Morgul Marketing

    A family law website judged by a phone, a parish and about ten seconds

    A family law visitor arrives on a phone, often at night, usually in the middle of something difficult, and frequently on a page that is not your homepage. They carry three questions in order: do you handle this kind of matter, do you work in my parish, and what happens if I contact you. A site that settles all three in the first screen outperforms one that opens with the firm's founding year. Everything else follows from those three. Page weight, the fields on the inquiry form, and a set of privacy decisions that matter more in family law than anywhere else, because the other party reads the site too.

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    A reader who has already called two firms can spot borrowed content

    Practice-area copy bought from a national vendor reads as foreign in a civil law state, and your visitor has just read two other versions of the same paragraphs.

    Law firm templates ship with practice-area text written to be resold in every state. Louisiana does not run on common law, so that text can describe a system your reader is not in, which is a different problem from being merely bland.

    Nothing on a website is legal guidance and substantive copy belongs with your own counsel before publication. The design consequence stands on its own: the site should sound like your firm, drafted here, reviewed here.

    A cheap diagnostic is to read your divorce page aloud and ask whether a single sentence names a parish, a courthouse, or a step your office actually takes. If none do, it was written for somebody else's market.

    Shorter and more specific generally beats long and generic. A plain account of how your office runs a first meeting does more work than a thousand words of overview.

    A Slidell visitor and an Uptown visitor should not land on the same page

    Parish is the first thing a family law visitor needs settled, because it decides whether you are even the right firm to call.

    Build a page for each parish you serve, name it plainly, and put those links in the navigation rather than in the footer where nobody looks.

    Say what you actually do there. Which courthouse, how meetings usually run, and whether you offer video meetings for someone on the Northshore who would otherwise cross the Causeway for a first conversation.

    Do not claim coverage you cannot staff. A thin page for a market you never work in costs credibility with readers and helps nobody who lands on it.

    The difference between those pages has to be substance, not the town name swapped in. Metairie and Kenner readers, and Mandeville, Covington and Slidell readers, know their own market well enough to tell.

    Cut the hero video and buy the load time back

    Family law traffic is mostly phone traffic on cell data, and the heaviest object on the page is almost always decoration.

    Budget the page in kilobytes before anyone argues about taste. Custom fonts, sliders, chat widgets, tag managers and autoplay video all bill the same account.

    Serve modern image formats at the size the device will actually display, and let text render first so somebody can start reading while images arrive.

    Third party scripts are the usual culprit. Pixels added for a campaign three years ago tend to survive every redesign, and each one costs the visitor time.

    Test on a mid-range phone with the connection throttled, not on the office fiber. The difference between those two measurements is where most sites lose people.

    The form is triage: parish, matter type, and a safe way to reply

    An inquiry form should collect what the firm needs to route and check the matter, and nothing more.

    Four fields is usually the ceiling on a phone. Name, contact, matter type, and where each party lives by parish. The last one is not optional in a metro divided across Orleans, Jefferson and St. Tammany.

    Add one question asking whether any court has already been involved. The answer changes the entire first conversation and it changes who inside the firm should handle the call.

    Ask how it is safe to reply. Some clients cannot take a call at home, and some cannot receive email another person reads.

    Say what happens next in writing, on the confirmation screen and in the auto-reply. Silence after the send button is where people go and call somebody else.

    Say when a human will answer, because silence after send loses the client

    The minutes after an inquiry are the last stretch the website can still influence, and most sites go quiet exactly then.

    Publish your hours and a realistic reply window. Honesty beats a promise of an immediate callback that the office cannot keep.

    Make the auto-reply useful. What to bring, what a first meeting covers, how fees generally work, and a direct number that reaches a person.

    Offer more than one channel. Phone, form, and text where you can support it. People contacting a divorce lawyer are hiding in different places and not all of them can talk.

    If nobody covers evenings, say what happens overnight rather than leaving a frightened reader to guess. Setting the expectation costs nothing and holds the inquiry.

    Assume the other side reads every page you publish

    In family matters your website is read by opposing parties about as often as by prospective clients, which changes several ordinary design decisions.

    Keep outcome claims and case stories off the site. Professional advertising rules generally constrain them anyway, and current requirements are worth confirming with your own counsel.

    Think carefully before installing session replay or a chat widget. Both can capture extremely sensitive text typed by somebody in crisis, and both create a record you then have to account for.

    Give visitors a fast way to leave the page and a plain note about browser history, for anyone using a device shared with the other party in the matter.

    Apply the same logic to the confirmation email. A neutral subject line is a small design decision with real consequences for a client in an unsafe household.

    Questions we get

    What has to appear in the first screen of a family law website?
    The matter types you handle, the parishes you work in, and how to reach you. A visitor arriving on a phone is deciding whether you are relevant before they are deciding whether you are good. Firm history, awards and photography can follow underneath, where people who are already interested will find them.
    How many fields should the inquiry form have?
    Around four on a phone, plus one question about whether a court has already been involved and one about how it is safe to reply. Longer forms collect more information from fewer people. The form exists to route the matter and run a conflict check, not to conduct the first interview.
    Do we need separate pages for Orleans, Jefferson and St. Tammany?
    If you practice in all three, yes. They are distinct parishes with distinct courts and distinct buyers, and a single page promising service across the metro reads as vague to a person deciding whether to drive over the Causeway. Each page should carry real substance about how you work in that parish, not the same text with the name changed.
    Should we add live chat to a divorce website?
    Consider it carefully. Chat can capture very sensitive text from someone in distress, and it produces a record that has to be handled properly. If the firm has staffed intake, a prominent tap-to-call number frequently does more. Where you do use chat, decide in advance what is retained, for how long, and who can read it, and confirm the professional obligations with your own counsel.
    Can we reuse the practice-area content our old site came with?
    Usually not, and Louisiana is the reason. Template legal copy is written for common law states, so it can be inaccurate here rather than simply unremarkable. Rewriting the core practice pages with attorney review is the largest single credibility improvement most family law sites in this market can make.

    Written by KC Thompson, Morgul Marketing. Updated .

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