Your quick marketing guide for divorce lawyers 

✔️ Technically Reviewed And Approved By Nomadic Team

Written By Jason Donegan, a seasoned and published writer on several websites. For many years Jason was also a radio producer and researcher, and it's this "leave no stone unturned" methodology that Jason now brings to all his writing - believing that deep analysis is key to a strong article. When he's not brushing up on the latest Digital Marketing news or feeding his entrepreneurial side, Jason loves to solo travel, geek out on SEO trends and get some exercise in with long walks

March 14, 2024

Marketing your divorce law firm is a bit like preparing your case for your clients: every intricate detail counts. In this guide, we’ll navigate through essential strategies to enhance your online presence, attract potential clients, and showcase your expertise.

From optimizing your website to connecting via social media, demystifying SEO, and more – we’ll cover every base. Just like your closing arguments leave a lasting impression in the courtroom, our strategies will ensure your marketing leaves a lasting impression online.

Divorce lawyer website

Your website is a pivotal platform for connecting with individuals seeking expert guidance in family law. By enhancing it with specific, tailored features, you ensure that your firm stands out as a leading choice for those steering the complexities of divorce.

There are an estimated 60,00 divorce lawyers in the United States alone – let’s look at how you can cut through the noise. These are the aspects we suggest you prioritize on your website:

1) Dedicated Service Pages

Develop individual pages focusing on distinct aspects of divorce law, such as asset division, child custody, or spousal support.

One of Toronto’s biggest family law firms – Mills & Mills LLP – does this well:


2) Accessible Legal Glossary

A glossary simplifies legal jargon, making your site a valuable resource for those unfamiliar with family law terminology. This helps demystify the divorce process, positioning your firm as an approachable and knowledgeable ally.

Here’s how AP Family and Divorce lawyers make legal lingo easier for their website visitors:


3) Dynamic Contact Options:

Cater to your audience’s preferences with various contact methods, including a contact form, live chat, or callback services. This adaptability improves accessibility and encourages immediate action from potential clients.

Capital Family & Divorce Law Group’s site has good use of this throughout their platform:


4) Community Engagement Evidence:

Display your involvement in family law-related community initiatives. This not only illustrates your commitment to the field but also resonates with potential clients on a personal level, showcasing your firm as empathetic and engaged.

A family law attorney in Delaware – Young Conway – adds an extra interactive layer to this with some video content:


5) Interactive FAQs:

An engaging FAQ section allows visitors to explore answers to common questions, deepening their understanding and connection with your firm. It also highlights your role as an authoritative source of family law advice and helps you reach a wider audience.

We appreciated Bortolussi Family Law Lawyers’ direct approach with theirs:

6) Case Study Summaries

As part of your online marketing strategy and family law firm website consider sharing case studies from your practice.

We like Australia’s Resolve Divorce’s approach to this. They present the problem part of the case and then show how they resolved it:


7) Video Introductions

Videos featuring your attorneys personalize the user experience, allowing potential clients to form connections with your team and feel more confident in their choice of legal representation – as shown by Edward Cooke Family Law here:

8) Detailed Attorney Profiles:

Speaking of personal touches, showcasing the expertise and qualifications of your divorce attorneys – including their specific experiences in family law – is always a good idea too. This helps potential clients identify the right lawyer for their needs, reinforcing trust and expertise.

This is well done by Vancouver’s Maclean Family Law. First, you have their team page:


And then profile pages with more details, including their individual awards and more:


9) Client Testimonials:

Incorporate positive reviews and testimonials from satisfied clients. These endorsements build credibility and demonstrate your commitment to client satisfaction in the field of family law.

Divorce Go Lawyers show their strong ratings and online reviews front and center:

Extra Web Development and Design Tips

If you want your divorce lawyer website to stand out, you’ll need all the tips and tricks you can get. Here are some extra web development and design tips to help you do just that.

Legal Assistance Programs:

Highlight any legal aid or assistance programs your firm offers, particularly for underserved populations. This demonstrates your commitment to accessibility and equity in legal services.

User-Friendly Design:

Ensure your website’s design is intuitive and accessible, making information easy to find and engage with for users at all tech-skill levels. This should include:

  • Clear CTAs: Ensure your potential clients can effortlessly identify and interact with calls to action, guiding them to the next steps.
  • Responsive Design: Guarantee a seamless browsing experience across all devices.
  • Easy Navigation: Make it simple for people to navigate and find the information they need swiftly.
  • Fast Load Times: Ensure your website loads quickly to maintain the interest of your future clients and reduce bounce rates.
  • Accessible Content: Ensure all your site visitors, regardless of ability, can access and understand your website’s content.
  • Visual Hierarchy: Use design elements to draw your clients’ attention to the most important information.
  • Consistent Branding: Maintain consistent branding throughout your website to build trust and recognition.

Your firm’s website should be a cornerstone of your digital presence, expertly crafted to meet the needs of those seeking guidance in divorce law. By implementing these features, you not only enhance user experience but also establish your firm as a leading resource in the legal field.

Divorce lawyer SEO

As a divorce attorney, leveraging search engine optimization can be the difference between prospective clients finding your family law firm during their time of need or overlooking you entirely.

By strategically optimizing your online presence and digital marketing strategy, you can cut through the noise and become the go-to resource for individuals navigating the complex legal landscape of divorce.

1) Capitalize on Search Intent

Understanding the psychology and intent behind divorce-related searches is crucial for effective SEO. Prospective clients typing queries like “best divorce lawyers Toronto” or “affordable divorce attorney” are likely in different mindsets.

2) Precision Keyword Research for Divorce Law

To identify the most relevant keywords for your divorce law firm’s family law marketing strategy, leverage SEO software like Ahrefs, SEMrush, or Google’s Keyword Planner. These powerful tools offer valuable insights into search volumes, competition levels, and related queries within the family law practices niche.

They help you to:

  • Analyze actual search terms from your ideal clients and target audience
  • Uncover long-tail, relevant keywords addressing specific divorce issues (e.g. “high-net-worth divorce attorney Toronto”)
  • Evaluate search intent behind each keyword to align with effective marketing channels
  • Prioritize valuable, high-traffic relevant keywords for your search engine marketing efforts

2) Leverage Divorce Lawyer Reviews and Testimonials

Testimonials and online reviews from satisfied divorce clients can be powerful trust signals in your SEO efforts. Encourage previous clients to leave authentic reviews on credible legal directories like Avvo, Martindale, or (pictured above).

These client reviews serve as social proof, differentiating your divorce law firm from competitors while allowing prospects to hear firsthand accounts of your dedication and expertise in handling complex divorce cases.

3) Optimize for Detailed Client Personas

To optimize your online presence for different types of divorce clients, it’s important to go beyond general personas and focus on specific scenarios. Here are some examples:

  • High-net-worth individuals: These clients prioritize asset protection and complex financial settlements. Tailor SEO and content to address their concerns.
  • Stay-at-home parents: Focus on content addressing fair child support, custody arrangements, and navigating life transitions post-divorce.
  • Other potential segments: Consider clients going through high-conflict divorce, those seeking international divorce expertise, or individuals navigating amicable mediation.

By understanding these distinct client groups, you’ll create a more targeted and effective online marketing strategy.

4) Implement Link Building Tactics

Beyond on-page SEO, link building is essential for boosting your website’s authority and search engine rankings.

  • Reach out to respected publications, legal blogs, and law firm directories to secure high-quality backlinks. An example of an online directory to be part of is the American Academy of Matrimonial Lawyers (AAML):
  • Leverage your firm’s engagement on social media platforms and contributions to legal resources to build a diverse link profile, signaling credibility to search engines.

This attention to detail encourages trust and credibility, solidifying your firm as the clear choice when individuals are making one of the most impactful legal decisions of their lives.

Local SEO for divorce lawyers

As a divorce lawyer, localized SEO is non-negotiable for successful legal marketing. Potential clients seek family attorneys who specialize in their unique situations and locations.

Target Hyperlocal Keywords:

Optimize for terms like “Vancouver high-asset divorce lawyer” and “child custody attorney in Toronto.” This attracts leads with specific legal needs and locations.

Build Local Review Portfolios:

Leverage Google Business Profiles by soliciting positive reviews from satisfied divorce clients. Their testimonials heavily influence conversion rates for sensitive legal services in your area.

Create Location-Centric Content:

Develop content hubs covering divorce laws, court processes, prenuptial agreements, and common legal issues specific to your city. This localized expertise solidifies your local presence.

Divorce lawyer blog

Speaking of content hubs, one of the most powerful SEO strategies for divorce law firms is to create in-depth blog posts that thoroughly cover every aspect of the divorce process, from filing procedures and asset division to child custody battles and spousal support calculations.

Here are some examples of hubs you can create:

  • A “Children and Custody” section with articles like “Grandparents Rights in Ontario” and “Do you need a child custody lawyer?”

  • Provincial law guides like “The Essential Guide to Divorce in Ontario”
  • A “Financial Considerations” hub with blogs like “Protecting Your Retirement Savings During Divorce”
  • An “Emotional and Practical Support” vertical with helping hands like “Rebuilding Your Life After Divorce: A Roadmap”

In fact, Blogging for SEO growth is something we put into practice on a regular basis at Nomadic Advertising, with our digital marketing guides and blog posts updated on a regular basis.

Divorce lawyer advertising

In the current competitive landscape family lawyers face unique challenges in reaching out to potential clients through digital channels. Family law advertising requires a nuanced approach that respects the sensitivity of the subject matter while effectively communicating the firm’s expertise.

Let’s look at this further – focusing on Google Ads and Facebook Ads in particular.

Divorce lawyer pay-per-click ads Facebook Ads

Pay-per-click (PPC) ads can be a game-changer, but navigating the world of Google Ads and Facebook Ads can feel overwhelming when it comes to marketing for family law.

Here’s the thing: both platforms offer tremendous reach, but the key is understanding which one places your marketing messages in front of the right audience, at the right moment.

Let’s break it down:

Imagine someone in your area types “divorce lawyer near me” into Google. There you are, with a well-placed Google Ad, capturing their immediate need for legal guidance. Google Ads excels at reaching people actively searching for solutions, making them ideal for attracting those ready to take action and understand the legal processes involved.

Now, Facebook Ads offer a different approach.

They target users based on demographics and interests. This allows you to create targeted campaigns and social media posts that resonate with people who are potentially considering divorce but maybe haven’t started searching for a lawyer yet. Here, you can craft empathetic and engaging visuals that acknowledge the emotional toll of divorce, letting them know you’re there to help.

So, which platform is the silver bullet?

The truth is, there’s no one-size-fits-all answer, and that’s where testing comes in. A smart marketing strategy for family law firms involves experimenting with an initial small marketing budget on both platforms.

We advise you then track your marketing results to pinpoint which strategies best generate leads and convert clients at a lower cost-per-acquisition. Of course, you can always hire the help of experts to ensure this trial and error process runs smoothly and you can quickly understand what approach works best for your law firm.

Divorce Lawyer’s Social Media

As a legal professional, social media isn’t just about connecting with individuals, it’s also a smart business strategy. For divorce lawyers, a robust social presence can be central to family law firm marketing, offering opportunities to:

  • Build Trust and Authority: People facing the stressful legal process of divorce seek guidance and reassurance. Content marketing, like informative posts and videos, establishes you as a knowledgeable and compassionate resource.
  • Humanize Your Practice: Divorce law can feel impersonal. Social media lets you show the human side of your firm, encouraging connections that strengthen client relationships before a client even contacts you.

A quick search on Facebook found Simon David Dippenaar to be doing this very well:

  • Target Your Ideal Audience: Precision targeting tools allow you to reach people in your area who may be experiencing relationship difficulties or considering divorce. This is where video marketing can excel, using emotional storytelling to resonate.

Key Social Media Channels


Its massive user base and detailed targeting options make it ideal for reaching individuals based on demographics, interests, and even life events (like relationship status changes).


While less text-heavy, Instagram is perfect for visually appealing content, showcasing your firm’s personality, and short, impactful educational videos on family law topics.


LinkedIn, a more professional platform, can be excellent for networking with other attorneys, establishing thought leadership with longer-form blog articles, and highlighting your expertise for potential referral sources.


Types of Posts and Their Purpose

Informative Content:

Explain complex family law concepts in simple terms (e.g., “The Difference Between Contested and Uncontested Divorce”). This establishes expertise and aids in client engagement.


Address common client anxieties in bite-sized posts (e.g., “What to Expect During a Child Custody Consultation”). This is a cornerstone of effective marketing strategies.

Behind-the-Scenes Glimpses

Share snippets of your office life, participation in community events, or team introductions to humanize your brand, building potential client relationships.

Final divorce lawyer marketing ideas

Here are some final ideas to help lift your divorce law marketing to the next level:

Email Marketing

Create valuable pieces of content specifically for business owners facing divorce. These could be guides on protecting business assets, checklists for financial documentation, or webinars addressing common legal concerns. Offer these resources in exchange for email sign-ups on your website.

Then develop automated email sequences designed for different stages of the divorce process, offering relevant legal advice and support resources for business owners. This positions you as a valuable resource throughout their journey.


Collaborate with therapists, financial advisors, or similar professionals who serve business owners going through divorce. This expands your reach to a targeted audience and builds trust through association.

Support Resource Hub

Create a section on your website offering business owners a curated list of resources, including support groups, financial advisors specializing in divorce, or specific legal advice regarding asset protection.

Repurpose Content

Transform valuable blog posts with legal advice into social media series, infographics tailored to business owners, or short video explainers for better audience engagement.

Embrace Video

Go beyond dry explainers – showcase client testimonials from business owners, host live Q&A sessions addressing their unique concerns, or create videos offering legal tips for protecting business assets during divorce.

Wrapping up

Staying on top of SEO, Google Ads, social media marketing, and website design can pull you away from your true calling: helping clients win cases.

Nomadic Advertising is the expert witness you need on your side.

We’ll handle the strategies that let your legal expertise shine through online. Our free initial consultation will assess your firm’s unique strengths and craft a plan to position you as the clear choice for those seeking a tenacious advocate.

Let us be your digital strategy’s closing argument, fusing your firm’s strengths with our digital expertise to captivate and convert.


Key Takeaways

  • Optimize Your Website: Make your website the cornerstone of your online presence, designed with the user in mind.
  • Embrace SEO: Strategically target keywords and secure backlinks to boost your search rankings.
  • Content is King: Create high-value blog posts and resources covering all aspects of divorce law.
  • Targeted Advertising: Invest in PPC ads and utilize social media for tailored audience targeting.
  • Think Beyond the Basics: Explore tactics like partnerships, email marketing, and video content to broaden your reach.


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