Family law marketing agency

Family law marketing that books the consultations worth taking.

Outlier runs marketing for divorce and family law firms from the first search to the signed engagement: ads and pages built for the matters you want, reviews that win the map, and an intake path that screens for fit and books the consult while the person is still on the page.

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How someone chooses a family lawyer

Five quiet moments before the first consultation

Most of this happens privately, on a phone. Each moment is a place a firm earns trust or loses the person to the next result.

  1. Starts researching

    8,100 searches a month

    for "how to file for divorce". Many people research long before they file.

  2. Searches for a lawyer

    450,000 searches a month

    for "divorce lawyer", plus custody, support, and prenup searches by name.

  3. Checks fit

    3 questions

    Does this firm handle my kind of case, what will it cost, and will they understand me?

  4. Books a consult

    24/7 online booking

    Discreet booking and a few screening questions, so the consult is the right one.

  5. Retains

    2 things close it

    Feeling understood, and a clear picture of the process and fees.

Every matter is its own search

One page per matter. One campaign per matter.

A single "family law" page cannot rank for divorce, custody, and prenups at once. A firm with a strong page for each owns every one of those searches.

Divorce

  • High-asset divorce
  • Contested divorce
  • Military divorce
  • Mediation

Children

  • Custody
  • Child support
  • Paternity
  • Adoption

Agreements

  • Prenuptial agreements
  • Spousal support
  • Modifications

Protection

  • Protective orders
  • Domestic violence

What a matter page needs

The anatomy of a page that books the right consult

Most family law sites have a paragraph per practice area. The pages that rank and book the cases a firm wants have six parts, in this order.

  1. A headline that names the matter and city

    Written for the search: "High-asset divorce lawyer in Dallas", not "Compassionate Advocacy".

  2. Who the firm is for

    Say which matters the firm takes. It pre-qualifies and filters price shoppers before the call.

  3. The process and timeline, plainly

    What the first month looks like, what the court expects, and what the client does next.

  4. Fees and the consult, explained

    How consults work and what drives the cost. Clarity here is the difference between a booking and a bounce.

  5. Questions answered with FAQ schema

    Real client questions, marked up so Google and AI assistants quote your answer.

  6. Discreet booking, and a quick exit where it matters

    Private booking everywhere, and a quick-exit button on protective-order pages.

High-asset, contested, prenups

Small searches, large matters, pages a firm can own

The matters most firms want are searched less and easier to rank for. The site has to show it handles business valuations, complex property, and trial.

33,100
"prenuptial agreement lawyer", $14.70 a click
1,600
"high asset divorce lawyer", difficulty 15
880
"contested divorce lawyer", difficulty 4
  • A page for each high-value matter, written for who the firm is for
  • Attorney video explaining how complex cases are handled
  • A consult fee or screening questions that filter for fit

What people search, and what it costs

Sixteen family law searches, one scale

Pick a matter type. Bars show monthly US searches; the meter is how hard each is to rank for. Custody, support, and paternity searches are some of the easiest valuable pages to rank in law.

The biggest searches. Name the divorces you want (high-asset, contested, military) and say plainly who the firm is for.

  • Divorce lawyer450,000$10.6247
  • Family lawyer301,000$8.0729
  • Divorce lawyer near me27,100$8.5643
  • Divorce lawyer for menOpen door2,400$7.906
  • Military divorce lawyerOpen door2,400$9.337
  • High asset divorce lawyerOpen door1,600$11.0215
  • Contested divorce lawyerOpen door880$12.974

Semrush US database, September 2026. “Open door” means SEO difficulty of 15 or lower out of 100.

More legal data and methodology: 2026 Law Firm Marketing Benchmarks.

Why family law is its own discipline

Cheap clicks, a crowded field, and people who are not ready yet

Family law and personal injury need different funnels.

Average click, head termPersonal injury: $112.76Family law: $10.62
Who is searchingPersonal injury: Someone hurt, ready to callFamily law: Often still researching, not ready to call
What winsPersonal injury: Speed to answerFamily law: Fit, trust, and follow-up
Cost per retained clientPersonal injury: Driven by the click priceFamily law: $1,062 typical vs $303 with tight intake and follow-up

How we work

The same systems behind our law firm results

Our published case studies are personal injury firms, where the stakes per click are highest. The paid search, intake, and review systems behind them are the ones we run for family law.

See the case studies →
  • 2xconversions in one month for Mirador Law, 8 to 16
  • $765cost per conversion for Mirador Law, down from $1,401
  • 10.4%conversion rate before, 17% after

What we run for family law firms

Every channel between a hard decision and a booked consult

Google Ads and Local Service Ads, by matter

Separate campaigns for divorce, custody, prenups, and protective orders, with ad copy that tells price shoppers who the firm is for.

PPC for law firms →

Pages that rank for the matters you want

Custody, child support, paternity, and military divorce searches all have SEO difficulty of 10 or lower.

Law firm SEO →

Intake that screens and books

Online consult booking and a few questions that sort a contested high-asset divorce from a paperwork request.

Law firm web design →

Reviews and the map pack

A privacy-aware review program: the right moment, initials welcome, no details asked.

Local SEO →

Attorney video that builds trust

Short films where the attorney explains custody, mediation, or what the first month looks like.

Video production →

Follow-up for people not ready yet

A short, discreet email sequence keeps the firm in mind until they are ready.

Email marketing →

The first 90 days

What happens after the first call

  1. Days 1 to 30

    Fix the foundation

    • Audit intake, consult booking, and screening
    • Google Business Profile, reviews, and schema
    • Campaigns for the matters the firm wants most
  2. Days 31 to 60

    Build the matter library

    • A page for each matter and county
    • Attorney video on process and fees
    • Discreet follow-up for people still deciding
  3. Days 61 to 90

    Compound

    • Twice-monthly articles on client questions
    • Review program running steadily
    • Monthly report on consults and retained clients

Questions family law firms ask us

Family law marketing, answered

It runs the channels that fill a family law calendar with the right consultations: Google Ads and Local Service Ads split by matter type, pages that rank for divorce, custody, and prenup searches, the Google Business Profile and reviews that win the map pack, and the intake path that screens for fit and books the consult. Outlier runs all of it and reports on retained clients, not clicks.

The clicks cost about a tenth as much ($10.62 for "divorce lawyer" against $112.76 for "personal injury lawyer"), but far more of the people clicking are researching, price shopping, or not ready to file. Budget matters less than filtering: pages and ads written for the matters you want, screening questions before the consult, and follow-up for the people who take months to decide.

Build pages and campaigns for those matters by name, and say plainly who the firm is for. "High asset divorce lawyer" costs $11.02 a click with SEO difficulty of 15, and "contested divorce lawyer" $12.97 with difficulty 4, so both are realistic to rank for. Pair them with ad copy that pre-qualifies, a consult fee or intake questions that filter, and attorney video that shows how the firm handles complexity.

Usually Local Service Ads and Google Ads first for consultations this month, and SEO at the same time for the matter types where ranking is realistic. Child support, custody, paternity, and military divorce searches all have SEO difficulty of 10 or lower, which makes them some of the easiest valuable pages to rank in law.

Ask at the right moment (a finalized agreement or a custody resolution, never mid-matter), make initials acceptable, and never ask for detail. A steady trickle of reviews beats a burst, and responding to every review without confirming anyone was a client protects confidentiality.

Yes, carefully. "Domestic violence lawyer" is the most expensive family law click at $17.90 because the need is urgent. The pages need a quick-exit button, discreet contact options, and an answer within minutes, and the ads avoid language that would be unsafe to see on a shared device.

A monthly retainer, scaled to scope and channel mix, in annual partnerships. Ad spend is paid directly to Google and other platforms. You always know what you are paying for and what it is producing.

EMER MEDSimon Law GroupPanish Shea RavipudiManly Stewart & FinaldiVeliz LawStalwart Law GroupBringardner LawAltair LawAcademy of AI MusicKAASKendall LawFagel LawMirador LawDickerson OxtonSC Law

See what a retained client could cost you

Twenty minutes, no deck. We read your site, ads, and intake the way a prospective client would and tell you the three things we would change first.

Not ready to talk? Grade your website free, in about a minute.