Buying a lead list is tempting—but most of the time, it’s a waste of money. Lists can be expensive, outdated, and filled with people who aren’t actually looking for a divorce attorney.
A smarter approach? Build a campaign that brings divorce leads to you.
Who Is Your Ideal Divorce Lead?
A divorce lead is obviously actively researching legal help—but they can be at very different stages in the decision-making process.
Top of funnel: These leads are just starting to explore their options. They might be Googling basic questions like "what are my rights in a divorce" or reading blog posts about custody or support. They’re not ready to contact a lawyer yet, but they’re thinking about it.
Middle of funnel: These leads are weighing their options. They may have read several articles, looked at multiple firm websites, and started comparing services. This is the time to show them your value with helpful content, case examples, and easy ways to reach out.
Bottom of funnel: These leads are ready to act. They’re looking for contact info, reading reviews, and deciding who to call. Your campaign should make it effortless to schedule a consultation or download a guide. Having recent reviews play a huge role here.
Marketing campaigns work best when they match the content to the stage a lead is in. Top-of-funnel content like blog posts and social media tips helps you show up early and build awareness. Middle-of-funnel content like FAQs, videos, and guides answers specific questions and keeps leads engaged. Bottom-of-funnel content—like reviews, testimonials, and a strong contact page—helps them feel confident taking the next step.
Stay visible, stay relevant, and make it easy for them to act.
What Makes a Divorce Leads Campaign Work?
This isn’t a one-size-fits-all strategy for legal marketing. A divorce leads campaign has one clear goal: to get potential clients to contact you.
Instead of casting a wide net, you build a focused campaign that:
- Targets the right people
- Uses content that answers their questions
- Drives action with a clear call to action (CTA)
Your CTA could be anything from downloading a guide on custody laws to RSVPing for a free divorce seminar. What matters is that it turns passive interest into direct engagement.
How to Build a Campaign That Delivers
Here’s how to create a divorce leads campaign that actually works:
1. Analyze Your Competitors
Look at how other firms in your area market themselves. What do they do well? What’s missing? Use that to find gaps—and fill them.
This competitive analysis guide for criminal law applies here, too.
2. Know Your Audience
Define who your ideal client is. Age, income, gender, concerns—everything. Build a client persona based on your real experience. For example, maybe you work mostly with women in their 40s who are navigating custody and support issues.
3. Clarify Your Value
What sets you apart? Whether it’s your courtroom record or your focus on peaceful resolutions, your brand should show exactly why someone should hire you.
This article on personal branding can help you get clear.
4. Build the Campaign
Now that you know your audience and your message, start building. Use a mix of:
- Content Marketing: Blog posts, social media, videos—give people helpful answers and build trust.
- SEO Strategy: Make sure your content includes the keywords people are searching for. Here’s why that matters.
- Local SEO: Mention your city or region in your content. Keep your Google Business Profile updated. Get a Google Local Service Ad badge to build trust.
- Advertising: Billboards, PPC ads, and local sponsorships all build brand awareness. Digital ads are fast and targeted—just make sure they support your goals.
- Social Media: Pick one or two platforms your clients actually use. Share helpful content. Test boosted posts.
- Client Reviews: Reviews build trust. Here’s how to collect and use them.
Strategy Over Shortcuts
Buying leads might give you a list of names—but it won’t give you qualified clients. A focused, strategic campaign gets you in front of the right people at the right time.
Scorpion helps divorce attorneys create marketing campaigns that drive real leads—then track and manage them with tools designed for family law firms.
Let’s talk about how we can help.
