Estate Planning Advertising: A Comprehensive Guide to Maximizing Leads and ROI

Sep 11, 2023

Patrick Carver

Patrick Carver, CEO & Founder, Constellation Marketing

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Calling all estate planning attorneys! Are you tired of shelling out big bucks for leads and sinking tons of cash into dull marketing tactics that garner less-than-stellar results?

We’ve got great news. Today, we will explore a few of our favorite online advertising avenues, offer expert insights into estate planning marketing, and break down how we help our estate planning clients acquire high-quality leads (for 82% less than other methods).

Keep reading to gain valuable insights on how to advertise your law firm effectively. Don’t miss what we believe is the #1 advertising strategy for estate planning law firms.

Why Do Estate Planning Attorneys Need to Advertise Online?

In today’s digital age, the internet is an essential tool for researching businesses, including law firms. In fact, 57% of clients find their lawyers with a search engine. This statistic highlights the importance of estate planning law firms utilizing online advertising.

Want more proof? Check out four more reasons paid advertising campaigns work well for estate planning lawyers:

  1. Targeting: Online advertising allows law firms to precisely target their audience based on factors like location and search intent, ensuring their ads are seen by people most likely to need their estate planning law firm’s services.
  2. Competitive edge: In today’s market, online advertising helps estate planning lawyers stand out from the competition.
  3. Immediate impact: Once a campaign is set up, ads appear in search results instantaneously, potentially driving immediate traffic and inquiries from potential clients.
  4. Excellent ROI: Online advertising offers measurable returns for estate planning lawyers, often outperforming traditional advertising methods. Take advantage of this golden opportunity to grow your law firm!

You can consistently bring in high-quality leads by diversifying your law firm’s marketing with online advertising. Other strategies like SEO for estate planning attorneys are excellent but take time to become effective.

Break free from relying on traditional advertising and word-of-mouth marketing and embrace the future of digital marketing. It’s time to thrive!

Looking for additional strategies to scale your estate planning firm? Check out our list of the best blog topics for estate planning law firm websites.

Google’s Local Service Ads: What Are They?

Let’s jump right into our #1 pick for online advertising for estate planning law firms: Google’s Local Service Ads (LSAs).

LSAs are a targeted advertising solution to connect local law firms with people seeking their services in a specific area. Operating on a pay-per-lead model, LSAs allow businesses to hand-pick regions where they want to market, ensuring their ads reach their target audience.

With enhanced visibility in search results and a focus on quality assurance (through Google’s screening process), LSAs offer a strategic, cost-effective advantage for estate planning law firms looking to grow locally.

Why Do LSAs Work Well for Estate Planning Law Firms?

Local Service Ads (LSAs) are your best bet for online advertising!

“Why?” you ask.

Our extensive testing, which spans many geographical regions, reveals LSAs as the clear winner because LSAs retain a high level of quality and cost less than Google Pay-Per-Click (PPC) Ads. Imagine getting quality leads for between $43 and $150, compared to $250 with PPC!

If you’re unfamiliar with LSAs, you may benefit from this primer on the platform.

What Advantages Do LSAs Offer in Estate Planning Lead Generation?

Our data shows that LSA leads typically cost estate planning attorneys up to 82% less than Google PPC leads for three main reasons:

  • Less competition: Debuting in 2015, LSAs are the new kid on the block. While some markets may be more competitive than others, the overall trend is the legal community under-utilizes LSAs (with even lower competition in the estate planning business). Less competition means the cost of leads is lower!
  • Lead quality: LSAs are a pay-per-lead model, while Google PPC is pay-per-click. LSAs are unique because you can dispute any non-relevant leads, which can dramatically impact your overall cost per lead. With any Google PPC campaign, you’ll likely get a few leads that are ill-fit for your services and you have no recourse. However, with LSA, you can dispute those leads and get your money back, reducing the number of poor-quality leads and your overall spending.
  • Subtopic targeting: Unlike broad-brush approaches, LSAs allow you to zero in on the practice areas you want to market for. Do you want to focus on wills, trusts, or probate? You can! LSAs put you in the driver’s seat, ensuring your ads reach the right audience at the right time. They’re targeted, effective, and exactly what your estate planning practice needs to thrive.

Expert tip: Consistently acquiring Google Reviews boosts your visibility in Local Search Results and Maps and enhances your performance with LSAs! More reviews provide more exposure, putting you right where prospective clients are looking. So, encourage all satisfied clients to leave a positive review and watch your estate planning practice rise to the top!

What Other Advertising Options Do Estate Planning Lawyers Have?

Google Pay-Per-Click (PPC) Advertising

Let’s talk strategy! Google PPC Advertising might be an excellent option in two unique scenarios.

First, if your location is crowded with LSA advertisers, PPC could offer the best ROI.

Second, if your aim is to dominate a specific market, combining PPC and LSAs could be your winning ticket. Though PPC might cost more, the opportunity for fantastic ROI is unmistakable. So, don’t rule out PPC; it might perfectly fit your estate planning law firm’s goals!

As always, our philosophy is to test both approaches and let the data speak for itself.

Facebook, Display Ads, and Other Advertising Platforms

To be candid, we prefer “search engine” advertising platforms. However, we also understand that great results can be achieved with other marketing strategies.

Estate planning is one of the few areas of law that we actually endorse Facebook advertising and other display platforms like TikTok and YouTube.

Another savvy strategy? The webinar method. Entice prospective clients with an informative webinar, then convert them later.

Testing these platforms could uncover serious untapped potential. Stay curious, and keep innovating!

What are the Top Advertising Strategies for Estate Planning Lawyers?

1. Precise Keyword Targeting: Crafting a well-defined list of keywords related to estate planning is crucial. Consider the terms prospective clients might use when searching for legal assistance, like “wills and trusts lawyer” or “inheritance law firm.” Targeting specific keywords ensures that your ads are shown to people actively looking for your estate planning services.

2. Convincing Ad Copy: Create ad copy highlighting your estate planning expertise, the benefits of your specific services, and what sets you apart from other estate planning attorneys. Emphasize key selling points like your personalized approach or specialization in complex cases. Remember to incorporate a solid call to action within the copy.

3. Ad Extensions for Detail: Utilize ad extensions to provide additional information and enhance the appeal of your ads. Location extensions help potential clients find your office efficiently, while callout extensions emphasize specific services like living trusts or estate tax planning. Lastly, sitelink extensions direct users to relevant sections of your website, such as “FAQs About Estate Planning” or “Client Testimonials.”

How Can I Stay Up to Date on the Latest Trends in Estate Planning Advertising?

Staying updated on the latest trends in estate planning marketing requires a proactive and multifaceted approach. An excellent starting point is to review our list of the best marketing ideas for estate planning firms.

Also, check out our handy list for more ways to stay up-to-date on advertising trends:

  • Engage with industry-leading publications
  • Subscribe to legal marketing newsletters
  • Attend relevant webinars and conferences
  • Participate in professional networking groups
  • Follow thought leaders in the field on social media platforms

Create Your New Advertising Plan

Estate planning attorneys: you’ve journeyed through the dynamic landscape of advertising strategies, and now it’s time to take action. From the cost-effective brilliance of LSAs to the targeted power of Google PPC, the options are promising for your estate planning law firm.

Remember, LSAs are your go-to for quality leads at a fraction of the cost, while Google Reviews can elevate your estate law firm’s presence. And, as a reminder, don’t shy away from exploring new marketing tactics like using webinars or Facebook.

Whether you want to break free from the referral rut or dominate your market, effective estate planning marketing tools are right at your fingertips!

Patrick Carver

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