How to systematically build trust through family law marketing

Imagine you’re the mother of two children. You’re overworked in your busy job and struggling in an unhappy marriage. You and your partner are planning to separate, so you take to your glowing laptop screen after the family goes to sleep to figure out what your options are.

You get lost amidst ads at the top of Google’s family law marketing search results. There are terms you aren’t familiar with, like “judgment of separate support” and “contested court battle.” In your state of stress, you can’t make sense of the information, and phrases like “no win, no fee” and “100% free case evaluation” feel off-putting to you.

You finally read some search results from a local attorney reading “25+ years experience,” “protect your family from a messy court process,” and “free strategy call.” The tightness in your chest loosens a bit as you visit the website to learn more.

As a family law attorney, you know the importance emotional connection and safety play in good family law marketing. In the legal industry, pay-per-click advertising (PPC ) has taken over the driver’s seat of late, controlling most of the marketing spend for law firms. In doing so, leads and prospective clients have been too easily boiled down to targeted keywords and phrases. This glazes over the human element inherent in successful marketing for family law firms.

Instead, the focus of family law marketing should systematically extend across the full inbound marketing funnel. By leading with emotional connectedness at each stage of the customer journey, you can build trust with family law leads.

1. Attract leads from search with direct, clear keywords

For those leads unfamiliar with legalese (i.e., most of your audience), being able to make sense of your directness in family law marketing is essential. Use direct, plain English keywords in your paid and organic search content with leads.

As a starting point, use “child custody,” “divorce,” and “separation” as keywords and all variants, pairing each with “attorney,” “lawyer,” or “law firm.” From there, add local keywords to these phrases to attract leads generated from your area:

child custody law firm google search

Divorce attorney google search

Seperation lawyer Google search

How you refer to your services will always differ from how your leads refer to them. The base service terms above serve a your keyword list foundation, but they likely will not fully reflect how your leads refer to their challenges. Identifying question phrases and common-language ways of referring to services will build on this foundation and speak to more of your audience.

To source question phrases, simply check out the “People also ask” section and related questions on Google searches:

Google people also ask law firm example

A few great keyword research tools, if you don't already use them, are SEMrush, Ahrefs, and Moz. CallRail's Automation Rules tool can surface common keyword themes or phrases from existing calls with leads.

Once you have the keywords you’d like to use in your marketing campaigns, place them in your PPC ad copy and organic SEO content. Consider using ad extensions on your PPC ads to share further details about your company’s awards, link to helpful supplementary pages on your website, and position your firm against others.

Check out this example PPC ad with direct language with comforting phrases like “see beyond challenges to find solutions” and “win the cases that other firms won’t even take on”:

Example of law firm PPC ad

And here’s a good example used on a practice area page, after clicking the link to “family law” on the ad above, talking about divorce services. This copy is empowering, collaborative, and, most importantly, the call-to-action (CTA) is communicating that the attorneys will listen and win for their clients.

Law firm practice area web page

Further down the same page is where we get all the keyword-rich copy (keywords underlined in blue):

Example of keyword rich copy for divorce law firm


PPC and organic search are oftentimes the first brand-building moment that leads will get with your firm. While having the keywords to target is powerful, unlocking their full value in your marketing strategy depends on future iterations based on leads' responses.

Plan for the long game by marketing to your audience from a place of compassion and emotional connection. In the realm of PPC ads and content, this is based on direct, plain English keywords and phrases. This clarity should come through from the very first moment, starting with the PPC ads and content you’re organically ranking for.

→ Pro tip:

If you're driving leads to a landing page through search, then capture email addresses at this stage with a form or pop-up. Lead with value to earn their trust in handing over their email, and step up to their high expectations through the crucial lead-fostering process.

2. Foster leads through useful, helpful content

After the first brand touchpoint of PPC ads or organic search results, focus on publishing website content that helps leads navigate family law issues and evaluate your services. Guide them around your website. Information sharing should be your main goal at this stage. What questions do your leads need answered in sales conversations to feel comfortable working with your firm?

One medium for sharing educational content is through blog posts. Targeted blog posts that address frequently asked questions give leads a complete picture of your expertise. These blog posts can also shed light on questions leads don’t even think to ask like: “questions to ask your child custody lawyer” and “how much does it cost to get a divorce?” To get started creating useful blog posts on your law firm site, check out this resource for tips.

Another way to help leads navigate their challenges is to publish practice area pages. Notably, this is different than a “services” page that lists all the different services you offer. Instead, these practice area pages, ideally 1,000 words or longer, build trust in your offerings by speaking to your lead’s questions and concerns about a specific area of family law. They also have the added benefit of doing the heavy lifting in educating your leads before you even start having sales conversations with them.

Here’s an example of a services page that rounds up dozens of practice area pages, allowing the lead to quickly navigate to their area of interest. Each of the bullet points is clickable:

Example of service page with multiple practice area pages

Share content that leads find relevant and useful to forge an advisor/client relationship while marketing to the audience effectively.

→ Pro tip: CTAs on blog posts and practice area pages should be clear and respectful of your lead’s customer journey stage. Remember, many of your prospective clients are going through a tough time in their lives. They might not be ready for, or are wary of, submitting for a quote or consultation. Steer away from compromising trust through salesy CTAs like “schedule a call” or “receive a quote.” Think: “schedule a consultative meeting with an expert,” “free strategy call,” “read more divorce resources here,” etc.

3. Reach out consistently to show leads you’re there to help

Part of what builds trust is reliability. Regularly connect with leads (you’ve already collected their emails from Step #1!) to keep your firm top of mind and reinforce that your firm could be useful to them.

One ideal way to go about this is through an email newsletter, either bi-monthly or monthly. The key guiding principle for entering your leads’ inboxes is to be overwhelmingly helpful, with loads of value. This demonstrates initiative and opens up your brand as a source of trusted knowledge for your leads.

Use email newsletters to share helpful content from Step #2 with your leads that they may not have read. Think of it as a “people also read” recommendation at the base of a news article to inform your leads about questions they could have or issues they may face in the future.

Bring value and compassion forward with these ideas to your law firm email newsletter:

  • Answer questions like “What are the steps to getting a divorce?” “What should I be thinking about with respect to my kids when thinking about a move?” “How will my job change affect my child custody payments?” that extend beyond a discussion of your services.
  • Complete their education with guides on “all you need to know about getting a divorce” if you know they’ve indicated an interest in the topic. This means creating more comprehensive content than just services pages or landing pages from ads.
  • Put a photo of the “face” of the firm in the signature line of the email. This is a prime opportunity to humanize the brand and introduce yourself in a subtle but impactful way.

Example of law firm news letter


Another way to keep your firm top-of-mind is through retargeting and display ads for leads who have already visited your website. For more tips on how lawyers can use remarketing, check out this comprehensive guide.

Example of law firm testimonials


→ Pro tip: An especially efficient use of this retargeting ad space is to include testimonials (video is a bonus).

Track the results of your family law marketing with CallRail

After implementing the methods from this post, measurement is crucial to ensure you’re hitting the right notes with your prospective client base.

CallRail hosts a suite of tools to give you the eyes and ears on your marketing campaigns you need to win. Call and form tracking can help keep an eye on and pull reports of overall performance or various A/B tests on ads. This tracking is essential to understanding what resonates with your audience and what’s actually successful in winning clients.

Your clients trust you as a family lawyer, and lawyers trust CallRail with their call and form tracking. If you’re curious about how other attorneys work with CallRail on family law marketing, read more case studies and use cases by our attorney clients here.

CallRail-Free-Trial 1