For a family law firm, the marketing that returns the most is a tight loop of a strong Google Business Profile, reviews, SEO pages for divorce and custody questions, and Search ads on high-intent terms — all feeding a site that converts a quiet researcher into a booked consult. Referrals close best; billboards and TV are brand spend most firms cannot justify. Here is the honest version, including the math.
We build sites and lead capture for local service businesses including law firms, and run our own companies on the same stack. This is what separates firms that grow from ones that rent leads.
Divorce is emotional and private. People read reviews carefully and call a firm they trust. A complete profile with recent reviews puts you in the local pack and does double duty closing the consult. The highest-return free channel.
"How is custody decided," "do I have to sell the house," "how long does divorce take" — people read for weeks before calling. A page per issue captures that quiet research and brings warm inquiries the cheaper channels miss.
"Divorce attorney [city]" clicks run $10–$50 in competitive metros. Bid on retain-intent terms, not informational ones, and track which keyword produced a signed case. Worth it once consults convert and you answer fast.
Past clients, therapists, financial advisors, and other attorneys send the warmest cases. They cost nothing but follow-through and close at far higher rates than any ad. Make it easy to refer with a clear site and fast intake.
Say search clicks cost $25, one in twelve clicks books a consult, and one in three consults retains. That is about 36 clicks per case, or roughly $900 in ad spend per signed matter before you count staff time. Sounds high until you remember a contested divorce bills thousands. The math works — but only if you answer the inquiry within minutes and run consults that convert. A slow callback turns a $900 lead into nothing.
We would rather tell you to wait than sell you leads you cannot convert. Hold off if:
Our Grow in Google plan is $597/month: a hand-built firm site, the monthly SEO content engine writing your custody, property, and process pages, Business Profile management, and lead attribution to the signed case. Month-to-month, you own the site and domain. Lighter need? The $249 plan ships the site plus AI lead capture.
Related: how clients choose a divorce lawyer, personal injury lawyer marketing, more marketing guides by trade, and what local SEO costs.
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A strong profile with reviews, SEO pages on divorce and custody questions, and Search ads on retain-intent terms. Referrals close best. Billboards and TV rarely pay for a small firm.
Roughly $200–$1,000 in ad spend per signed case in competitive metros. Since a contested divorce bills thousands, the math works if you answer fast and convert consults.
Shared legal leads sell the same inquiry to several firms and convert poorly. Your own site, reviews, and SEO produce cases at a lower long-run cost and build something you keep.
Send your firm name and city — we'll confirm your market is open and build a working demo within 48 hours. Free, no card, no commitment.
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