Hey there, Family Law Game Changer.

When it comes to figuring out what to put on a website, the options can feel overwhelming. And if you're looking at other lawyer's websites to get inspiration, you might be left just as lost as where you started.

In this article, you'll discover the 10 questions your family law website must answer for clients to be able to find you... resonate with your marketing message... and ultimately decide to work with you. And at the end, I'll reveal how you can get all this sorted for you in under a week by working with me.

Question 1: Who are You?

The very first question your website needs to answer is - who are you? Your potential prospect needs to know within seconds that they've clicked on the right website and that - at least at first glance - that you are someone who aligns with them and what they're looking for.

This could be seen in:

  • The kind of imagery and colors/branding on your website
  • Whether your website has even been updated in the last 10 years
  • The name on the website and the immediate call-to-action
  • Your "About" page or any about/bio text on your home page

Question 2: What Do You Offer?

Obviously, your website isn't just a billboard. It exists to sell something. If you're a family lawyer, that's family law services.

But what kind of family law services do you offer?

Do you offer...

  • Unbundled legal services for lower income clientele
  • Family law PLUS other kinds of law (criminal, bankruptcy, etc)
  • A specific segment of family law (say, immigration or divorce)
  • Hourly only? Flat rate only?
  • Only or a specific kind of person (LGBT? Men? "Hot cases"?)

And even more to the point... does the way you describe what you offer actually make sense to your ideal client? Remember that the "average" reading level is something like 3-7th grade. If your legal services read like a law school textbook, you're doing it wrong.

Words to avoid as much as possible:

  • Pleadings
  • Dissolution
  • Litigant, litigation
  • Matter when you mean "case"
  • Docket
  • Filing, filings
  • Brief
  • Pro se

Question 3: Who Do You Help?

The next question is very, very important: who do you help?

If the answer to this question is EVERYONE, then you're doing it wrong.

WHO YOU HELP is directly related to WHAT YOU DO and WHO YOU ARE.

Are you passionate about women experiencing domestic abuse, and are you aggressive? Then who you help is probably women with "hot", high conflict cases who really need a bulldog in their corner.

Are you more collaborative and looking to find win-win solutions? Then you want to discourage high conflict cases from coming in and should instead make it clear that you help people who want to avoid the drama of court and reduce risk.

Your client has no idea who you are and if they are a good fit if you don't tell them. And they're not going to risk the $50-$350+ for a discovery call on you just to find out that you can't help or you two aren't a good fit. The more you can make it clear that they're in the right place, the more clients you'll get.

Question 4: Why Do You Do What You Do?

The next question your website has to answer is, Why do you do what you do?

Why are you in family law? Is it...

  • Because you can't do anything else?
  • Becuase you fell into it?
  • Because you want to see kids get better outcomes?
  • Because you think families deserve aggressive litigators too?
  • Because you went through it as a kid?
  • Because you went through it as an adult?
  • Because you had an experience that opened your eyes?
  • Because you believe men get the shaft?
  • WHY?

WHY you are in this is huge, and is a key indicator in elevating you from the others in your market who are all saying the exact same things.

No one can take your story or your why away from you. They can copy everything else you do, but they can't steal your why. And if your why is really compelling, your clients deserve to see it and hear it. They deserve to know that there's more than money that keeps you engaged in their case for months at a time.

It just might be the difference between getting hired and not.

Question 5: How Much Does it Cost to Work With You?

This , of course, is a big one. No one surfs legal websites unless they have to, and of course one big question is how much it costs.

Your website should be clear in your fees and what to expect.

If you want to generate leads for your business too, you can always "gate" this information in a "How to Work with Me" kind of guide that lays out your fees.

But do make your fee ranges apparent somewhere because for family law clients, affordability is huge.

#ProTip: Unless you only serve affluent clients, any fee you charge is not going to be "affordable", so please avoid saying this if you can. Just because you charge $150 instead of $300, doesn't make $150 any more reasonable. Instead, you can talk about how you help them contain costs and offer suggestions for how they can contain costs when working with you.

Question 6: How Do I Work With You?

The easier you make it for your future clients to get the information they need, the faster clients can start working with you. One question people have - but may not ask directly - is how they can get started working with you.

Here's how to make it simple:

  1. Clearly state how to get started, what they can expect on a discovery call/meeting, and what they need to prepare for
  2. Answer all the questions you can beforehand
  3. Offer ways for people to apply or book without having to get on the phone. A chatbot, interest form, or booking calendar work well.
  4. Follow up with people who don't immediately sign with you. Many clients interview multiple lawyers before they hire, giving you time to offer value above and beyond your peers.

Question 7: When Can I Expect Results?

Clients want to know how long it will take to get results. Will it take six months to go to court or get resolution... or two years? What do you do as a lawyer to ensure that cases don't drag out forever?

Few clients talk about these pain points, yet anyone who's been in family law understands that this is a big deal.

Case in point: In one of my own cases, I experienced an opposing counsel who had a habit of continuing and postponing and being less-than-responsive. I spoke with one potential lawyer who admitted that he couldn't get a hearing time on his own case because of continuances. Do you think I hired him? NO. If he couldn't resolve the issue for himself, how could he do it for me?

Question 8: What Kind of Results Can I Expect?

Another question legal clients have, obviously, is "what kind of results can I expect?" Of course, it's hard to give results and you can't guarantee anything in legal matters. But what you can do is:

  1. Showcase reviews from past clients
  2. Showcase your Avvo or Google reviews
  3. Showcase your awards and certifications
  4. Showcase your process which helps ensure everyone gets the fairest results possible
  5. Showcase your years of experience and expertise
  6. Acknowledge that people hire lawyers for results and not because they want to hire a lawyer

Question 9: What ELSE Do You Do?

This is a big one. Do you just do family law... or do you do other things?

For law firms and attorneys who take on more than family law, I almost always recommend that they create separate sites for their different services. It is easier from all perspectives to focus your website on the one thing you're trying to sell, rather than try to make a single website be everything for everyone.

Question 10: Why Should I Trust You?

Finally, site visitors want to know why they should trust you. There are many ways to foster trust, but here are a few:

  • BE HUMAN. Telling your story, having pictures of yourself on the site, and using human language (rather than legalese) go a long way to fostering trust.
  • Showcase your awards and certifications
  • Highlight your positive reviews
  • Share your specifics: years in business, number of cases/clients, Avvo score, etc.
  • Share your expertise (write a book, blog, share your public speaking, etc)

Wrapping it all up

When thinking about updating the content on your site, don't just look at other legal websites and mirror what they're doing. Consider the kinds of questions that your potential clients have in their heads... like the ones they often ask you on a discovery call. Then, find ways to put this into your website content and copy or in lead magnets.

And if you need help with this, I offer an all-in-one package that gives you a completely redesigned website, marketing copy, and a funnel for an affordable flat fee. Click here to learn more.

Lynn Swayze


Lynn Swayze is a direct response copywriter, marketing automation technologist, and funnel consultant for solution providers, advisors, experts, and info-marketers. When she's not working, she's reading gothic horror or mysteries, hanging with the family, or planting things. Get a free basic Marketing Vault membership here.

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