How to Stand Out in the Competitive World of Family Law Marketing

Retail brands have almost unlimited tools at their disposal to stand out from competitors. 

For law firms, it’s a little different. 

In Family Law Marketing, while creating a unique brand voice can help you stand out from the crowd, it’s also crucial that you maintain a professional reputation and avoid content that’s too playful. Building up trust with potential clients is a must for law firms that are serious about succeeding. 

But with so many firms specializing in family law, establishing how yours will stand out from the crowd is easier said than done. 

Luckily, we’re on hand with our top tips for getting your firm to the front of the pack. 

Let’s get into it.  

Conduct competitor research

The first step in differentiating yourself from competitors? See what your competitors are actually doing!

Conducting competitor research is a must if you’re serious about standing out from others. 

If you notice that your competitors don’t use a particular social media platform such as YouTube or TikTok, that’s a simple way to differentiate yourself right there. 

Search for family law firms in your area and explore their site and social media pages to take ideas from what works well and see how you can improve what doesn’t work so well. 

Cultivate a strong brand identity

What do the best-known brands in the world have in common? 

A consistent, instantly-recognizable brand identity. While your law firm isn’t a ‘brand’ in the same way, you can take tips from these retail giants to help boost awareness of your firm. 

Using the same tone of voice across all communication channels is an excellent way to start, as is using personal stories from your employees to connect with your client base. 

Appear across as many platforms as possible

The easiest way to reach as many prospective clients as possible is to appear across various platforms. 

While social media platforms like TikTok might not be considered the natural home for a law firm’s marketing strategy, you’ll broaden your reach to more demographics by using all platforms at your disposal. 

Plus, with 87% of video marketers claiming that video marketing has increased traffic to their website, engaging with multiple types of technology to attract clients certainly can’t hurt.  

Use social media platforms, a professional website, and a Google Business page to make sure that anybody searching for law firms in your area can’t help but come across yours. 

Create a professional website

If there’s one thing clients are looking for from their law firm, it’s professionalism. Legal clients trust you to successfully tackle what could be the most important case of their life. And when it comes to family law, they trust you with particularly vulnerable and personal information. 

Website visitors only need half a second to form an opinion of the website they’re visiting, which is good or bad news for your website. 

If your website’s poorly designed, with typos and other glaring errors, this snap judgment is bad news. If your website is sleek, professional, and informative, you’ll benefit from this timely judgment and the edge it gives you over competitors. 

You don’t have to be an expert to create a sleek website for your firm, but you can benefit from the help of a marketing agency to add stylish finishing touches and well-written content. 

Make sure to invest in a domain name, too, to give your business a more professional, credible look.  

Show empathy

In family law, many of the subject matters you’ll deal with are particularly personal to the family. You’ll work with clients going through divorces and custody settlements, so showing empathy toward their situation is a must. 

Empathetic marketing involves creating an emotional connection with your potential clients and avoiding the hard sell. Using brand stories, demonstrating your company values, and working with charity partners are all ways of creating emotional connections with your prospective clients. 

Work with a specialist family law marketing firm

Working in law is dynamic and challenging, but it’s certainly not a recipe for a quiet life. Whether you manage or work in a law firm, a role in this sector doesn’t leave you with ample free time to spend honing your marketing strategy. 

If your marketing strategy needs work, but you simply don’t have the time to spend on it, call in the pros. Work with a marketing firm that knows your sector inside out and can craft a marketing strategy that’s expertly tailored to your organization, values, and target audience. 

An Expert Marketing Strategy Tailored to Your Law Firm

Looking to stand out from the crowd with a marketing strategy tailored precisely to your needs? 

Here at Lawsome Digital, we specialize in creating foolproof marketing plans for legal firms just like yours – and we’ve got the results to show for it. 

If you’re ready to level up your marketing strategy today, get in touch for more information. We’ll free up your time to focus on what you do best – winning cases for your clients. 


What does marketing do in a law firm?

Marketing allows law firms to attract new clients, boost awareness of their law firm, and cement their status as an industry leader. The better your advertising strategy, the more likely your firm is to attract a steady stream of clients. 

What is the role of a family law solicitor?

A family law solicitor takes cases and advises on matters such as divorce, separation, child custody, adoption, and financial settlements. Family law solicitors can decide to specialize in a particular field of family law, such as matrimonial law or child law. 

Is family law a good area?

A career in family law is challenging and interesting, but the stakes are undoubtedly high. You can make a real difference in the lives of families in your work, which makes this area of law incredibly engaging.