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How to Optimize Your Family Law Practice Google Ads Campaigns

Welcome family law attorneys! Are you ready to take your online marketing efforts to new heights with Google Ads? This powerful platform is the key to driving targeted traffic to your website and increasing the number of relevant client leads. But, to truly succeed with your Google Ads campaigns, it's essential to understand the ins and outs of optimization.

In this guide, we'll show you exactly how to conduct thorough keyword research, craft compelling ad copy, strategically place your ads, target the right audience, utilize ad extensions, schedule your ads for maximum impact, test different elements of your campaign, retarget potential clients, optimize your landing pages for conversions, ensure mobile optimization, and comply with all legal regulations.

We recommend bookmarking this page for easy reference as you work on building your ad campaigns.

By following these tips and tricks below, you'll be well on your way to dominating the family law market with your Google Ads campaigns. So, let's get started!

1. Keyword Research

Keyword research is the foundation of any successful Google Ads campaign, and it is especially important for family law attorneys who want to reach their target audience.

Conducting thorough keyword research will help you identify the specific terms and phrases that potential clients are using when searching for legal services related to family law.

The Google Keyword Planner is a great tool for researching keywords, as it allows you to see how often specific keywords are searched and how much competition there is for those keywords. This can help you identify keywords that are relevant to your law firm but may not be as competitive, which can make it easier for your ads to rank well.

Stages of the client journey

When conducting keyword research, it's important to think about the different stages of the client journey in order to reach potential clients at the right time, with the right message.

Just starting:

Someone who is just starting to research family law services may use more general terms like "divorce lawyer" or "child custody attorney", These people are in the awareness stage, they are starting to realize that they have a problem and are seeking more information. As a family law attorney, you can target them by creating ads with general information about the services you provide, how you can help them, and what they can expect from the process.

Further along in their research:

As they move further along in their research, they may start using more specific phrases like "divorce mediation services" or "family law attorney near me". These people are in the consideration stage, they are evaluating different options and trying to decide which attorney to hire. As a family law attorney, you can target them by creating ads that highlight your specific areas of expertise, your experience, and the different services you offer.

Decision stage:

When a potential client is ready to hire a family law attorney, they may use phrases like "divorce lawyer near me" or "family law attorney reviews". These people are in the decision stage, they are ready to make a choice and are looking for reviews and testimonials. As a family law attorney, you can target them by creating ads that feature client testimonials and your contact information, making it easy for them to reach out and schedule a consultation.

By understanding the different stages of the client journey, you can create more targeted and effective ads that will reach potential clients at the right time, with the right message. You can use different ad groups for different stages of the client journey, this way you have more accurate targeting.

Long-tail keywords

Long-tail keywords are longer, more specific phrases that are less competitive and can be more effective at reaching a specific audience. These keywords are often used by people who are further along in the buying process and know exactly what they are looking for.

Specific niches

A long-tail keyword like "LGBTQ divorce lawyer" targets a specific niche within the family law industry, which can be highly effective for reaching potential clients who are specifically looking for legal services related to LGBTQ divorce.

Similarly, a "high-asset divorce attorney" targets a specific niche of clients who are seeking legal services related to high-asset divorce, which may require specialized knowledge and experience.

Less competitive

Long-tail keywords are less competitive, which means that they may be easier to rank for, which means that your ads are more likely to appear on the first page of search results for a lower cost per click.

When someone uses a long-tail keyword to search for legal services, they are more likely to be further along in the buying process and ready to take action.

Once you've identified a list of long-tail keywords, you should incorporate them into your ad copy, ad groups, and landing pages. This will help to ensure that your ads are reaching the right audience and that they are more likely to be clicked on and convert into leads or clients.

Some of the most popular long-tailed keywords for Family Law Attorneys

  1. Child custody attorney near me
  2. Divorce lawyer for high-asset cases
  3. Family law attorney for LGBTQ+ individuals
  4. Prenuptial agreement lawyer
  5. Domestic violence attorney
  6. Adoption lawyer
  7. Child support lawyer
  8. Alimony lawyer
  9. Domestic partnership lawyer
  10. Mediation services for divorce cases

Please note that long-tailed keywords are specific and may vary based on the location and the attorney's area of specialization. These keywords are just examples and further research should be done to identify the most relevant keywords for your specific practice and location.

Negative keywords

Negative keywords are words or phrases that you add to your Google Ads campaign to exclude certain search terms from triggering your ads. These are keywords that are not relevant to your business and can help to prevent your ads from being shown to the wrong audience.

For family law attorneys, negative keywords can be used to exclude keywords that are not relevant to your services, such as "criminal law" or "tax law."

If you are a family law attorney specializing in child custody and divorce, you might want to add the term "criminal" as a negative keyword. This would prevent your ads from showing up in search results for "criminal defense attorney" or "criminal lawyer" which are not relevant to your services.

Negative keywords can help to increase the relevance of your ads and improve the performance of your campaign by:

  • Reducing your cost per click (CPC) by avoiding unqualified clicks
  • Improving your click-through rate (CTR) by reaching the right people
  • Increasing your conversion rate by ensuring that your ads are shown to people who are more likely to be interested in your services.

Negative keywords help to exclude irrelevant keywords, increase the relevance of your ads, reduce your cost per click, improve your click-through rate, and increase your conversion rate. By using negative keywords, family law attorneys can reach the right audience and generate more of the client leads they want.

Some of the most popular negative keywords for Family Law Attorneys

  1. "Free" - This keyword can be used as a negative keyword to exclude ads from showing to people searching for free legal services.

  2. "Cheap" or "Affordable" - Similar to "free", this keyword can be used as a negative keyword to exclude ads from showing to people searching for low-cost legal services, as Family Law attorney services can be quite expensive.

  3. "Do-it-yourself" - This keyword can be used as a negative keyword to exclude ads from showing to people searching for DIY legal services or forms.

  4. "Forms" - This keyword can be used as a negative keyword to exclude ads from showing to people searching for legal forms, as opposed to legal representation.

  5. "DIY" - This keyword can be used as a negative keyword to exclude ads from showing to people searching for DIY legal services or forms.

  6. "Online" - This keyword can be used as a negative keyword to exclude ads from showing to people searching for online legal services, as Family Law attorney services typically require in-person consultations.

  7. "Software" - This keyword can be used as a negative keyword to exclude ads from showing to people searching for legal software, as opposed to legal representation.

  8. "Template" - This keyword can be used as a negative keyword to exclude ads from showing to people searching for legal templates, as opposed to legal representation.

  9. "E-book" - This keyword can be used as a negative keyword to exclude ads from showing to people searching for e-books about legal services, as opposed to actual legal representation.

  10. "Guide" - This keyword can be used as a negative keyword to exclude ads from showing to people searching for guides about legal services, as opposed to actual legal representation.

It's important to regularly review and update your negative keywords list to ensure that your ads are reaching the right audience and that you are not wasting ad spend on irrelevant searches

Keyword research tools

In addition to using the Google Keyword Planner, you can also use other keyword research tools such as SEMrush or Ahrefs. These tools can give you additional insights into the search volume and competition for specific keywords and can help you identify new keywords and phrases to target.

Once you've identified a list of relevant keywords, you should incorporate them into your ad copy, ad groups, and landing pages. This will help to ensure that your ads are reaching the right audience and that they are more likely to be clicked on and convert into clients.

2. Ad Copy

Crafting compelling ad copy is crucial for catching the attention of potential clients and encouraging them to click through to your website. Ad copy is the text that appears in your Google Ads, and it's important to ensure that it is well-written, engaging, and relevant to your target audience.

Here are some tips for crafting effective ad copy for family law attorneys:

  1. Use action-oriented language: Encourage potential clients to take action by using action-oriented language in your ad copy. Use phrases like "Get help now" or "Schedule a consultation" to create a sense of urgency and motivate people to click through to your website.

  2. Highlight unique benefits: Highlight the unique benefits of your services in your ad copy. For example, if you specialize in a high-asset divorce, mention that in your ad copy. If you have a high success rate in mediation, that should be highlighted too.

  3. Use numbers and statistics: Use numbers and statistics to demonstrate the effectiveness of your services. For example, if you have a high success rate in mediating divorce settlements, mention that in your ad copy.

  4. Use client testimonials: Use client testimonials to build trust and credibility. For example, if you have a client who was particularly happy with the outcome of their case, use a quote from them in your ad copy.

  5. Be specific: Be specific about the services you offer in your ad copy. For example, instead of simply saying "family law attorney", mention the specific areas of family law that you specialize in, such as divorce, child custody, or adoption.

  6. Use location targeting: If you are targeting local clients, make sure to include your location in your ad copy. This can help increase the relevance of your ads to potential clients searching for legal services in your area.

  7. Keep it short and simple: Keep your ad copy short and simple, as people tend to skim through the ads. Make sure the most important information is at the beginning, and that the ad is easy to read and understand.

  8. Use ad extensions: Utilize ad extensions, such as call-out extensions, to provide additional information and make it easier for potential clients to find the information they need.

By following these tips, you can create ad copy that is compelling, engaging, and relevant to your target audience.

3. Ad Placement

Ad placement is an important aspect of any Google Ads campaign, as it can greatly impact the visibility and effectiveness of your ads. Strategic ad placement can help to ensure that your ads are seen by the right people and that they are more likely to be clicked on and convert into leads or clients.

Here are some tips for maximizing ad placement for family law attorneys:

Geographic targeting

Geographic targeting is for reaching potential clients in specific areas. This allows you to show your ads to people who are searching for legal services in the area where your law firm is located.

For family law attorneys based in a specific city, you can use geographic targeting to show your ads to people searching for legal services like yours in that city. This will increase the relevance of your ads to potential clients, as they are more likely to be interested in your services if they are located in the local area.

Specific locations

Google Ads allows you to target specific geographic locations, such as countries, regions, cities, and even neighborhoods. You can also use radius targeting to reach people within a certain distance of your law firm.

Location extension

Family law attorneys can use the location extension feature, which allows you to show your law firm name, address, phone number, and a map of your location in your ad. This makes it easier for potential clients to find your office and get in touch with you.

When using geographic targeting, it's important to consider the size of your target area.

  • A larger target area will reach more people, but the relevance of your ads may decrease.
  • A smaller target area will reach fewer people, but the relevance of your ads will increase.

It's also important to regularly review your targeting and adjust as needed. For example, if you notice that a significant portion of your website traffic is coming from a specific area, you might want to increase your targeting in that area to reach more potential clients.

If you notice that your ads are not performing well in a specific area, you might want to adjust your targeting or focus on other areas where your ads are performing better.

Another way to use geographic targeting is to target only specific regions where you are interested in expanding your market share. If you are based in the city and you have the capacity to handle clients from other states, you can target those states as well.

Please note that geographic targeting should be used in conjunction with other targeting options, such as demographic targeting and interest targeting, to reach a more specific and relevant audience.

Demographic targeting

Demographic targeting is a useful tool for reaching specific groups of people based on factors such as age, gender, income level, and education level. This allows you to show your ads to people who are more likely to be interested in your services and can increase the relevance and effectiveness of your ads.

For example, if you specialize in mediating high-asset divorce cases, you might want to target people with higher income levels. This would be more likely to reach people who would be interested in your services, and who can afford them. By narrowing down your target audience to this specific demographic, you can increase the chances of your ad being seen by people who are more likely to convert into clients.

Google Ads allows you to target specific demographics such as

  1. Age: You can target people within a specific age range, such as 18-24, 25-34, 35-44, and so on.

  2. Gender: You can target people based on their gender, such as male or female.

  3. Parental status: You can target people based on whether they are parents or not and what stage of parenthood they are in.

  4. Income: You can target people based on their income level, for example, people with high income.

  5. Education level: You can target people based on their education level, such as college graduates or postgraduates.

  6. Homeownership: You can target people based on whether they own or rent their home.

  7. Marital status: You can target people based on their marital status, such as married or divorced.

  8. Interests: You can target people based on their interests, for example, people interested in legal services.

  9. Affinity audiences: you can target people based on their lifestyle and habits, for example, people who are likely to be in a high-income bracket.

By using these options, you can create highly targeted campaigns that reach the right potential clients at the right time.

Interests and lifestyles

Family law attorneys can also use affinity audiences targeting, this allows you to reach people based on their interests and lifestyles. You can target people who have shown an interest in legal services or have a higher likelihood of being in a high-income bracket.

Combine types of targeting for better results

It's important to note that demographic targeting can be used in conjunction with other targeting options, such as geographic targeting, to reach a more specific and relevant potential client.

By combining demographic targeting with geographic targeting, you can create highly targeted campaigns that reach the right people in the right area.

When using demographic targeting, it's important to use it in a way that is compliant with the laws and regulations. For example, it's not allowed to discriminate against people based on certain characteristics such as race, religion, gender, sexual orientation, etc.

Review your targeting

It's also important to regularly review your targeting and adjust as needed.

If you notice that a significant portion of your website traffic is coming from a specific demographic group, you might want to increase your targeting to that group to reach more potential clients.

If you notice that your ads are not performing well with a specific demographic group, you might want to adjust your targeting or focus on other demographic groups where your ads are performing better.

In summary, demographic targeting is a useful tool for family law attorneys to reach specific groups of people based on factors such as age, gender, income level, and education level. It allows you to show your ads to people who are more likely to be interested in your services and can increase the relevance and effectiveness of your ads.

Interest targeting

Interest targeting is a powerful tool for reaching people based on their interests. This allows you to show your ads to people who have shown an interest in a specific topic, such as legal services related to family law. This can increase the relevance and effectiveness of your ads, as you are more likely to reach people who are interested in your services.

Google Ads allows you to target people based on their interests by using interest categories, in-market segments, and custom affinity audiences.

  1. Interest categories allow you to target people based on their browsing history, such as potential clients who have recently visited websites related to family law.

  2. In-market segments allow you to target people who are in the market for a specific service, such as family law services.

  3. Custom affinity audiences allow you to reach people based on their lifestyle and habits, such as people who are likely to be interested in legal services.

Please note that interest targeting can be used in conjunction with other targeting options, such as geographic targeting and demographic targeting, to reach a more specific and relevant audience. This can increase the visibility and effectiveness of your ads.

It's important to regularly review your targeting and adjust as needed.

If you notice that a significant portion of your website traffic is coming from a specific interest group, you might want to increase your targeting to that group to reach more potential clients.

If you notice that your ads are not performing well with a specific interest group, you might want to adjust your targeting or focus on other interest groups where your ads are performing better.

In summary, interest targeting is a powerful tool for family law attorneys to reach people based on their interests. It allows you to show your ads to people who have shown an interest in family law services and can increase the relevance and effectiveness of your ads. It should be used in conjunction with other targeting options.

Remarketing

Use remarketing to reach people who have previously visited your website. This can help to increase the visibility of your ads to people who are already familiar with your brand and services.

Google's Ad Placement option

Google offers the option of ad placement, this allows you to choose where your ads will appear, whether it is on the search network, the display network, or both. This way, you can have more control over where your ads appear and reach your target audience more accurately.

Ad formats

Google offers different ad formats, such as text ads, display ads, and video ads, you can use the ad format that best fits your target audience and the message you want to convey.

By using these targeting options and ad formats, you can increase the visibility of your ads and reach the specific audience you are looking for. This will help to ensure that your ads are more likely to be clicked on and convert into leads or clients.

4. Ad Extensions

Ad extensions are additional elements that can be added to your ads to provide more information and make it easier for potential clients to find the information they need. Utilizing ad extensions can help to increase the visibility and effectiveness of your ads, as they provide more information about your services and make it easier for potential clients to take action.

Here are some examples of ad extensions that family law attorneys can use:

Call-out extensions

Call-out extensions are a type of ad extension that allows you to add short snippets of text to your ad that highlight specific features or benefits of your services. These snippets of text are called "call-outs" and can be used to mention things like free consultations, specialties, certifications, awards, or any other information that sets your expertise apart from the competition.

Free consultations

Family law attorneys can use call-out extensions to mention that they offer free consultations. This can be an attractive feature for potential clients who are looking for legal services but may be hesitant to commit to a consultation due to cost. By mentioning that you offer free consultations in your ad, you can increase the likelihood that potential clients will visit to your website.

Bringing searchers attention to specific experience

Family law attorneys can use call-out extensions to mention that they have experience handling high-asset divorce cases. This can be an attractive feature for potential clients who have high net worth and are looking for an attorney who has experience handling complex financial matters. By mentioning this in your ad, you can increase the relevance of your ad to potential clients who are looking for this type of service and increase the likelihood that they will visit your website.

Site links extensions

Site link extensions are a type of ad extension that allows you to add additional links to your ad that lead to specific pages on your website. These links, called "site links," can be used to direct potential clients to specific pages on your website that provide more information about your services.

Practice Areas link

You can use site link extensions to link to your law firm's service page. This can be useful for potential clients who are looking for specific information about the services you offer. By including a link to your practice page in your ad, you can make it easy for potential clients to find the information they need and increase the likelihood that they call or email your law firm.

About Us link

You can use site link extensions to link to your about page. This can be useful for potential clients who are looking to learn more about your firm, attorneys, and your approach. By including a link to your about page in your ad, you can make it easy for potential clients to find this information and increase the likelihood they build enough rapport to call or email your law firm.

Contact Us link

You can use site link extensions to link to their contact page. This can be useful for potential clients who are ready to contact your office and schedule a consultation. By including a link to your contact page in your ad, you can make it easy for potential clients to find your contact information and increase the likelihood that they will contact your office.

Please note, site link extensions are an optional feature in Google Ads, and they may not appear in every ad. However, using them can increase the chances of getting more clicks and conversions as they provide additional information and links to your website pages.

Call extensions

Call extensions are a type of ad extension that allows you to add a click-to-call button to your ad, making it easy for potential clients to call your office directly from the ad. This feature allows users to call your office directly by clicking on a button in your ad, without having to navigate to your website or search for your phone number.

Click-to-call button

For family law attorneys, call extensions can increase the chances of getting new clients. Since legal services are often time-sensitive, potential clients may prefer to speak with an attorney directly over the phone to schedule a consultation or discuss their case. By including a click-to-call button in your ad, you can make it easy for potential clients to contact your office and increase the likelihood that they will schedule a consultation.

Tracking

Call extensions can also be useful for tracking the effectiveness of your ads. Google Ads allows you to track how many calls were made and how long they lasted. This can help you to understand how well your ads are performing and make data-driven decisions about how to optimize your Google ads.

Call extensions can be added to various ad formats, such as search and display ads, making them available to a large group of users. It's important to note that, call extensions are an optional feature in Google Ads, and they may not appear in every ad. However, using them can increase the chances of getting more calls and conversions.

Location extensions

Location extensions are a type of ad extension that allows you to show your address, phone number, and a map of your location in your ad, making it easy for potential clients to find and contact your office. This feature allows users to see your location, and get directions to your office directly from the ad, without having to navigate to your website or search for your address.

In-person visit

Since legal services are often location-based, potential clients may prefer to visit an attorney's office in person to schedule a consultation or discuss their case. By including your location in your ad, you can make it easy for potential clients to find your office and increase the likelihood that they will schedule a consultation.

Tracking effectiveness

Location extensions can also be useful for tracking the effectiveness of your ads. Google Ads allows you to track how many people have clicked on your location and how many people have requested directions to your office. This can help you to understand how well your ads are performing and make data-driven decisions about how to optimize your ads.

Location extensions can be added to various ad formats, such as search and display ads, making them available to a large group of users. It's important to note that, location extensions are an optional feature in Google Ads, and they may not appear in every ad. However, using them can increase the chances of getting more clients, by making it easy for potential clients to find and contact your office.

Review extensions

Review extensions are a type of ad extension that allows you to display reviews or ratings of your services within your ad. This can help to increase the credibility of your ads and can help to improve your click-through rate.

Positive reviews and high ratings

Review extensions can increase the chances of getting new family law clients. Positive reviews and high ratings can increase the trust and credibility of your law firm and services, which can make potential clients more likely to choose your services over those of your competitors. By including reviews or ratings in your ad, you can make it easy for potential clients to see the positive feedback that your firm has received, and increase the chance that they will visit your website.

Tracking clicks on reviews

They can also be useful for tracking the effectiveness of your ads. Google Ads allows you to track how many people have clicked on your reviews or ratings and how it impacts your click-through rate. This can help you to understand how well your ads are performing and make informed decisions about how to optimize your ads.

Google requires that the reviews used in the extensions are from reliable third-party sources and that they are not self-authored. However, using them can increase the chances of getting more clients, by increasing the credibility and trust of your law firm.

When using ad extensions, it's important to regularly review and optimize them. You should check that all the information is correct and that the links are working properly. You should also track the performance of your ad extensions to see which ones are driving the most conversions and highest ROI.

5. Ad Scheduling

Ad scheduling is the process of determining when your ads should run, based on when potential clients are most likely to be searching for family law services. By scheduling your ads to run at specific times, you can increase the chances of your ads being seen by potential clients and improve the performance of your ads.

Specific hours

For family law attorneys, ad scheduling can be a powerful tool to increase the chances of getting new clients. For example, you may want to schedule your ads to run during business hours when your office is open so that potential clients can easily call or visit your office to schedule a consultation. Additionally, you may also want to schedule your ads to run during the evening and on weekends, when potential clients may have more free time to research legal services.

Specific days

You can use the Google Ads platform to set up ad scheduling. In the campaign settings, you can set the start and end date and time of your ad, and you can also set the days of the week and time of the day that you want your ad to run. Additionally, Google Ads also allows you to use the "Ad schedule" feature to see the performance of your ads based on the day of the week and time of the day, this can give you an idea of when your ads perform the best and adjust your scheduling accordingly.

Review your scheduling

It's important to note that ad scheduling is not a one-time setup, it's an ongoing process. You should regularly review the performance of your ads and adjust your ad scheduling as needed. For example, if you find that your ads perform well during the evening, you may want to increase the budget for that time period.

In summary, Ad scheduling is the process of determining when your ads should run, based on when potential clients are most likely to be searching for family law services. By scheduling your ads to run at specific times, you can increase the chances of your ads being seen by potential clients and improve the performance of your ads.

6. Ad Testing aka A/B testing or split testing

Ad testing, also known as A/B testing or split testing, is the process of continuously testing different elements of your campaign, such as ad copy and ad placement, to identify what is working and what is not. By testing different variations of your ads, you can determine which elements are most effective at driving clicks and leads, and use that information to optimize your ads for better performance.

You may want to test different versions of your ad copy to see which one resonates more with potential clients.

You may also want to test different ad placements, such as where the ad is displayed on the page, to see which placement is more effective at driving clicks and conversions.

Dynamic ads

You can use the Google Ads platform to set up ad testing with dynamic ads. Dynamic ads allow you to create multiple versions of the same ad, with different elements such as ad copy, images, and ad placements. Google Ads will automatically show these ads to different users in a specific group and track how each ad performs. By comparing the results of these ads, you can identify which ad performed the best.

You should continuously test different elements of your campaign and make adjustments as needed. Additionally, it's important to test only one element of the ad at a time, to be able to understand the impact of the change.

Desktop, tablet and mobile

It's important to test your ads on different platforms and devices to ensure that your ads are performing well across all channels. For example, you may want to test your ads on a desktop, tablet, and mobile devices, to see if there are any differences in performance.

In conclusion, ad testing is an ongoing process that allows you to identify what is working and what is not, in order to optimize your ads for lower CPC (cost per click) and higher ROI. By testing different elements of your campaign, such as ad copy and ad placement, and by testing different platforms and devices, you can ensure that your ads are performing well across all channels.

7. Retargeting Campaigns

Retargeting campaigns can be effective for reaching potential clients who have previously visited your website.

Website visitors

Remarketing is a powerful tool for reaching people who have previously visited your website. This allows you to show your ads to people who are already familiar with your law firm and services and can help to increase the reach and cost-effectiveness of your ads.

If a potential client visits your website to learn more about your family law services but doesn't convert into a lead or client, you can use remarketing to show them ads for your services as they browse other websites. This can help to remind them of your law firm and services and can increase the likelihood that they will convert into a lead.

Remarketing lists

Google Ads allows you to create remarketing lists based on different actions that people take on your website, such as visiting specific pages or spending a certain amount of time on your website. You can then use these lists to show targeted ads to those potential clients as they browse other websites.

Dynamic remarketing

You can also use dynamic remarketing, which allows you to show ads that include specific services that people have viewed on your website. This can be particularly effective for family law attorneys, as it allows you to show ads for specific legal services that people have shown an interest in.

Review your remarketing campaigns often

It's also important to note that remarketing can be used in conjunction with other targeting options, such as geographic targeting and demographic targeting, to reach a more specific and relevant audience.

It's important to regularly review your remarketing lists and adjust as needed.

If you notice that a significant portion of your website traffic is coming from a specific group of people, you might want to increase your targeting to that group to reach more potential clients.

If you notice that your ads are not performing well with a specific group of people, you might want to adjust your targeting or focus on other groups where your ads are performing better.

8. Landing Page Optimization

Landing page optimization is the process of ensuring that your landing pages are optimized for conversions. This means that they load quickly, are easy to navigate, and clearly communicate the benefits of your services. By optimizing your landing pages, you can increase the chances of potential clients converting into paying clients.

Landing page optimization can be a powerful tool to increase the chances of getting new clients. By ensuring that your landing pages load quickly, are easy to navigate, and clearly communicate the benefits of your services, you can increase the chances of potential clients converting into paying clients.

What is a landing page?

A landing page is a specific webpage that a user is directed to after clicking on an ad. In the context of Google Ads, a landing page is a webpage that a user is directed to after clicking on an ad that a family law attorney has created. It's the page where the user will "land" after clicking on an ad.

Landing page's main purpose is to convert visitors into leads or customers

Landing pages are an essential part of any Google Ads campaign, as they are designed to provide information about the services offered by the family law attorney and to encourage users to take a specific action, such as scheduling a consultation or filling out a contact form. The main purpose of a landing page is to convert visitors into leads or customers.

Create a landing page

To create a landing page, family law attorneys need to first identify the goal of the campaign, such as increasing leads or boosting brand awareness. Then, the attorney should design the landing page with a clear and compelling message that speaks to the target audience. It should be easy to navigate, and it should have a clear call-to-action (CTA) that guides the user to take the desired action. The page should also include elements such as trust badges, testimonials, and forms that will make it easy for potential clients to contact the attorney.

Land pages are specifically for ad campaigns

It's important to note that, landing pages are different from the attorney's website, they are designed to be specific to the campaign and the ad, they should be created with the goal of converting visitors into clients. Additionally, it's important to have different landing pages for different campaigns, as the message and the goal of the campaign may vary.

Design and layout

One important part of landing page optimization is the design and layout of the page. Your landing pages should be easy to navigate and should clearly communicate the benefits of your services. This can be achieved by using a clear and simple design, with a clear call-to-action, and by highlighting the key benefits of your services. It should also be highly relevant to the keyword used in your Google ad that led the potential client to the page.

Loading speed

An important aspect of landing page optimization is page speed. Pages that load quickly are more likely to keep potential clients engaged and lead to a higher conversion rate. You can use Google's PageSpeed Insights tool to check the performance of your landing pages and identify any issues that may be impacting page speed.

Optimized for mobile

It's important to optimize your landing pages for mobile devices. More and more people are using their smartphones to browse the internet, and it's important to ensure that your landing pages are optimized for mobile devices to increase the chances of getting new clients. From my experience, approximately 65% of all visits to an attorney's website are from mobile devices.

In conclusion, landing page optimization means that they load quickly, are easy to navigate, clearly communicate the benefits of your services, and have a high-converting call to action. By optimizing your landing pages, family law attorneys can increase the chances of potential clients converting into paying clients.

9. Mobile Optimization

Mobile optimization is the process of ensuring that your website and ads are optimized for mobile devices. With approximately 65% of people using mobile devices to search for legal services, it's important for family law attorneys to ensure that their website and ads are easily accessible and readable on mobile devices.

Use responsive design

One way to optimize your website for mobile devices is to use a responsive design, which automatically adjusts the layout of your website to fit the screen of the device being used. This ensures that your website is easy to navigate and read on both desktop and mobile devices.

You can also use Google's Mobile-Friendly Test tool to check the performance of your website on mobile devices and identify any issues that may be impacting the user experience.

Use ad formats that are specifically designed for mobile

Create ad formats that are specifically designed for mobile devices. You can use Google's mobile-optimized ad formats such as call-only ads or location-based ads, to make it easy for potential clients to contact your office or find your location.

Ensure that your landing pages are mobile optimized, as landing pages are the pages users are directed to after clicking on an ad, and they should also be easy to navigate and read on mobile devices.

Legal compliance is an important aspect to consider when creating and running Google Ads for family law attorneys. It's essential to make sure that your ads are compliant with legal regulations regarding advertising, such as those set by the American Bar Association, the Federal Trade Commission, and state bar associations.

Be aware of and comply with guidelines for lawyer advertising. Each state has its own rules and regulations regarding attorney advertising, and it's important for family law attorneys to be familiar with the rules in their state. These rules can include guidelines for the content and format of ads, restrictions on the use of certain words or phrases, and requirements for disclosing certain information in ads.

Comply with rules for using client testimonials in your ads. The use of client testimonials can be a powerful tool to increase the credibility of your ads and to demonstrate the effectiveness of your services. However, it's important to ensure that client testimonials are used in compliance with legal regulations. This can include obtaining the client's consent to use their testimonial, ensuring that the testimonial is truthful and not misleading, and ensuring that the client's privacy is protected.

Family law attorneys must also comply with rules and regulations regarding data privacy and security, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), which are designed to protect the personal data of clients.

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