Family law leads are inquiries from people seeking information or representation regarding matters such as divorce, custody, support or related family-law issues.
Because these inquiries can involve sensitive personal circumstances, firms should evaluate both marketing source and the way the initial interaction is handled.
Matter Segmentation
Campaigns may target:
- divorce
- custody
- child support
- modification
- adoption
- prenuptial agreements
- other firm-approved practice areas
Lead Models
| Model | Main consideration |
|---|---|
| Shared | Competition |
| Exclusive | Definition of exclusivity |
| Inbound call | Source and caller intent |
| Qualified lead | Factual screening definition |
| Consultation | Attendance and fit |
Advertising Governance
Law firms should know what the consumer was shown before submitting information. ABA guidance permits certain paid lead generation while distinguishing it from paid recommendations and misleading claims. State professional-conduct rules may impose additional restrictions.
Intake Sensitivity
Initial lead forms should avoid gathering unnecessary detailed confidential information before the firm's intake and conflict processes require it.
Qualification
Possible objective filters:
- geography
- matter type
- representation status
- consultation availability
- other factual firm-defined criteria
Economics
Track:
lead → contact → consultation → signed client → collected fee/revenue
Separate economics by matter type when necessary.