Family Law Practice Marketing Targeting Tactics & Why They Make A Difference

Any family law practice marketing effort should start with targeting. Simply because targeted marketing works better. I’m talking about drilling down and getting really targeted.  When you do target your family law firm marketing, you connect with your prospects in a much stronger way and that leads to you building that first level of trust with them. It also helps your prospects self-filter if they’re not a great fit for you.

Family Law Practice Marketing Targeting Allows You To Create Targeted Content Zones

When you get your family law practice marketing targeting locked down, you can then create content zones within your website for that particular prospect. Content zones are groups of content that fit well for your prospect and make them feel like you understand their needs and have answers to their questions.  

So for example, if you are targeting people whose main concern during their divorce is their children and how a divorce affects them, you should have substantial content about the many aspects of children and divorce.  This content can be website pages, blog posts, webinars or videos, it can pretty much take any form.

When you have groups of content around a specific subject for a specific target prospect, the prospect feels like you understand their specific needs. 

Groups of content around a specific subject also help you increase search visibility. Google likes to see multiple pages that talk about a subject in various ways or address subjects related to your main targeted subject.

So if your family law practice targets people who are concerned with divorce and children, it is helpful to have content that covers custody issues, moving out of state with children after divorce, joint custody, child support, etc. Google sees this quantity of quality content around the subject and they say that your website is an authority on the subject and your website will rank better for children and divorce-related searches.  

Family Law Practice Marketing Targeting Allows You To Stay Consistent With Your Messaging

Beyond just the content on your website, you should keep all of your messaging consistent with your prospects’ interests.  If your divorce prospect has interacted with content about finances and divorce, keep any emails or other content you deliver to them focused on what they have told you they are interested in. Once you know what your divorce prospect is interested you have to leverage that in all communications.  

For example, if your efforts include some kind of educational content that your divorce and finances prospect can download, keep your follow-ups focused on finances.

You can give your prospect your newsletter that has one content section that varies based on the family law prospect’s specific interests. 

You can also use different marketing automation workflows that will allow you to see where a divorce prospect is in their buyer’s journey so you can understand when they are ready to buy. These emails should be consistently focused on what that particular prospect is interested in throughout the entire series.

Family Law Practice Marketing Targeting Allows You To Get Better Results

In the end, effective family law practice marketing helps you close more business.  

For one of our family law clients, we set up three targeted groups: people interested in divorce and children, those interested in divorce and finances, and those interested in the process of divorce.

By defining these targeted marketing pathways for family law practice prospects, we keep everyone in their specific lanes.  This strategy also helps you show Google that your firm has expertise around answering the types of questions that each target group asks.  That results in more rankings and higher rankings for the relevant search terms. That translated to double the website traffic in the first year for this client.  The bonus is that they were only attracting their ideal prospects to the website. There was very little waste.

We also set up marketing automations for each of these groups of family law prospects. That lead nurturing process helped warm up 600 leads over a period of two years and contributed to over $500,000 in revenue for this family law practice. Those are some AMAZING results.

If you need help putting in place effective target marketing for your family law practice contact us here at Peak Inbound Marketing (973) 770-4668.  We can help.