personal, and clients want a law firm they can trust. When you show up for your community, you’re building that trust and creating connections that lead to lasting client relationships.
Here are some creative online marketing ideas to make your family law firm a trusted local presence.
Host local events and workshops
Meeting potential clients face-to-face is one of the most effective ways to build credibility. Offering helpful, free information in a relaxed setting shows that you’re invested in the well-being of your community.
Family law workshops: Host sessions on topics like “Preparing for Divorce” or “Custody Basics.” These workshops offer helpful insights and let attendees get to know your firm in a low-pressure setting. When they need a family lawyer, they’ll remember the support you provided.
Community Q&A sessions: Host open Q&A sessions at local libraries, community centers, or even virtually. Answer common family law questions and give practical tips. This is a great way to build trust and give potential clients a sense of your personality and approach.
Partner with local businesses: Collaborate with businesses like financial planning firms, counseling centers, or childcare providers. This puts you in front of a relevant audience while providing real value.
Build referral networks with local professionals
Word-of-mouth referrals are gold for family law firms, especially when they come from trusted professionals. Creating a network with other local experts means more clients will be sent your way when they need legal guidance.
Therapists and counselors: Connect with local therapists who support families through tough transitions. Co-host events that address both the emotional and legal sides of divorce and custody. Being on their referral list enhances your reputation and brings clients your way.
Financial advisors and accountants: Divorce and custody cases often involve financial issues. Partner with advisors and CPAs to ensure clients get full support, making you their trusted legal referral for family matters.
Social workers and community organizations: Collaborate with non-profits, child advocates, and social services. Many of these groups work with families needing legal help. Provide resources or co-sponsor family-centered workshops to establish yourself as a reliable referral.
Sponsor community programs and family events
Sponsoring local activities and causes makes your firm visible in a way that feels natural and supportive. It’s a chance to show your community-minded values and keep your brand top-of-mind without being overly promotional.
Sponsor family-friendly community events: Get involved in local fairs, festivals, or sports events. Set up a booth, share family law resources, and invite people to stop by for quick chats or info on topics like co-parenting and custody.
Partner with family-focused non-profits: Support organizations focused on family welfare or child advocacy through donations, volunteering, or sponsorships. This shows that you’re committed to helping families in real, meaningful ways.
Offer scholarships or grants: Provide a scholarship for children impacted by family law issues or a grant for family-focused community projects. This builds goodwill and shows your firm cares about the community’s future.
8. Stay Top-of-Mind with Email
Email marketing is a great way for family law firms to stay connected with past, current, and potential clients. A regular, well-crafted newsletter keeps your firm top-of-mind, positions you as a helpful resource, and opens the door for referrals from satisfied clients.
Here’s how to make email marketing work for your family law firm.
Keep in touch with past clients
Regular newsletters help maintain a relationship with previous clients so they remember you when friends or family need a family law attorney. Send updates that show you’re still active, engaged, and ready to help.
Check-in emails: Reach out to past clients with a simple check-in or friendly message during the holidays. It’s a light way to remind them of your services without a hard sell.
Client spotlights: Share anonymized success stories that showcase how your firm has helped others deal with family law issues. This builds credibility and reassures clients that they’re in good hands.
Share useful tips and updates
Your target audience likely has questions about family law, so provide helpful answers and keep them informed about changes in the field. This positions your law firm as a knowledgeable resource, which is especially valuable for family law clients.
Monthly tips: Offer short, actionable tips, like “How to Prepare for a Custody Hearing” or “Divorce and Tax Implications.” This type of content is practical and easy to digest.
Legal updates: Family law often changes—think new custody laws or modifications in divorce regulations. A brief update lets clients know you’re on top of these changes and reinforces your expertise.
Seasonal advice: Family law can feel even more relevant during certain times of the year. Offer holiday tips for co-parenting or summer break planning for divorced parents, creating content that resonates with the time of year.
Offer special perks for subscribers
Use email marketing to make your subscribers feel valued and encourage referrals with special offers or discounts.
Free consultation offers: Periodically, offer free consultations to your email subscribers. This can help draw in potential clients who may have been on the fence about reaching out.
Discounted services: If it fits your practice, consider offering a small discount on initial services to email subscribers. This can encourage hesitant clients to take that first step.
Referral rewards: Let subscribers know about a referral program if you have one. Offering a discount or incentive for referrals can turn happy clients into active promoters of your law firm.
9. Share Client Success Stories
In family law, potential clients want reassurance that they’re choosing the right attorney. Client testimonials and success stories can go a long way in building credibility and trust by showing future clients that your law firm is both compassionate and effective.
Here’s how to use these tools effectively in your family law marketing.
Highlight testimonials on your website
Showcasing testimonials from satisfied clients on your law firm website helps potential clients feel confident in reaching out. Place these testimonials on key pages to maximize their impact.
Homepage: Add a few standout testimonials right on your homepage to make a strong first impression. This immediately establishes your firm as one that cares for its clients and gets results.
Service pages: Place relevant testimonials on pages for specific services, such as divorce or child custody, to connect with family law firm clients who are facing similar issues.
Google Business Profile: Don’t forget to add testimonials to your Google Business Profile. Positive reviews here improve your search engine visibility and enhance credibility when potential clients find you in search results.
Showcase success stories
Anonymized success stories allow you to highlight your family law firm’s impact without compromising client confidentiality. These stories resonate with potential clients by illustrating how you’ve successfully handled cases like theirs.
Blog posts: Use anonymized success stories in blog posts to showcase your approach and outcomes. For example, a blog post on “How Mediation Can Help in Custody Disputes” could include a brief story of how you successfully guided a family through the process.
Social media: Post short, anonymized case stories on your social media platforms to engage your followers and build brand awareness. These snapshots of your work provide an authentic look at the value you bring to family law clients.
Newsletters: Including success stories in your monthly newsletter can also help keep your firm top-of-mind with both existing clients and new clients who have subscribed. It’s a simple way to reinforce your expertise and compassionate approach.
Use reviews to address client concerns
Online reviews play a significant role in shaping your reputation. When handled properly, reviews can alleviate concerns and show your commitment to transparency and client satisfaction.
Request reviews carefully: After a case is complete, send a gentle request for a review to satisfied clients. Explain how their feedback helps other clients find a family law attorney they can trust.
Respond professionally: If you receive a negative review, respond professionally without revealing any confidential information. Acknowledge the feedback, offer to address the concern offline, and show that you’re committed to client satisfaction.
Showcase positive reviews: Share highlights from positive reviews on your website and social media platforms to build credibility. Reviews that address common concerns like “responsive communication” or “clear guidance” are especially valuable for new clients who may be uncertain about hiring a family law attorney.
10. Measure, Adjust, Improve
To get the most out of your family law marketing efforts, it’s essential to regularly track and measure results. Understanding what’s driving new clients and what isn’t will help you make smarter decisions and optimize your strategy.
Here’s how to stay on top of your performance.
Measure key metrics to gauge ROI
Using analytics to monitor important metrics can give you a clear picture of your return on investment. Focus on these data points to understand what’s working:
Website traffic: Track visits to your law firm website to see if your SEO, social media marketing, and content marketing are driving potential clients to your site.
Lead conversions: Look at how many visitors actually reach out—whether through a contact form, consultation booking, or phone call. Conversions show how effective your website is at turning visitors into family law firm clients.
Ad performance: For digital marketing tactics like Google Local Service Ads or social media advertising, track cost-per-click, click-through rate, and conversions. This helps you see which ads are worth the investment and which need tweaking.
Set clear goals for your marketing strategy
To measure success, you need specific goals. Setting concrete targets gives your marketing strategy direction and makes it easier to evaluate progress.
Boost web traffic by X%: Set a target for increasing traffic to your family law firm website, whether through organic search, social media, or paid ads.
Increase lead conversions: If potential clients are visiting but not reaching out, consider a goal to improve conversion rates. Small changes, like more prominent contact forms or simplified call-to-action buttons, can help.
Rank for key terms: Focus on specific family law keywords that matter to your practice area, like “divorce lawyer near me” or “family law attorney.” Tracking your ranking on search engines helps measure your SEO progress.
Adjust based on what you learn
Digital marketing for family law firms isn’t a “set it and forget it” process. Regularly reviewing your results and making adjustments keeps your strategy fresh and effective.
Refine your approach: If certain keywords or types of content consistently bring in more family law clients, double down on those efforts. Similarly, if something isn’t working, shift resources to tactics with higher returns.
Experiment with new tactics: Digital marketing trends change. If your ads on one platform start to underperform, consider reallocating that budget to another channel, like video marketing or content marketing, and see how it performs.
Monthly or quarterly check-ins: Schedule regular reviews of your analytics and marketing goals. This allows you to stay agile, adapt quickly, and make data-driven adjustments to your family law marketing strategy.
Take Your Family Law Firm to the Next Level
Want to attract more clients and make your family law firm the top choice online?
With 25+ years of experience in law firm marketing, LeaseMyMarketing knows what it takes to make your practice stand out. We focus on getting you in front of the right people through SEO, Google Local Service Ads, social media, and engaging trust-building content.
Our goal is simple: To help you connect with clients who need your support and turn them into lasting relationships. Let’s talk about how we can strengthen your online presence. Call us today for a free consultation.
Summary
Marketing a family law firm is about building trust and showing up where clients need you most—whether that’s through compassionate messaging, a welcoming website, or informative content that answers tough questions.
By focusing on a strong local presence, engaging content, and strategic ads, you’re reaching potential clients and creating a brand that reassures, supports, and builds lasting connections.
Start small, be consistent, and keep the client experience at the heart of your strategy. Over time, these efforts will pay off in the form of steady growth, a stronger reputation, and clients who feel confident that they've found the right advocate in their corner.
Frequently Asked Questions
What is marketing for a law firm?
Law firm marketing builds visibility, credibility, and trust to attract clients. It includes branding, SEO, social media, and paid ads to position the firm as the top choice in its practice areas.
Looking for proven ways to market your law firm? Don’t miss our blog What Are Some Effective Law Firm Marketing Strategies?.
How do I market my law firm on Facebook?
Create a Facebook business page, share valuable content, and engage with your audience to build trust. Use targeted Facebook Ads to reach local clients and post educational or supportive content relevant to your practice.
How much should a small law firm spend on marketing?
A small law firm should allocate about 7-10% of its revenue to marketing, focusing on high-ROI tactics like local SEO, social media, and targeted ads.
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