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.