How to Market to the Divorce Consumer
In our previous post, we looked at the complexities of the divorce market. Now let’s discuss how to present your firm online so that you can best reach consumers contemplating divorce.
Months ago, FindLaw began testing the effectiveness of different online elements and platforms targeting divorce consumers. Based on our research, we’ve discovered some approaches that work particularly well in converting law firm website visitors into contacts.
As you examine your marketing strategy, consider the following discoveries:
Less is More on Intake Forms
Intake forms and website landing pages that require only the consumer’s contact information had a higher conversion rate, ranging from 10 to 35 percent. That suggests that your form should avoid peppering your visitors with questions such as:
- Are you currently represented by an attorney?
- How soon are you looking to file for divorce?
- How do you plan on financing your divorce case?
Our tests also found that you’re more likely to see a boost in form submissions when the “Case Details” portion of the page was not a required field. That’s especially true for consumers using mobile devices who probably don’t feel like typing their whole story on a touchscreen.
Be Direct in Ad Copy and Images
Put simply, keep it short and to the point. Taglines such as these were effective in attracting consumer attention:
- Unhappy in your marriage? Considering divorce?
- Life is too short to be anything other than happy.
- Considering Divorce? Don’t Do It Alone!
Less effective were longer taglines like this: “Last month we helped thousands of people get in contact with an experienced local divorce attorney. TODAY IS YOUR TURN.”
In addition: Our research revealed that ads that include a photo of a person, instead of consisting only of text, received better consumer response.
Other General Takeaways
- Know your audience and focus your efforts on the right topics and the right demographics. Blanket copy typically is less successful.
- Ad copy and calls to action should be clear and to the point. Make sure the user knows what you want them to do.
- Don’t miss the opportunity on mobile. Facebook, Google AdWords and Bing all delivered a mobile response that was two to three times higher than desktop.
- Don’t forget the big picture truths of legal marketing that we’ve discussed before. Focus on your consumer, not yourself, to build a trustworthy connection.
Finally, there is one specific facet of the divorce market that represents a valuable opportunity for law firms. In our next post, we’ll revisit the fact that two-thirds of all divorces are filed by women and what role custody plays among these consumers.