Family law clients are known for their traditional preferences and tech aversion, yet family law firms often achieve impressive results from digital advertising despite rising costs. The key to maximizing your marketing ROI is in aligning your strategies with client expectations.
Family law clients consider professionalism and efficiency when making decisions. And for nearly half of them, their online research is enough to reach a hiring decision within three days—the second highest behind personal injury law seekers.
The struggle for family law firms is in balancing their tried-and-true marketing tactics with the latest best practices in digital marketing. The key? Focus on building a professional persona online.
Download Scorpion’s latest report on family law digital marketing trends.
How to Attract New Family Law Clients With Digital Marketing
While digital marketing best practices are shifting to include new and emerging technologies, especially artificial intelligence (AI), some family law firms have been slower to adopt them than others.
Although 44% of general law seekers think AI tools are nice to have available, family law seekers are the opposite. According to Scorpion’s latest report, 40% do not want AI technology involved in their case at all. Similarly, while other legal fields like criminal defense and real estate are looking to incorporate SMS and in-app communication, our data shows that 72% of family law seekers prefer traditional phone calls with their attorneys.
So how can you optimize the digital advertising campaigns that work for your family law firm while respecting your clients’ preferences?
Engage With Client Reviews Online
Reviews are a key driver of trust and reliability among all law services seekers. Our latest survey found that over 80% of respondents reviewed four or more reviews before choosing a firm.
But in family law, your firm needs more than just a large volume of reviews. 64% of potential family law clients look specifically for positive feedback from potential clients. They find these reviews on search engines, legal directories, and your website.
View and respond to all your reviews within a single dashboard with Scorpion’s Reputation Management services.
Use High-Quality Photos and Videos on Your Family LawWebsite
While the most you can do to optimize your reputation management strategy on search results and in legal directories is to ask for and respond to reviews, you have more control over reviews and testimonials on your website.
You can leverage your website to highlight impressive case studies and engaging videos that introduce your team and showcase your firm’s success. You can also use video to give general overviews of what to expect in court and address common concerns for first-time clients. Our research has found that video is more impactful for 57% of family law seekers than written quotes. This is where family law firms can stand out amongst the competition.
At Scorpion, our Studios team will help reach your clients by sharing your story through video. Learn more about our video marketing services.
In addition to video, high-quality imagery on your website will also help put your best foot forward. Our data shows that 41% say that professional photos and videos are a must-have for family law firm websites. Your website’s photos can highlight attorneys at your family law firm and help portray the professionalism potential clients are looking for.
Let Scorpion’s team of marketing and branding experts build you a custom library of curated photos and videos for your website and digital advertising campaigns.
Optimize Your Family Law Website and Directory Listing Pages
While family law seekers typically use websites to find and evaluate firms, our data found that 35% of your potential clients will also turn to legal directories—the highest over all other legal fields. This means family law firms shouldn’t focus exclusively on their websites when optimizing their digital presence. LegalZoom dominates the market, but FindLaw and Best Lawyers are also important listings for family law firms.
Family law seekers are looking at your directory listings and website with specific needs and questions in mind. Cater to that by offering FAQs on directory listings and website search on your family law website—a must for 41% of family law seekers—to help them quickly find the answers they’re looking for.
Get your family law firm found on search engines by optimizing your site and directory listings with the right keywords.
Perhaps most importantly, your potential clients are looking for a firm with a strong image to help them show their best “face” in matters that are often complex and call upon people’s characters. For this reason, up-to-date information, accurate spelling and grammar, and clear writing can help give them the reassurance they need to trust your firm.
Build your family law content marketing strategy around addressing your potential client’s most common questions, concerns, and fears.
Incorporate New Technologies as Potential Clients Become Comfortable
Family law seekers are one of the most traditional audience segments in the legal field, preferring traditional communication methods over new technologies and a professional face that brings comfort at a complex time. To keep your online presence ahead of the curve, family law firms should stay in tune with their target audiences and incorporate new technologies as comfort levels rise.
Ready to get started? Check out Scorpion’s latest report on digital marketing trends in family law and speak to an expert about how to incorporate those findings into your firm’s digital marketing strategy.
