Nobody wants to think about death, especially their own, which is why many people try to avoid it.
As an estate planning attorney, you know there are a lot of benefits to getting your affairs in order – even if it may be uncomfortable. You need to emphasize with your clientele, especially in your marketing efforts.
In fact, we created this digital marketing guide for attorneys. The strategies discussed can benefit all of your practice areas.
In this post, we’re taking it a step further and sharing several creative marketing ideas for how estate planning law firms can generate more traffic and clients. Many of these ideas are cost-effective and require just a bit of effort and empathy to execute.
- Record FAQ videos for Youtube
- Share your process on your website
- Write case studies
- Encourage happy clients to leave a review on your Facebook page
- Sponsor local organizations
- Send a physical newsletter
- Write team bios
- Invest in PPC ads
1. Record FAQ videos for Youtube[ps2id id=’title1′ target=”/]
When it comes to estate planning, chances are your clients will have a ton of questions. Recording FAQ videos that you share on Youtube are a great resource for both existing and potential clients. They answer questions that can be difficult or lengthy to explain through text alone. They can help with search engine rankings and establish you as the go-to estate planning attorney in your area.
For example, here is a FAQ-style video on the top 5 estate-planning mistakes that a Texas-based estate planning attorney shared on Youtube.
If you are not sure what questions to start with, think of any questions you have been asked by 3 or more of your clients. That’s a great starting point for your FAQ video content.
2. Share your process on your website[ps2id id=’title2′ target=”/]
Whether you are creating a will or getting your personal estate planning in order, it can be an overwhelming task.
Creating a getting started page – such as this example from our customer – Goodwin Law P.A. – talking about your process and what a new client can expect will put people at ease. They’ll be more likely to schedule a call.
An added advantage of documenting your process is that it demonstrates expertise and makes you look more professional.
3. Write case studies[ps2id id=’title3′ target=”/]
Search engines reward websites that are frequently updated. Sites with relevant, fresh content are more likely to show up in organic search results for this reason. One simple way to create useful content on a regular basis is case studies and reviews.
A great case study shows how the service(s) you provide helped one of your clients. This in turn builds trust.
4. Encourage happy clients to leave a review on your Facebook page[ps2id id=’title4′ target=”/]
Law firms without a social media presence risk becoming invisible to their potential clients. When researching local businesses or services, many people today turn to social media for reviews and business profiles.
By posting helpful content on your Facebook page and encouraging your clients to leave a review, prospects can see that your firm is knowledgeable and does great work.
5. Sponsor local organizations[ps2id id=’title5′ target=”/]
Sponsoring local events and nonprofits is a great way to get your name out and give back to your community. There are many routes you can go with this, including sponsoring:
- A charity event for a cause you are passionate about
- Your kid’s baseball team
- An industry conference
6. Send a physical newsletter[ps2id id=’title6′ target=”/]
Creating a regular newsletter keeps you top of mind with prospects and customers alike. While most firms are sending email newsletters, you can send out by mailing your newsletter. This is what our customer, Brown & Associates, does.
As for the type of content you include, it will depend on your specific law firm. A good place to start would be sharing company news, press releases, new employees joining the firm, and any industry updates.
7. Write team bios[ps2id id=’title7′ target=”/]
Showcasing your legal team with bio write-ups – like this example above – is a great way to add a personal touch to your firm. It lets potential clients know that people in your firm are approachable and helps to establish trust. It also helps your law office stand apart from others in the area.
When creating authentic team bios, it helps to touch on credentials such as education and awards, but this shouldn’t be the main focus. The goal is to show the personal side of your firm, so include interesting details like kids, pets, hobbies, or favorite movies.
8. Invest in PPC ads[ps2id id=’title8′ target=”/]
Pay-per-click, or PPC, is a form of advertising where advertisers pay a fee each time an ad is clicked. Search engine advertising, like Google Ads, is a common PPC model. This means that traffic generated from PPC is not the same as organic search traffic or search results that are found through SEO.
If you decide to invest in PPC, it helps to have a dedicated landing page. This means that when someone clicks your ad, they’ll be directed to a specific page on your website with a single focus, such as to schedule a free consultation.
For example, if your ad is about business succession planning, the landing page would describe in detail how your law firm helps people with this service. It would end with a CTA that drives the visitor to contact the attorney for a consultation to get started with business succession planning.
The key to picking the right tactic to try first is to just get started. Your marketing doesn’t have to be perfect, but it won’t be effective if you keep pushing it off until you have the right plan. Look at the tactics above, select one or two that make sense for your firm, and execute. You can always try another tactic down the road.