Winning complex divorces isn’t luck. It’s strategy.
We recently sat down with American Academy of Matrimonial Lawyers (AAML) fellows, Jim Mueller (Mueller Family Law Group) and Jason Naimi (Naimi Mullins Law Group), to unpack exactly how they attract and retain premium family law matters.
Below are five takeaways you can apply right away—each one backed by Mueller’s and Naimi’s real-world results.
Know Exactly Who You Want to Work With
“You have to know exactly who you're targeting,” according to Jim Mueller. For his firm, that means focusing on high-net-worth divorces and complex custody cases—areas where they can deliver the most value.
What you can do:
- Get crystal clear on the types of cases your firm handles best, such as high-net-worth divorces or custody disputes.
- Tailor your marketing materials to speak directly to those clients' needs and goals.
Take Control of Your Online Reputation
“Negative reviews stand out more than multiple positive ones. We consistently work to get great reviews. Make it easy for your clients to leave feedback," said Jim Mueller.
Jason Naimi echoed this, adding, "Family law is deeply personal. It can be challenging to get reviews due to privacy, but actively asking happy clients to share their experiences can make a huge difference."
What you can do:
- Text clients a direct review link the moment a matter resolves.
- Thank every reviewer personally; address negatives within 24 hours.
- Highlight five-star reviews on your Google Business Profile and homepage hero section.
Set Clear Communication Boundaries
Jason shared how his firm sets expectations upfront:
“We define our office hours, what constitutes an emergency, and how we handle after-hours support. Clients feel valued because we’re clear and responsive.” Jim agreed, adding that even a quick response can go a long way in showing clients you care.
What you can do:
- Be upfront about your availability and what qualifies as an emergency.
- Use technology or team members to ensure prompt responses.
- Set up automated replies or backup systems for after-hours inquiries.
Helpful tip: Use Scorpion’s AI Chat to triage after-hours inquiries and flag true emergencies.
Always Be Marketing
Both attorneys stressed that marketing never stops. “Marketing is everything,” Jim said. "Every interaction is part of your marketing strategy, whether it's on your website, a billboard, or in person."
Jason highlighted the importance of personal branding: “Be known, liked, and trusted. Building personal connections with referral sources is incredibly powerful.”
What you can do:
- Build your brand through consistent, positive interactions.
- Foster genuine relationships with referral sources like financial advisors and other professionals.
- Keep your website and social media updated to reflect your expertise and activities.
Measure What Works & Adapt
"You must measure your efforts and be ready to pivot, said Jim. "Marketing strategies need time to prove their effectiveness, but also the flexibility to change when necessary."
What you can do:
- Set up systems to track your marketing and referral efforts.
- Regularly review your data to refine your strategy.
- Double down on high-performing channels and cut what isn’t working.
"We measure everything from initial contact to final retention. Knowing which marketing efforts pay off helps us spend smarter." - Jason Naimi
How Scorpion Can Help
If all this sounds like a lot to manage, Scorpion is here to make it easier.
We provide complete digital marketing solutions to help family law firms:
- Target the Right Clients: We provide solutions for targeted lead generation, helping you connect with clients who are ready to move forward and saving time on unqualified leads.
- Improve Your Online Presence: Our services include reputation management to monitor and improve your online reviews, along with professionally designed websites and 24/7 AI chat to provide quick responses and easy scheduling for potential clients.
- Make Data-Driven Decisions: We offer revenue tracking analytics that show which marketing efforts bring in the most valuable cases, along with seamless integrations with tools like Clio, Filevine, and Lawmatics, and dedicated support to handle your marketing needs.
Watch the Full Webinar
Ready for the full playbook? Watch the on-demand webinar to hear Mueller and Naimi break down their tactics in detail.
