How to Market Your Estate Planning Services Online

Specialized fields like estate planning have traditionally relied on word-of-mouth to market their services. However, as the legal profession has grown and consumers have become more selective with their choices, estate planning lawyers significantly benefit from targeted marketing strategies to get more clients.

Estate planning marketing is much more nuanced than marketing for other industries. Estate planning is a sensitive and personal matter, and potential clients must trust the firm they choose.

The good news is that the increasing complexity of legal and financial systems, as well as consumer concerns about planning for the future, has raised awareness of the importance of professional estate planning services. And despite the level of competition, your firm can stand out in the crowd and achieve successful growth with a smart digital marketing strategy.

How Does Digital Marketing Benefit Estate Planning Firms?

Traditional marketing methods, such as print advertising and cold calling, lack digital marketing’s precision, measurability, and efficiency.

Your firm must adopt digital strategies to remain relevant and ensure your marketing investment produces a return. When done correctly, digital marketing does not only enhance your authority and impact in the industry; it also gives you the following advantages:

Broaden Your Client Base

Customers don’t choose the best services available; they choose the best they know of. Estate planning marketing helps you capture the attention of potential clients who don’t know about your firm. It also broadens your client base beyond your immediate geographical market, giving you more options for client engagements.

Retain Clients

Retaining your current clients is just as important as attracting new ones. Your digital marketing plan can increase engagement for current and past clients, helping you foster ongoing relationships and expand your reach through referrals.

Outrank Other Estate Planners

Estate planning marketing is crucial in helping firms outperform their competition in several areas, including visibility, client acquisition, and brand authority.

Creating and sharing high-quality content builds trust with your audience and improves your estate planning SEO, as search engines favor websites with valuable, regularly updated content​. Leveraging PPC campaigns can almost instantly raise your position to the top of search engine results, above your competitors.

Demonstrate Your Leadership

With targeted estate planning lawyer marketing, you can specifically highlight your industry expertise and authority, which will build trust with clients.

Because an estate plan outlines an individual’s financial affairs, distribution of assets, and other confidential personal matters, your audience needs to know how essential it is to choose the right legal partner. A high-quality digital marketing plan will showcase your professionalism and commitment to serving your clients.

6 Marketing Strategies for Estate Planning Lawyers

Many potential clients start their search for legal representation online, highlighting the importance of a robust digital presence. While there are many methodologies for digital marketing, applying a few specific strategies will help you significantly enhance your firm’s visibility, credibility, and client base.

1. Optimize Relevant Website Pages

Your website’s service-related pages should provide clear, detailed information about your estate planning services and the value of working with you. 

Your website is usually the first place prospects will visit after seeing your online marketing campaigns, so relevant pages and subpages should be compelling, offer proof of your estate planning expertise, and show that you can solve their problems.

To turn website visitors into customers, your landing pages should:

• Showcase positive reviews and/or testimonials from happy clients.
• List certifications and awards received.
• Address potential clients’ concerns and queries in a straightforward manner.

2. Don’t Overlook Search Engine Optimization

Leveraging search engine optimization (SEO) boosts your practice’s visibility and helps you attract more leads. Estate planning SEO techniques such as long-tail keywords, optimized service pages, and industry-specific content will enhance search engine rankings and give you a competitive edge.

Understanding what search terms bring visitors to your site can help you generate content ideas. Your content should include smart SEO practices and help potential clients find you faster and easier.  

Many people seeking estate planning services prefer to work with a local lawyer they can meet face-to-face. Therefore, local SEO is crucial for estate planning lawyer marketing. This involves optimizing your website and online presence to appear prominently in local search results when potential clients search for terms like “estate planning lawyer near me.”

3. Create Valuable, Solution-Oriented Content

Content is a key component of estate planning marketing. Creating informative content helps attract organic traffic to your website and establish yourself as an authority in estate planning law. 

Providing accurate and helpful information establishes your firm as a reliable source of knowledge. Blog posts, videos, and infographics that touch on topics that resonate with your target audience will perform better than generic content. 

People looking for estate planning services often have complex questions about wills, trusts, executors, and the probate process. Addressing common questions and concerns through content marketing helps your firm connect with and nurture potential clients.

4. Invest in Pay-Per-Click Marketing

When combined with effective content and estate planning SEO strategies, pay-per-click (PPC) advertising can be a great way to bolster your organic efforts and get more leads.

In the PPC model, your estate planning firm pays for your ads to appear high in search engine results. PPC ads can help generate immediate leads by targeting specific keywords related to estate planning services.

When creating an effective PPC campaign:

• Choose relevant keywords that your potential clients are likely to use.
• Write compelling ad copy that highlights your estate planning services.
• Include a clear call to action and direct users to relevant pages on your website, such as specific service pages or your contact page.

5. Utilize Social Media Channels

Although estate law firms’ target audience may be older, maintaining an active social media presence is important for boosting awareness and client engagement.

Social media platforms like LinkedIn and Facebook are particularly effective for the legal field. Sharing client testimonials, behind-the-scenes glimpses, and educational content on social media builds trust and authenticity. 

Another way to demonstrate your authority on social media is to create content about industry-related topics. Socialite, TitleTap’s local content marketing service, automatically curates content from your favorite local or industry news sources, generating blog articles and resharing them on Facebook. You simply choose the articles you like, and Socialite does the rest.

6. Optimize Your Google Business Profile

Google Business is a free tool that allows businesses to manage their online presence across Google, including Search and Maps. A well-optimized Google Business Profile (GBP) enhances visibility, establishes credibility, and attracts potential clients for estate planning lawyers and firms.

Your GBP profile can be a comprehensive information hub detailing your services, office hours, location, and client reviews. This centralized information helps visitors quickly understand what your firm offers and how to get in touch, streamlining client interactions.

You can optimize your firm’s GBP listing by following these steps:

• Ensure your firm’s contact information is accurate.
• Write a description of your firm and estate planning services.
• Add high-quality photos of your office, team, and events to make your profile more attractive.
• Ask your previous or current clients to leave positive reviews on your GBP. High ratings and positive feedback can significantly boost your reputation. 
• Regularly monitor and respond to positive and negative reviews. Addressing concerns and acknowledging feedback shows you are committed to client satisfaction.
• Use the posting feature to share updates, news, and events related to estate planning.
• Populate the Q&A section with common questions about your services. This will help potential clients find answers quickly and improve your profile’s SEO.

Maximize Your Growth With TitleTap

To guarantee your estate planning firm’s success, your business must reach as many potential clients as possible. A comprehensive and refined digital marketing strategy will help you outrank your competitors online and build a strong, authoritative presence that resonates with potential clients.

Partnering with a marketing agency that understands your industry’s needs will take your marketing strategy to the next level with less time, effort, and expense. Website and marketing trends change quickly, so having a trusted partner helps you stay relevant and future-proof your marketing strategy.

TitleTap’s done-for-you service will enhance your online presence and turn visitors into loyal clients. Delegate your estate planning marketing to TitleTap and streamline your marketing strategy so you can focus on delivering exceptional client services.