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Family law is a litigious form of law, hence search engines are key to lead generation, whilst positive reviews act as a strong validator for your business. Many family lawyers use social media, but we have doubts over the effectiveness of most of these social media advertisements. We still think Facebook is a good place to get family law clients, but there needs to be a specific approach to take that we think will be closer tied to revenue rather than brand awareness. We have some fresh ideas when it comes to marketing family law, and we cater to marketing for divorce lawyers. Let us dive in to our advice.
Best Marketing Channels For Family Law Firms
Because family law is a litigious form of law practice, Google Ads and Search Engine Optimisation (SEO) are the go-to channels for family lawyers. Search intent works because the keywords to identify the client’s needs are made apparent and the whole process becomes more straightforward since the sales process is not complicated.
The disadvantage is, the Cost-Per-Click (CPC) on Google Ads can sometimes be expensive, and there are only ten spots per keyword in organic search on Google. Competition is therefore, stiff. Furthermore, most law firm websites are not built to accommodate Google Ads. This is the main reason why most Google Ads does not work, the website was simply not able to elicit a conversion action from the website visitors because of poor design.
Many people who experience separation and divorce are accessible through Facebook, so naturally, many family lawyers advertise there. Our criticism is that the copy, media and strategy used is unlikely to achieve anything other than brand awareness. Some client acquisition may still occur, but this type of advertising has very weak links to revenue. We have strategies to ensure greater focus on building reliable lead generation.
Best Social Media Platforms For Family Law Firms
The most obvious choice here is Facebook. You know whether a person is married or not because they identify it on Facebook, and it is a more B2C platform than LinkedIn. However, there still is a place for LinkedIn in the form of referrals and recognition from peers. LinkedIn might not get you the end client, but by growing your network, you might create friendships and strategic partners who will refer you family law work. Therefore, there is some utility to spending time on LinkedIn, though in moderation.
There is little benefit from the minor or new social media platforms like Twitter, Snapchat or even the much loved Clubhouse. Either the demographic, targeting mechanism or audience size makes them unviable. The strongest social media platforms remain Facebook and Instagram, which are tied closely together, and to a lesser degree, LinkedIn.
Best Advertising Channels For Family Law Firms
Google Ads and SEO are the staple for family lawyers. The Google network is a staple for law firms in general because of its straightforwardness and phone leads. If you want the phone to ring, Google Ads and SEO is the way. Their keyword targeting mechanism means that rankings and clicks on Google will result in high quality leads, simply because the potential clients are self identifying what they want. The only problem is that success on this platform depends on high conversion rates and a winning design, which most lawyers do not have.
The ideal customer for family lawyers are hanging out on Facebook and Instagram. It is difficult to achieve real gains with social media because it is not understood well. We understand Facebook Marketing and can deliver excellent results. Pay attention to the following, it could be a powerful revelation for you.
When clients engage family lawyers, they tend to stick with that family lawyer. That is, unless there are extraneous factors like they cannot use the lawyer anymore, or they grow to dislike that lawyer. Clients are generally loyal to family lawyers. Hence, social media results are dependent on getting clients pre-action. Before they decide to engage in divorce, i.e. they are seperating or seperated. How we can do this for you is our advantage, and we have proven results. The other bonus is that we get results fast on social media. Google Ads takes up to three months to consistently produce maximum results and SEO takes up to a year for any real substantial gains. Social media is the fastest advertising channel for law firms and also has the least barrier to entry.
You do not need the best website for Facebook Ads, you just need it to be decent and presentable.
SEO Strategies For Family Law Firms
There are over 200 factors influencing rankings for SEO. Even if you met all 200, it is impossible to guarantee that you will reach the top 10 spots, much less the top spot. Legal SEO is particularly competitive online and it is savage.
Here are our strategies to help you get ahead:
- Do proper keyword research
- Use Natural-Language-Processing (NLP) Software
- Use Table Of Contents Plugin
- Use Law Firm Schema
- Use FAQ Schema
Do Proper Keyword Research
There are many keyword research tools out there, and being a law firm, you do not need the top of the range tool. KW Finder by Mangools is a relatively affordable tool for keyword research, with the basic paid service costing under $30USD a month for an annual plan. Using this tool, you will be able to target low difficulty keywords and actually rank. You do this by aiming for keywords your competitors are neglecting. Content is key to succeeding on SEO, and unfortunately, even for a specialist agency like ours, sourcing writers is difficult and you might need to start producing content in-house.
Use NLP Software
Identifying keywords is just half the battle. You must have a reliable method to rank them. In comes the Natural-Language-Processing (NLP) Software. NLP has become very important since the BERT Update on Google. Hence, complementary keywords and keyword densities have become really important, and meeting those requirements increasingly important to have any chance of ranking on Google. However, the enterprise version of this software is really expensive and highly technical. We suggest the simple, cost-effective tool SimilarContent instead to meet your NLP needs. Prices are as low as $99USD a year for an annual plan!
Use Table Of Contents Plugin
Most of you should be using WordPress. That is the best Content Management System (CMS) for SEO because of the flexibility and power it contains. A Table Of Contents Plugin automatically generates subheadings which can appear on Google as headings of articles. This is a great handy SEO tool to give you more visibility and attract more traffic. The best one is Easy Table Of Contents by Steven A. Zahm. It is free and does the trick. You can view the table of contents in this article to get a feel of what it is like. We suggest enabling it and having it auto insert only for Posts, which are blog articles. Keep the default position, which is “Before first heading”.
Use Law Firm Schema
Law Firm Schema is relatively new and partially regulated by Schema.org. We will not go into much detail here, but will write a more detailed article on the subject in the future. What you must know is that Schema is a kind of metadata, a pseudo or fine data that quickly informs Google on what the page is about.
Use FAQ Schema
This is another form of Schema that is very useful to getting rankings. The suggested plugin we recommend is called Structured Content by Gordon Böhme, Antonio Leutsch. This is very straightforward to use, it enables you to add FAQ Schema as a block in the Gutenberg block editor of a modern WordPress website. We suggest answering four FAQs per post.
What Are The Best Inbound Marketing Strategies For Family Law Firms?
Inbound Marketing implies the leads, prospects and clients come to you. Google Ads and SEO are obvious choices, but truly effective Facebook Ads are going to help. Our ability to produce winning and efficient strategies are our unique difference and an opportunity you should not pass up. Why should you be paying top dollar just for clicks on Google, when we help law practices truly succeed on social media with our proprietary techniques?
How Can I Get More Reviews For My Family Law Firm?
The best way to get more reviews for your firm is to simply just ask. Preferably, you should ask by email or text message and use software to manage them. Our software of choice for review management is Cloutly. Cloutly filters bad reviews and substitute clients’ bad reviews into leaving feedback that has no effect. This will ensure your firm’s reputation is managed closely.
How Can I Get More Referrals For My Family Law Firm?
The best way to do this is to grow your professional network, make friends and build relationships. We have a LinkedIn Outreach System that helps build those key relationships on scale. If you have a strategy, be it making alliances with other lawyers, or key persons like accountants, we can meaningfully expand your network and get you those referral partners.
Family law is a litigious area of law. Despite the proliferation of family law advertising on Facebook, we believe it is not effective or not as effective as it should be. The number of law firms having a return on investment on their ads is unlikely when the ads are only achieving brand awareness. Brand awareness still does something, but it is not closely related to revenue. We are experienced advertisers who get results, and we have proprietary strategies and methods you will find anywhere else as we are a specialist agency with a track record and fresh ideas. Book an obligation free discovery call with us today!
What is the most important marketing channel for Family Lawyers?
Google Ads and SEO are very important for family law firms. Facebook is widely used but unlikely to be effective because lawyers tend to use poor strategy. We know how to craft winning strategies on Facebook
Why are most Facebook Family Law Ads poor performers?
The strategy, media and copy they employ are no better than for brand awareness. The advertising is not closely related to revenue
Are there any high performing Facebook Ads for Family Lawyers?
If they are, it is because of the reputation of that particular family law firm, allowing them to achieve results despite the advertising only good for brand awareness
How do you achieve Facebook Ads success for Family Law?
We have developed proprietary methods to achieving superior results for Facebook Ads in the family law field. Contact us for more information
Clarence Ling is the founding partner of Marketlytics, and a dynamic character. Initially a trained Lawyer and Practice Development Manager, he contributed to the growth of his firm, including implementing software.
Clarence Ling is a Digital Advertising and Analytics Expert. Having a wide range of advertising experience ranging from international real estate, to legal and previously worked in full service marketing agencies, Clarence is a diligent marketer with an eye for detail and a talent for numbers.
Clarence can carefully plan out the best budget levels for the desired outcomes with projections that are more accurate than most.
His background in Analytics enables a clear, big picture assessment of both organic and paid campaigns, enabling maximum efficiency of those digital campaigns. His analytical background brings precise clarity of client or customer interaction and behaviour on online assets.
Clarence’s four fields of practice are Search Engine Marketing (SEM), Search Engine Optimisation (SEO), Social Media Marketing (SMM) and Email Marketing (EDM). He is best as an Advertiser and is an avid collector of Software As A Service (SaaS) Products, avidly investing in both technology and human capital of Marketlytics.