Content across the whole timeline
Not just “divorce lawyer” pages but the questions asked months earlier — process, cost, custody, property, timelines, alternatives. This is where the relationship is actually formed.
Home/Who We Serve/Family Law
Family law marketing
People research divorce for months before they call anyone, usually privately and at odd hours. The firms that win are the ones already present during that research — and whose first interaction feels like discretion rather than a sales process.
A decision that takes months, made in private.
Family law has the longest consideration phase in legal and the most private one. Someone contemplating divorce typically researches for months before contacting a firm — late at night, often on a shared device they are careful about, frequently while still living with the other party. They are not comparing firms. They are working out whether they are really going to do this.
By the time someone calls a family lawyer, they have usually already read a great deal. The only question is whose material it was.
This inverts the usual advice. A capture-focused strategy aimed at people searching “divorce attorney near me” competes for the small fraction who have already decided, at the highest possible cost, at the very end of a process you were absent from. The firms that do well are present during the months before that, answering the questions people are actually asking — what this costs, how custody works, what happens to the house, whether there is any alternative.
Where the cases come from.
Presence during the research phase, not just at the point of decision.
Retargeting tuned for slow decisions
A consideration window measured in months needs frequency capping and long windows, delivered with restraint. Aggressive retargeting on this subject matter is intrusive and can reach the wrong household member.
Local presence for the decision moment
When someone does decide, the search becomes local and immediate. Map pack and local coverage have to be in place for the moment months of research finally converts.
High-asset positioning, kept separate
Complex property division and high-net-worth matters are a different service with different economics. Marketed alongside volume divorce work, they get lost.
What we run for you.
The same five disciplines, weighted for this practice area.
Consideration-phase content
Mapped to the full timeline rather than the final search. The questions asked at month one are different from those asked at month five, and both need answering.
Discreet conversion paths
Booking and contact flows built around privacy — clear about what appears on a statement or in a browser history, and easy to exit.
Segmented positioning
High-asset and complex custody work presented separately from standard matters, so the two do not undercut each other in either direction.
Restrained retargeting
Long windows, capped frequency, careful placement. Enough to stay present, not enough to feel surveilled on a household device.
Intake for difficult first calls
Scripting and training for a call the person may have rehearsed for weeks. The first ninety seconds carry disproportionate weight here.
Discretion is a conversion feature.
Family law is the practice area where the mechanics of contacting a firm can themselves be a barrier. A prospective client may share a device, a browser, a phone plan or a bank account with the person the matter concerns. A confirmation email with an unmistakable subject line, or a charge on a joint card, is a real risk to them — and they know it before you do.
So discretion is not a tone of voice, it is a set of design decisions: booking confirmations that do not announce themselves, contact forms that state plainly how and when you will make contact, an obvious way to leave a page quickly, and clarity about consultation billing and how it appears. These are small changes that materially affect whether someone completes the enquiry.
The most common reason a family law enquiry is abandoned is not price. It is that finishing it felt unsafe.
What you get told, every month.
One number leads. The rest explains it.
- Signed matters by type — divorce, custody, modification, high-asset
- How long enquiries took from first visit to contact, and what they read in between
- Which consideration-phase content preceded the enquiries that converted
- Consultation-to-retainer rate, and where in the call it is lost
- Cost per signed matter, separated by standard and high-asset work
We will not bid you against another client.
Agencies that sign every firm in a metro end up running the same keywords for competing clients. It inflates both firms’ costs and it is quietly indefensible — you are paying an agency to bid against another of its own clients.
If your city is taken, we will say so on the first call rather than sell you a diluted version of the same service.
So we take one firm per practice area per market. Availability is genuinely limited, and that is a constraint on our growth as much as a promise to you.
Family Law marketing questions.
Because the decision is emotional rather than transactional, and it is usually made over months. Prospective clients research quietly long before they are ready to speak to anyone, often while still living with the other party. Attribution that only credits the final search will conclude your content does nothing, when that content is what made the eventual call go to you.
Yes, if you take that work. It is effectively a different service — different case value, different competitors, different reassurances required. Presented alongside standard divorce work it either gets lost or makes the firm look inaccessible to everyone else. Separate positioning lets both audiences see something aimed at them.
It works, but it is expensive because you are bidding for the small fraction of the audience who have already decided, in competition with everyone else waiting at that same point. It performs much better as a component than as the whole strategy, with content and retargeting covering the months beforehand so paid search is not the only place you exist.
As design decisions rather than reassuring copy. Discreet booking confirmations, clarity about how and when the firm will make contact, a quick route off the page, and honesty about how consultation fees appear on a statement. Prospective clients frequently share devices and accounts with the person the matter concerns, and they are acutely aware of it.
Yes. They are searched separately, often by people in quite different situations — a custody modification years after a divorce has nothing in common with an initial filing. Grouping them into one family law page means competing properly for neither.
No. One firm per practice area per market. If your city is already committed we will say so on the first call rather than sell you a diluted version of the same service.
Is your market still open?
A free growth plan: we map how much of the research phase your firm is currently present for, audit your enquiry paths for privacy, and show you where the months before the call are being lost.
The other practice areas we work in.
Each has different economics, and a different plan.
Personal InjuryThe most contested inventory in legal search
Criminal DefenseUrgent, mobile, decided in hours
ImmigrationBilingual, and often national
EmploymentMost claimants never search at all
BusinessThin volume, high value
Bankruptcy & TaxA thin ceiling on cost per case
DUI & TrafficStatutory deadlines compress everything