As a former Firm Administrator and Marketing Director for a tax and estate planning firm, I know how difficult it can be to create internet marketing that actually works. But after years of trial and error, I eventually figured out how to use digital marketing to build trust with potential clients and convert them into estate planning clients.
And that’s exactly what I’m here to help you do.
Key Components of a Digital Marketing Strategy for Estate Planning Lawyers
The internet marketing strategy for an estate planning firm should include several key components:
- A professional, user-friendly website optimized for search engines.
- High-quality, informative content that addresses your target audience’s needs and concerns.
- A strong social media presence on platforms like Facebook and LinkedIn.
- Targeted online advertising through Google Ads and social media ads.
- Email marketing to nurture leads and stay top-of-mind with clients.
Essential Elements of a High-Converting Estate Planning Attorney Website
Your website is often the first point of contact potential clients have with your law firm, so it’s crucial that it makes a great first impression. A well-designed, user-friendly website can be the difference between a visitor becoming a lead or bouncing off to a competitor’s site.
Optimizing Your Website for Search Engines
To attract organic traffic to your website, it needs to be optimized for Google and other search engines. This involves using relevant keywords throughout your site’s content, meta tags, and headings.
But SEO goes beyond keywords. Factors like site speed, mobile-friendliness, and backlinks from reputable sources also play a role in how well your site ranks. Working with an experienced SEO professional can help keep your site optimized to attract maximum traffic.
.jpg)
Writing Website Copy That Converts Clicks into Potential Clients
Once visitors land on your website, you want to keep them engaged with compelling, informative content. Your copy should clearly communicate who you are, what you do, and how you can help solve their legal problems.
Avoid legal jargon and write in a way that’s easy for the average person to understand. Use headlines, subheadings, and bullet points to break up text and make it more scannable. And don’t forget to include strong calls-to-action throughout your site, encouraging visitors to contact you for a consultation.
Incorporating Trust-Building Elements on Your Estate Planning Website
When it comes to choosing a lawyer, trust is everything. Potential clients want to feel confident that you have the experience and expertise to handle their legal matters. Even though many state bars have ethical rules barring attorneys from using the word “expert”, you can still convey expert status by using social proof and notable accomplishments to demonstrate expertise.
Incorporating elements like client testimonials, case studies, and attorney bios can help build trust and credibility with your website visitors. Showcasing your professional achievements, awards, and memberships can also help establish your authority in the field of estate planning law.
Content Marketing to Attract Estate Planning Clients
Content marketing is all about creating valuable, informative content that attracts and engages your target audience. By consistently publishing high-quality content on your website, you can establish your law firm as a trusted resource in the estate planning space.
Types of Content That Appeal to Estate Planning Clients
When it comes to estate planning, people often have a lot of questions and concerns. Creating content that addresses these common issues can be a great way to attract potential clients to your website.
Some examples of content that may appeal to estate planning clients include:
- Blog posts explaining the basics of wills, trusts, and probate.
- Infographics illustrating the estate planning process.
- Videos answering frequently asked questions about estate planning.
- Whitepapers or eBooks providing in-depth guidance on specific estate planning topics.
- Articles explaining specific issues involved when planning for blended families or other common family dynamics.
Developing a Content Calendar for Your Estate Planning Blog
Consistency is key when it comes to content marketing. To ensure you’re regularly publishing fresh, relevant content, it’s helpful to create a content calendar outlining your topics and publishing schedule.
Aim to publish new blog posts at least once a week, and make sure to promote your content across your social media channels. You can also repurpose your content into different formats, like turning a blog post into a video or infographic, to get more mileage out of each piece.
Promoting Your Content Across Multiple Channels
Creating great content is only half the battle – you also need to make sure it gets seen by your target audience. In addition to publishing content on your own website, consider promoting it across other channels like:
- Social media platforms (Facebook, LinkedIn, Twitter).
- Email newsletters.
- Guest posts on other relevant websites or blogs.
- Online forums and discussion groups.
By promoting your content across multiple channels, you can expand your reach and attract more potential clients to your website.
Social Media Marketing for Estate Planning Firms
Social media has become an essential tool for businesses of all types, and law firms are no exception. Platforms like Facebook, LinkedIn, and Twitter offer powerful opportunities to connect with potential clients, build your brand, and establish your firm as a trusted authority in the estate planning space.
Choosing the Right Social Media Platforms for Your Target Audience
Not all social media platforms are created equal, and it’s important to choose the ones that are most likely to reach your target audience. For estate planning firms, LinkedIn and Facebook are often the most effective choices.
LinkedIn is great for connecting with other professionals and showcasing your expertise, while Facebook allows you to engage with potential clients on a more personal level. Twitter can also be useful for sharing news and updates about your firm.
Creating Engaging Social Media Posts That Drive Traffic
To get the most out of social media, you need to create posts that are engaging and shareable. Some tips for creating effective social media content include:
- Use eye-catching visuals like images and videos.
- Ask questions and encourage comments and discussion.
- Share helpful tips and resources related to estate planning.
- Highlight client success stories and testimonials.
- Use hashtags to expand your reach.
Remember, the goal of social media is to drive traffic back to your website, so be sure to include links to your blog posts, landing pages, and contact forms in your posts.
Leveraging Paid Social Media Advertising to Reach More Prospects
In addition to organic social media marketing, you can also use paid advertising to reach even more potential clients. Platforms like Facebook and LinkedIn offer robust targeting options that allow you to get your ads in front of the right people based on factors like age, location, interests, and job title.
When creating social media ads, be sure to use compelling headlines, eye-catching visuals, and clear calls-to-action. You should also experiment with different ad formats and targeting options to see what works best for your firm.
Local SEO for Estate Planning Attorneys
If clients can’t find you, then they can’t hire you. Think about your current client base. I’d bet most of them have zip codes in your local area. Since most people searching for an estate planning attorney are looking for someone in their local area, so it’s crucial to show up in local search results.
Optimizing Your Google Business Profile for Local Search
One of the most important aspects of local SEO is optimizing your Google Business Profile (formerly known as Google My Business). This free listing allows you to provide important information about your law firm, including your address, phone number, website, and hours of operation.
To optimize your Google Business Profile for local search, be sure to:
- Complete all fields in your profile, including your business description and category.
- Upload high-quality photos of your office, staff, and services.
- Encourage satisfied clients to leave reviews on your profile.
- Post regular updates and offers to keep your profile active.
Building Local Citations to Boost Your Online Presence
In addition to your Google Business Profile, building local citations on other online directories can also help boost your local SEO. A local citation is simply any online mention of your law firm’s name, address, and phone number (NAP).
Some popular directories for law firms include:
- Avvo.
- FindLaw.
- Justia.
- Yelp.
- Yellow Pages.
Be sure to keep your NAP information consistent across all directories, as inconsistencies can hurt your local SEO.
Leveraging Local Events and Partnerships to Increase Visibility
Finally, getting involved in your local community can be a great way to increase your law firm’s visibility and attract new clients. Some ideas for local involvement include:
- Sponsoring local events or charities.
- Speaking at community workshops or seminars.
- Partnering with other local businesses for cross-promotions.
- Joining local business associations or chambers of commerce.
By building relationships and establishing your firm as a trusted member of the community, you can increase your visibility and attract more local clients to your practice.
Driving Targeted Traffic with Pay-Per-Click Advertising for Estate Planning Lawyers
While organic SEO and social media marketing are important for long-term success, sometimes you need a more immediate boost in traffic and leads. That’s where pay-per-click (PPC) advertising comes in.
With PPC ads, you can get your law firm’s website in front of potential clients who are actively searching for estate planning services online. When someone clicks on your ad, you pay a fee – hence the name “pay-per-click.”
Keyword Research for Estate Planning PPC Campaigns
To create effective PPC campaigns, you need to start with thorough keyword research. Identify the search terms and phrases your target audience is using to find estate planning services online.
Some examples of relevant keywords might include:
- “estate planning lawyer near me.”
- “wills and trusts attorney.”
- “probate lawyer [your city].”
- “estate planning for small business owners.”
Use tools like Google’s Keyword Planner to research keyword volume and competition, and create a list of target keywords to use in your campaigns.
Crafting Compelling Ad Copy That Converts
Once you have your target keywords, it’s time to craft compelling ad copy that will grab the attention of potential clients and encourage them to click through to your website. Some tips for writing effective PPC ads include:
- Use your target keywords in the headline and body copy.
- Highlight your unique value proposition (what sets you apart from other estate planning firms).
- Include a clear call-to-action (e.g. “Schedule a Free Consultation”).
- Use ad extensions to provide additional information and encourage clicks.
Remember, you have limited space in a PPC ad, so make every word count.
Optimizing Your Landing Pages for Maximum Conversions
Getting clicks on your PPC ads is only half the battle – you also need to convert those clicks into actual leads and clients. That’s where landing pages come in.
A landing page is a specific page on your website designed to convert visitors into leads. When someone clicks on your PPC ad, they should be taken to a landing page that is relevant to the ad and includes a clear call-to-action, such as a contact form or phone number.
To optimize your landing pages for conversions, be sure to:
- Keep the design simple and focused on the goal (converting visitors into leads).
- Use compelling headlines and copy that reinforce the message of your ad.
- Include social proof, such as client testimonials or trust badges.
- Make the call-to-action prominent and easy to find.
- Remove navigation links that could distract visitors from converting.
By continually testing and optimizing your landing pages, you can improve your conversion rates and get the most out of your PPC campaigns.
Estate Planning Firms Should Use Email Marketing to Nurture Leads and Clients
By sending targeted, valuable content to your email list on a regular basis, you can build trust, establish your expertise, and encourage repeat business and referrals.
Building Your Email List with Valuable Lead Magnets
To get started with email marketing, you first need to build a list of subscribers. One effective way to do this is by offering a valuable lead magnet in exchange for an email address.
A lead magnet is simply a piece of content or a resource that is valuable enough to your target audience that they are willing to provide their email address to receive it. Some examples of lead magnets for estate planning firms might include:
- A free guide to creating a will or trust.
- A checklist of important estate planning documents.
- A video series on the basics of estate planning.
- A quiz to help determine which estate planning services are right for you.
By promoting your lead magnet on your website, social media channels, and other marketing materials, you can quickly grow your email list with interested prospects.
Segmenting Your Email List for Targeted Campaigns
Once you have a list of subscribers, it’s important to segment them based on factors like their interests, needs, and stage in the client journey. This allows you to send more targeted, relevant content that is more likely to resonate with each individual subscriber.
For example, you might create separate email campaigns for:
- New leads who have downloaded a lead magnet but haven’t yet scheduled a consultation
- Current clients who may be interested in additional services
- Clients in need of an estate plan review