Definitive Estate Planning Marketing Guide To Transform Your Practice and Client Base

Marketing for estate planning lawyers, just like for other professionals, is rapidly evolving, with increased ad costs and tougher competition.

To succeed in today’s market, you need to have cutting-edge marketing strategies and expert knowledge of human psychology and marketing. For many estate planning practices, having this in-house can be very challenging and costly.

While there are tons of articles online about marketing for estate planning lawyers, this article takes a different approach, showing you cutting-edge strategies designed to improve your ROI and lead generation, taking your practice to the next level.

Need help to dominate your local area, improve your lead acquisition strategy, find a Google Map SEO service, or just have some questions you need quick answers to? Contact us online or give us a call at +1 938-888-7158.

First, let’s talk about platforms. Instagram can work exceptionally well for lifestyle businesses but not so great for law firms.

So we will take a look at the best platforms and then move on to strategy. 

Sounds good? Let’s get moving.

Best Digital Platforms for Effective Estate Planning Marketing

(On the Scale of Importance/Relevance)

  1. Facebook 
  2. Google PPC 
  3. Local SEO for Small Businesses
  4. Email Marketing

The most used ads platforms for local/small businesses.

There you have it! Now that we’ve covered the most effective marketing platforms for estate planning practitioners, we will move to strategy and execution.

The strategy covers best marketing practices from estate planning SEO techniques, to finding success with paid ads and social marketing.

So first, let’s talk about Estate Planning Lawyers Marketing.

What is Estate Planning Marketing?

Estate planning marketing is a targeted strategy employed by legal professionals specializing in estate planning to promote their services and attract potential clients. Strategic estate planning marketing helps law firms effectively target, engage, and convert leads, thereby fostering sustainable growth for their practice.

Estate planning marketing involves utilizing multiple digital marketing channels and strategies to expand your practice. A successful marketing campaign should reflect a solid ROI for your investments, an increase in brand awareness, and a steady influx of new clients.

Learn More:

Estate Planning Advertising Strategy: How to Maximize Your Resources

A well-crafted estate planning marketing strategy is essential for enhancing visibility, building trust with potential clients, and achieving remarkable results using available resources. Here’s a list of strategies to implement:

  1. Google Guaranteed Ads: Boosts trust and visibility.
  2. Brand Building: Establishes a strong identity.
  3. Email Marketing: Effectively targets specific client segments.
  4. SEO: Enhances local online presence through reviews and mobile optimization.
  5. Captivating Ads: Attracts clients with innovative advertising.

Integrating both digital and traditional techniques, such as pay-per-click campaigns and social media advertising, is crucial for growth. Developing a strong brand identity and seeking expert advice can drive sustained expansion.

Email marketing for your estate planning practice should be targeted, avoiding generic mass emails in favor of segmented, value-oriented campaigns to achieve better ROI. Local SEO is also critical, involving obtaining positive reviews and ensuring local visibility.

Estate Planning Marketing Ideas

  1. Design a Conversion-Driven and Responsive Website

A responsive and modern estate planning website is a crucial part of any viable marketing strategy. You need to hire a web designer who collaborates with a digital marketing team to strike a balance between design appeal and revenue generation. Many small law firms spend thousands of dollars developing a great website with zero ability to generate clients.

While you can look at the best estate planning websites for inspiration, ensure your website has a funnel or lead generation system, a content management system for blog posts, and is designed for mobile responsiveness as most local searches happen on mobile devices. The user journey on the site should be clear. 

Ensure easy navigation and a prominent display of contact details. Calls to action (CTAs) are your digital motivators; place them strategically. Phrases like “Request a Free Consultation” or “Book Your Estate Planning Service Today” should be prominently placed to guide users toward interacting with your services.

  1. Leverage Local SEO to Promote Your Estate Planning Services

If your practice is local, it makes sense to dominate the local space in your industry. Using local SEO to promote your estate planning services can help you achieve more brand awareness within your target area.

Here are some stats to support that:

  • 98% of consumers used the internet to find information about local businesses in 2022.
  • 76% of consumers “regularly” read online reviews when browsing for local businesses.
  • Local and organic searches together make up 69% of overall digital traffic.
  • 87% of consumers used Google to evaluate local businesses in 2022
  • 42% of local searches involve clicks on the Google Map Pack.

While SEO for national firms can be costly, local SEO for small law firms is affordable, and you can get the best results by consulting with local SEO experts

Many local business owners have had one or two experiences working with local SEO companies that provided poor results. At GMBjet, our commitment is solid on quality delivery and ROI strategies.

For a successful SEO strategy, you need to develop content that resonates with your local audience, like blog posts on regional estate planning challenges, case studies of local projects, or guides on managing estate plans in your specific area. This not only boosts SEO but also establishes your firm as a local authority. 

Having an estate planning keyword research document will help you understand the search behavior of your potential clients and inform your content marketing decisions.

Ensure to claim your Google My Business listing, maintain consistency in your NAP (Name, Address, Phone Number) information across directories, and actively manage local listings to keep information up-to-date and respond to reviews.

You can use a Google My Business Optimization service like GMBjet to help ensure your local map listing has the best chance to rank at the top of the Google Map pack consistently. 

If you have GMB and you need expert support to keep your ranking going up, you can choose to use our Google My Business Management service, so you have experts doing their thing to ensure your business ranks at the top for your local search terms.

Recommended Google Map Solutions:

Google Maps SEO Services
Affordable SEO for small businesses
Google My Business Setup Service

As basics, your website should be fast, responsive and designed to encourage engagement from users. In the past year, these have now important in SEO as Google now rewards websites with great user interaction.

Learn More

  1. Copywriting Techniques for Estate Planning Lawyers 
  2. Evergreen Email Marketing For Estate Planning Lawyers 
  3. Estate Planning Lead Generation Ideas

3. Use Effective Copywriting 

Words matter, right? Yes, they do. Effective copywriting can enhance your marketing strategy and your practice. By using the appropriate words and the right tone, you can make your marketing more impactful, boosting engagement and conversion across your marketing channels. 

Effective copywriting can help distinguish your estate planning practice from the competition by creating emotional connections, understanding your potential clients’ problems, and using the right words to convey your message. 

Quality copywriting can evoke action, solidify brand awareness, and make or mar your ad campaign. While everyone can write something, not everyone understands the science of copywriting and how to combine that with human psychology for effective communication.

Copywriting elements every practice must have:

  • Compelling Headlines
  • Clear Value Proposition
  • Strong Call to Action (CTA)
  • Client Testimonials
  • Engaging Storytelling
  • SEO Optimization
  • Benefit-Focused Copy
  • Consistent Brand Voice

HubSpot found that businesses with active blogs receive more visitors. If they blog once or twice a month, they have 67% more sales opportunities than companies that do not blog.

  1. Use Google Ads to Target and Acquire Leads 

Craft compelling Google Ads for your estate planning practice to target new audiences, retarget previous website visitors or engaged audiences, and acquire new leads to keep your sales prospecting machine active. 

Also known as performance marketing, PPC involves investing in ads that are specifically crafted to turn viewers into potential clients. This strategy includes developing targeted campaigns that appear when people search for estate planning services in your area on Google search engines. 

With Google Ads, you have the flexibility to adjust your budget based on ad performance, allowing you to optimize your spending for the highest return on investment. The real-time tracking capability of Google Ads enables you to monitor exactly how many inquiries your ads generate, helping you refine your strategies for maximum lead generation.

  1. Use Email Marketing To Nurture Leads 

Email marketing is an invaluable tool for any practice looking to convert leads into clients in a cost-effective way, turning both new and past clients into loyal clients. While the marketing strategies highlighted above can help you acquire leads, nurturing them is pivotal to your marketing success. 

Just like starting a relationship, you don’t get to the pinnacle of your relationship thinking about it as a 100-meter dash. Long-term investment and multiple touch points are known to have the biggest impact on conversion, and strategic email communication is a critical part of this. 

In a report by eConsultancy, brands with multiple touch points are more likely to be chosen by clients. Share useful tips, like how to spot estate planning issues or the ideal times for updating plans. This approach not only builds trust but also reinforces your expertise in the estate planning field. 

Personalization in your emails is key. Using subscribers’ names can create a more intimate connection. Also, segment your list to customize your content more effectively. For example, tailor different information for new homeowners versus those who have owned properties for a long time.

If you do not have a huge financial war chest for multi-channel, leverage your email list by sending educational emails and offers without sounding annoying or intrusive.

Like the old saying in marketing, the money is in the list!

Useful Resources

  1. Estate Planning Web Design Company
  2. Estate Planning SEO Service
  3. SEO For Estate Planning Lawyers
  4. Local SEO for Estate Planning Lawyers

Estate Planning Marketing Ideas FAQ

1. What is estate planning marketing? 

Estate planning marketing refers to the strategies and tactics used by estate planning lawyers to promote their services to potential clients. It can include online and offline marketing techniques such as digital advertising, SEO, content marketing, direct mail, and more.

2. Why is digital marketing important for estate planning lawyers? 

Digital marketing is crucial for estate planning lawyers because it allows them to reach a broader audience more efficiently. Techniques like search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, and email marketing help these lawyers connect with potential clients who are searching for estate planning services online.

3. How can SEO benefit an estate planning practice? 

SEO helps estate planning practices improve their online visibility by optimizing their websites to rank higher in search engine results pages (SERPs). This leads to more organic traffic, which can increase leads and consultations. SEO strategies might include optimizing website content for relevant keywords, improving site speed, and ensuring mobile-friendliness.

4. What social media platforms are most effective for estate planning marketing? 

Platforms like Facebook and LinkedIn are effective for estate planning marketing due to their large user bases and advanced targeting options. These platforms allow estate planning lawyers to target specific demographics, geographic areas, and interests, making it easier to reach potential clients who might need estate planning services.

5. Can email marketing be effective for estate planning lawyers? 

Yes, email marketing can be highly effective for estate planning lawyers. It allows for direct communication with clients and potential clients, providing them with updates, promotions, and tips on estate planning. This can help build long-term relationships and encourage repeat business.

6. What are some offline marketing strategies for estate planning lawyers? 

Offline marketing strategies can include direct mail campaigns, participating in local events, sponsorships, and traditional advertising like TV, radio, and billboards. These strategies can complement online efforts and help increase local brand awareness.

7. How often should estate planning lawyers update their marketing strategies? 

Estate planning lawyers should regularly review and update their marketing strategies to respond to new market conditions, changes in consumer behavior, and technological advancements. A quarterly review is a good practice, but adjustments might be needed more frequently based on performance data and industry trends.

8. What is the role of customer reviews in estate planning marketing? 

Customer reviews are vital in estate planning marketing as they build credibility and trust. Encouraging satisfied clients to leave positive reviews on platforms like Google, Yelp, and Facebook can influence potential clients’ decisions and improve a firm’s online reputation.

John Doe

John Doe

Lorem ipsum dolor sit amet consectetur adipiscing elit dolor


Improve your Revenue by 20% with GMBJet

The Latest From Our Blog

Expert Insights For Growth-Focused Businesses