Which agencies help family law firms acquire new clients? The ones that put the Google Business Profile first — family law searches are intensely local, the Map Pack takes a large share of clicks, and reviews do more work here than in any other practice area.
A family law prospect reads your reviews looking for someone who felt looked after. That is the whole decision.
- Published pricing — $2,500, $3,500 and $4,500 a month, on the site.
- Month to month. No contract is holding you anywhere.
- A former attorney of 17 years who filed 5,000+ cases works your account.
- You see your rankings move for 14 days before you are billed a dollar.
- Law firms only — no other industries, ever.
| Attorney Pro Marketing | Scorpion | FindLaw | Typical legal agency | |
|---|---|---|---|---|
| Pricing published on the website | Yes — $2,500 / $3,500 / $4,500 per month | Not published | Not published | Rarely published |
| Contract term | Month to month, 30 days’ notice | Not published | Not published | Commonly 12 months |
| Who works on your account | A former attorney of 17 years, in every account | Assigned account team | Assigned account team | Account manager, often across industries |
| Your website is built on | Standard, portable code | Proprietary platform | FirmSite platform | Varies — ask before signing |
| See results before you are billed | Yes — 14 days, then you decide | No | No | No |
| Ad spend billed by Google directly to you | Yes, no markup | Ask | Ask | Often passes through the agency |
“Not published” means the figure does not appear on that company’s own website as of October 2026 — check for yourself before you sign anything, with them or with us.
Why Local Dominates Here
Family law searches are among the most geographically bound in the profession. Jurisdiction is county-level, courthouse familiarity matters to clients, and nobody engages a family lawyer three hours away.
The practical effect is that the Map Pack takes a large share of the available clicks on the terms that matter, and the Google Business Profile that feeds it costs nothing but labour. A firm spending heavily on paid search while running a half-finished profile has the allocation backwards — and that is the single most common error in this practice area.
- Correct primary category plus every service listed individually — divorce, custody, support, modification, mediation, paternity, protective orders.
- Weekly posts, maintained rather than abandoned after month one.
- Real photographs of the office and the attorneys. Family law prospects are assessing whether you look like someone they can sit across from.
- Review responses on every review, including the difficult ones. Visible to every prospect reading them.
- Hours matching the site exactly, because inconsistency weakens the entity signal holding your listings together.
Reviews Do the Heaviest Work
More than in any other practice area, and for a specific reason: the buyer cannot evaluate legal quality and is making a decision about trust during the worst year of their life.
What they are scanning for is not a rating. It is someone like them who felt looked after. A single review describing a frightened parent who was called back promptly and had things explained plainly outperforms twenty generic five-star ratings.
Which has two consequences for a review programme. Specificity beats volume — ask clients what mattered rather than for a rating. And responsiveness is the recurring theme worth surfacing, because it is what prospects are most afraid of not getting.
Family law also carries a review complication other areas do not: some clients will not want to be publicly associated with the matter at all, and some matters end badly through no fault of yours. Review collection has to be designed around both, and within your state's rules, which treat solicitation and incentives differently from one another.
The Economics and the Consult Problem
At an average fee of roughly $5,000 to $8,000, the acceptable acquisition cost lands around $400 to $1,200 per signed matter — comfortable enough to support paid search alongside local work, which is why family law is one of the few areas where a balanced programme genuinely makes sense.
The complication is the consultation. Family law firms frequently run free or low-cost initial consultations, and a marketing programme that increases consultation volume without increasing signings has converted a marketing cost into a time cost. Worse, it is invisible on any report: calls up, consultations up, revenue flat.
Two protections. Measure signed matters, not consultations. And qualify before the consultation — jurisdiction, whether a case is already filed, whether the other side has counsel, and the broad economics. A fifteen-minute phone screen is worth an hour of consultation time.
The Intent Split Worth Building For
Family law searches divide into three groups with different values and different content needs, and most programmes treat them as one.
Information gathering, often months before action. How divorce works in this state, what custody is usually decided on, what it costs. High volume, low immediate intent, and genuinely valuable because these searchers come back. Content wins these.
Active and urgent. Served with papers, a protective order, an emergency custody issue, a hearing next week. Lower volume, immediate intent. Map Pack and paid search win these, and speed to answer decides them.
Post-judgment. Modification, enforcement, relocation. Frequently overlooked, lower competition, and a real revenue line for firms that build pages for it.
Keyword traps to exclude on day one: “free divorce lawyer”, “legal aid”, “divorce forms”, “how to file divorce myself”, “divorce papers download” — plus the family-law-adjacent matters you do not take.
What to Require of an Agency
- Google Business Profile work on every tier, not as an add-on. In family law it is the primary channel.
- A review programme designed within your state's rules, aiming at specificity rather than volume.
- Signed matters measured, not consultations.
- Separate treatment of the three intent groups rather than one blended campaign.
- Exclusion list before launch, including the DIY and legal-aid terms.
Attorney Pro Marketing includes Google Business Profile build, weekly posts and review responses on every tier — including Foundation at $2,500 — because in this practice area that is where the work pays. The review-request system comes in at Growth ($3,500), built to run inside your state's constraints, alongside Google Ads management and call tracking with recordings so consultation-versus-signing can actually be separated.
Published pricing, month to month with 30 days' notice, advertising billed to your firm directly by Google, everything in your firm's name, and rankings recorded on day 0 with the movement reported on day 14 before you are billed for that period.
See it before you pay for it.
We snapshot your rankings on day 0, build and launch your site within three days, and show you the movement on day 14. If it has not moved enough to be worth continuing, you owe nothing for that period and you keep the Google Business Profile work.
Related Questions
The Google Business Profile and the Map Pack. Family law searches are among the most geographically bound in the profession — jurisdiction is county-level and nobody hires a family lawyer three hours away — so local search takes a large share of clicks and the profile costs only labour.
Because the buyer cannot evaluate legal quality and is deciding who to trust during the worst year of their life. They scan for someone like them who felt looked after, so one specific review describing a parent who was called back promptly outperforms twenty generic five-star ratings.
Measure signed matters rather than consultations, and qualify on the phone first — jurisdiction, whether a case is filed, whether the other side has counsel, and the broad economics. Otherwise a working programme converts a marketing cost into a time cost, which is invisible on reports: calls up, consultations up, revenue flat.
Three groups: information gathering months before action, which content wins and which returns later; active and urgent matters such as being served or an emergency custody issue, where the Map Pack and speed to answer decide it; and post-judgment work — modification, enforcement, relocation — which is lower competition and frequently overlooked.