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Marketing the Family Law Practice

By Les Altenberg
January 31, 2013

If you are an attorney, you know how difficult marketing a law firm can be. If you are a matrimonial attorney, then you know that marketing the family law practice can be especially difficult. There are a number of reasons for this, not the least of which is that in targeting those contemplating divorce, one is trying to reach the unreachable. There are no lists that contain names of those in difficult marriages.

The Down Side

  • You can offer no guarantees as to what the ultimate settlement will look like.
  • You cannot take the case on a contingency basis and “get compensated, only if you win.”
  • It is not permissible to offer incentives for prospects to call a specific attorney.
  • There are no seasonal skews.
  • It is difficult to position a family law practice as unique compared with its competitors.
  • Marketing often requires significant outlays of time and/or money.

The Up Side

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