Estate Planning Lawyer Marketing: Strategies to Attract More Clients

Estate planning is a service that will always be necessary. Even though the field has plenty of potential clients that could help grow your estate planning law firm, the market has many estate planners. Referrals are useful for building clientele, but it will be challenging for potential probate clients to find you without worthwhile marketing to target those interested in estate planning.

Creating and executing a successful estate planning marketing strategy takes time, but it is possible. Whether you’re a new estate planning attorney or have been in practice for several years, you can increase your client base and improve your business by following these marketing tips.

Treat Your Website as a Launchpad for Your Estate Planning Marketing

It’s not enough to simply have a website. Estate planning lawyers need to stand out from others in their oversaturated field. An effective way to do that is to build a cohesive website strategized to act as an online hub for your estate planning practice.

Your marketing for estate planning will include many components, including paid Google Ads, content marketing, a social media presence, and search engine optimization (SEO) strategy. Still, your firm’s website is the core element of your marketing plan since everything leads your prospective clients back to your site and then, hopefully, to your office.

Your professionally designed website landing page should include details about what you do, how you help clients, and how you stand apart from other law firms, as well as contact information and a compelling visual style. Don’t forget to add particular or unusual aspects of your business to entice new estate planning clients, such as any special needs planning services you offer, whether you deal with trusts, and how you can add value to your clients’ lives.

Produce Exceptional Digital Marketing Content

SEO is an excellent way to bring organic traffic to your website or social media platforms. It goes hand-in-hand with content marketing, which uses relevant content to drive website visitors to take profitable action with your estate planning firm.

SEO uses a careful balance of relevant keywords within content like white papers, landing pages, and blogs to rank high on popular web browsers like Google and land as high as possible on the first page of search term results. Quality content for law marketing should include topics geared toward visitors that will encourage them to reach out to you or your firm for more information or consultations.

Use Google Ads to Generate New Clients

Google Ads is one of the best legal marketing tools to reach a target audience. Whenever someone searches terms relating to your business like “estate planning attorneys near me” or “living will and trust,” your website should show up as an advertisement at the top of their search results.

Because the person is actively searching for these terms, they are likely to schedule a consultation and take on your services if they click your link and come to your landing page.

Learning how to navigate Google Ads can be difficult at first, but it generates many high-profile leads. If you are new to the process, it can be expensive because keywords and phrases related to all legal industry areas are in high demand and generate top rankings. It’s best to hire an experienced marketer to handle your campaigns, at least at first.

For marketing solutions you can trust, turn to us at Clicks Geek. As a Premier Partner Agency for Google Ads, we handle high-volume marketing budgets and understand how to efficiently use them to create successful ad campaigns and generate Google Ads leads. We also offer beginner to expert-level training courses to teach you how to manage Google Ads, create landing pages, and more. Call us today at (917) 310-1597 for more details.


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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