As a divorce attorney, you know your clients are different. They’re not typically in the same urgent situation as someone who needs a criminal defense or personal injury lawyer. They’re not fighting against a large, faceless insurance company. Instead, your clients are generally in more delicate, highly emotional situations. As such, marketing to these individuals requires a different touch.
The problem is that the world of divorce law is highly competitive. More than 1 million searches each month use divorce-related keywords. While that provides a lot of opportunities, other divorce attorneys are out there looking for clients, too. You need to stand out with a tailored marketing strategy to attract potential clients and turn them into quality leads. Here, we’ll provide a few tips on how to get better divorce attorney leads for your practice.
1. Understand Your Target Market
Before you start, you need to understand to whom you’re marketing. Begin by establishing your ideal clients. Consider factors such as:
- How old they are
- If they’re men or women (you can represent both)
- Where they live
- What they do for a living
- How much they make
Next, ask yourself a few questions about these individuals:
- What are the main services they require (divorce, annulment, child custody)?
- What questions do they have about divorce?
- What are their main issues or challenges?
- What qualities are they looking for in a lawyer?
2. Build a Strong Website
As we’ve established, there are more than 1 million monthly searches for divorce attorneys and related subjects. While the divorce rate was falling before 2020, hundreds of thousands of people are still filing for divorce.
Most people looking for information about divorce begin their searches online. To stand out from the crowd, you need to build a strong website. One of the best ways to get your site near the top of search results pages is to create a search engine optimization (SEO) strategy. Research keywords and incorporate them throughout your webpages. Be sure to include practice-specific words, including “divorce,” “divorce attorney,” and “divorce lawyer in [location].”
Other things you can do to create a strong website that entices potential clients to stay longer and request more information include:
- Making your website easy to navigate (which helps to improve the user experience)
- Ensuring your website is mobile-friendly
- Ensuring that your pages load quickly
- Offering a lead magnet—something you offer to entice leads to share contact information
- Providing a live chat function
3. Write Valuable Content
When visitors come to your website, they’re likely looking for information. Provide answers with valuable content. One way to do this is by creating a blog. If you have an FAQ page on your site, consider expanding on your answers to offer more in-depth information. Regular blog posts not only improve your SEO, but they also help to boost your credibility and demonstrate your expertise in the field of divorce law.
Blog posts aren’t the only type of content you can create. Other options to consider include:
In addition to publishing content on your website, you can promote it on your social media pages. Doing so can help to drive interested traffic to your site and convert more quality leads.
4. Gather Reviews and Testimonials
Before people decide to hire a divorce lawyer, they’ll likely see what others have to say. In fact, more than three-quarters of people check lawyer reviews first. Encourage your past and current clients to leave reviews on Google or other sites such as Yelp and Lawyers.com. You can feature some of these reviews directly on your website, too.
When you’re nearing the end of your work with a client, send an email to ask for feedback. Provide links to your pages on Google, Yelp, and social media.
5. Consider PPC Ads
Getting your website to the top of search engine results pages can help to increase your website traffic. One way to get your practice noticed is by using pay-per-click (PPC) advertisements. These types of ads appear at the very top of the results pages, ensuring visibility. A successful campaign can prompt more clicks and generate more leads.
Start Generating Better Leads for Your Divorce Law Practice
Marketing for a divorce attorney is a bit different than marketing for any other type of practice, including the broader family law area. Understanding your target market is the first step to reaching clients. Creating a strong online presence with a well-designed, optimized website and high-quality content can also help generate better leads. For further information and tips on how to get better divorce attorney leads, contact Martindale-Avvo today.