What does Argota Marketing do for family law firms? Argota builds marketing campaigns around the way people actually behave when their family is falling apart. They don’t search for a lawyer first. They search for answers: how child support is calculated, whether they can keep the house, what happens if their ex wants to move with the kids. AI tools now answer those questions directly without sending anyone to a website. If your firm’s content is the source that AI quotes, your name is the first one they see. If it isn’t, you’re invisible during the entire research phase that leads to hiring a lawyer. We build the search presence, the AI visibility, the paid ads, the website, and the review profile around that reality.
Your Clients Aren’t Searching for a Lawyer
The person who eventually hires you doesn’t start by searching “divorce attorney near me.” They start by searching “how is alimony calculated” or “can my spouse take the kids out of state” or “what happens to the house in a divorce.” They’re not looking for a lawyer yet. They’re trying to understand what’s happening to their life.
AI tools now answer those questions directly on the search results page. Someone types “how is child support calculated in Florida” and gets a full answer without clicking a single website. Over 60% of family law searches end that way. But if your firm’s content is the source the AI quotes, your name appears in that answer. The person sees it, files it away, and three days later when they’re ready to hire someone, they search for you by name.
That three-day gap between “I need answers” and “I need a lawyer” is where most family law marketing misses entirely. Firms spend everything on ads targeting people who are ready to hire right now. But the much larger group, the people still figuring out what’s happening, never sees their name at all.
We build campaigns that capture both stages: the research phase where people need answers and the hiring phase where they need a lawyer. The research phase builds your name into their decision before they even know they’re making one.
What We Build for Family Law Firms
Search rankings and content that AI actually quotes. A page titled “Divorce” doesn’t rank anymore. We build your site as a set of interconnected pages covering every question someone asks during the worst year of their life: how support is calculated, what the timeline looks like, how assets get divided, what happens to the business, what the parenting plan options are. When Google and AI tools see that level of depth, they treat your firm as the authority and cite you in the answers. How we build search campaigns →
AI search visibility that puts your name in the answer, not just the results. When someone asks ChatGPT “what are the grounds for divorce in Texas” and the AI writes an answer, the source it quotes is what matters. We structure your content and add code to your site that tells AI tools exactly what your firm covers and who your attorneys are, so your firm gets named in the response. How AI search works for law firms → / AI search strategy →
Paid ads targeting people who already know they need a lawyer. Local Services Ads with Google’s trust badge put your firm at the top when someone searches “divorce lawyer near me.” Google ranks these partly by how fast you answer the phone, so we build the intake infrastructure to make sure you never miss a call during business hours. For higher-value cases like high-asset divorce and complex custody disputes, we run separate search ad campaigns targeting specific situations rather than generic terms, because a click on “high asset divorce attorney” is a very different case than a click on “cheap divorce lawyer.”
Review management in a practice area where everyone is emotional. Family law generates more heated reviews than almost any other practice area because the clients are going through the worst experience of their lives and the outcomes often feel unfair regardless of what the lawyer did. Responding without revealing confidential case details is a real ethical constraint. We manage your review profile with bar-compliant responses and automated systems that keep fresh positive reviews coming in to push the emotional ones down.
Sub Practices That Need Their Own Strategy
Family law isn’t one case type, and the marketing for a high-asset divorce is fundamentally different from the marketing for a child support modification. The ad costs are different, the case values are different, and the way people search is different. Someone going through a high-asset divorce with a business and real estate searches very differently from someone who needs a standard uncontested divorce.
We build separate strategies for the sub-practices your firm handles. High-asset divorce campaigns target affluent zip codes and specific terms like “business valuation in divorce.” Custody campaigns target the urgent, emotional searches parents type at 11 PM. Adoption campaigns target a completely different kind of client who isn’t in crisis at all. Putting them all in the same campaign with the same ads wastes money on every one of them.
Why the Website Matters More in Family Law
Your potential clients are more stressed, more emotional, and less trusting than almost any other legal client. They’re making decisions about their children, their home, and their financial future while their life is falling apart. A website full of aggressive language about “fighting for you” and “winning at all costs” might have worked ten years ago. In 2026, it pushes people away.
We build family law websites designed for people in emotional crisis. Calm colors, clean layouts, content broken into small sections they can process when their attention span is short. The phone number is always one tap away on mobile. The intake form asks just enough to screen without overwhelming someone who’s already overwhelmed. And the site meets federal accessibility standards, which matters because law firms are increasingly being targeted by compliance lawsuits for websites that don’t work for people with disabilities.
How We Track Results
Family law marketing has good economics when it’s tracked correctly. A single divorce case generates $3,000 to $5,000 in fees at the low end and $15,000 to $50,000+ for complex or high-asset matters. Even at ad costs of $30 to $150 per click, the return works when the campaigns are targeting the right case types and the intake is converting.
We track from the first click to the signed retainer, broken out by case type. You see which searches generate consultations, which case types are signing, and what your actual cost per signed client is for divorce versus custody versus adoption versus everything else. Full data ownership: website, hosting, analytics, ad accounts. If you leave, you keep everything.
What to look for in marketing reports →
Family Law Marketing by State
Family law is state law, and the marketing has to reflect that. Whether your state is community property or equitable distribution changes which financial topics your content should cover. Whether your state allows fault-based grounds affects which searches people make. And advertising costs in New York are three times what they are in Ohio. A campaign that works in Texas doesn’t translate directly to Massachusetts because the law, the search behavior, and the competition are all different.
Florida · Texas · California · New York · Illinois · Pennsylvania · Ohio · Georgia · North Carolina · New Jersey
Don’t see your state? We work with family law firms nationwide. Tell us about your market and we’ll build around your state’s rules.
Are potential clients reading your answers before they even know they need you?
Send me your current setup and I’ll show you whether your content is being cited in AI answers for the family law questions people in your state are asking right now, or whether someone else’s firm is getting that visibility instead. I’ll also look at whether your paid ads are targeting the case types worth pursuing and whether your site is built for someone going through the worst day of their life. If it’s already working, I’ll tell you.
Talk to Jorge → Phone or text: 941 626 9198
