Family law clients are known for their preference for personal communication and professionalism. Even with rising advertising costs, many family law firms continue to see strong results online, especially when their digital strategies match what clients are looking for.
A polished online presence matters. Nearly half of family law clients say them make a hiring decisions within just three days of starting their online research—second only to personal injury clients. In this fast-moving space, your firm’s ability to clearly present trustworthiness, professionalism, and clarity online makes a real difference.
What’s Working for Family Law Firms in 2025
Not every digital marketing trend fits the needs of family law clients. Unlike other legal practice areas, family law clients tend to steer away from tech-heavy experiences. According to Scorpion’s latest report, 40% of family law clients don’t want AI involved in their legal process, and 72% still prefer to speak to attorneys over the phone rather than via apps or text.
So, how can family law firms stay current without losing touch with their audience? Focus on what builds trust, and be where clients are looking.
Focus on What Builds Trust
1) Reviews Still Matter—But Quality Comes First
More than 80% of legal clients read at least four reviews before making a decision, for family law firms, it’s not just about volume. About 64% of family law clients look specifically for reviews that reflect positive, respectful experiences. They’re looking for signs that your firm understands what they’re going through.
Stay engaged by responding to reviews across platforms like Google, legal directories, and your own website. Thoughtful replies show that your firm values communication—something that matters deeply to this client base.
2) Use Real Images & Video to Tell Your Story
Your website is often the first impression. Real photos of your attorneys and your office can help convey trust, credibility, and professionalism. In fact, 41% of family law clients say professional imagery is essential when choosing a firm.
Video is also playing a bigger role in client decision-making. Our data shows that 57% of family law clients find videos more helpful than written content. Consider short videos that explain court procedures, introduce your team, or answer common client questions.
Be Where Clients Are Looking
3) Don’t Overlook Legal Directories
While your website is your digital home base, 35% of potential clients also check legal directories—more than in any other legal area. That makes it essential to maintain up-to-date listings on platforms like LegalZoom, FindLaw, and Best Lawyers.
Your listings should reflect the same professionalism as your website. Include frequently asked questions, attorney bios, and clear service descriptions to help potential clients find what they need quickly.
4) Answer Real Questions with Clear Content
Whether on your website or in directories, clear, accurate information builds trust. Clients often look for reassurance during uncertain times, and your content can offer that. Well-written FAQs, service pages, and blogs that speak to real concerns can help set your firm apart.
Stay Current—At Your Client’s Pace
While many legal fields experiment with new tech, family law remains more traditional. Rather than rushing into new platforms, listen to your clients and meet them where they are. Over time, you can introduce new tools as comfort levels grow.
Want deeper insights? Scorpion keeps a finger on the pulse of what matters most to family law clients. We have the first-party data and suite of digital marketing tools to help your firm stay ahead of the curve without losing your personal touch.
