Predictable Estate Planner - Heath Rost

Empowering Lawyers To Independently Scale

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The difference between a short term and long term marketing strategy as an estate planning attorney wanting to grow their practice in 2025

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So one thing most estate planning law firm owners don’t understand about their marketing strategy that I wish they did…

“The difference between a short term and long term marketing strategy as an estate planning attorney wanting to grow their practice in 2025”

A large portion of law firms that approach me every day wanting help with their marketing and lead generation for their law firm are in “leads-now” mode. They’re focused on the short term actions they can take that will show them the result they most desire.

These aren’t the ideal clients we like to work with. But I believe it’s mostly because they’re not educated on the behavior of their ideal, qualified, prospect.

 

Short Term Lead Generation Works For Short Bursts Of Qualified And Unqualified Leads

The reason you’re not getting any leads–qualified or not–right now is because your messaging sucks. There I said it. Even if you paid $10,000+ for a website and professional copywriting, 99.9% of marketing agencies don’t understand what actually converts prospects looking for help from an attorney for estate planning.

It’s more than copywriting though, its branding and credibility.

An advertisement and a website will convert prospect into leads, but if you’re stopping there and not implementing any sort of long-term nurturing strategy, not implementing any sort of pre-selling strategy, you’re not going to see

– consistency of leads flowing in
– increase in quality of leads booking appointments
– an increase in the quantity of leads reaching out every monthly

 

Long Term Lead Generation Pre-Sells Your Prospect And Comes From A Confident, Poised Place

The Predictable Estate Planner Marketing (EPLP) System(tm) uses a simple 3-step method to attract and convert website traffic into pre-sold, nurtured, qualified leads.

1) The Conversion Website portrays your business in such a way that your brand is optimally represented. Effective in converting qualified prospects quickly if they’re already educated and want to speak with an attorney right away. This is the beginning of an effective short-term marketing strategy.

2) An online conversion mechanism or “OCM” builds upon the nurturing followup after a prospect becomes a lead. This really is the first step in re-engaging the prospect. Your website is the beginning of your OCM.

3) Pre-selling your prospects through your personality, and educational and purposeful content on your website. This is where the real work with me and my team begins after we get your lead-generation website and OCM automations set up. The first 2 steps get people into your funnel, this third step is ever-changing and evolves with your business.

Things our clients will tell you this solves for their business:

-They can leave for vacation for 2 weeks, cut off all contact with the business, and not worry about things falling apart while they’re gone.

-Prospects have better questions when they eventually sit down with you.

-Prospects have a clearer picture of how you can help them before they even sit down.

-this list goes on but you get the point

 

The One Thing I Wish All Estate Planning Law Firm Owners Knew About Their Marketing Strategy

The behavior of your ideal, qualified, prospect matters. I’ve been empowering estate planning firm owners for the past decade. The truth is in the analytics, the numbers, and the bottom line.

Your practice area of estate planning is Grounded in your Long Term Pre-Selling Marketing Strategy.

If you ever desire to have a never ending stream of qualified leads banging down your door, if you want to be the go-to estate planning attorney in your city, state and region, if you’re tired of wasting time meeting with unqualified leads, if your work-life balance is so out of whack that you’re pulling your hair out,

There is an easier way. I can help.

Attorneys: How To Get More Qualified Leads Through Your Website

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What marketing strategy can law firms can use to increase the quality of leads they attract through their website as well as increase the quantity through their legal marketing efforts?  In this video I broke down three huge topics which I’ll do my best to unpack in future blogs and videos.  This was a very high-level question to answer.

How to get more qualified leads through my law firm’s website

1-You MAKE them qualified

The way you communicate with your prospects after they become a lead is how you warm leads up to working with you.  The closer they feel to you and your process the more likely they will be to not shop around for attorneys, as well as to actually signing to work with you.

2-Great website copy & design

This is where you make your true first impression with your prospects.  Saying things the right way is vitally important in order to achieve conversions through your website.

3-Answering your customers questions

The more your prospects are educated and you are the one educating them the more they will know like and trust you.

Top 3 Mistakes Of Estate Planning Online Marketing

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Whether you’re a solo attorney or a law firm looking to grow, there are certain mistakes most attorneys make when trying to generate more leads through their online marketing efforts.  In this blog I will cover the top 3 most glaring mistakes they are making.

Mistake #1: Sending traffic to your law firm website

The conversion rates on your law firm website will not be anything close to a tested and highly focused page stating clearly what you offer and what the next steps are.

Mistake #2: Not having automated follow ups

Often a potential client has found your page and is busy at work, or with their family or other activities. Tasteful automated follow up will continue the process of connecting and educating your new clients so you’re there when the time is right.

Mistake #3: Working with a “generic” agency

Winning with online marketing requires a great deal of understanding of your legal niche. Generic agency’s that work with multiple legal niches typically don’t have the focused energy to get you the best possible results.

EP Attorneys: 3 Things Your Digital Marketing Needs Today

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Estate Planning Lead Pros started in 2019 after seven years of running my website company, Personable Media.  One of our very first clients was for an estate planning attorney, whom we worked with to build, host and maintain their website and for just $35 per month.  After nearly 10 years and over 100 blog posts later that client is still with us, and his website generates anywhere from 100 to 200 leads every month for estate planning.  When we saw the success we were able to obtain for this client we decided it was due time for our beloved website company to rebrand and focus our energy on working with estate planning attorneys and their marketing.

As we approach the final quarter of 2021 our company has grown leaps in the past year.  I’ve seen all the struggles estate planning attorneys go through when attempting to do their own marketing, so through this blog (and the blogs to follow) I hope to shed some light and inspire estate planning attorneys how to realign their focus with their digital marketing.  In today’s blog I’m going to discuss the top 3 high-level components to any marketing strategy that estate planning attorneys need to know.  The first one is about attorney websites, and the feeling that prospects have when they’re on your website. 

 

1) Website user experience that takes users on a journey

Imagine the satisfaction your website brings to your prospects when the next page they click to looks and feels exactly as they expect it to be. ?

This establishes a strong relationship with your prospect, right from the git-go. You have to get your prospect used to the way you communicate, and that starts with the way you communicate with them through the experience they have of you on your website. Your website should not only feel conversational, when your customer clicks on a button to navigate to a new page, they should see exactly what they expect to see. Psychologically you begin to train your prospect how to work with you and communicate with you. Implementing this principle throughout your website and web design will lead to more conversions and ultimately more business and grow your bottom line.

Great website design isn’t something you can achieve through choosing a template and hoping for the best.  There are even companies out there that lay claims to specialize in building websites for attorneys.  From what I’ve gathered from these [nameless] companies is that they do their best to provide the back-end interface that suits the needs of attorneys.  The thing these attorney website companies are missing though is the look and feel of the website from the prospects perspective.  It’s great that they’ve built a tool that is somewhat easy for an attorney or law office to adapt to, but the experience of building a high-converting website with great copywriting is something left to be desired.  Your best bet is to find a company with proven success in driving conversions through the website they’ve previously built for a solo attorney or law firm.  If you want to take it a step further, study the website and why it converted so well!

 

2) Get your website in front of the right people

Do you know we are entering the largest transfer of wealth in our nation’s history? Estate planning has never been a bigger industry, and with the Covid-19 pandemic the morbidity of your customers has never been more prevalent to them. Do you know how your customers try to find you? A general rule to follow is the more places they can find you, the better!

Search engines are a great place to start.  The places you can advertise your estate planning practice in 2021 include (in no intentional order) Google, Yahoo, Bing, Youtube, Amazon and Yandex. Setting up a new advertising account and directing traffic to your website through any of these mediums is a great idea to help you get the right eyes on your website. Some networks have more daily searches than others.  Consult your ad specialist before making a decision.

Social media is another great place to start. The places you can advertise your estate planning practice in 2021 include (in no intentional order) Facebook, Instagram, Twitter, Snapchat, TicToc, LinkedIn and Pinterest.  Like search engine advertising some of these social networks don’t have many of the types of customers you are looking for.  For example, the age demographic for TicToc is teenagers to early 20-somethings.  These type of people aren’t looking for estate planning.  Again, consult your ad specialist before making a decision.

 

3) Set up drip campaigns that nurture your prospects

A proper drip campaign is a fancy way of saying automated follow up. Once your website is getting in front of the right people and it’s converting leads you are doing great, but your work doesn’t stop there. Failure to have a proper drip campaign can and will absolutely result in higher no-show rates on your appointments. Not only that, it can drastically effect the way your prospect communicates with and works with you.

The only thing worst than having no automated follow up is having bad follow up. There is a right way to do automated follow up as an attorney. Great drip campaigns when executed correctly will result in lower appointment no-shows, cancellations and reschedules. Great drip campaigns will change the way your prospects communicate with you, and strengthen your relationship with them. Who knows, it may even change a prospects mind to work with you if they were shopping or on the fence.

 

Where to find estate planning attorney marketing that works?

Finding the right marketing company to work with your law firm doesn’t have to be a trying process. If you value results and transparency and you want to grow your practice now, schedule a call with me by clicking below.