Effective Marketing Techniques
for Family Law Practitioners
Written By Denise Farmer
Photography provided by Clio
Family law is a uniquely personal and often emotionally charged area of legal practice. In today’s environment, family law practitioners must not only be skilled advocates and counsellors but also adept marketers, able to connect with clients on a personal level. The landscape of legal marketing is rapidly evolving, with new tools and platforms reshaping how firms attract, engage, and retain clients.
The Foundations: Why Marketing Matters in Family Law
Unlike other legal specialties, family law clients are often navigating some of the most stressful periods of their lives. They seek not only legal expertise but also empathy, clear communication, and trust. When marketing your firm it is essential to:
- Build brand awareness and credibility
- Establish a reputation for trustworthiness and effectiveness
- Attract new clients and retain existing ones through strong relationships
The most successful family law practices understand that marketing is not just about visibility—it’s about building trust and delivering value at every interaction.
Social Media: The Rise of TikTok
Social media has become a powerful tool for legal marketing, and TikTok is at the forefront of this shift. Once considered the domain of viral dance challenges, TikTok is now an excellent platform for professionals to leverage—including lawyers—seeking to educate, engage, and build trust with a broad audience. One notable mention is Fidan Shevekt – Family Lawyer and TikToker.
Clio recently had the chance to interview Fidan to discuss how TikTok has helped her law firm grow and how it can be a game-changer for family law marketing – when used right!
With over 1 million followers, Fidan not only posts legal related content, but her content mostly consists of personal everyday activities including, doing the weekly grocery shop, cooking dinner for her family, making salads on her lunch breaks and giving us daily updates about school runs and her new pool. It’s through this approach that she is able to ‘humanise’ the law, allowing her to showcase her personality and establishing a level of trust with clients.
In the interview with Clio, Fidan says: “Eventually I got this big following – people were interested in what I had to say and I just got lots of work from it; from all around Australia rather than just Sydney where I am. People trusted me because they’re sitting in bed watching TikTok or in the kitchen watching TikTok; and I’m in bed/the kitchen with them so to speak – so I am a trusted person in that sense.”
Social media is a powerful tool with approximately 8.5 million Australians on TikTok, it’s a huge network of people and an untapped resource. Fidan is just one success story! Some other helpful tips to leverage Social Media in your Law Firm Marketing include:
- Creating Educational Content: Short, informative videos on topics like parenting plans, divorce myths, or child support FAQs can position your firm as a trusted resource. General legal advice and myth-busting content are particularly effective. Fidan has a regular segment on her TikTok called ‘Case Note Fridays’ where she speaks on an interesting Family Law Case every week.
- Authenticity and Approachability: Authenticity resonates on TikTok. Sharing real stories, testimonials, or even day-in-the-life snippets helps build credibility and trust.
- Consistent Posting: Regular, scheduled content—whether weekly or biweekly—keeps your firm top-of-mind without overwhelming your team.
The Magic Mix – Legal Technology & Digital Marketing
The synergy between robust practice management software and dynamic digital marketing is where modern family law firms can truly excel. Some examples include:
- Lead Capture and Nurturing: Use TikTok to drive traffic to your website or booking page. You can capture these leads through your PMS. For example: Clio Grow has intake forms and CRM features that capture these leads and automate follow-up.
- Seamless Onboarding: Once a lead comes through from your digital marketing efforts and books a consultation, you can automate scheduling through your PMS.
“Marketing is no longer just about reach - it’s about relevance, resonance and real connection.”
Digital Transformation: The Role of Technology in Legal Marketing
Clio’s 2024 Legal Trends Report underscores a clear trend: the most profitable law firms are those investing in technology and marketing. Modern legal clients expect seamless, tech-enabled experiences. This is where legal practice management platforms like Clio become indispensable.
The report finds that law firms have steadily increased their marketing and technology investments, with software spending growing by an average of 20% annually since 2013. Similarly, firms with above-average productivity—defined as those billing more than the industry average of 33% of their workday (about three hours of billable time per day)—are making even larger investments in technology and marketing. These high-performing firms spend 12% more on software and 41% more on marketing than their peers, resulting in a 21% increase in profitability.
The report highlights a clear link between technology adoption, increased marketing efforts, and overall financial success, demonstrating that these investments are paying off for the most productive firms
Streamlining Client Experience and Marketing
For family law firms, practice management software plays an increasingly important role in both operations and marketing. Tools that support automated intake, online scheduling, and client communication can help reduce administrative workload while enhancing the overall client experience.
Features such as segmented contact lists, integrated appointment booking, and secure client portals are particularly valuable in fostering trust and transparency—key elements in sensitive legal areas like family law.
Clio is one example of a platform offering these capabilities. Its tools for client intake, scheduling, and centralised communication are designed to support a more efficient and client-focused practice. By streamlining these touchpoints, firms can stay responsive and consistent in their engagement, without compromising on personalisation.
By leveraging these features, family law practitioners can focus more on serving clients and less on administrative tasks, while simultaneously enhancing their marketing reach and effectiveness.
Conclusion: Building a Modern, Client-Focused Family Law Practice
Effective marketing for family law practitioners in 2025 is about more than just getting your name out there. It’s about building trust, delivering value, and meeting clients where they are—whether that’s on TikTok, through a seamless online intake process, or via a secure client portal. By embracing tools like Clio and platforms like TikTok, and by focusing on authentic, educational, and client-centered marketing, family law firms can not only survive but thrive in the digital age.
The key is integration: leverage technology to streamline your operations, use social media to humanise your brand, and always keep the client experience at the heart of your marketing strategy. The future of family law marketing is here—and it’s digital, dynamic, and deeply personal.
Learn more about clio at clio.com/au where you can also access the exclusive interview with Fidan and Clio’s Legal Trends Reports.
