Best Practices When Creating a Marketing Plan for Estate-Planning Lawyers

If you want prospective clients to choose your probate or estate-planning practice over competing firms, you need a potent marketing strategy. Below are the best practices for developing ads that resonate with your target audience and convert them.

Clicks Geek is a premier digital marketing firm specializing in helping legal firms. We can help you implement these and many other approaches to building your client base and keeping a full caseload.

Estate-Planning Marketing Tips

Your Website Must Mirror Your Estate-Planning Law Firm

Inbound advertising works best when you have a website that’s optimized to convert leads into clients. Your site must showcase your firm’s brand and the unique selling propositions (USPs) that distinguish you from other estate planning attorneys. Your website must also be mobile-friendly, easy to navigate, and optimized for speed.

Optimize for SEO

Search Engine Optimization (SEO) ensures that your website will appear in the right search results. Accomplish this by using relevant search terms to create high-quality content, build powerful backlinks, and improve your site’s overall user experience.

If your clientele is predominantly local, optimize your site for local SEO by using localized keywords. For example, if you are targeting estate-planning clients in New York, your keywords may look like New York estate-planning lawyer or estate planning attorney on Long Island.

Another effective local SEO tactic is optimizing your Google My Business page and listing your practice in other relevant directories.

Content Marketing for Estate Planning

Arranging an expensive lunch meeting to promote your services to top potential clients is no longer necessary. Instead, invest in publishing content that shows your expertise in assisting probate clients.

Post informative and engaging content on probate law regularly, and people will see you as an authority in your field. Your content should answer the questions your target customers frequently ask about probate law, such as:

  • What is special-needs planning?
  • What happens to debt after a person dies?

Discover the most searched probate questions through keyword research. Keep your content engaging by communicating information in a way that makes sense to any reader, regardless of their educational background.

Use Google Ads

Google Ads is the best and easiest pay-per-click (PPC) advertising tactic for boosting your practice’s brand awareness and website traffic. Step 1 in executing this online legal marketing tactic is keyword research to identify the relevant search terms people use to find law firms like yours.

You will use these keywords to create your PPC campaign. When people within your selected target market use these keywords, an ad for your site will appear at the top of their search results. According to statistics, 65% of high-intent searches lead to an ad click.

Run Retargeting Ads with Social Media

Post on social media to remarket your law firm and services to people who visited your site but did not convert. For instance, Facebook retargeting ads will keep advertising your firm to your past visitors. Doing this ensures that you stay at the forefront of a potential client’s mind until they are ready for your services.

Start Attracting New Clients Today

At Clicks Geek, we bring years of experience and technical knowledge about increasing the traffic, brand visibility, leads, and revenue of law firms in various fields. Let us provide you with online marketing solutions tailored to fit your unique goals, target market, and other specifications.

Contact us today at 917-310-1597 to schedule a consultation with our Clicks Geek probate law advertising specialist.


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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