Imagine that you are the mother of two children. You are overworked in your busy job and struggling in an unhappy marriage. You and your partner are planning to separate, so you head to your bright laptop screen after the family has fallen asleep to figure out what your options are. You get lost in the ads at the top of Google's family law search results. There are terms you don't know, like "separate support judgment" and "contested court battle." In your stressful state, you can't make sense of information, and phrases like “no win, no fee” and “100% free case evaluation” seem off-putting to you. You finally read some search results from a local attorney that read "over 25 years of experience," "protect your family from a messy court process," and "free strategy appeal."
The Employee Email Database tightness in your chest eases a bit when you visit the website for more. As a family law attorney, you know the importance of emotional connection and safety in good family law marketing. In the legal industry, pay-per-click (PPC) advertising has recently taken over, controlling most law firm marketing spend. In doing so, leads and potential customers were all too easily narrowed down to targeted keywords and phrases. This highlights the human element inherent in successful marketing for family law firms. Instead, the focus of family law marketing should consistently span the entire inbound marketing funnel. By leading with an emotional connection at every stage of the client journey, you can build trust with family law leaders.
Attract leads from search with direct and clear keywords For prospects unfamiliar with legalese (which is most of your audience), being able to make sense of your franchise in family law marketing is key. 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 variations, associating each with 'lawyer', 'attorney' or 'law firm'. From there, add local keywords to these phrases to attract leads generated in your area:child custody law firm google search Search google divorce lawyer Separation lawyer Google search How you refer to your services will always be different from how your prospects refer to them. The basic terms of service above serve as the foundation for your keyword list, but they probably won't fully reflect how your prospects refer to their challenges. Identifying question phrases and common language reference means to services will build on this foundation and speak to more of your audience. To search for question phrases, simply see the “People Also Ask” section and related questions on Google searches:
