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.

Why Blogging Is So Valuable For Estate Planning Lawyers

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In today’s blog I’m going to write about a topic I am quite fond of, blogging.  If you don’t know me or this is your first time coming to my website I’ve been working with estate planning attorneys to write blogs on their website for nearly a decade now.  I’ve seen the benefits of having a great blog that come from both an organic and paid search and I want to share three quick reasons why blogging is so valuable for estate planning lawyers.

1) Your customers are asking more questions in this area of law than perhaps any other area

There are a couple reasons for this.  First they may have never worked with an attorney before and want to be more educated before reaching out.  Second is this area of law requires them to do an inventory on their financials and investments prior to meeting with you, so they want to know as much as they can as well.

2) They don’t know how to ask the right question

People are more uneducated when it comes to estate planning than any other area of law (arguably).  The point I want to make here is that they don’t know how to ask the right question, so they have so many different things they will type into their search bar.  That means the pool for you to write a blog that addresses exactly the question being asked is much larger than other areas of law.

3) The more you answer your customers questions they more they know, like and trust you.

The more comfortable customers are with you the more likely they are to fill out a lead form on your website, book and appointment or call your law firm directly.  You want them to spend more time on your website, and the more questions you’ve answered for them the more invested they are in you and your law firm.

That about does it for this blog.  If you’re an estate planning lawyer and you need a high-converting website and/or lead generation I would love to speak with you.  Schedule a call with me by clicking below.

How do I get clients more invested in the interaction with me as an estate planning attorney?

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One decades worth of Internet, analytics, and numerous case studies have shown that the more invested a person is during the “dating stage” with a particular attorney or law firm the more likely they are to become a customer of the law firm. In this blog post, I will break down–in order–how to get your prospective client more invested in the interaction with you–their estate planning attorney. So without further ado..

Number one. Make it easy for them to find you.

Make it easy for them to find you. Most commonly known strategies: organic search ranking, google my business, paid search advertising, social media ads, direct mailers, radio and television. You have to do whatever you have to do in order to get more traffic to your website. Consult your marketing specialist for recommendations.

Number two. Lead, Nurture & Guide them.

Once you have your foot in the door and they are on your website now, it is time to lead, nurture and guide them the way you most enjoy doing it. Show them you’re listening, have a conversation with them and provide answers to their questions. Read more on my top 3 ways to extend more value to your prospective clients.

Number three. What to do after they take initial action.

After they take initial action. At this point, you have their contact information and your website has produced the result you most desire. This is where most attorneys quit, but this is actually where attorneys are generating quality leads with prospective clients–quality leads that know and understand the benefits of a trust over a simple well will–will become live calls and appointments for you. Your objective from number two was simply to get people into the beginning of your funnel. Once you have accomplished that your new objective is to funnel, only the right and best prospects into booking a time to meet and to speak with you the attorney.

You now possess the power once they are in your funnel to weed out people who are not serious about working with you to get their estate plan completed. It is OK to make them work in order to claim a piece of your very precious time. Now that they are in your funnel, you can take appropriate action to get your prospective client to invest more time, more clicks into the interaction with you the attorney.

Need help?

If you are an attorney that wants to write more estate plans and generate more leads online and off-line then I may be able to help you. I build a system that generates live calls and appointments from people in your area that need help with their estate plan. To book a time to speak with me, help me learn more about you and your business by completing the quiz here. The quiz is very short–only 2 to 3 minutes. Make sure you enter your email at the end so I know how to match up your answers with you. From there, you will be able to book a time with me to discuss your marketing strategy.

Complete the quiz ? ?

What are my top 3 ways to extend more value to your prospective clients? (in order)

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Ever study the law of attraction? ?

In a nutshell, the more value you put out into the Universe the more you get back. It works the same with marketing your services as an attorney that specializes in estate planning wills & trusts. The more value you extend your prospective clients the more leads you generate.  Attorneys, in this blog I’ll break down–in order–my top 3 ways to extend more value to your prospective clients.  So without further ado..

1. Listen to them.

Listen to them. Showing that you’re listening gets you on the same page, keeps them present and focused on the interaction.

2. Have a conversation with them.

Have a conversation with them. The purpose of listening is to have a conversation. No one likes being talked at. Too often as attorneys we feel the need to showcase our expertise on a particular topic and thats where you’re likely to lose the person you’re having a conversation with. Practice storytelling.

3. Educate them.

Educate them. The purpose of the conversation is to help them. This is one of the 2 most important factors (specifically for estate planning attorneys) for generating more leads via your website. This should be the part that you as the attorney enjoy doing the most. It’s the reason you got into estate planning in the first place–to give people peace of mind about their estate.

Need help?

If you are an attorney that wants to write more estate plans and generate more leads online and off-line then I may be able to help you. I build a system that generates live calls and appointments from people in your area that need help with their estate plan. To book a time to speak with me, help me learn more about you and your business by completing the quiz here. The quiz is very short–only 2 to 3 minutes. Make sure you enter your email at the end so I know how to match up your answers with you. From there, you will be able to book a time with me to discuss your marketing strategy.

Complete the quiz ? ?

Fulfilling Potential For Your Estate Planning Law Firm

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“Changes that seem small and unimportant at first will compound into remarkable results, if you’re willing to stick with them for years. We all deal with setbacks, in the long run, the quality of our lives depend on the quality of our habits. With the same habits you’ll end up with the same results, but with better habits anything is possible.” James Clear, author of Atomic Habits

I attended a conference recently where the keynote speaker was talking about marketing for the industry he specialized in: law firms. Everything the speaker had shared up to this point in his talk I was really on board with. They were all strategies I’d implemented myself and found success doing: Google my business, phone tracking numbers, mobile websites. But then he started talking about his experience publishing content on his website, and the websites of people who worked with him. It was at this point in his talk though I felt despair.

Blogging Consistently = “Welcome to the matrix”

“Google says if you publish great content people are just going to magically link back to you. That doesn’t work because we don’t live in the matrix” said the speaker, and the crowd responded by laughing.

Myself and other A-listers in content marketing will tell you if you publish great content people will link back to you. I know this because I’ve edited blog posts that have received hundreds of thousands of views in the first month it was published. I’m able to do this because I help people organize and condense their message and story into an easy to read, and easy to consume format. Almost more importantly though, I help them get clicks to it.

The truth is that the only way to publish great content is to be consistent with it. Without having written a good ten blogs already and received feedback on them it’s hard to know if what you’re doing is actually working and what you can improve upon. Your best writing and publishing comes from experience with actually doing it and being consistent about it.  When you become consistent you enter a new matrix, a new reality.

 

Would you rather grind for a day to produce couple Good links, or consistently produce Great links?

The speaker then went on to say “Focus on a couple good links, those are so much more valuable.”

This might be true for the law industry in general, but this conference was specific to estate planning attorneys. Because of this I couldn’t disagree more with that statement. As you’ll hear me talk about on my Facebook Live on Tuesday people are more uneducated about estate planning than any other area of law. And not only that they want to learn.

If you’ve ever watched the movie “Yes Man” with Jim Carry in the movie Jim’s character Carl has to say “Yes” to everything and hilarity ensues. As a loan officer of a bank he has to approve or deny loans every day. When word gets around that Carl is approving everyone’s loans no matter how small they are a long line forms at his desk. Weeks later someone from the corporate office shows up to congratulate Carl for his work. Why? Because people were so appreciative to have their needs met, they were actually paying back on their loans, and the bank was making a lot of money.

I understand this was a movie, but the principle applies really well here. The more people are able have their questions answered the more appreciative they are to have their needs met. When people with estate planning needs have their needs met, and your law firm does that they’re more likely to choose you as their attorney to work with.

A couple good links will help people near you to find your website, but a couple great links not only do a better job of helping people find you, they help convert them into estate planning leads as well.

 

Creating better habits

“If you want better results, forget about setting goals, focus on your systems instead. You do not rise to the level of your goals, you fall to the level of your systems.” James Clear

Are you ready to develop the right habits and systems to grow your estate planning law firm? Set up a call with me today.