family law ppc seo

Digital Marketing for Family Law Attorneys

Are you a family law or divorce attorney seeking an impactful digital marketing strategy to attract new clients and stay ahead of the competition? 

Family law matters often involve sensitive and emotional issues like child custody disputes, alimony, or divorce settlements. That means establishing a robust online presence is critical if you want to reach those in need.

Why Digital Marketing Matters for Family Lawyers

Attorneys in the field of family law encounter several hurdles like maintaining confidentiality, managing legal complexity, and creating trust. Luckily, digital marketing is a crucial ally to help you address these pain points and boost your practice:

  • Visibility challenges: Family law and divorce matters are deeply personal, and potential clients often seek confidentiality. However, this can pose a challenge for attorneys in standing out among competitors.
  • Navigating legal jargon: Family law involves complex legal terms that may be overwhelming for individuals seeking legal assistance. Simplifying your message without oversimplifying the importance of your services is key.
  • Targeting specific legal services: With diverse family law services, from child custody to divorce mediation, attorneys need tailored strategies to target clients seeking specific services.
  • Building trust: Clients entrust family lawyers with their most personal matters. Establishing credibility and trust online is crucial for potential clients to choose your firm.

In this article, we’ll explore 3 proven strategies for a tailored approach to digital marketing for divorce and family law firms.

PPC Marketing for Family Law Firms

Google PPC Search Results for Family Law Firm Near Me Search

One way to take your online presence to the next level is with pay-per-click (PPC) advertising. Law firms can approach this strategy by leveraging the following methods:

Strategic Keyword Targeting

Craft PPC campaigns focusing on targeted keywords such as "child custody lawyer" or "divorce attorney near me." Understand your potential clients' search intent to maximize visibility. Make sure you do keyword research to determine which terms are searched upon more often and which searches are the right fit for your firm.

Keyword Research for PPC & SEO Campaigns - Family Law & Divorce Attorneys

Compelling Ad Copy

Create emotionally resonant ad copy that addresses the unique concerns of your audience. Highlight your firm's expertise, compassion, and commitment to helping families navigate legal challenges.

Landing Page Optimization

Design dedicated landing pages for different family law services. Optimize these pages for conversion, incorporating clear calls-to-action (CTAs), contact forms, and mobile-friendly features.


Use geotargeting to focus ads on specific geographic areas. This ensures your PPC efforts reach the right audience, especially crucial for family law practices serving distinct regions.

Search Engine Optimization (SEO) for Family Law Firms

What happens when a prospective client searches for your services on a search engine? Who do they see first: You, or your competitor?

When you invest in search engine optimization (SEO) marketing, you're choosing to enhance your online visibility, establish authority in the competitive legal landscape, and ensure your services are easily discoverable by individuals seeking family legal assistance. The law firms that show up at the top of search engine results pages (SERPs) use these tried-and-true methods for ultimate success:

Local SEO Strategies

Optimize your Google My Business listing, ensuring accurate information, and encouraging positive reviews. Consistent syndication across major local directories enhances your local presence.

Content Marketing

Develop a content strategy focusing on educational material. Regularly publish blog posts or articles addressing common family law concerns, showcasing your expertise and providing valuable resources for potential clients.

Technical SEO Best Practices

Ensure your website is fast-loading, mobile-friendly, and utilizes keyword-friendly URLs. Implement on-page SEO techniques, targeting relevant keywords within metadata, images, and content.

Link Building

Cultivate high-quality backlinks from reputable legal directories or relevant websites. Building a robust backlink profile enhances your site's authority in the eyes of search engines.

Online Webinars and Workshops: Engaging and Educating Your Audience

Family Law Firm Webinar and Workshop

In the realm of family and divorce law, connecting with your audience goes beyond legal representation — it involves understanding and empowering individuals navigating sensitive legal matters. Hosting online webinars and workshops provides a unique avenue to engage, educate, and build trust with potential clients. It provides an opportunity to:

  • Showcase expertise: Demonstrate your firm's expertise by addressing common concerns in family law, from child custody considerations to divorce mediation. Webinars allow you to showcase your knowledge, positioning your firm as a reliable resource.
  • Educate your audience: Online workshops provide a platform to educate potential clients about their legal options. By offering valuable insights, you empower individuals to make informed decisions, fostering a sense of confidence in your services.
  • Prequalify potential clients: Hosting a free webinar allows individuals to gain preliminary insights into their legal situation without an immediate commitment. This "prequalification" process ensures that individuals attending your webinar have a genuine interest in your services.

Wondering how to promote your webinar or workshop?

  1. Use social media: Leverage your firm's LinkedIn and Facebook pages to promote upcoming webinars. These platforms are effective for reaching a broad audience and creating engagement.
  2. Optimize your website: Feature upcoming webinars prominently on your firm's website and blog. Ensure that interested individuals can easily access details and register for these informative sessions.
  3. Collaborate with local organizations: Reach out to local chambers of commerce, libraries, or bar associations to promote your webinar within the community. These partnerships enhance your reach and credibility.
  4. Paid advertising: Use targeted Facebook or LinkedIn ads to promote webinars to specific geographic areas. This ensures your events reach individuals in regions your family law firm serves.

By embracing online webinars and workshops, your family or divorce law firm establishes a dynamic and informative presence, fostering connections with potential clients while contributing valuable insights to your community.

Your Partner in Family Law Digital Marketing

Before you jump into digital marketing initiatives for your family or divorce law firm, keep in mind why it’s a smart idea to partner with the pros. When you work with Two Wheels Marketing, you get:

  • Tailored strategies: We understand the sensitivity of family law matters. Our strategies are tailored to highlight your firm's compassionate approach, ensuring your online presence aligns with the personal nature of your services.
  • Keyword mastery: With in-depth keyword research, we identify the exact phrases potential clients use when seeking family law services. This ensures your PPC and SEO efforts are precisely targeted.
  • Compelling messaging: Crafting emotionally resonant ad copy and website content, we communicate your expertise while maintaining empathy, addressing the emotional aspects of family legal matters.
  • Transparent reporting: Our transparent reporting systems keep you informed about campaign performance, ensuring you have visibility into the impact of our strategies.

Ready to transform your family law or divorce practice's online presence? Connect with our team at Two Wheels Marketing. Let us be an extension of your team as we collaborate to increase traffic to your site and, ultimately, enhance your conversion rate. Contact us today.

“I’ve worked with Two Wheels Marketing for a year or so and their work has had a great impact on my business. They are able to drive leads/web traffic at a reasonable cost. Thank you, Mark and Two Wheels Marketing!”
Ken Kline