Marketing, websites and intake built for family law firms.
How can we help you get found?
Then your name and website.
Questions this page answers
- Family law marketing agency
- How do divorce lawyers get more clients
- Best marketing for a family law firm
- Who should run marketing for my family law practice
- Custody attorney leads that actually retain
- Divorce lawyer website design
- Should a family law firm charge for consultations
Where growth is won or lost in family law.
Family law intake is emotional before it is legal. The first call might be a parent who was just served with a custody petition, a spouse who found a hidden account, or someone who has been thinking about leaving for two years and finally searched at midnight. Many of these people research privately on a phone they share with the person they are about to separate from. They compare three or four firms, read attorney bios closely, and often pick the lawyer who seemed calm and clear on the phone rather than the one with the biggest ad.
The economics turn on consult time. Whether the firm charges for consults or offers them free, every hour an attorney spends with someone who will not retain is an hour not billed. High-conflict custody and high-asset divorces carry large retainers and long matters, while simple uncontested cases may be better served by a flat fee or a referral. Demand also comes in waves: many firms describe more calls after the winter holidays and again when school starts. Prior vendors usually bought generic divorce traffic and reported form fills, leaving the firm to sort the good matters from the rest.
Theory Road builds the whole path from that midnight search to a signed retainer. We write pages for each matter type and county, build contact paths that respect discretion, and set up screened consult booking tied to your practice management system. Paid search and Local Services Ads target the matters you want, local SEO covers every county you serve, and a referral ledger keeps therapists, CPAs and planners engaged. Reporting runs on consults held and retainers signed, so budget follows the cases your firm actually wants.
The problems we fix in family law firms.
Consult calendar full of the wrong matters
Free consults fill with people who want advice, not representation, or whose case sits outside your practice area. Attorneys lose billable hours to calls that were never going to sign a retainer.
Discretion breaks at follow-up
A generic text or email reminder lands on a shared phone or a family laptop. The prospect goes quiet, or worse, the other spouse learns about the consultation before your client was ready.
Ads buy the wrong kind of divorce
Broad divorce keywords pull in do-it-yourself filers, form seekers and people shopping for the cheapest flat fee. Contested custody and high-asset matters get buried under clicks that never retain.
Referral partners are unmanaged
Therapists, CPAs and financial planners send some of your best cases, but nobody tracks who referred what or thanks them. The relationships depend on one partner's memory and fade when that partner gets busy.
Web, marketing, creative and systems for family law firms.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Matter-type pages
- County and courthouse pages
- Consult page with fee policy
- Attorney bios by approach
- Collaborative and mediation page
- Safety and privacy page
- Fees and retainer explainer
- Referral partner page
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
Separate pages for contested divorce, custody and modification, child support, spousal support, property division and collaborative divorce, each answering what happens next, what it costs to start and how long it usually takes.
- Discreet contact pathsA quick-exit button, a form that asks how and when it is safe to contact them, and no automatic follow-up until the prospect says which channel is private.
- Consult booking with screeningOnline scheduling that asks county, matter type, whether the other party has a lawyer and any upcoming hearing date, so urgent matters jump the queue and out-of-scope inquiries get routed politely.
- Attorney profiles that answer temperamentBios that tell a prospect how each attorney handles high-conflict litigation versus mediation and collaborative work, because fit with the lawyer is what most family law clients are actually choosing.
- Google Search AdsAlways on, heavier after holidays
- Local SEO and Google Business ProfileAlways on
- Local Services AdsAlways on where available
- Referral partner programQuarterly touch, per referral
- Educational content and videoMonthly publishing
- Meta remarketingAlways on, low budget
Demand, search and reputation.
Campaigns split by custody, contested divorce, high-asset divorce and modification, with negative lists for forms, free help and do-it-yourself terms, and bids set against retained matters rather than form fills.
- Local SEO for every county you practice inGoogle Business Profile tuned for family law categories, county-specific pages that reflect local court procedures, and a review program built within your state bar's rules.
- Local Services Ads for family lawWe manage Local Services Ads where they are available for family practice, dispute poor leads, and answer the calls fast enough to keep ranking.
- Seasonal pushes around known surgesMany firms see inquiries rise after the holidays and again when school resumes. We pre-build content and budgets so the firm is visible when those spikes arrive.
- Plain-language explainer contentShort videos and guides from your attorneys on what to bring to a consult, how temporary orders work and what mediation looks like in your county.
- Consult prep packetA branded document sent after booking that sets expectations for the consult, lists what to bring, and repeats your consult fee policy so there are no surprises.
Brand, photography and collateral.
Photography and design that feel steady rather than aggressive, with no wedding rings snapped in half and no stock imagery of crying children.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- Clio Manage and Clio Grow
- MyCase
- Lawmatics
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
Every call, form and booking lands in Clio Grow, MyCase or Lawmatics with its channel, keyword and landing page, then follows the matter to retained status and first payment.
- Call tracking with consent-aware recordingCallRail numbers by channel, recording configured for your state's consent rules, and qualified-call scoring fed back to Google Ads so bidding learns what a real family law call sounds like.
- Privacy-first follow-up automationReminders and nurture messages go only to the channel the prospect approved, with neutral wording and SMS sent only after documented consent.
- Referral partner ledgerA simple record of every therapist, CPA and planner who sends a matter, with automatic thank-you tasks and a quarterly view of which partners send cases that retain.
What a great family law website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Matter-type pages
One page each for contested divorce, uncontested divorce, custody, modification, support and property division, explaining the process and the first step to take.
County and courthouse pages
Pages for each county you practice in, covering local filing basics and mediation expectations, which help local search and reassure prospects you know their court.
Consult page with fee policy
States plainly whether consults are paid or free, what happens in one, what to bring, and books directly into the right attorney's calendar.
Attorney bios by approach
Each bio explains litigation versus mediation experience, courtroom style and the kinds of families the attorney works with, so prospects choose a fit.
Collaborative and mediation page
A distinct page for couples seeking a lower-conflict path, which attracts a different buyer and should convert to a different consult type.
Safety and privacy page
Explains how the firm contacts prospects, how to browse safely, and includes a quick-exit option, which builds trust for people in difficult homes.
Fees and retainer explainer
Describes how retainers and billing work without quoting guarantees, reducing price shock on the consult call and screening out mismatched expectations.
Referral partner page
A short page for therapists, CPAs and financial planners describing how to refer and what their clients can expect, with a direct referral form.
Where the demand comes from, and when.
The tools family law firms already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
Clio Manage and Clio Grow
Form and call intake into Grow with source fields, then retained matters synced to Manage.
MyCase
Lead capture into MyCase intake with channel attribution and consult scheduling linked to the right attorney.
Lawmatics
Intake forms, conditional follow-up sequences and referral source fields mapped to retained matters.
Smokeball
New matter creation from qualified intake so staff stop retyping consult notes.
LawPay
Paid consult and retainer payment links tied back to the originating campaign.
CallRail
Channel-level numbers, call scoring and qualified-call conversions sent to Google Ads.
Calendly
Consult booking with screening questions and attorney routing by matter type and county.
What we run the account by
Cost per retained matter.
Total marketing spend divided by retainers signed from that spend, tracked by channel and matter type.
Consult show rate.
Share of booked consults that actually happen, split by paid versus free consult and by source.
Consult to retainer rate.
Share of held consults that sign a retainer, by attorney, matter type and channel.
Speed to first response.
Minutes from a call, form or booking to a live human response, measured across business and after hours.
Referral partner yield.
Retained matters per referral partner over a rolling period, used to decide where relationship time goes.
Rules we respect
State bar advertising rules.
Rules vary by state on testimonials, past results, disclaimers and required ad labels. We build to the strictest one that applies, and the firm approves every ad.
Specialist and certification language.
Many states allow a lawyer to claim to be a family law specialist only if board certified by an approved body, so we avoid that word unless it is earned.
Confidentiality in texts and email.
Marketing messages to prospects can be seen by others. We use neutral wording, approved channels only, and keep case detail out of automated messages.
TCPA consent for SMS.
Texting prospects requires documented consent captured with clear language on the form, and we keep records of when and how each consent was given.
The family law playbook.
Audit intake before we buy a click.
We listen to recorded calls, review the consult calendar and read your intake notes to find where good matters stall: unanswered calls, slow callbacks, unclear fees or follow-up that feels unsafe to the prospect.
Define the matters worth paying for.
Together we set which case types, counties and asset levels the firm wants more of, and which it would rather refer out. Targeting, content and screening questions all come from that list.
Build pages and tracking, then launch.
Issue pages, discreet contact paths and booking go live with source tracking wired into your practice management system. Paid search starts narrow on the highest-value matters and widens only when retained cases prove it.
Report on retainers and refine monthly.
Monthly reviews show consults booked, consults held and retainers signed by channel. Budget moves toward what signs, and weak keywords, pages and referral sources get cut or reworked.
- Strategy and brandwe lead it or back your team
- Paid mediamanaged day to day
- Search and AI visibilityrun and reported monthly
- Websites and hostingbuilt, hosted and cared for
- CRM and lead systemsrun for you or with you
- Creative and contentproduced in-house
Fully managed, alongside your team, or built and handed off. Month to month after the initial term.
Why family law firms choose us.
Most family law marketing ignores that the prospect may be researching in secret. Our forms, follow-up and messaging treat discretion as a requirement, which keeps more good prospects talking to you.
- We measure retainers, not form fillsOur reporting ends at signed retainer and first payment, pulled from your practice management system. A cheap lead that never retains shows up as the waste it is.
- One team for site, ads and systemsThe people writing your custody pages also run the ads and wire Clio or Lawmatics. Nothing gets lost between a web vendor, a PPC vendor and an intake consultant.
Reading for family law firms.
- Agency Guide · Takeaway
A good law firm marketing agency reports cost per signed case by practice area and source, read from your intake and case management system, not cost per lead from an ad platform.
Agency Guide · 11 min read
Best Law Firm Marketing Agency: How to Choose One That Fits.
Legal marketing breaks in places a generalist never looks: bar advertising rules, fee-sharing limits, intake that misses calls, and reports that stop at leads. Here is how to judge an agency against what actually signs cases.
Read - Systems & Integration · Takeaway
Clio vs MyCase comes down to ecosystem vs simplicity: Clio pairs Clio Manage with Clio Grow and a very large integration directory, while MyCase puts more features in a single, easy product.
Systems & Integration · 11 min read
Clio vs MyCase: Intake, Billing and Fit for Growing Law Firms.
Clio and MyCase both run a law practice well. The real differences show up in intake, integrations, how the bill grows and how much a firm wants in one box. Here is how we help firms decide and switch.
Read - Lead Generation · Takeaway
Intake is the bottleneck in most law firms, so the marketing plan starts with call answering, intake scripts and a CRM such as Clio Grow or Lawmatics before a dollar goes to ads.
Lead Generation · 9 min read
Law Firm Marketing Plan: Fix Intake First, Then Build Demand.
Most small law firm marketing fails at the phone, not the ad. This plan starts with intake, then layers Local Services Ads, practice-area pages, reviews and content, checks state bar rules, and lays it out quarter by quarter for twelve months.
Read
Hiring an agency for a family law business.
- Who is the best marketing agency for family law firms?
- The right firm treats discretion as part of the funnel. Follow-up texts and emails need neutral wording, SMS needs documented TCPA consent, and the word specialist stays off the page unless your attorney is board certified. It should also report cost per retained matter, not consult volume. Ask candidates what an automated message to a prospect actually says. We build plain-language divorce, custody and support pages, intake that screens for fit before an attorney spends an hour, and tracking into Clio, MyCase or Lawmatics.
- Do you run Google Ads and Facebook and Instagram ads for family law firms?
- Yes. Google Search Ads capture urgent custody and contested divorce searches with matter-specific ads and landing pages, and Local Services Ads add pay-per-lead calls in markets where family law LSA runs. Facebook and Instagram are used for remarketing to site visitors with neutral, privacy-conscious creative, since a spouse may see the same screen. Specialist language appears only with board certification your state recognizes, and texts go only to prospects who consented on the form. We measure consult show rate, consult to retainer rate and cost per retained matter.
- How do divorce lawyers get more clients?
- Usually by fixing intake before buying more traffic. Answer every call live or within minutes, screen consults for fit, and make follow-up safe for someone researching privately. Then add matter-specific paid search, county-level local SEO and a tracked referral program with therapists, CPAs and financial planners. Growth comes from retaining more of the inquiries you already get, then scaling the channels that produce retained matters.
- Should our family law firm charge for consultations?
- That is a business decision for the firm, and both models work. Paid consults tend to reduce no-shows and filter advice seekers, while free consults can raise volume in competitive markets. We build either version: payment at booking through LawPay, or free booking with stronger screening. We then report which approach produces more retained matters per attorney hour in your market.
- Can you market a family law firm without breaking state bar rules?
- Yes, within the limits your bar sets. Advertising rules vary by state, including how testimonials and past results can appear, which disclaimers apply and when a lawyer may call themselves a specialist. We build to the strictest rule that applies to you, and your firm keeps final approval of every ad and page. We do not give legal advice on those rules.
- How do you keep follow-up private for clients who are still living with a spouse?
- Our forms ask how and when it is safe to reach the prospect. Automations respect that answer, using neutral sender names and message wording, with no reminders sent to unapproved channels. Texts go out only after documented consent, and a quick-exit button on the site lets a visitor leave the page instantly if someone walks in.
- Which practice management systems do you connect with?
- We regularly wire intake into Clio Manage and Clio Grow, MyCase, Lawmatics and Smokeball, with LawPay for consult and retainer payments, CallRail for calls and Calendly for booking. The goal is one record per prospect that carries source, keyword and landing page from the first touch to the signed retainer, so reporting reflects cases rather than clicks.
Running ads? Check the Google Ads and Meta rules that apply to family law firms in our free Ad Policy Map, or work out your break-even cost per lead.
Get in touch
Let’s grow your family law business.
Tell us what you sell and what you want more of. A senior strategist will be in touch, by email or phone.