Potential divorcees want the best representation that they can get for their money. Therefore, they want a lawyer that is an expert in the field of divorce and family law — someone who is going to be the best at representing them. However, these potential clients are already embroiled in contentious and stressful situations, so they also want to enlist the services of a divorce attorney who is empathetic, sympathetic, sincere, and approachable.
This combination can present some unique challenges when it comes to marketing divorce lawyers. The last thing you want to do as a divorce lawyer is to make prospective clients feel that you’re trying to entice them into using your services as a way to simply take their money. Using such taglines in articles such as “we’ll fight for you rights” or “our mission is to protect your family” are all well and good, but only if you can successfully communicate to your clients that you really do care about fighting for their rights and protecting their family!
Divorce attorneys need to understand their clients
In order to be more successful at marketing your practice, you need to prove that you’re capable. People who come to your website are facing problems that are overwhelming and making them feel vulnerable. They’re not only looking at whether you’re experienced enough to help solve their issues, but also whether you’re able to be sensitive to what they’re going through.
Nine chances out of ten, these prospective clients are going to Google to search for “divorce lawyers near me” and, after doing some online research and searching through websites, are most likely to call the first lawyer that engenders trust and confidence.
To successfully market your firm you need to consider the following:
- Demographics of your clients
- Main issues of your target audience
- Where are they looking for help
- How to directly address the needs, wants, and desires of prospective clients
- What you consistently do better for clients vs your competitors
- How you can differentiate yourself from your competitors
One way to reach your potential clients is to create a free resource to which they can go and find answers. This is where Search Engine Optimization comes into play because statistics show that 93% of online experiences begin with a search engine, and 96% of people seeking legal advice use a search engine, primarily Google. If you’re not on the first page of Google, you’re going to end up missing out on a good flow of traffic to your website.
The importance of good writing for family law firms
Content marketing strategies, including publishing relevant blogs/articles, provides the opportunity for you to engage with and develop a relationship with your target audience. A skilled content writer can write more effective content than you because they’re not writing to attract other lawyers — they’re writing to attract clients.
Through the use of essential keywords that are specific to your business, “catchy” headlines, and topics that are not only informative about what you do, but that are written in a more personal and “informal”style, you have a powerful tool with which you can establish yourself as an expert within your legal field. And, at the same time, you can let prospective clients know that you’re there for them.