How to Build a Family Law Marketing Plan
A working marketing plan for a family law firm fits on two pages: where clients come from, what each channel costs, and what you'll measure. Here's the structure.
By Josh Kilen · Updated June 9, 2026
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Most law firm marketing plans are either a wish list or a vendor’s proposal wearing a disguise. A working plan is shorter and harder: where your cases actually come from today, which channels deserve money next, and the numbers that tell you when to stop.
Start from where cases come from now
The channel decision: referrals, search, ads, content
Budgeting: what each channel really costs
The two-page plan template
Review cadence: monthly numbers, quarterly decisions
Related
How Much Should a Family Law Firm Spend on Marketing?
Benchmarks and the math behind a family law marketing budget: percentage of revenue, cost per case by channel, and the spending floor below which campaigns starve.
How to Tell If Your Law Firm's Marketing Is Actually Working
The attribution framework for law firm marketing: tracking consultations to their source, the numbers that matter monthly, and the questions your agency should answer easily.
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