Estate planning is a complex and competitive area of law. You need a solid 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, so understanding best practices is essential. You may know that estate planning is crucial for families if a loved one dies, but how do you convey that message to website 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 custom marketing strategy and what tactics you should consider to ensure your strategy is successful.
Estate Planning Law Firm Marketing: Getting Started
Whether you’re looking to overhaul 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 intimidating. 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 them your ideal customer? Are you considering factors like location, education, career, finances, etc.? If you don’t already have a customer profile, it’s time to create one. Consider the types of clients best suited for your law firm. Your target demographic could 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 highly competitive, especially if you practice in large metropolitan areas. To differentiate yourself from other law firms and estate planning professionals, you need to define what makes your firm unique. If you’re having trouble, consider how your credentials, experience, and education affect your services.
Estate Planning Law Firm Marketing: Best Practices
To develop the most comprehensive and effective marketing strategy, you need to consider best practices. Keep in mind that best practices often change as technology and trends change, so it’s important to stay current with industry standards. Read the most common strategies to increase your website traffic and lead generation.
Write and publish high-quality, relevant 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 getting visitors to contact you for more information or a query. 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 is also important to have a regularly updated blog to show website visitors that you are on top of trends.
Use SEO to improve organic website traffic
Search Engine Optimization (SEO) is just one way of working to improve your website’s organic traffic. To start implementing SEO strategies, assess your competition. Use tools like Google Analytics to learn 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 eventually became customers. To improve your conversion rate, you need to make sure your website is useful and authoritative. In terms of usability, your website visitors should be able to navigate your site easily and find the information they are looking for without any difficulty. If important information is hidden, they are likely to leave your site and look elsewhere for answers. In terms of authority, you want your website to convey that you have a thorough knowledge of estate planning and that you are ready to guide your clients in a direction that is right for 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’re likely to get. Encouraging customers to offer ideas can be challenging, which is why implementing a review strategy somewhere in your customer lifecycle is crucial. 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 feedback to your website.
Consider generating leads through email marketing
Another strategy to consider in terms of lead generation is email marketing. By starting an email nurturing series to encourage potential clients to contact you for estate planning guidance, you can share information and increase your chances of contact. A common email marketing strategy is to send a monthly newsletter that allows you to stay in touch with past, present 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 estate planning law firm ad campaign, you can target your specific clientele. With paid search ads, your ads will appear at the top of search engine results pages (SERPs) when Google thinks they’re relevant to queries. You can optimize your ads to include elements of the questions you think your target audience is searching for.
Post regularly on social media
If you’re not already using social media, it’s time to start. Facebook, Twitter and LinkedIn are among the most common platforms for lawyers. Facebook and Twitter allow you to connect with potential clients in a personalized way, while LinkedIn is great for connecting with other lawyers and possibly getting referrals. The secret to social media is consistency. You won’t get a following if you only post occasionally. Instead, you need to post regularly (think daily) to stay relevant and increase the chances of your target audience seeing your posts.
Digital Marketing: Next Steps
Developing a quality estate planning law firm marketing strategy takes time. You may even have to try several techniques to see great progress. As long as you maintain this, you can be sure that your law firm will have a visible and strong online presence that fosters a growing clientele.
Annette Choti, Esq. graduated from law school 20 years ago and is the founder of Law Quill, a legal digital marketing agency focused on small law firms and solopreneurs. Annette wrote the best selling book Click Magnet: The Ultimate Digital Marketing Guide for Law Firmsand hosts the podcast Legal Marketing Room. He is one of the most sought after CLE conferences and speakers in the United States and Canada. Annette used to do theater and comedy professionally, which isn’t that different from the legal field if we’re all being honest. Annette can be found LinkedIn oh annette@lawquill.com.
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