A Quick Guide to Divorce Lawyer Marketing

As a divorce law firm, having a strong reputation is crucial for success. But that alone isn’t enough. You need to capture the attention of potential clients—and keep it.

That’s where marketing for divorce lawyers comes in. From engaging social media campaigns to insightful blog posts, there’s no shortage of ways to highlight your firm’s expertise. These strategies can increase visibility, attract new clients, and boost your reputation—making them a smart investment.

Still, many divorce lawyers feel uncertain about where to start. We’re here to help. In this guide, we’ll unpack what divorce lawyer marketing is, highlight proven strategies, and share marketing tips to help your law firm stand out.

Maximize your divorce lawyer marketing efforts with Clio Grow, which ensures clients from successful campaigns have a seamless intake experience. Learn more here. 

Meet potential clients where they’re at

One of the first steps for marketing your divorce law firm is to define your target audience.

Clients in search of legal support for divorce might not have the same urgency as those in other legal practice areas, like personal injury cases. But the emotional weight they carry is immense. They’re not just looking for a lawyer who specializes in divorce law—they also want someone who understands their unique needs.

Ask yourself: What are the biggest challenges for these clients? What questions keep them up at night? How might they be feeling? Knowing these answers is key for effective divorce lawyer marketing and will help you connect with where they are at in their journey.

For example, one potential client might be anxious about the cost of divorce; another is merely starting their research to see if divorce is right for them and is feeling hesitant; while another is worried about how it will affect their children.

Consider leveraging tools like:

• Focus groups
• Online surveys
• And: Client feedback surveys

Once you have this data, you can create buyer personas—detailed profiles representing your ideal clients. These personas will serve as a roadmap for your marketing, helping you connect with clients on a deeper level.

When you have the right insights into your potential clients and how they’re feeling, you can tailor your messaging to show that you’re the right lawyer to guide them through it all.

Make it easy for clients to find you

After you’ve developed a solid understanding of your clients’ needs, you’ll want to make sure they can easily find your firm.

In today’s digital-first world, it’s no secret that most turn to Google in their search for a lawyer—using phrases like “Best divorce lawyer in Miami” or “How do I file for divorce in Denver?”

This makes your website your most powerful marketing tool. In fact, our most recent Legal Trends Report found that 74% of lawyers use their law firm website to promote or market their services to potential clients.

It’s important to note, however, that the way people search the web is changing—Google isn’t the only way to find information these days. In fact, more than ever, people are turning to platforms like social media or even tools like AI to find what they’re looking for. Keep that in mind when implementing marketing strategies for your law firm website.

If you’ve implemented the right search engine optimization practices and offer relevant content, clients are more likely to land on your site. But that alone won’t convince them to pick up the phone or send an email. They’re searching for clear, accessible information that shows you understand their needs and outlines how you’ll support them.

Unfortunately, many law firms fall short here. Our latest Legal Trends Report found that only:

• 14% of clients found it easy to locate pricing information on law firm sites.
• 30% said they could easily understand the process of hiring or working with a lawyer.

Quality websites drive leads

Carve out time to review your law firm website content to ensure it covers how your firm works with clients and keeps them informed. A website with user-friendly features can also help demonstrate E-E-A-T (Experience, Expertise, Authority, and Trustworthiness), which is a factor Google uses to assess content quality.

Key features to consider on your law firm website include:

• Live chat functionality. Letting potential clients message you right when they have a question can help them feel heard.
• Easy-to-find calls to action (CTAs). Your CTAs should be clear and obvious. For example, “Book Your Free Consultation” or “Get Started Now” should stand out.
• Online booking options. Online schedulers let potential clients book initial meetings right away online—without having to reach out by phone or email.
• Online intake forms. With online intake forms, clients can submit their information electronically through a link on your law firm’s website.

The common theme? Technology plays a significant part in delivering the experience clients expect. Our Legal Trends Report found that firms using technology like online schedulers and online intake forms to enhance client experiences have 51% more client leads and 52% more revenue.

Demystify the divorce process with your content

Divorce is one of the most overwhelming experiences a client can face. As a legal expert, you have the opportunity to ease their concerns. That starts with removing any uncertainty around the legal process. A simple divorce checklist, for example, can help clients understand exactly what to expect.

As you build your law firm marketing strategy, think about the types of content you’ll create. Will you focus on blog posts, infographics, or videos? Try not to limit yourself to just one channel—using multiple content types can expand your reach. This can help you reach different audiences, for example, younger divorce clients who may be browsing TikToks, not blogs.

At this stage, it’s also useful to establish clear key performance indicators (KPIs) to ensure your content performs well. Whether you’re tracking click-through rates, search visibility, or brand awareness, defining these metrics will help you evaluate your content’s success and fine-tune your strategy.

Here are a few channels to use for content marketing.

Organic content

Organic content—like social media and blog posts—is a great way to engage potential clients and build a powerful online presence. They’re also relatively simple to produce. With the personas you’ve developed, brainstorm relevant topics and create informative, engaging pieces that address their challenges and questions.

A few ideas include:

• 10 Things to Know About Dividing Property
• Top 5 Myths About Divorce—and Why They’re False
• Preparing for Divorce Mediation: What to Expect

If this feels daunting, an editorial calendar can go a long way in keeping you organized. Set aside time—whether at the start of the year, quarter, or month—to plan your content. By mapping out topics in advance, you’ll avoid the stress of scrambling to create content later.

If writing isn’t your strength or you’re pressed for time, you might want to consider partnering with a legal SEO writer or law firm marketing agency to create high-performing content.

Email marketing

Email marketing can be tricky for divorce lawyers because it deals with highly sensitive, personal topics. That said, it’s a valuable tool when approached thoughtfully.

Divorce lawyers can use a newsletter to share industry updates, new blog posts, videos, or in-depth content. For the best results, segment your email lists based on client personas to ensure recipients receive content tailored to them—whether they’re preparing for mediation, dealing with custody concerns, or just starting the divorce process.

Video content

Video marketing is a powerful tool to showcase your expertise. Hearing directly from a lawyer adds a personal touch and reinforces your firm’s credibility. It’s also easily shareable on your website and social media.

Consider creating videos on topics like the custody process, common divorce mistakes, or steps to take immediately after filing for divorce.

Invest in paid advertising channels

Paid advertising campaigns are another effective marketing strategy for divorce lawyers. They can give your firm a competitive edge and attract individuals actively seeking divorce legal services.

Here are three effective options to consider:

• Pay-per-click (PPC) advertising. PPC ads target specific keywords—like divorce lawyer in Chicago—to put your firm at the top of search results. It’s a good strategy if you want to generate quick leads. The downside? Divorce attorney keywords can be expensive. To get the most value from your ads, conduct thorough research to understand your target demographic and look at your competitors’ strategies. A well-designed website is essential for converting those leads.
• Paid social media advertising. Platforms like Facebook, Instagram, and LinkedIn let you target users based on demographics and interests. This allows you to deliver personalized messaging to potential clients in a highly relevant way.
• Google Local Service Ads. These ads appear at the top of local search results when people search for services like “divorce lawyer near me.” They’re highly targeted and help build trust with potential clients, since they feature verified business information. Tools like Clio Grow integrate with Google Local Service Ads, meaning you can manage and optimize your campaigns directly from the platform.

Build a trustworthy online presence

Trust is crucial in divorce law. Potential clients are often facing one of the hardest chapters of their lives, and they need to feel confident that you can help them navigate the process.

For example, a glowing testimonial from a client about how you helped them through a tough custody battle can speak volumes to someone in a similar situation. Word-of-mouth referrals also carry significant weight in divorce law, as people often turn to those they trust when dealing with highly personal matters.

Try employing these strategies to establish trust with potential clients:

• Showcase client testimonials and case results: Our latest Legal Trends Report found that, among prospective clients, a lawyer’s experience with similar cases and positive client reviews were among the top three factors when choosing who to hire. Highlighting these successes can make a compelling case for why they should choose your firm.
• Encourage Google Business reviews: Positive reviews and high ratings influence how potential clients perceive your firm. Encourage satisfied clients to share their experiences on your Google Business account—it might be the deciding factor for someone researching legal services.
• Build credibility through link building: You can also gain credibility by earning backlinks from respected industry websites, since these links signal to search engines your firm is a trusted authority in the field. Read up on link building strategies for lawyers.
• Strengthen your social media presence: By sharing valuable content, answering questions, and participating in meaningful conversations, you show clients that you’re approachable and knowledgeable.
• Highlight industry recognition: Awards, recognitions, or speaking engagements bolster your credibility. These accolades demonstrate your expertise and position your firm as a leader in the legal community.

Nurture captured leads to boost conversions

Capturing leads is just the beginning. To convert them into clients, you need to nurture them effectively. Start by implementing lead capture forms to collect vital information, then use automated follow-up sequences to stay top-of-mind with potential clients.

Offering free consultations can also encourage conversions, as it shows potential clients that you genuinely care about their needs and want to help them.

Clio Grow makes this process easy by streamlining client intake. With it, leads move directly into your practice management system, creating a frictionless transition from initial contact to full onboarding.

Tracking the success of marketing campaigns

Experienced legal marketers know that tracking is key to achieving their goals. Without it, it’s hard to know what’s working and what isn’t.

Start by reviewing the KPIs you set when developing your marketing strategy—whether it’s open rates or website visits—and make sure you monitor them on an ongoing basis.

Regularly review your marketing plan to ensure you’re on track with your goals. If things aren’t hitting the mark, it might be time to rethink your approach. After all, there’s no point investing in strategies that aren’t working.

Final thoughts on marketing for divorce lawyers

Marketing for divorce lawyers doesn’t have to be overly complicated. By creating compelling and informative content and building trust with potential clients, you can create a successful strategy that positions your firm as the top choice when clients need legal help the most.

Clio Grow ensures that new leads from marketing campaigns have a positive experience from start to finish—solidifying new business and ensuring your divorce practice stands out from the crowd. Book a demo to learn more.

How do divorce lawyers get new clients?

Divorce lawyers can attract new clients by building a solid online presence through social media, search engine optimization, and content marketing. Sharing helpful advice through blogs or videos and establishing a strong reputation are great ways to connect with potential clients.

What is the best way to advertise for divorce lawyers?

The best ways to advertise for divorce lawyers include targeted Google ads, social media campaigns, and SEO optimization. Creating informative blog posts, offering free resources, and leveraging client testimonials all help increase visibility and build trust.

We published this blog post in December 2024. Last updated: December 16, 2024.

Categorized in: Marketing