Working as a successful divorce lawyer requires more than the ability to reel in local clients and referrals.
To truly maximize your reach and clientele it is important to implement proper divorce lawyer marketing online.
While most marketing tactics and tools are utilized for a wide range of careers and niche businesses, family law marketing requires a bit of creativity and customization to ensure your online advertisements and divorce lawyer PPC campaigns are run as successfully as possible.
TIP #1: Target Child Custody & Child Support Keywords
Choosing the right keywords for PPC campaigns you plan to launch is extremely important, especially if you have a set or limited budget to get started with online.
Rather than targeting traditional divorce keywords and trendy phrases, you should consider honing in on child custody and child support keywords for maximum online reach.
Selecting the right child custody and child support keywords to implement in each individual PPC campaign you launch is a way to attract high-value cases while keeping the cost of your advertisements to a minimum.
Study the current online trends of top search engines such as Google, DuckDuckGo, Yahoo!, and Bing to determine the keywords and phrases that are most competitive and highly effective for your niche and the legal services you offer.
Use tools such as Google Trends to learn more about which keywords are used by the demographics you want to reach (along with the area and location you are targeting).
Spend time monitoring, tracking, and saving data with each individual campaign you launch to gain valuable insight into the behavior of your prospective clients and their needs when it comes to legal representation.
If you provide additional legal services or counsel that are specific, consider launching campaigns to hone in on individuals who are seeking exactly what you offer.
Include specialty keywords such as “custody divorce help”, “child support lawyer”, and even “full custody divorce lawyer”, followed with the location you represent.
Launch multiple PPC campaigns simultaneously to monitor the effectiveness of your keywords and any CTAs (calls to action) you include.
Use varying language and copy when implementing your CTA along with headers that link to your website to learn more about the messaging your prospective clients respond to most. Hone in on your most successful PPC campaigns and create even more engaging ads with each push.
TIP #2: Avoid Bidding on Divorce Research Keywords and Terms
One of the biggest mistakes to make when running a divorce lawyer marketing campaign is to overspend on unnecessary keywords.
Don’t bid on divorce research keywords and common phrases, especially if you are seeking clients immediately and want to expand your clientele as rapidly as possible.
Individuals who are browsing online for divorce research information and guidance have not yet finalized their decision to divorce their partner.
If an individual is still on the fence about moving forward with an actual divorce, they are much less likely to seek representation from a lawyer (rendering your online campaign unsuccessful).
When you launch ad campaigns that are only relevant to those who are researching divorce and considering it, you are more likely to waste marketing funds without receiving any real or long-term results.
Spend more time focusing on targeting individuals who have already settled on the decision to divorce or on those who are interested in representation for a child support or custody case.
Once you have effectively reached your intended clientele and you have drastically increased your income, expanding to new and relevant keywords surrounding divorce research and making the decision to divorce is much more realistic.
TIP #3: Use a Simple and Mobile-Friendly Landing Page
Consider that approximately 85% of all of your online leads will likely include users who are browsing online using a mobile or tablet device.
With the advent of smartphones and the increase in mobile popularity, most individuals spend their time browsing while looking at the palms of their hands as opposed to traditional desktop browsers.
Launching a website that has not been tested in mobile phone browsers or developed with mobile and tablet users in mind has a much greater chance of a high bounce rate.
Website bounce rates represent the percentage of users who visit the landing page of a website only to leave immediately after, as opposed to searching for the content they desire.
Bounce rates should never climb higher than 50%, otherwise, you are likely missing out on potential opportunities to appeal to new prospective clients. Use tools such as Google Analytics to track and monitor all of the behavior and activity of your users on your website.
Ensure your website’s layout is simplistic, straight to the point, and responsive for both mobile and tablet devices (regardless of the operating system used).
Avoid spending too much time listing your accomplishments, awards, and times you have been recognized for your professional achievements.
Instead, provide your users what they are looking for–immediate information regarding the type of legal representation and protection you offer.
The easier a website is to navigate and browse, the less likely you are to miss out on the opportunity to attract a new long-term client.
Consider the audience you are targeting when choosing a layout and design for your website.
How old are the couples you represent who are getting a divorce? Are you interested in working with individuals who are young and have not been married for an extended period of time, or do you prefer representing couples who have plenty invested in their marriage and time spent with one another?
Consider the demographics of the users who are most likely to visit your website based on the services you currently provide and the online marketing campaigns you have launched.
Optimize your website’s layout for easier accessibility and navigation. Individuals who are going through stressful periods in their lives are seeking easy and simplistic solutions to extremely complicated and emotionally draining situations.
TIP #4: Follow Up With Your Leads ASAP
Following up with any leads you receive is extremely important – especially as divorce law is highly competitive by nature.
If you want to turn your prospects into paying clients, contact leads you receive immediately.
You can do this via email, phone, or even with a personal letter in the mail.
Implement a newsletter subscription option on your official website to provide prospective clients with another avenue of learning more about your services as well as the type of representation you provide.
An online newsletter subscription instantly provides you with valuable insight regarding personal details and contact information of those who have been thinking about hiring you.
Use an online newsletter subscription to keep track of those who are thinking of filing divorce or currently require a lawyer to help with their individual case.
If you do not have the time to contact potential leads yourself, consider hiring a professional answering service to assist you with the process.
Maintaining a steady flow of potential leads is a must when you are working in a competitive field such as divorce law, which is why it is imperative to keep in touch with any individual who is thinking of hiring you or requesting your professional services.
Anytime you have plans to launch a family law marketing campaign it is imperative to consider the demographics of your target clientele and who you want to reach.
Understanding how to properly launch a divorce lawyer PPC campaign while managing a successful and professional online presence are key elements involved in attracting new clients and making a name for yourself in the divorce law industry.