Marketing tips for estate planning attorneys

While referrals can go a long way in helping a law firm acquire new clients, estate planning lawyers should also invest in online marketing to maximize their success.

Digital marketing strategies, such as search engine optimization (SEO), social media marketing and pay-per-click (PPC) advertising, help law firms gain customers more quickly while establishing credibility.

To get you started on the right foot, we’ve rounded up the best digital marketing tips for estate planning law firms.

Do lawyers need marketing?

All businesses need marketing, including law firms. Even if most of your business comes from referrals, 75% of people looking for an attorney will check the Internet during their search. Inevitably, prospective clients will want to research your estate planning practice and assess its credibility.

Estate planning firms should therefore focus on establishing a positive online presence through law firm marketing. The good news is that you don’t need to hire a marketing agency or in-house marketing expert to get a marketing plan off the ground. There are affordable tools you can use to attract more estate planning clients.

How do you market an estate planning practice?

A great marketing plan should include a wide range of strategies, including:

• Search engine optimization (SEO)
• Pay-per-click (PPC) ads
• Email marketing campaigns
• Social media marketing
• Content marketing
• Online review management

Can attorneys advertise on social media?

Absolutely. Estate planning lawyers can and should use social media in their marketing efforts. Targeted advertisements on social media platforms, such as Facebook and LinkedIn, are often more affordable and provide more high-quality leads than paper or radio advertising.

If you don’t want to pay for ads, posting engaging content and collecting online reviews on your social media pages will help increase traffic to your website. You can also join groups and add to discussions or answer questions, which may help you reach more potential clients.

Marketing ideas for estate planning attorneys

Build an optimized law firm website

A key component of estate planning marketing is a professionally designed website filled with quality content and optimized for local searches. Your website should contain the following components:

• Your contact information and location
• Descriptions of your practice areas, such as probate or estate tax
• An explanation of what sets your estate planning services apart
• A blog with relevant educational content on estate planning law
• Testimonials and case studies
• A call-to-action, such as “Schedule a Free Consultation”

If you want to go the extra mile and engage potential clients right off the bat, consider including a Web Chat feature.

Use social media to your advantage

It’s essential to maintain a presence on all social media channels. You should post relevant and engaging content at least once per week. Each social media platform provides an opportunity to increase traffic to your website and generate leads.

These are a few of our favorite social media marketing ideas for attorneys:

• Post webinars on YouTube
• Answer FAQs or give tidbits of legal advice on Instagram and TikTok
• Join legal groups on Facebook
• Network with business owners or financial advisors on LinkedIn
• Answer questions on Reddit
• Collect and respond to online reviews across all platforms with Broadly

Manage your online reputation

Even the best marketing program won’t work if you’re not conscientious about review management. Just one negative review can cost you 30 customers on average if you don’t manage it. You’ll want to collect Google and social media reviews, and you should ensure you’re listed on the most popular lawyer review sites as well.

Always respond to both positive and negative feedback from clients to show you are listening. All platforms have a process for flagging and removing any bogus reviews that could damage your reputation. Strong reviews across all platforms will help with lead generation and grow your client base.

Stay in touch with email marketing

Email marketing campaigns are an excellent marketing strategy for attorneys because they allow for consistent communication with current and prospective clients. Estate planners can send automatic text or email reminders to sign legal documents or attend court hearings.

Email marketing is also a practical way to nurture potential clients who have not yet hired your firm. A monthly newsletter developed with Broadly’s Campaigns tool and featuring articles from your blog or stories from clients can establish your law firm as a reputable resource and help you get more qualified leads.

Drive more clients to your estate planning business with Broadly

Broadly makes it easy to reach your target audience and generate new business. We offer more than just a review management solution. We have a full suite of marketing tools, from web design to ad campaigns, that estate planning attorneys can use to expand their practice.

Broadly even goes beyond marketing solutions, with internal communication tools for your team and support with payments, providing all the help you need to streamline operations and grow your client base. Want to find out what Broadly can do for your law firm?