Council Post: Marketing Your Estate Planning Firm In The Digital Age

These days, everything is on the internet. According to its latest survey, Google alone gets 70,000 searches per second, and with 90% of the search engine market share, it’s easy to infer that most, if not all, get their information and answers off the web.

Suffice it to say, an online presence for any business, regardless of size and industry, is crucial to business continuity and success. This might be a new phenomenon, particularly in the legal field, but the landscape is changing rapidly.

The 2018 ABA Survey reveals that 77% of law firms have websites. At the very least, for a law firm to stay relevant during these times, it should have a working website. There are so many other aspects to consider if you are marketing your estate planning or legal service, but being present online can play a large part in your company’s success.

While many consider estate plans, wills and trusts, powers of attorney, and healthcare directives necessities, they still follow the same buying cycle that most consumers follow. As an estate planning firm, it is essential that your company ensures your presence in each stage of the cycle.

A bulk of the work lies in determining your target audience. Who would you like to speak to, and what can you offer them at that stage in their life?

As you go through this process, you’ll find that sometimes it is not just one niche or a specific group of people, but several. Once that is established, it is a matter of determining what stage of the buying cycle they are in. Do they just need to be aware you exist? If they’ve already been looking, are they still looking for the right person or firm? Are they well versed in matters of estate plans and looking to update what they currently have, or maybe help a loved one through the process as well?

The message that is sent to each group may have a similar endpoint — a future engagement with your firm — but it will sound and feel slightly different for each.

Aside from a compelling, attractive and informative website, accessibility to information helps too.

Customers have enough material on their hands to research and determine what they want. These days, the best advertising a firm can get is through recommendations and word of mouth. Invest in a review platform that can help generate reviews for your business and services.

A constant presence and content that is consistently available and engaging will aid their decision-making process. Social media plays a big role in this.

Even after the wills and trusts are completed, a firm can continue to build the relationship with its clients and offer additional services, consultations or updates. Prospects-turned-clients are your best form of advertising because they can speak to their own positive experiences. Giving them information past their point of sale builds on your authenticity and credibility, and adds to your firm’s long-term value.