Law firms · Family law
Family law marketing, built for divorce and custody clients.
People searching for a divorce or custody lawyer are having one of the hardest weeks of their lives, and they pick a firm from the first ten results. We get your Google Business Profile and website into those results for divorce, custody, support, adoption and prenups, with copy that respects the moment.
What we see
What keeps family law firms out of Google's top results
These come up in nearly every family law audit we run, and each one can be fixed.
Listed as 'Family Lawyer' when divorce drives the revenue
Most family law firms pick 'Family Lawyer' as the main category on their Google Business Profile, even when contested divorce brings in 70% of their fees. That category ranks for 'family lawyer near me,' a broad search from people still browsing, and misses 'divorce attorney' and 'custody lawyer,' where people are ready to hire. Make Divorce Lawyer or Family Law Attorney the main category and add the rest as secondary ones.
Reviews that ignore the discretion the client needs
A divorce client won't post a public review under their real name about a custody fight. A standard review request that asks for one goes against the client's need for privacy and against most state bar guidance on testimonials. A better program lets clients use initials and general case-type wording, and only asks once the matter is fully resolved.
One 'Family Law' page covering five different services
A single page that gives divorce, custody, support, adoption and prenups a paragraph each ranks for none of them. Each one is a different person with a different need and a different fee. What ranks is a separate page for each service, with state-specific detail where the law really differs.
Multi-state custody and jurisdiction confusion
When a custody case crosses state lines, for example when a parent moves with the child, the UCCJEA decides which court hears it. Most firms say nothing about this, so a parent in Texas searching for help with a California order finds the firm that has even one paragraph on the UCCJEA. The same goes for international custody cases under the Hague Convention.
Copy that sounds like a criminal defense firm
Family law copy that sounds like criminal defense ('aggressive,' 'fight for you,' 'win at any cost') loses a client who is already worn out and wants the matter handled with as little extra damage as possible. Family clients hire the firm that sounds competent and calm. Where your site reads like it was written for a different client, we rewrite the homepage and practice pages.
What ranks
What Google looks at for family law firms
We work on each of these from the first month, and you can measure every one of them.
The most specific main category
Divorce Lawyer, Child Custody Attorney and Family Law Attorney are all options. Choosing the most specific one that matches where your fees come from is the biggest single ranking lever on the profile. Most firms leave it generic out of habit.
One dedicated page per service
Divorce, child custody, spousal support, adoption and prenups each get their own page. Each is written for that client and that moment and linked from your homepage and your main family law page, because general 'Family Law Services' pages don't rank.
State-specific content for high-divorce states
California, Texas, Florida and New York make up a large share of US family law searches, and their rules differ a lot. California and Texas are community property states, Florida and New York use equitable distribution, and waiting periods and custody factors vary too. Pages written for one state's rules rank where general pages can't.
Discreet, bar-compliant testimonial program
Reviews use initials, case type and outcome, with nothing that identifies the client, plus the disclaimer your state bar's testimonial rule requires. Requests go out only after the matter resolves, never during it. It is slower than a typical review program, and the reviews it produces are ones you can use and keep.
Video for the questions clients worry about
Family law clients watch a lot of video before they call, on questions like 'how does custody work' and 'will I lose my house in a divorce.' A YouTube explainer for each practice page, embedded on that page, builds trust and helps the page rank.
Services that fit
Services that fit family law firms
Most firms start with one or two services and add more later. Every service has a published price.
Other practice areas
Other practice areas we work with
Each practice area is marketed differently, so each one has its own page.
Criminal defense
Each charge type gets its own page, with after-hours intake and case results that carry the right disclaimers.
See the criminal defense pageImmigration
Each visa type gets its own page, in the languages your clients search in, kept current with USCIS changes.
See the immigration pageEmployment law
Your site takes a clear side, plaintiff or defense, with pages for FLSA, ADA, Title VII and state wage law.
See the employment law pageMass tort
Each active drug or exposure gets its own page, published soon after a filing, with TCPA-compliant intake.
See the mass tort pageDUI defense
We build state, charge-tier and DMV hearing pages, and tell you honestly which searches you can win.
See the dui defense pagePersonal injury
We build injury-type and state pages, and tell you honestly what you can win in the hardest legal market on Google.
See the personal injury pageFamily law FAQ
Family law questions
Our divorce clients refuse to leave reviews under their real names. How do we build a review base?
We usually do two things. Clients can review with initials and case type, such as 'M.K., contested divorce in Bergen County, resolved in nine months,' which most state bars allow with a standard disclaimer, and the request only goes out once the matter has fully resolved. Reviews come more slowly than they do for a dentist, but the ones you get are usable and they last, and we supply the templates, your state's disclaimer wording and the workflow.
We do divorce, custody, support, adoption, prenups, and high-net-worth estate work. Should every one get its own page?
Divorce, child custody, spousal support and adoption almost always get enough local searches to justify their own page. Prenups and postnups usually do in higher-income metros and often don't in smaller markets. High-net-worth divorce earns its own page once you're targeting that client and have the case results to back it up, so we build the core pages first and add niche ones once those rank.
We handle cross-state and international custody cases. Is that a separate page or part of the custody page?
Give it a separate page, linked from the main custody page. A parent in Texas dealing with a California order searches 'interstate custody attorney' or 'UCCJEA lawyer,' and Hague Convention cases bring their own searches too, so these people aren't typing 'custody lawyer.' There are fewer of these searches, but each case is worth more and fewer firms compete, and we see small family firms outrank larger ones with one well-written page.
What state bars are strictest on family law marketing?
In the US, California, Florida, New York and Texas have the most detailed rules on case results, testimonial disclaimers and how you describe outcomes, and California's rule on case results is the strictest of the four. Outside the US, the UK's SRA has specific rules for solicitors doing family work, and Canadian law societies vary by province. We map your jurisdiction's rules in week one, and no outcome goes on a page without the disclaimer your bar expects.
We get most of our cases from referrals. Why bother with SEO?
Referrals don't scale and tend to come from a few sources, so losing one can take a serious bite out of the practice, while SEO gives you a separate source of clients that keeps working. Referred clients also look you up before they call, with a search like 'divorce attorney Bergen County reviews,' and a thin or empty result lowers the chance they go ahead. That means SEO also helps the referrals you already get.
Get a free audit for your family law practice
It takes 30 minutes on a screen share. We show you where you're missing from Google, what competing firms do differently and the plan to close the gap.
