Wills and Probate Attorney Marketing
Wills and probate attorneys advise clients with transferring assets in anticipation of death. This is usually accomplished by the use of wills and trusts. Tax considerations are a major consideration in estate planning. Clients are seeking advice on how to structure their estates and assistance in distributing the assets of an estate after their death.
Online Marketing Resources
1. Offer a Webinar: This is probably the most important resource, along with self-sponsored client seminars. A potential topic could include using trusts to minimize estate tax liabilities. Offer to e-mail those who register the login information for the webinar, thereby capturing a contact for future reference. Online services like Microsoft Live Meeting, Webex and Adobe Connect Pro are affordable options to set up these webinars. Again, you establish yourself as an authority and then provide means to contact you for further information.
2. Establish Your Authority: Start a blog that answers clients’ most immediate introductory questions. For example, “ What happens if I die without a will?” By answering their first questions you establish yourself as a resource and worthy of consideration should they need representation. Add to this library of “helpful answers” targeting questions specific to your wills and probate practice. Tackle one question per post.
3. Become a News Source: Use your blog to track recent changes in the law, such as new Medicare or Medicaid regulations or proposed changes in Social Security. Offer downloadable forms for applying for government benefits as well as your specialized client intake form providing information before you meet with a new client.
4. Marketing via SEO and PPC: In short, SEO practices help identify your content to search engine visitors looking for your specific information or keywords. Use relevant terms such as “estate attorney”, or “wills and trusts” in your website and blog. Pay-per-click advertising is the business of purchasing ads that appear to visitors who search these specific keywords. If you’re unfamiliar with paid search, you should read up on Google Ad Words and start with a small budget.
5. Obtain a free local listing from a search engine such as Google.
General Legal Marketing Resources
1. Advertise where your potential clients are. Bus lines, yellow pages, newspapers, radio and television each reach their own niches.
2. Referrals from other attorneys
3. Self-sponsored client seminars
4. Direct Mail
5. Newsletters
6. Writing for print media, e.g. newspaper columns, magazine articles
7. Public speaking at retirement complexes, nursing homes, etc.
8. Referrals from attorneys, insurance brokers, financial planners, accountants, social workers, funeral directors and physicians.
