Family Law Marketing In San Diego

Family law attorneys specialize in complex issues such as divorce, child custody, and adoption. Marketing their valuable services to the right audience is a tedious task without the right guidance.

Working with family law marketing professionals who are familiar with the industry and understand the ins and outs of attracting clients is the difference between a successful firm and one struggling to reach its target audience.

Madison Ave Media is a proven expert in digital marketing and social media solutions for established legal professionals. Extensive planning and understanding of family law are necessary for launching a successful marketing strategy. Family law practices have unique challenges that require an innovative marketing approach. Our firm conducts the necessary research to identify a target audience and the inbound marketing approaches that resonate with consumers and increase a legal firm’s return on investment.

Google Ads for Family Lawyers

Without a doubt, Google Ads is a great investment for any marketing plan. According to a WebVisible survey, 86 percent of consumers use Internet search engines to help find local businesses.

Organic search rankings are highly valued but difficult to achieve. Organic results rely on well-crafted Search Engine Optimization (SEO) to make a website more visible to search engines. Search engines like Google constantly change their ranking requirements, making it time-consuming to stay abreast of the best methods for producing organic results. Other reasons organic ranking can be difficult to achieve:

  • It takes time for search engines to index organically-driven content.

  • There is a lot of competition for ranking with popular keywords, increasing the difficulty in being noticed and indexed by search engines.

  • Links on the website pages are not relevant or top-quality.

There is no reason to panic if organic search results are not working well for your family law website. There is an alternative: paid search rankings. Google Ads is one of the best-paid ad options available. Google directs the highest amount of web traffic, with nearly 4 billion searches conducted daily. That is, on average, 40,000 search queries per second!

Google is considered one of the most trusted sources for consumers searching online. Imagine the power of having your website appear at the top of page one for Google search results when consumers plug in the keywords “family law,” “divorce attorney,” “child custody,” or “adoption lawyer.” With Google Ads, the ability to do so is within easy reach.

Unlike their organic counterparts, Google Ads provides the extra benefit of displaying a one-click call button when viewed using a mobile device. That feature increases the likelihood of a potential client interacting further with your firm, turning that search engine traffic into a viable lead.

Full-Service Pay-Per-Click (PPC) Marketing

Pay-Per-Click (PPC) marketing is an economical way to generate the kind of leads that convert to new business. Google Ads is considered a form of PPC – arguably the most effective and widely used PPC option available on the market today.

Knowing the benefits of using a paid advertisement service like Google Ads is the first step in the process. Understanding the value of a visually-pleasing ad is just as important. Just because an ad is the first to appear in the search results for a family law practice does not mean it will get engagement. To get potential customers interested in clicking on and interacting with the ad, it must be creative, innovative, and eye-catching.

The marketing professionals at Madison Ave Media use the following tools and techniques to craft a PPC ad that not only ranks at the top but also encourages the target audience to click through it, increasing the opportunity for lead conversion.

1. Using keywords effectively

Whether hoping to rank organically or creating a PPC ad, using keywords effectively is crucial to success. Our firm uses a combination of longtail keywords, low competition keywords, and some of the most popular keywords associated with family law marketing.

2. Grouping and structuring

Search engine algorithms dislike “keyword stuffing,” which is the overuse of targeted keywords in an attempt to get content to rank well. Our professionals can word your ad in a way that will get it noticed – not flagged – by search engines.

3. Targeting an audience

Any effective PPC ad needs to identify a target audience. Madison Ave Marketing conducts thorough research to identify your firm’s ideal customer and crafts ad copy to reel them in.

4. Crafting a creative pitch

Short, sweet, and to the point. Google Ads allows only so many words, and our marketing professionals are skilled at engaging your target audience with succinct copy.

5. Maximizing an advertising budget

One of the biggest benefits of PPC ads is only paying for what is needed. We can work within the client’s advertising budget to maximize ad exposure without breaking the bank.

6. Analyzing and adjusting

Using analytics tools to gauge how well a PPC ad is performing is part of our services. If an ad is not meeting expectations, adjustments will be made to increase its engagement and conversion rate.

The Power of Remarketing

Remarketing is an excellent tool for family law marketing by targeting previous visitors to your website. It is an effective way to dramatically increase conversion rates and return on investment. It works by showing previous visitors display ads for your law firm while they are conducting subsequent searches and even when visiting other websites. Seeing an ad for your firm come up again and again during online searches keeps your firm at the forefront, increasing the likelihood the person will follow through with pursuing services with your firm.

Social Media Marketing

With nearly 50 percent of the world’s population using social media, its inclusion is an important component of any family law marketing plan. Our firm understands the nuances of social media and will include monthly postings to and paid advertisements on Facebook and Instagram, and remarketing on Facebook, as part of a marketing strategy for your firm. 

New Websites

Creative digital ad campaigns are the bait, but a quality website is a pole that reels customers in once they are hooked. Websites that engage visitors and increase the opportunity for lead conversion include the following features:

  • A strong “About Us” section that defines your firm’s services, goals, and values

  • Testimonials from satisfied clients and stories of past successes

  • A team page that provides a brief introduction to and bio for all team members that includes photos

  • A blog with helpful advice and other relevant industry news and tips

  • A “Contact Us” page with a strong call-to-action

Websites also should capitalize on SEO and local SEO to drive new traffic. The rules for effective SEO and how search engines rank for it are ever-changing. Our marketing experts stay on top of the latest trends to ensure your website copy and ads excite search engines and encourage them to rank it well. Localizing SEO attracts more customers who are searching for your services using the “near me” criterion. For instance, if an individual enters the keywords “divorce attorney near me,” local SEO can identify your law practice as meeting that requirement and providing links to it in the generated search results.

Family Law Marketing Experts

Generate new leads and convert them to viable new business for your practice with the family law marketing experts at Madison Ave Media. Contact us today to schedule a free 30-minute consultation with our team of savvy digital marketing and social media experts.