Estate Planning Marketing Super Tips

Estate-planning clients do not come for immediate assistance –instead, they take their time and consult the best estate planning attorney. They search through many estate planning attorneys before finding you.

Estate planning is a crowded field. The competition isn’t only from other estate planners but accountants, financial planners, and paralegals. They have all encroached on the estate-planning market.

Effectively marketing your services can separate you from your competitors. It will help to create a unique list of clienteles who trust you.

Unfortunately, many attorneys don’t know where to start; even fewer know how to execute. This is where effective estate planning marketing begins. Prepare yourself to compete with all the other estate planners by going a step ahead.

How do you generate more estate planning business?

Like most law firm practice areas, estate planning is highly competitive. It’s a constant battle for your firm to stand out online. That doesn’t mean you should start pouring in dollars for expensive advertisements. Here are some of the best cost-effective ways to promote yourself online.

Estate planning marketing is most of the time the only way to create more estate planning business.

Build a Niche Website

The 2018 American Bar Association Survey revealed that 77% of law firms have websites.

At the very least, for a law firm to stay relevant during this competitive time you should own a working website. You can’t imagine marketing your services on the internet without a working website. Even if you run Google ads or social media campaigns, people are going to look for your website at the end.

A website basically represents your brand on the internet. Being present online can play a large part in your company’s success. A great law firm website should highlight the services, tell about the history and successes of the firm, background of the attorneys, answer basic questions about the services through Q and A, etc.

In the time of COVID-19, people resorted to hiring law firms online. Those who had an online presence and a working website took away the cake.

Most importantly, you should answer these questions when building a website.

What makes your law firm unique?

What’s your value proposition?

What do you consistently do better than other law firms?

Craft quality content

By quality, we mean ‘niche content’ Estate planning is a niche section of the real estate industry. People who are surfing through your website are looking for information that will help them make the right decisions.

Try to answer basic questions that most clients ask the estate planning attorneys.

Provide insightful facts about your state’s real estate and estate planning industry.

Run a brief QnA section inside your webpage. For further inquiry, you can redirect them to your inquiry via an enticing Call-to-Action.

Remember, your content should keep them engaged and asking for more.

Make your content visible to the right audience

“Meet the people where they are.” Not everyone is going to contact your firm through your website. In this digital age, people resort to different social platforms and digital channels to find what they’re looking for.

Most youngsters are on popular chatting apps like Whatsapp or sharing platforms like Twitter, Instagram, and Facebook. Ascertain the age of your clients and market your content to them through their preferred channel. Although you’d want them to book your services through your website, you will still need to find them!

The good thing about the estate planning industry is that you need not target every age group. It’s mostly adults who look for an estate planning attorney. Try to find out where they hang out most often. Folks over 50 are active on Facebook, but you’re unlikely to find them on any other platform. Once you’ve discovered where you’ll find your audience, start making your content available there.

It’s far easy and cheaper to advertise on Facebook. You get all the handy insights about your customers that will help to plan your ad campaigns. Start advertising for as little as $5/day.

Most adults read blogs. Blogging is another way to attract clients. Another great way to ensure that your audience sees your carefully-crafted content is to engage in content marketing.

Search Engine Optimization

Don’t let your website go to waste because people aren’t showing up. You need to start optimizing your website for local keywords. Keywords are the key phrases that people use to find estate planning attorney or assistance online.

Incorporate these keywords into your website and blogs. Bake fresh blog content that well includes these keywords. For example ‘estate planning in Iowa’, ‘estate planning attorney in Iowa’, etc. This will definitely help you get ranked on Google Search Engine. SEO doesn’t end just here; there are many other things you must do to ensure that you get ranked in Google. For the starter, you should consider optimizing your website and blog for the local keywords.

Get yourself listed in Google My Business or Google Maps if you haven’t. Ask your previous client to add review in your Google listing.

Differentiate yourself from the competition

The estate-planning market is more competitive than ever, and the competition isn’t only from other estate planners. Accountants, financial planners, and paralegals have all encroached on the estate-planning market. You need to market your expertise and unique skill set in order to differentiate yourself from the competition.

Find out what differentiates you from your competitor and promote it to the right audience. It could be your experience, your attorney’s experience, your expertise, and previous clients’ reviews.

Consider the specific assets you possess and use your marketing to call attention to what makes your practice unique and how you can add value.

Develop a solid referral and review program

Client referrals are the key to attract potential clients. They aren’t just compliments to your firm but they’re also an incredibly effective way to generate new business. Referrals work great because they come directly from the mouth of a trusted friend or family member.

Reviews are almost as effective as personal referrals. 84% of people trust online reviews as much as they trust a personal referral from someone they know.

There are rules in different states that do not allow an attorney to publicly use the testimonial or review from the previous clients. Be wary of this rule. However, you can always ask your previous clients to refer their friends, family members, or colleagues to you.

Mark Grey Law PLC is the Best Attorney Law Firm in Ankeny. We run a small private firm with few of the best real estate attorney in Ankeny. Get in touch with us to learn more about estate planning.