Divorce Law Marketing
Divorce attorneys assist their clients with the legal dissolution of a marriage or obtaining a legal separation, which may be converted into a divorce decree. Issues to be resolved include division of property, child custody and payment of spousal support (alimony). Divorce law is governed by state statutes, so knowledge of local courts and their procedures is of prime importance. Therefore, any marketing strategy should be designed with a specific geographical area in mind.
Online Marketing Resources
1. Establish your authority: Your Web site must portray you as a knowledgeable and successful divorce attorney. Answering potential clients’ preliminary questions such as “What is a no-fault divorce?” is the best way to do this. Add to this library helpful answers to clients’ specific questions. Answer one potential question per post.
2. Offer a webinar: This is merely a digital version of the old free client seminar. One potential topic could be the effect of divorce on personal income taxes. Offer to e-mail those who register the login information for the webinar, thereby capturing a contact for future reference. Online services like Microsoft Live Meeting, Webex and Adobe Connect Pro are affordable options to set up these webinars. Again, you establish yourself as an authority and then provide means to contact you for further information.
3. Become a news source: Use your blog to track recent legal developments such as alimony awards, including your successful results. By tracking news that’s relevant to your clients, you establish another touch point that could transition into new business. Also take the time to explain various court conferences and procedures that your client will experience as well as situations that may arise after the divorce, such as alternating custody.
4. Spread the word: Sites like Facebook and Twitter allow you to engage with people in need of your counsel and promote your helpful resources, such as news, webinars and blog posts. The risk for divorce is highest for those who were 25 in 1996 according to the Pew Research Center. This is how you reach them. Be personable. Your client is experiencing a period of emotional turmoil and likely needs emotional as well as legal support.
5. Marketing via SEO and PPC: In short, search engine optimization (SEO) practices help identify your content to search engine visitors looking for your specific information or key words. Pay-per-click (PPC) advertising is the business of purchasing ads that appear to visitors who search these specific key words. Check out Google Ad Words and start with a small budget.
General Legal Marketing Resources
Here are helpful tips for marketing your services to potential clients:
1. Obtain referrals from other attorneys, probably your most important source.
2. Advertise where your potential clients are. Yellow pages, newspapers, local magazines, radio and television each reach their own niche.
3. Don’t forget your state and county bar association’s Attorney Referral Service.
