Estate-Planning Lawyer Advertising Ideas: How to Acquire More Clients

In today’s competitive field of law, you have to put in extra effort for your firm to stand out in the market. You can achieve that by having a well-planned marketing strategy. This article explores some of the most effective marketing strategies you can leverage to acquire more customers for your estate-planning practice. Read on.

Have a Well-Designed and Optimized Website

Many estate-planning attorneys lose prospective clients to their competitors because of their poorly designed law firm websites. For more than 70% of people searching for a lawyer, a website is the number one factor determining a law firm’s credibility, so make sure you have a website that creates a great first impression on your estate-planning clients.

Besides inspiring confidence, your website should also deliver an excellent user experience with its layout, navigation, content, and visitor engagement. To ensure that potential probate clients find your website easily, you also need to invest in search engine optimization (SEO) and pay-per-click (PPC) ads as part of your estate-planning marketing.

SEO is a highly specialized process that optimizes your website’s structure and text to rank it as high as possible in the Google search results pages according to Google’s algorithm that it uses when crawling sites.

Use Google Ads for Law Firms

Pay-per-click (PPC) advertising is an extremely effective way to generate new leads for your estate-planning law firm. A strategic and well-optimized Google Ads campaign can send a high volume of qualified traffic to your site, which you can convert into paying clients.

The way it works is that you bid on particular search terms that will pull up your ad to the top, and then you only pay Google when a prospect actually clicks on your ad, which takes them directly to your web landing page.

Paid ads have a prominent place on the search results pages (SERPs). When you search for something on Google, the first three listings on the results pages are usually paid advertisements. They take up at least the top 50% of the display screen, raising the chances of potential clients clicking on your ad. This explains why paid advertisements account for about 40% of the clicks on the Google SERPs.

Nurture Your Referral Sources and Social Media

Many lawyers get new clients from referrals. However, the referrals aren’t automatic, so you should cultivate them. But how do you do that?

Step 1 is to tell satisfied clients to refer you to other people seeking an estate attorney’s legal services.

You can also generate referrals through blogging, and social media marketing is an integral component of estate-planning marketing strategy. In addition to maintaining a base of followers through a regular post on each of these platforms, you can also actively advertise.

Facebook Ads also uses a PPC method, but unlike Google ads, Facebook places your ads according to specific demographic criteria of your choice, allowing you to target by age, gender, income level, interests, and more.

Capitalize on Google My Business

Google My Business is another great place to get referrals for your practice. It’s also a great digital marketing technique to improve your local SEO. GMB is a free business listing that lists your contact information as well as ratings and reviews.

Reach Your Target Audience and Increase Your Client Base with a PPC Marketing Pro

Creating a comprehensive marketing plan is essential for you as an estate-planning attorney to grow your clientele. Be sure to hire an agency experienced in marketing for estate-planning law firms. At Clicks Geek, we specialize in marketing law firms, and we’ve worked with many estate planners. We know our stuff! Please call us today at 917-310-1597 for tested and proven legal marketing solutions.


Ed Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.

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