Practice area
Marketing for Family & Divorce Law Firms
Search, content and intake for family and divorce firms, planned around the issues people search for, the months they spend reading first, and their need to contact you without being seen.
Book a strategy callWhy family and divorce firms need a different approach
Most people facing a separation read for weeks or months before they call anyone, often late at night and sometimes on a phone or laptop their partner can check. They search by issue, such as the children, the house or maintenance, and rarely for a lawyer in general. The spouse on the other side can search too, which affects what a firm's website should ask and when.
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Searches start with the issue
A parent asking whether they can move abroad with a child and a spouse asking how a family business is valued need different pages, and they lead to very different matters.
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Long, private research
Readers come back over several weeks before making contact, so clear answers on cost, process and timelines do more work than a contact form on every page.
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Safety on shared devices
Someone in an abusive relationship may be browsing on a device their partner checks, so the site needs a quick-exit button and a call-back form that asks when it is safe to ring.
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Legal terms vary by country
Canada's Divorce Act has used "parenting time" and "decision-making responsibility" in place of custody and access since March 2021, and clients in India search for maintenance where Americans search for alimony.
Where family law marketing goes wrong
Most of the problems we find on family law sites come from handling a divorce enquiry like any other sales lead.
- Problem
One page for all family law
How we fix itWe build a page for each issue you handle, from contested custody to prenuptial agreements, so a search lands on an answer to the question it asked.
- Problem
Retargeting people who searched for divorce
How we fix itGoogle's ad policies class divorce services as a sensitive category and restrict audience targeting for them, so we build campaigns on keywords and location instead of following visitors around the web.
- Problem
Intake forms that ask too much
How we fix itAn open "tell us about your case" box can hand you details from one spouse that stop you acting for the other, so forms collect names for a conflict check first and carry a plain disclaimer.
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Follow-up that reaches the wrong person
How we fix itAutomated texts and emails can land on a shared phone or inbox, so every form asks for a safe way to contact the person before anything is sent.
- Problem
Consultations spent on poor fits
How we fix itPages on how you charge and when mediation suits better than court let people sort themselves before they call, so consultations go to matters you take on.
Why family law firms work with konan&spade
We market law firms only, in the US, Canada, the UAE and India, so each site uses the terms and follows the advertising rules of the jurisdiction it serves.
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We build client safety into the site before we send traffic to it.
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We plan pages by issue and jurisdiction, in the words clients in that country use.
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We design intake forms with your team so conflict checks come before case details.
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We report signed retainers by matter type, with traffic as a supporting number.
If a channel is a poor fit for family work, as retargeting usually is, we tell you before you spend on it.
How we run marketing for a family law firm
Four stages, with safety and intake fixed before any new traffic arrives.
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Map the matters you want We list the work you want more of, from high-asset divorce to relocation disputes, and the work you turn away, then match each to the searches behind it.
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Fix intake and safety We add a quick-exit button, conflict-check fields, a website disclaimer and a call-back form that asks when and how it is safe to get in touch.
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Write the answers people search for Issue pages and guides on cost, process and timelines, checked by your lawyers, written for your jurisdiction and laid out so AI search tools can quote them accurately.
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Report on signed retainers Monthly reports show enquiries, consultations and signed retainers by issue and channel, so you can see whether the custody pages or the prenup campaign brought the work.
Frequently asked questions
How do we get reviews when clients want privacy?
Ask when the matter closes, with a direct link and a short request, and accept that many family clients will say no. Never ask them to mention the children, the other party or the outcome. When you reply to a review, do not confirm that the reviewer was a client or discuss their case. ABA Formal Opinion 496 warns that responding to online criticism can breach a lawyer's duty of confidentiality.
Can we run Google Ads for divorce and custody work?
Yes. Search ads on terms such as "divorce lawyer" plus a city are allowed. Google's relationship hardships policy names divorce services and restricts personalised audience targeting for them, including customer lists and lookalike audiences, so a family law campaign rests on keywords, location and ad scheduling. We set campaigns up within that policy so they are not disapproved later.
How do we stop the other spouse using our website to conflict us out?
Under ABA Model Rule 1.18, a person who consults a lawyer only to disqualify them is not a prospective client, but showing that after the fact is hard. ABA Formal Opinion 10-457 says a website enquiry can create duties to a prospective client, and that a clearly worded disclaimer can limit them. Keep online forms to what a conflict check needs, and have your team run the check before anyone shares the details of their marriage.
Should we market to fathers or mothers separately?
It can work when your firm really does focus on that client, for example fathers seeking more time with their children, and the pages describe situations you handle. Keep the claims to what the firm does, since ABA Model Rule 7.1 and its equivalents elsewhere prohibit misleading statements, and a page that implies a custody result is hard to defend. Gender-led pages sit alongside the issue pages and do not replace them.
Should we publish our fees?
Cost is often the first thing people look for, and many are unsure whether they need a lawyer at all for an uncontested divorce. Showing how you charge, such as fixed fees for prenups or uncontested matters and retainers for contested ones, helps readers decide before they call and cuts consultations with people who cannot proceed. Check your regulator's rules on fee advertising before any figures go online.
Can you market cross-border and NRI divorce work?
Yes, provided the firm is qualified to advise in the jurisdictions it names. An NRI couple in Toronto or Dubai may be searching about a marriage registered in India, and non-Muslim residents of the UAE can now use the civil personal status law in force since February 2023 or the law of their home country. We build a page for each route and state plainly which courts the firm appears in.
Which advertising rules apply to family law firms?
In the US, ABA Model Rules 7.1 to 7.3 and each state's version cover misleading claims, paid referrals and solicitation. In Canada each provincial law society sets the rules; in Ontario they are in section 4.2 of the Rules of Professional Conduct. In India, Bar Council of India Rule 36 bars advocates from soliciting or advertising for work beyond the limited website information the Bar Council allows. We check pages, ads and review requests against the rules for each jurisdiction before they go live.