Estate Planning Lead Pros started in 2019 after seven years of running my website company, Personable Media. One of our very first clients was for an estate planning attorney, whom we worked with to build, host and maintain their website and for just $35 per month. After nearly 10 years and over 100 blog posts later that client is still with us, and his website generates anywhere from 100 to 200 leads every month for estate planning. When we saw the success we were able to obtain for this client we decided it was due time for our beloved website company to rebrand and focus our energy on working with estate planning attorneys and their marketing.
As we approach the final quarter of 2021 our company has grown leaps in the past year. I’ve seen all the struggles estate planning attorneys go through when attempting to do their own marketing, so through this blog (and the blogs to follow) I hope to shed some light and inspire estate planning attorneys how to realign their focus with their digital marketing. In today’s blog I’m going to discuss the top 3 high-level components to any marketing strategy that estate planning attorneys need to know. The first one is about attorney websites, and the feeling that prospects have when they’re on your website.
1) Website user experience that takes users on a journey
Imagine the satisfaction your website brings to your prospects when the next page they click to looks and feels exactly as they expect it to be. 💡
This establishes a strong relationship with your prospect, right from the git-go. You have to get your prospect used to the way you communicate, and that starts with the way you communicate with them through the experience they have of you on your website. Your website should not only feel conversational, when your customer clicks on a button to navigate to a new page, they should see exactly what they expect to see. Psychologically you begin to train your prospect how to work with you and communicate with you. Implementing this principle throughout your website and web design will lead to more conversions and ultimately more business and grow your bottom line.
Great website design isn’t something you can achieve through choosing a template and hoping for the best. There are even companies out there that lay claims to specialize in building websites for attorneys. From what I’ve gathered from these [nameless] companies is that they do their best to provide the back-end interface that suits the needs of attorneys. The thing these attorney website companies are missing though is the look and feel of the website from the prospects perspective. It’s great that they’ve built a tool that is somewhat easy for an attorney or law office to adapt to, but the experience of building a high-converting website with great copywriting is something left to be desired. Your best bet is to find a company with proven success in driving conversions through the website they’ve previously built for a solo attorney or law firm. If you want to take it a step further, study the website and why it converted so well!
2) Get your website in front of the right people
Do you know we are entering the largest transfer of wealth in our nation’s history? Estate planning has never been a bigger industry, and with the Covid-19 pandemic the morbidity of your customers has never been more prevalent to them. Do you know how your customers try to find you? A general rule to follow is the more places they can find you, the better!
Search engines are a great place to start. The places you can advertise your estate planning practice in 2021 include (in no intentional order) Google, Yahoo, Bing, Youtube, Amazon and Yandex. Setting up a new advertising account and directing traffic to your website through any of these mediums is a great idea to help you get the right eyes on your website. Some networks have more daily searches than others. Consult your ad specialist before making a decision.
Social media is another great place to start. The places you can advertise your estate planning practice in 2021 include (in no intentional order) Facebook, Instagram, Twitter, Snapchat, TicToc, LinkedIn and Pinterest. Like search engine advertising some of these social networks don’t have many of the types of customers you are looking for. For example, the age demographic for TicToc is teenagers to early 20-somethings. These type of people aren’t looking for estate planning. Again, consult your ad specialist before making a decision.
3) Set up drip campaigns that nurture your prospects
A proper drip campaign is a fancy way of saying automated follow up. Once your website is getting in front of the right people and it’s converting leads you are doing great, but your work doesn’t stop there. Failure to have a proper drip campaign can and will absolutely result in higher no-show rates on your appointments. Not only that, it can drastically effect the way your prospect communicates with and works with you.
The only thing worst than having no automated follow up is having bad follow up. There is a right way to do automated follow up as an attorney. Great drip campaigns when executed correctly will result in lower appointment no-shows, cancellations and reschedules. Great drip campaigns will change the way your prospects communicate with you, and strengthen your relationship with them. Who knows, it may even change a prospects mind to work with you if they were shopping or on the fence.
Where to find estate planning attorney marketing that works?
Finding the right marketing company to work with your law firm doesn’t have to be a trying process. If you value results and transparency and you want to grow your practice now, schedule a call with me by clicking below.