Law firm marketing
Marketing for divorce and family lawyers
PSM Marketing is the outsourced marketing department for divorce and family law firms. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, leads a team that helps people facing divorce, custody and support decisions find your firm and feel confident calling you.
Reviewed by Terrie S. Wheeler, MBC.
Updated October, 2026
How people choose a divorce or family lawyer
Family law clients aren't shopping for a service. They're looking for someone to guide them through one of the hardest times in their lives.
They want empathy, not hype
Marketing that feels steady and compassionate earns more calls than aggressive slogans or legal jargon.
They research quietly first
Many people read about custody, support and the divorce process for weeks before they reach out. Clear, readable answers build trust early.
They search close to home
Searches like “divorce attorney in Minneapolis” depend on local SEO and a complete Google Business Profile.
Follow-up keeps you in mind
Not every visitor is ready to call. Helpful content and newsletters keep your firm top of mind until they are.
“Family law clients are going through something incredibly personal. They're not looking for the most aggressive attorney... they're looking for someone who understands what they're facing and will guide them forward.”
— Terrie S. Wheeler, MBC, founder of PSM Marketing
Your outsourced marketing department
You didn't go to law school to write website copy or study analytics. PSM Marketing gives your firm a partner-level strategist, a dedicated client marketing lead and a full creative and digital team, for less than the cost of one in-house hire, so your marketing stays consistent instead of feast or famine.
Outsourced marketing
A full marketing team that works as your marketing department every month, for $4,000 to $10,000+ a month.
Learn more →
Quickstart Package
A marketing plan and the essentials to carry it out, for smaller firms and solo practitioners, at $2,000 to $4,000 a month.
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Fractional CMO
Senior marketing leadership for firms that already have an in-house marketing team.
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Marketing coaching
One-on-one business development coaching for attorneys and practice groups.
Learn more →
How PSM helps divorce and family law firms
Strategy
A written plan that balances local search, content, reviews and referrals from therapists, financial advisors and other attorneys.
Branding
A look and voice that feel professional but warm, so clients sense right away that you'll guide them with care.
Websites
A calm, easy-to-use site with clear pages for divorce, custody, support and mediation, and simple ways to reach you.
SEO
Visibility for local searches like “divorce attorney in St. Paul,” plus your Google Business Profile and reviews.
AI search optimization
Visibility when people ask ChatGPT, Gemini, Perplexity, Copilot or Claude how custody works or what to do first.
Content + communications
Plain-language answers about divorce, custody and support, plus newsletters for referral sources, always edited and approved by a person.
Also for law firms: Local SEO for lawyers · Reputation management · All law firm marketing
What lawyers say
“Terrie Wheeler (principal at PSM) is a keen intellect and a superb resource for all things related to legal marketing.”
— Brad L., Google review
“PSM has been our outside marketing firm since 2019 and they have been great partners. Our law firm has grown from six lawyers to 15 now, and PSM has kept pace with our growth. They are strategic, practical, knowledgeable, and enthusiastically helpful.”
— Todd T., Google review
“They are the best for legal marketing and networking and business development.”
— Toni H., Google review
Marketing for family law firms: questions
What makes family law marketing different?
Clients are going through something deeply personal. Marketing that feels compassionate and clear earns more trust than aggressive messaging or legal jargon.
What are the most common family law marketing mistakes?
Trying to do it all yourself, using cold legal language, ignoring local SEO, neglecting your Google Business Profile and not following up with visitors who aren't ready to call.
Does local SEO matter for family law firms?
Yes. Most people look for a family lawyer near them, so your website, Google Business Profile and reviews need to show up in local and map results.
How do AI search tools affect family law firms?
More people ask ChatGPT, Google AI Overviews and other AI tools about divorce and custody. Clear, well-structured answers on your site help those tools mention your firm.
Do you work with family law firms outside Minnesota?
Yes. PSM Marketing is based in St. Paul and Rush City and works with law firms across the country by video.
Law firm marketing insights
Let's talk about your firm's marketing.
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with a clear view of what to do next, whether or not we work together.