Do I have to support my wife after divorce?
How do I get full custody?
What is wasteful dissipation of marital assets?
These are some of the top questions that potential divorce leads are typing into Google’s search bar. If you’re creating legal marketing content, you are converting these potential divorce leads into viable divorce leads. That’s because drafting and posting blogs, videos, FAQs, and other relevant content brings divorce leads right to you.
If you’re not creating such helpful and interesting content, though, then your competitors are capturing these divorce leads instead.
A divorce lead is someone who has an interest in a divorce attorney’s service but may not yet be ready to become a client. In this context, it could be a wife feeling long-term unhappiness in her marriage but not ready to leave her husband or a husband who is having an affair and is not sure if he’ll stay with his wife or lover. People in these situations have questions that could factor into their decision-making. They may be concerned about finances, living arrangements, and, of course, the emotional toll a divorce can have on a family. Legal content marketing is a powerful tool to capture those divorce leads with useful information that may transition the person into a client.
The Types of Legal Content Marketing for Creating Divorce Leads
Anything you can read, watch, look at, or hear is content. Legal marketing content can be found online, often on law firm websites and social media posts, and offline in printed magazines, journals, and newspapers. Legal marketing content can take the form of blogs, articles, client alerts, videos, podcasts, infographics, graphics, case studies, reports, etc. Advertisements, including sponsored advertorials in publications and pay-per-click digital ads, are also sometimes considered legal marketing content.
Family law firms create and implement legal content marketing strategies to promote their services. Legal content marketing is often a large part of campaigns to generate divorce leads.
The Three Elements of Legal Content Marketing for Divorce Leads
To be effective at generating divorce leads, the legal content should be based on these three essentials:
Location: Google’s algorithm heavily skews search results by location. This means a search of anything from “divorce attorneys” to “child custody laws” will place links that are near the searcher’s location higher in the results. Include the city, region, or state name where you practice in your legal marketing content so it appears higher in these search results.
Helpful: Legal marketing content that answers questions scores higher in search results and, importantly, shows the potential divorce lead that you are knowledgeable about his or her concerns. Answer some of the top “People also ask” questions on Google in blogs or videos on the law firm’s website or common questions clients ask you.
Quality: There is always a temptation to skimp on quality just to get content posted. But if the content doesn’t keep the divorce leads’ attention, they will move on to content that does. Use anecdotes to create stories that illustrate the point. Avoid legal jargon, keep it simple, and be sure it’s proofread. Check out Writing Tips for Law Firm Content Marketing for more advice.
How Legal Content Marketing Generates Divorce Leads
Drafting and sharing legal marketing content generates divorce leads in a variety ways:
The discussion above regarding search engine results is based on search engine optimization, or SEO. SEO is the strategy behind boosting where content appears in search engine results. Search rankings are based significantly on keywords, but also considers popularity and credibility. Meaning, the more the content is read, the higher it will place. As also mentioned above, including locations, being helpful, and producing quality content all support SEO.
Keywords are also an essential part of paid content, such as pay-per-click advertising and boosted posts. Learn more about the difference between PPC and regular advertising and the pros and cons of each for law firms.
Whether divorce leads find your content through search, see an ad, or came to your website after receiving a referral, the content itself is a powerful marketing tool. Sometimes called “thought leadership,” relevant legal content positions the attorney authors as knowledgeable. Divorce leads are more likely to convert into a divorce client if they trust that the attorney being retained has a deep understanding of their legal issues.
Writing and sharing legal marketing content creates name recognition. Social media feeds, sponsored content in a local newspaper, and emails sent to former clients (who are great referral sources) are all ways to boost your visibility and keep your “brand” top-of-mind. This is especially important when courting divorce leads, as these are people not quite ready to hire an attorney, but they are thinking about it. The more they see your name the more comfortable they will feel about calling you.
As with any legal marketing strategy, a divorce leads marketing content plan should include a defined set of goals and a way to measure to success. It’s good practice to implement a “how did you hear about us?” question when the firm receives queries from divorce leads. In addition to website analytics, social media insights, and email statistics, this question will let you know what content catches divorce leads’ attention so you can write and post more.
Legal content marketing strategies to generate divorce leads have many components. Let Scorpion help your family law firm to create and implement a content marketing strategy that generates divorce leads for your firm!
