Estate planning is a complex and competitive area of law. You need a strong estate planning law firm marketing strategy to encourage new clients to contact you for your services. Digital marketing for niche law firms can be complicated, which is why it’s essential to understand best practices. You may know that estate planning is crucial for families if a loved one passes away, but how do you convey that message to site visitors? To learn how your law firm can improve its online presence, visibility, and authority, we’ll look at what you need to do to start a one-to-one marketing strategy and what tactics you should consider to ensure your strategy is a success.
Estate Planning Law Firm Marketing: Getting Started
Whether you’re looking to revamp your current marketing strategy or you’ve recently opened a law firm and are starting from scratch, designing a digital marketing strategy for your website and social media pages can be daunting. However, there are steps you can take to make the process easier. For example, you want to start by defining your target audience and determining what makes your estate planning law firm unique.
Who is your target customer?
Who is your ideal customer? What characteristics make him your ideal client? Do you consider factors such as location, education, career, finances, etc. ? If you don’t have a customer profile yet, it’s time to create one. Consider the types of clients best suited for your law firm. Your target demographic may change over time, so it’s crucial to reassess your target from time to time so you can adjust your marketing strategy.
What makes your law firm unique?
Estate planning is very competitive, especially if you practice in large metropolitan areas. In order to set yourself apart from other law firms and estate planning professionals, you need to define what makes your law firm unique. If you’re having difficulty, consider how your credentials, experience and training impact your services.
Estate Planning Law Firm Marketing: Best Practices
In order to develop the most comprehensive and effective marketing strategy, you need to consider best practices. Note that best practices often change as technology and trends change, so it’s important to stay on top of industry standards. Learn the most common strategies for increasing your website traffic and lead generation.
Write and publish relevant and high-quality content
One of the essential elements of a marketing plan is the content strategy. Your content has immense power of influence when it comes to visitors reaching out to you for more information or a consultation. The most meaningful content should be included on your practice area pages, where you discuss your estate planning services and why they are important. It’s also important to have a regularly updated blog to show website visitors that you’re keeping up to date with trends.
Use SEO to improve organic website traffic
Search Engine Optimization (SEO) is just one of the ways you can work to improve your website’s organic traffic. To start implementing SEO-optimized strategies, assess your competitors. Use tools like Google Analytics to learn more about how your website is performing compared to your competitors. You can collect information about clicks, traffic, bounce rates, etc. With this information, you can inform your marketing strategy to improve your organic traffic.
Consider strategies to improve conversion rates
Conversion rates refer to people who visited your website and ultimately became customers. To improve your conversion rate, you need to make sure your website is both usable and authoritative. In terms of usability, your website visitors should be able to easily navigate your site and find the information they are looking for without any difficulty. If important information is buried, they will likely leave your site and seek answers elsewhere. When it comes to authority, you want your website to indicate that you have an in-depth knowledge of estate planning and are ready to guide your clients in a direction that suits their future.
Proudly display positive reviews
Customer reviews can have a significant impact on the success of your website. The more positive reviews you have, the more traction you will get. It can be difficult to encourage customers to provide feedback, which is why it’s crucial to implement a review strategy somewhere in your customer lifecycle. You might consider promoting reviews on social media or installing a plugin on your website that imports reviews from Google. You can also add positive reviews to your website.
Consider generating leads through email marketing
Another strategy to consider in terms of lead generation is email marketing. If you launch a series of emails to encourage potential clients to contact you for advice on their estate planning, you can share information and increase the chance of contact. A common email marketing strategy is to send out a monthly newsletter that keeps you in touch with past, current, and future customers.
Learn how to run PPC ads
Pay-per-click ads are a popular way to increase inorganic website traffic. When you use Google Ads to set up an ad campaign for an estate planning law firm, you can target your specific customer base. With paid search ads, your ads will appear at the top of search engine results pages (SERPs) when Google deems them relevant to queries. You can optimize your ads to include elements of the questions you think your target audience is looking for.
Post regularly on social media
If you’re not already using social media, now is the time to start. Facebook, Twitter and LinkedIn are among the most common platforms for lawyers. Facebook and Twitter let you connect with potential clients in a personalized way, while LinkedIn is great for networking with other lawyers and potentially getting referrals. The secret of social media is consistency. You won’t gain followers if you only post once in a while. Instead, you need to post regularly (think daily) to stay relevant and increase your chances of your target audience seeing your posts.
Digital Marketing: Next Steps
Developing a quality marketing strategy for an estate planning law firm takes time. You may even need to try several techniques in order to see great progress. As long as you keep going, you can rest assured that your law firm will have a visible and strong online presence that encourages a growing clientele.
Annette Choti, Esq. graduated from law school 20 years ago, and is the founder of pen of law, a legal digital marketing agency focused on small law firms and independent law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Guide to Digital Marketing for Law Firmsand hosts the podcast Legal Marketing Fair. She is a sought after CLE speaker and speaker in the United States and Canada. Annette has done professional theater and comedy, which isn’t all that different from the legal field if we’re all being honest. Annette can be found at LinkedIn or at Annette@lawquill.com.