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Estate planning is a complex, competitive area of law. You need a strong estate planning law firm marketing strategy to encourage new clients to reach out to you for your services. Digital marketing for niche law firms can be complicated, which is why it is essential to understand the 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 website visitors? To learn how your law firm can improve its online presence, visibility, and authority, we will look at what you need to do to get started on a customized marketing strategy and what tactics you should consider to ensure your strategy is a success.
Estate Planning Law Firm Marketing: Getting Started
No matter whether you are looking to revise your current marketing strategy or you have recently opened a law firm and are starting from scratch, devising 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 Client?
Who is your ideal client? What characteristics make them your ideal client? Are you considering factors like location, education, career, finances, etc.? If you do not already have a client profile, it is time to create one. Consider the types of clients best suited for your law firm. Your target demographic could morph over time, so it is crucial to reevaluate your target every so often so you can adjust your marketing strategy.
What Makes Your Law Firm Unique?
Estate planning is highly competitive, primarily 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 are struggling, consider how your credentials, experience, and education 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 is important to stay on top of industry standards. Read on about the most common strategies for increasing 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 influential power 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 is also important to have a regularly updated blog to show website visitors that you stay abreast of trends.
Use SEO to Improve Organic Website Traffic
Search engine optimization (SEO) is just one way you can work to improve your website’s organic traffic. To start implementing SEO-friendly strategies, evaluate your competition. Use tools like Google Analytics to learn about your website’s performance compared to that of your competitors. You can collect information on clicks, traffic, bounce rates, etc. With that information, you can inform your marketing strategy to improve your organic traffic.
Consider Strategies to Improve Conversion Rates
Conversion rates refer to individuals who visited your website and ultimately became clients. To improve your conversion rate, you need to ensure your website is both usable and authoritative. In terms of usability, your website visitors must be able to navigate your site with ease and find the information they are seeking without any difficulty. If important information is buried, they will likely leave your site and seek answers elsewhere. As far as authority goes, you want your website to convey that you have comprehensive knowledge of estate planning and are prepared to guide your clients in a direction that suits their future.
Proudly Display Positive Reviews
Client reviews can have a significant impact on your website’s success. The more positive reviews you have, the more traction you will likely get. It can be challenging to encourage clients to offer thoughts, which is why it is crucial to implement a review strategy somewhere in your client 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 feedback to your website.
Consider Generator Leads Through Email Marketing
Another strategy to consider in terms of lead generation is email marketing. If you start an email nurture series to encourage potential clients to reach out to you for guidance with their estate planning, you can share information and boost the chances of contact. A common email marketing strategy is to send out a monthly newsletter that allows you to keep in touch with past, current, and future clients.
Learn How to Run PPC Ads
Pay-per-click ads are a popular way to boost in-organic website traffic. When you use Google Ads to set up an estate planning law firm advertising campaign, you can target your specific clientele. With paid search ads, your ads will appear at the top of search engine results pages (SERP) when Google believes they are 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 do not already use social media, it is time to start. Facebook, Twitter, and LinkedIn are among the most common platforms for attorneys. Facebook and Twitter allow you to connect with potential clients in a personalized fashion, while LinkedIn is great for networking with fellow attorneys and potentially getting referrals. The secret to social media is consistency. You will not gain a following 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 estate planning law firm marketing strategy takes time. You may even need to try multiple techniques in order to see ample progress. As long as you keep at it, 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 Law Quill, a legal digital marketing agency focused on small and solo law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms, and hosts the podcast Legal Marketing Lounge. She is a sought-after keynote and CLE speaker throughout the United States and Canada. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com.
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