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Updated: April 15, 2022

How Digital Marketing for Estate Planning Attorneys Gets More Clients

Many estate planning law firms struggle to get a consistent stream of leads. Yet, our clients, who are in this industry, are doing great.

Attorneys rely on referrals. And, although these are great, it's impossible to predict their ROI. Some months there are loads, while others there are none, which creates a nerve-racking, vicious cycle that can stunt your firm's growth.

So, we decided to share what our digital marketing experts do for our estate planning clients to help you master your digital marketing strategy and get more clients.

Webpage Optimization for Estate Planning Law Firms

The number one rule in digital marketing is: Be where your potential clients are looking for you. Where does your target audience look for lawyers? Pretty much where they look for anything else these days, on Google!

Not happy with your law firm’s website performance?

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Not happy with your law firm's website performance?

If you can get your website to show up on the first page of Google — we’re talking about organic results, which are the results after the ads and the map listings — you can have life-changing results. We know it’s competitive, especially in the legal industry, but it can be done, and we have proof of it.

 

Webpage optimization for trust and estate litigation law firms

 

Most attorneys we talk to can’t be bothered optimizing their website for SEO because they don’t believe it is possible — and yet, we’ve done it for many of our clients. You just need to invest time, money, and patience.

Conservatively speaking, SEO can achieve a 40%-50% traffic increase year after year. However, search engine optimization results only really become visible from about six to twelve months. Keyword competition, domain age, inbound links, and website effectiveness are several factors, among many, that affect how fast or slow your SEO strategy works.

The best is to hire an expert marketing firm to help you rank higher on organic listings.

Local SEO Map Results

When new clients search for estate planning lawyers, right above the organic results, they will see 2-5 so-called “map listings”, or what we call Google’s “local pack”. These consist of an estate planning firms’ name, address, opening hours, reviews, directions, website link, and every so often a direct link to call.

Roughly 97% of your prospective clients searching online want help close by. So, signing up for a free Google My Business account is essential to ensure your estate planning law firm pops up in their local search.

Making sure your local SEO is up to scratch is an important part of online marketing, especially for businesses that operate in specific locations.

Estate planning law firms with local SEO will:

  • Receive more qualified leads
  • Reduce ad costs
  • Have long-lasting rankings on Google
  • Experience better conversion rates

Receiving positive reviews is also a ranking factor for local SEO, so be sure to develop a review acquisition and management strategy within your marketing plan.

 

Local map results

 

PPC Campaigns

SEO vs PPC — many estate planning firms ask us what they should focus on. While both have their pros and cons, one thing is certain — if your website doesn’t show up in the organic search results, you should definitely invest in pay-per-click advertisements.

These are usually the top 3 results that show up in online searches, and while the cost per click can get fairly expensive when done right, these Google Ads campaigns can provide a 200% return on investment.

The best thing about any PPC campaign is that you get to determine the budget, and you can continuously tweak ads (A/B testing) with target keywords to optimize reach and improve web traffic. PPC is one of the most cost-effective advertising tactics, and it works well alongside a robust SEO strategy.

 

PPC for Trust & Estate litigation attorneys

 

You should spend a little time reading more about PPC for lawyers and what to expect, so you know whether your online marketing agency is producing cost-effective local service ads.

Online Directories

Should you be on directories if you’re also on Google? Yes, as we already mentioned, you should be anywhere where a potential client may look for you, and many people look for estate planning lawyers on Avvo, Super Lawyers, Yelp, and a few other legal directories.

Directories rank very high on Google. Chances are that a prospect looking for a trusted law firm will look through a directory.  So, it’s also additional exposure.

People love directories because the information there is organized even better than it is on Google, plus platforms feature reviews from your past clients, which, by the way, you should work hard on collecting!

 

Online Directories for Attorneys

 

To get the best results, you should pay for a premium listing. Why? Well, if your estate planning law firm’s name starts with anything after A or B (the results in most platforms are organized alphabetically), your prospects will never find you.

Invest in getting one of the top three or four listings so that your target audience sees your company, your website, your reviews, and gives you a call.

A High Performing Websites

The average law website converts at 2%. Yes, only 2% of the prospective clients who visit your site will contact you.

To ensure you make the most of your estate planning marketing, you should start with getting a high-performance website that:

1. Helps Solve Problems

Listing all the practice areas you focus on is fine, but it is not as effective as explaining what problems your services solve. Use anecdotes and layman’s terms to explain how you can help solve problems they want you to solve.

For example, you might have different sections clearly labeled, “living wills”, “trusts”, “power of attorney” and so on. You have to remember that litigation may be intimidating for clients, so making it as easy to understand as possible goes a long way toward converting leads into paying clients.

 

High performing websites for lawyers

 

2. Displays Social Proof

You say you can solve these estate planning problems, but do you have proof? If your bar association allows it, post testimonials on your website. If not, use badges from the various platforms you’re on — Yelp, Google, and others — where people can click and read what your former clients have to say about hiring your legal services.

 

Social proof

 

3. Is Mobile-Friendly

Did you know that over 60% of online searches are performed on mobile? There is hardly any point in investing in marketing strategies if your site doesn’t work on a mobile phone.

Many law firms make the mistake of developing a great website, only for it to work poorly across devices. A mobile-friendly website loads fast and makes it easy for your prospects to contact you from whichever device they’re using.

YouTube Marketing

YouTube is the 2nd largest search engine in the world. It’s much easier for most people to consume video content than it is to read an article. That’s why many prospects start their research by going to Youtube and learning about the legal issues they are facing.

This is why you must include YouTube marketing in your marketing mix — just learn more about how to do it fast and easy. And don’t worry about sharing too much — your clients won’t turn into lawyers, and nor do they want to do all the things you do. They just want to know that you know how to do them. All videos should present you as an expert in your practice area.

 

YouTube marketing for estate litigation lawyers

 

So, from now on, make it part of your online marketing strategy — to answer any estate planning questions you get asked with a video. Why? Well, 86% percent of video marketers say video has been highly effective for generating leads.

So, if you work on publishing videos that provide valuable information and answer FAQs, potential clients will naturally come to you when they are ready to hire an estate planning firm.

Collect Online Reviews

Why is Yelp such a massive hit these days? It’s not because they list a lot of businesses geographically, it’s because they feature honest reviews and many of them.

Part of your marketing efforts should always be focused on getting reviews online. The more you get, the better. Just ask! Ask your clients, then remind them, it’s that simple. If you want more tricks on how to get reviews, read them here.

If you do everything on that list — or even most of the things on there — you will consistently see great results. Yet, most estate planning lawyers can’t be bothered, which is why they get poor or, at best, mediocre results — even if they are spectacular lawyers!

 

Collect online reviews

 

Hire Marketing Experts for Your Estate Planning Law Firm

Of course, these are merely the basics of digital marketing for estate planning lawyers. There’s still social media management and content marketing to think about. Because most estate planning attorneys need to focus on their business, they outsource their marketing to legal marketing experts.

Comrade Web Digital Marketing Agency offers comprehensive digital marketing services for law firms. If you want to get more leads, sign more clients, and grow your revenue, then talk to us! We’ll help you attract the estate planning clients you want.

Your perfectly optimized content goes here!

I hope you enjoy reading this blog post.

If you would like to discuss your project, reach out to our specialists.

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About the Author
Sasha Berson
Sasha serves as Managing Partner and VP of Client Solutions for Comrade Digital Marketing, a Chicago-based marketing agency dedicated to solving client’s most pressing digital challenges.
Share this article
jane marvis
Very nice article. Thank you for this
Franklin White
I like the advice you gave to lawyers about being on a website that potential clients will go to. I wouldn't want to hire a lawyer who I couldn't easily find online. I wouldn't have a way of truly checking their background before hiring them and that is not okay for me.
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