Who is your website designed for? It sounds deceptively simple, but this is a big question.
If you think about and make a website like a lawyer, you’re probably only going to attract the attention of other lawyers. But, if you shift your thinking and your website toward what makes sense to the people you actually serve, you’ll attract your “perfect clients.”
Too many lawyers write their content and develop their websites without those perfect clients in mind. And their ability to get great cases and clients suffers for it.
So, if you want better leads and better cases from the internet, you have to think about the kinds of cases and clients you really want and fill your website with the right “Google bait” to capture them.
How Estate Planning Firms Put Out the Wrong Bait for Their Perfect Clients
The most ineffective estate planning law firm websites I see all have these things in common:
- They list the name of the firm more times than I can count: “Welcome to The Law Firm of Smith, Smith and Smith, PLLC.”
- They talk about how long they have been practicing: “Our firm has been practicing law for over 100 years…”
- They make lists of what they do: “We handle wills, trusts, probate, disability planning, asset protection, and estate litigation in Houston Texas.”
- They brag about their success: “Attorney Smith has won these 12 awards from niche organizations you’ve never heard of.”
Does your website do this, too? Don’t worry—you’re in good company. Most lawyers just can’t help it! And it makes a certain kind of sense. If you know a lot about the legal industry, those kinds of facts might build up a good case for that being a trustworthy estate planning firm.
However, if you don’t know much about estate planning, law firms, or the legal industry—like most of your clients—then it doesn’t mean anything at all.
Think about your best clients. Did any of them ask for that kind of information when they first contacted you? Is that information relevant to their needs or what they’re really looking for when they search for an estate planning attorney on the internet?
Probably not.
How to Create the Perfect Bait for Your Practice’s Perfect Estate Planning Clients
Everything about your website should be focused on your “perfect clients.” They should have a fast and convenient experience with you online. They should understand how you help and what makes you a great choice from a layman’s point of view. So, you need to pay attention to the technical health of your website and the impact of your branding. Then you need to get focused on content.
You need to have high-quality content on your website that is relevant, helpful, interesting, and informative for the people you want to attract. Why? Because that’s what people look for, and that’s what search engines reward.
If you’re writing about a subject your “perfect clients” care about, and in language they understand, then you are almost certainly already generating the signals you need to show up in their searches. No keyword stuffing, paid ads, or “marketing magic” required.
This works because smart people don’t search for generic terms. They don’t look at how long a law firm has been in business or where a lawyer went to school until they’re already mostly convinced that you can help. Instead, people search for highly specific terms—sometimes they’ll even type whole sentences into the search bar!
The truth of it is that, if you get 1,000 clicks per month, the majority are not going to be for “estate planning attorney in INSERT CITY HERE.” Instead, those potential clients are going to come to you three or four clicks at a time on a variety of high-quality blogs, FAQs, landing pages, and informative videos on your website.
Get More of Your Best Clients With a Marketing System Designed to Attract Them
The best possible thing you can do to attract potential estate planning clients online is provide unique and relevant content that they are interested in reading and responding to. This can come in many forms, such as blogs, informative articles, success stories, case results, testimonials, videos, reports, and books—just to name a few!
Content is still king when it comes to marketing your website successfully! So, stock your website with content that connects you with the people and communities that matter most to your firm.
Do you need a powerful marketing strategy that is customized to attract your best clients and cases? Do you need a hand producing content and videos that connect you with great leads? We can help.
Speak with our experts for a complimentary analysis of your current website and marketing, as well as expert recommendations for moving the needle forward.
RELATED EDUCATION
If you found this article interesting, here are some other educational programs that you might find helpful:
- Generating Business from the Internet: Best Practices for Estate Planning Professionals
- 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 Use Online Reviews to Get More Business!
- How to Set Your Fees: For Estate Planning Attorneys with a Living Trust-Centered Practice
- Convert Prospects with Other Attorneys’ Trusts Into Clients!
ABOUT FOSTER WEB MARKETING
Since 1998, Foster Web Marketing has provided boutique website design and digital marketing services to lawyers, doctors, and other professionals across the U.S. and around the world. We use our in-house website design, content writing, search engine optimization, and coaching teams to strategize more effective marketing plans for our clients. We also provide powerful marketing software that supports businesses in attracting their “perfect clients” and achieving consistent success online.
Foster Web Marketing is the current web designer of nationally renowned estate planning attorney and Ultimate Estate Planner’s President, Philip Kavesh’s, law firm’s website. Take a look at www.kaveshlaw.com.
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