Introduction to Marketing for Estate Planning Lawyers
As an estate planning lawyer, marketing is a little more challenging than in other practice areas. Generally, estate planning lawyers build their practices through relationships and referrals from financial advisors and other professionals including other lawyers. Marketing for estate planning lawyers is generally more transactional than it is an ongoing relationship. Once the estate plan is done, executed, and placed in a vault, most clients don’t think about it.
So when you are marketing estate planning services, it’s important to have a consistent flow of new clients seeking you out. It’s also important to figure out what your niche within estate planning is. Maybe you work with small family-owned businesses, or physicians. You could serve farmers or other specific client types. There are a lot of estate planning lawyers out there and cutting through the clutter to uniquely market your estate planning practice takes planning, creativity, and a commitment to implement your plan.
Marketing Strategies for Estate Planning and Probate Lawyers
There are many marketing strategies that work well for estate planning and probate lawyers. Some of the ones we have seen work consistently well include:
Develop a strong referral base of accountants, financial advisors, bankers, and other professionals to refer clients to you and help you market your estate planning services.
Communicate regularly with your contacts by reminding them you market estate planning services.
When marketing your estate planning practice, it’s important to also have a presence on social media. We recommend having a LinkedIn personal profile, a LinkedIn company page, a Facebook company page, and possibly a Twitter account. Social media will help you build your reputation as a lawyer who markets estate planning services.
As you seek to market your estate planning and probate practice, make sure you keep your name recognition high by speaking to professional groups, and writing articles in publications read by your prospective clients and referral sources.
Website Design and Development for Estate Planning Lawyers
Your website is your very most important marketing tool when you are marketing estate planning and probate services. Your website should have a fresh, clean design, be easy to navigate, and provide scores of helpful blogs and other resources to help clients choose you as their estate planning attorney.
Even when you are highly referred by sources like financial advisors, the first thing those contacts will do is to seek you out online and learn more about how you market your estate planning practice. Do you provide the bare minimum in terms of content, or are you sharing helpful content to showcase your abilities when you market your estate planning practice?
Website development for estate planning lawyers will begin with the development of the navigational structure of the website. We call this a site map. From there you will look at how your website can attract clients to your website. When they arrive, you want the experience to fill them with confidence, so they call you. The website design and development for your estate planning practice will provide a first impression for all who visit your website.
Online Reputation Management for Estate Planning Lawyers
Another important element of your success in marketing estate planning services is managing and building your reputation. Online reputation management for estate planning lawyers is necessary to “show them not tell them” about the unique skills you bring to your practice.
Online reputation management for estate planning lawyers involves providing significant helpful content on your website, as well as always being willing to consult with a prospective client or referral source. Your online reputation will help estate planning clients find you. For example, when you have 40 or more positive Google reviews, prospective clients will see that your online reputation as an estate planning lawyer is extremely high – likely higher than your competitors. Online reputation management for estate planning lawyers will truly make your practice flourish.
Local SEO to Attract Clients to your Estate Planning Practice
Website development and SEO for estate planning lawyers really go hand-in-glove. There are two types of SEO we recommend for estate planning lawyers. First is the on-page SEO we complete when your website is being developed. This is where we create the meta titles and descriptions that will help your clients, through your SEO find your estate planning practice online.
You will also need to consistently create new content for your website including content for practice pages and blog posts. To achieve the highest organic SEO rankings, your estate planning practice will likely need the help of outside experts. At PSM Marketing we have a world-class SEO team who are able to help our estate planning and probate clients consistently rank high on Google.
Pay Per Click – How it Works for Estate Planning Lawyers
Many times, Pay Per Click (PPC) advertising is a great way to drive traffic to estate planning lawyers’ websites. Your ad will always appear above the organic rankings. We have found when marketing services to individuals, PPC can help estate planning lawyers drive new business into their practice. There are other types of PPC advertising for estate planning lawyers that have also generated positive results. If you want to enhance the marketing of your estate planning and probate practice, PPC advertising may be a great option for you.