Fractional CMO for your law firm: in-house marketing without the overhead. I run your website, ads, guides, and referrals as one system, built around the way people in England and Wales look for a family lawyer and what they ask ChatGPT before they ring.
of the people who clicked signed up
Over 20%
Line: of the people who clicked signed up
I'm Joshua David Little. I've run my own consulting firm since 2004, I've helped lawyers prepare complex cases for trial, and I ran the first family-law ad on ChatGPT, before the platform allowed legal-services ads. For a UK family firm, I build that work around the courts, the forms, and the clients of England and Wales.
A separation seldom starts with a phone call. People look up how divorce works, read what different firms say, and some of them tell ChatGPT the whole story before they speak to a solicitor. The firm that helps them through those months is the one they ring when they're ready.
People describe their separation, their children, and their money to an AI assistant and ask what to do and who to call. Unless your website speaks to their exact situation, the answer has very little to connect them to your firm.
On the first screen of Meta's ad library for divorce solicitor in the UK, only 7 of the first 24 ads came from solicitors. Beside them sat McKenzie friends, divorce coaches, and online divorce and consent-order services.¹ Someone weighing those up needs a clear reason, on your page, to choose a firm.
Your website, your ads, your directory listings, and your referrers all send enquiries. Unless each one is followed from the first click to the instruction, the budget keeps going to whatever brings the most calls.
Firms call themselves solicitors. Their clients often type lawyer: across the UK, family lawyer is searched more than twice as often as family law solicitor, and divorce lawyer as often as the solicitor wordings. A firm's pages need both words, and the words people use once they're working through the process. These are average monthly searches across the UK:²
| Search | A month |
|---|---|
| family lawyer | 14,800 |
| divorce lawyer | 6,600 |
| family law solicitor | 6,600 |
| family solicitors near me | 5,400 |
| divorce solicitors near me | 4,400 |
| divorce solicitor | 2,400 |
| divorce process uk | 5,400 |
| clean break order | 1,900 |
| consent order divorce | 1,600 |
Each process search is a moment in someone's separation: working out how divorce works now, agreeing a clean break, making an agreement final. A clear, helpful page for each one gives the person searching something to act on, and gives an AI answer something to cite.
Some clients take the long version of the story to ChatGPT. In my experience, the more a firm's pages describe the situations its clients are in, the more an AI answer has to match a person's question to that firm. Before any work starts, I put your clients' own questions to ChatGPT and Google's AI, in your towns, and see who gets named and why.
I ran the first family-law ad on ChatGPT, before the platform allowed legal-services ads, for a US client firm. The ad offered a free workbook for people in a specific situation, and over 20% of the people who clicked signed up. Each of those was a person who had asked for help, and given the firm permission to keep helping them while they decided.
A UK family firm can take the same route: OpenAI's ad policy makes room for ads that offer general legal education outside the US. The platform now targets UK cities and many postcode districts. Where it fits your plan, ChatGPT runs beside your other channels, measured the same way, to the client who instructs you.
Instead of trying to convert visitors directly into clients, we strategically capture their information first so we can follow up and nurture the relationship.
Create guides, toolkits, and webinars that help prospects understand their legal situation – positioning you as the expert before they ever call.
Get contact information and permission to follow up by offering something genuinely helpful, not just a consultation request.
Automated emails that continue providing value while keeping your firm top-of-mind during their decision process.
Continuously refine what's working through data – not guesswork – so your results keep getting better.
Know exactly which marketing activities generate clients and how much each client costs to acquire so we know which platforms to amplify and which need more optimisation.
How each step looks for a UK family firm: Guides for the questions people have early on, such as how divorce works now, what a clean break means, or how arrangements for the children get agreed, written for the Family Court in England and Wales. A sign-up before the first meeting, so you can keep helping people through the months they take to decide. And tracking from the first click to the client who instructs you, so you can see which marketing brings the right people and where enquiries are lost.
Senior marketing leadership across every channel and agency your firm uses.
Your clients' questions put to ChatGPT and Google's AI, and a page for each situation your firm handles.
Pages and guides written for the step your clients are on.
The searches that bring instructions, measured to the client.
One channel among the others, where it fits your plan.
If you'd rather keep the marketing in-house, I'll help you build the team, train it, and lead it.
Over 20% of the people who clicked signed up.
About 75 times its ad spend back in estimated case value.³
About 11 times its ad spend back in estimated case value.³
The system is based on best practices that work across industries, so it adapts to any practice area with customised resources and messaging for your specific clients.
Yes. I take on firms in the UK, the US, Canada, and Australia, and the family work on this page is built for England and Wales.
Yes, through legal education. OpenAI's ad policy makes room for ads that offer general legal education, and that's how the first family-law ad on ChatGPT ran in the US. Where it fits your plan, it runs beside your other channels and is measured the same way.
It shouldn't. The guides are written for the courts and forms of England and Wales, so they speak to the people you can help. Google ads are aimed at the areas your offices serve, and ChatGPT ads can be aimed at UK cities and many postcode districts.
Only if you want me to. As your Fractional CMO, I lead them towards one goal and hold them to the number that counts: clients who instruct you. Where a piece is missing, my team does it.
Yes, through training. I find where the enquiries you've already paid for are lost between the first contact and the instruction, and train your intake team to turn more of the right ones into instructions.
By video. The assessment is a video call, and so are our strategy calls, so where your offices are makes no difference to the work.
There's no long-term lock-in. If the work isn't helping your firm, I don't want your money.
That depends on what your firm needs and how much of the work my team takes on. We set the scope together after your assessment.
¹ Meta Ad Library, UK, first screen of results for divorce solicitor, 24 ads.
² Google Ads Keyword Planner, UK, average monthly searches, pulled 28 October and 4 November 2026.
³ Case value estimated from average case value.
A 45-minute to one-hour video call with me. We map your firm's marketing together on a whiteboard, and you keep the map whether or not we work together.
Currently accepting a limited number of Fractional CMO relationships.