What makes your website content “good” for marketing your estate planning firm? Why does some content rank easily at the top of search while other content suffers? While producing excellent content is one of the very best things you can do to drive new clients to your website from organic search, it’s also one of the most difficult things to get right.
This leaves a lot of estate planning practices producing blogs, FAQs, and articles for their websites every month without a clear reason or strategy. Unfortunately, directionless content tends to be pretty directionless in attracting the leads and clients you want from your marketing efforts.
It doesn’t have to be that way, though. For those “in the know,” Google has actually been pretty clear about what it’s looking for in website content that ranks highly.
So, that’s a great place to start! If you want to get your content in front of your perfect clients in search, you just need to follow Google’s recommendations and demonstrate your E-E-A-T: experience, expertise, authoritativeness, and trustworthiness.
1. How to Demonstrate Your Experience With Your Estate Planning Content
Google prefers authentic content that gives people a taste of real-world, hands-on experience. It prefers when you can go beyond the facts at hand and actually offer tips, guidance, and anecdotes of lived experience.
For an estate planning practice, this might mean telling some real-life stories of past clients or offering some insider tips for getting through the challenges. It might mean setting clients’ expectations for the process or really getting into why clients choose a particular option when planning their futures. Demonstrating your experience means showing that you don’t just have book-knowledge of the subject matter; you also understand how things work in the “real world” and can share that hard-won understanding with others.
Ultimately, this is exactly what people are searching for in online content. They’ve probably seen plenty of generic lists of facts, dry descriptions of the law, and AI-generated articles in the course of their research. If you can give them real insight into the challenges they face, and if you can offer helpful guidance, coping strategies, and solutions, they’ll know that you really “get” it and can help.
We should also mention that each of these four E-E-A-T standards build upon each other. So, for example, effectively demonstrating experience in your content also helps you build your trustworthiness. Each piece of the puzzle you can get into place makes your content exponentially stronger!
2. How to Demonstrate Expertise With Your Estate Planning Content
Google holds legal, medical, and financial websites to a higher standard because they can have such a big impact on an individual’s life and wellbeing. So, when you’re talking about laws, processes, and estate planning guidance, you obviously want to have your facts correct. But that’s only part of demonstrating expertise in Google’s eyes. To really show your expertise, you also need to put some focus on yourself, your employees, and your standing in your field.
Put some work into the bio pages on your website, and go ahead use those pages to talk about your qualifications and time spent practicing. Then, use author tags on your blogs, FAQs, and articles with a short description of why that person has expertise on the topic at hand. When you assign a relevant author tag to your content, you’re essentially saying that someone with verifiable expertise created this page.
Other than that, you simply want to make sure that your content reflects your professionalism. The information that you share should be well-researched and current. You should offer additional links and sources when appropriate. And you should check in on older content from time to time to be sure that everything is still accurate and up to date.
3. How to Demonstrate Authoritativeness With Your Estate Planning Content
Authoritativeness means showing that you are THE go-to person in your area of expertise. If you’re already demonstrating expertise and experience in your content, chances are that you’re also demonstrating some authority. However, there are several ways that you can continue to build on the authority of your website content in Google’s eyes:
- Build a profile of authoritative backlinks to your site from other respected and authoritative sources.
- Create a constellation of content about big topics in your areas of practice, from the “broad strokes” to specifics.
- Link relevant topics together with a smart linking structure that shows readers and Google’s crawlers that you have covered these topics thoroughly.
4. How to Demonstrate Trustworthiness With Your Estate Planning Content
The good news is that Google will probably already consider you somewhat trustworthy if you’re already demonstrating experience, expertise, and authoritativeness in your content. You can increase that trustworthiness by:
- Making sure that your site is technically secure and safe for users
- Making sure that your name, address, phone number, and other contact information are current and consistent across the Web
- Regularly updating your website and showing that you are an active and engaged business
- Building a profile of genuine reviews and testimonials from past clients
- Avoiding misleading, spammy, or click-bait content and headlines
How Do You E-E-A-T an Elephant? One Bite at a Time…
High-quality content has been one of the most consistent elements for improving search rankings, and Google has only increased its weight in its ranking algorithms over the years. And while you may not be able to produce a huge library of content that adheres to E-E-A-T standards overnight, you can strategize in that direction and keep improving your content over time to get where you need to be.
Tired of trying to eat an elephant by yourself? If you need a hand producing content that can improve your search rankings and deliver more potential clients to your practice, we’re here for you. Whether you’re looking for one-on-one coaching, SEO support, or writers and editors to do it all for you, you can learn more by booking a complimentary appointment with our team or giving us a call at 888.886.0939.
RELATED EDUCATION
If you found this article interesting, here are some other educational programs that you might find helpful:
- The 6 Ways to Grow Revenue in Any Business
- How to Develop a More Consistent and Steady Stream of Revenue from Your Existing Clients!
- How to Set Your Fees: For Estate Planning Attorneys with a Living Trust-Centered Practice
- Convert Prospects with Other Attorneys’ Trusts Into Clients!
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