Divorce lawyer marketing: what the fee page has to answer

What decides who a divorce client hires is cost, and whether it is fixed or hourly. In Phoenix, 14,000 people a month search divorce terms at $52.70 a click, measured 3 August 2026. The strongest page a divorce firm can publish is the one explaining how fees work: 15 of 62 buyer questions are price questions.

Last updated: 5 August 2026

Why does cost decide this rather than credentials?

Because everybody on the shortlist looks qualified and only one of them has answered the question.

A person comparing three divorce firms cannot tell which is better at the work. The credentials on all three sites are similar, the photographs are similar, and the language is nearly identical. What separates them, from the reader's side of the screen, is whether anybody has said what this will cost and how the billing works. Everything else is undifferentiated.

There is one number here we measured and one we did not, and the distinction matters. We measured the supplier market, not the divorce market. Of 62 questions buyers ask across these searches, 15 are price questions, and of the 40 legal-marketing suppliers we read in full on 3 August 2026, twelve published a price at all. That is a count of marketing agencies. We have not audited divorce firms' fee pages and will not quote a figure for them.

What transfers is the mechanism rather than the number: in a market where the most-asked question goes mostly unanswered, the business that answers it is the one being compared against, and everybody else is being compared to it.

The admission: we do not set your fees, we cannot tell you whether a fixed price is viable for your matter mix, and we hold no data on what divorce work should cost anywhere. We can build the page. What goes on it is the firm's decision and its risk.

What does a fee page actually have to contain?

Five answers, in the reader's order rather than the firm's.

The fifth row is the one that gets left out and the one that decides it. A reader who has been told in advance how bad news will reach them is being treated as an adult, and that is a stronger signal about the firm than any list of qualifications.

A firm that genuinely cannot fix a price is not excluded from this. It can still publish the hourly rate, the billing increment, and which people work at which rate. That is a complete answer to "how does this work", and it is more useful than a fixed figure that turns out to have conditions attached.

Is it ethical for an attorney to advertise?

Yes. Lawyer advertising is permitted in the United States and has been for decades.

It runs through ABA Model Rule 7.2(b), adopted differently in each state, and which version binds a particular firm is a question for that firm and its own advisers rather than for a marketing supplier. We give no view on it and would be wrong to.

What is worth separating is which parts of advertising attract attention and which do not. Claims about results, comparisons with other firms, and anything that reads as a promise are where the difficulty sits. Stating what the firm charges is a statement of fact about the firm's own fees, which is close to the least contentious content a legal website can carry. The irony of the market is that the safest thing to publish is also the thing almost nobody publishes.

The same logic applies to suppliers, which is why we publish ours. Among the 40 we read on 3 August 2026, onthemap.com and paperstreet.com had a price on the page and exults.com did not. We are recording which pages carried a figure, not what any of those figures were.

What does the demand look like, city by city?

Divorce carries the highest volumes in the family category and some of the widest click prices in it.

Measured 3 August 2026 across 20 US cities. The dataset counts family and divorce as a single category, so these figures cover both. Denver is the row that reframes the argument: at $73.27, one hundred clicks is $7,327, which is arithmetic on the measured price and not a forecast of what those clicks produce.

Put that next to a published fee page and the case makes itself. A firm bidding in Denver pays that whether or not the visitor finds out what the work costs. A firm that has answered the question on the page keeps the visitors who would otherwise leave to go and find out somewhere else, and it keeps them for nothing.

What do we charge, and why is it on the page?

$1,450 for the Practice Sprint, $2,900 for the build. Fixed, published, no minimum term.

Of the 40 suppliers read on 3 August 2026, five showed only a "from" range rather than a figure, eight claimed a guarantee of some kind, and one offered work with no minimum term. A range is not an answer to a price question; it is the shape of an answer with the number removed.

Never per inquiry, per case or per matter. Referral fees are restricted in prescribed legal business and the restriction binds the paying firm as well as the recipient. We charge for the work, by scope and time.

What will publishing a price not do?

It will not increase the number of calls, and a firm that wants volume should not do it.

Publishing a number filters. People for whom the figure is impossible stop before the call, which is the intended effect and is also indistinguishable from a drop in inquiries for the first month or two if nobody is watching what changed. The trade is fewer conversations that end at the number and more that start past it.

Two other things it does not do. It does not make the number true: a published fee that is routinely exceeded is worse than no page at all, because the reader can see both. And it does not replace the rest of the site, since a person who cannot work out what happens next will not care what it costs.

Three to four months for movement, six to nine before it can be judged fairly. If the firm needs matters this quarter, that is paid search, and we do not manage ad spend.

What this is worth where you are

In Phoenix, 14,000 people a month search family and divorce terms, and Google charges around $52.70 for one of those clicks. We hold the same figures for 52 cities.

The free report gives you yours, plus which pages are missing from your site, and what 40 suppliers charge.

Get the report →

No call required. Our own prices are on that page.

Where should I read next?

The same client earlier in the process, before the fee question arrives: family lawyer marketing.

Practice areas where the buying question is urgency rather than price: criminal lawyer marketing and criminal defense lawyer marketing.

For the wider picture: marketing for lawyer and lawyer marketing plan.

Frequently asked questions