Are You Being “Vendor-ized” by Marketing Companies?
Let’s be honest—too many estate planners are caught in costly “internet marketing partnerships” that feel more like long-term leases than collaborations. The dashboards sparkle, the reports look impressive, and the buzzwords flow like champagne at a networking mixer—but behind the gloss, your marketing partner might be more interested in collecting your retainer than connecting you with real, qualified clients.
The reality? A vendor cashes checks. A true partner builds legacies.
Because in estate planning, you’re not selling services—you’re earning trust. And that takes a marketing ally who treats your firm’s reputation with the same care you give your clients’ life’s work.
8 Questions That Reveal the Truth About Your Internet Marketing Relationship
1. When you ask about ROI, your marketing company:
- Breaks down exactly how many new consultations came from each campaign—and what those clients are worth to your firm (+5)
- Talks about traffic and clicks with some conversion data mixed in (+2)
- Tells you to “trust the process” because awareness takes time (-3)
- Dodges the question faster than a client avoiding probate court (-5)
2. Your monthly marketing reports are filled with:
Concrete lead data, client acquisition metrics, and revenue insights (+5)
- A balance of performance and activity stats (+2)
- Vanity metrics—reach, impressions, engagement (-2)
- Updates on how many posts or pages they published last month (-5)
3. When you explain that most people delay estate planning until a crisis hits, they:
- Show a deep grasp of client behavior and pivot your campaigns to build urgency (+5)
- Nod and tweak messaging a bit (+3)
- Say “good point” but change nothing about your generic legal marketing (-2)
- Tell you to just spend more on ads for “wills and trusts” (-5)
4. When you ask about your competition, they:
- Provide a local competitive breakdown with clear positioning strategy (+5)
- Have a general sense of who’s nearby (+3)
- Say they “focus on making you stand out” without doing real research (-2)
- Claim you just need better Google Ads (-5)
5. Their understanding of estate planning is:
- In-depth—covering elder law, probate, business succession, and special needs trusts (+5)
- Decent, with a willingness to learn your niche (+3)
- Minimal—they know you “do wills” (-2)
- Nonexistent—they call you “the will lawyer” in every email (-5)
6. When you ask about reaching high-value audiences, they:
- Have strategies for connecting with retirees, business owners, and affluent families (+5)
- Offer general advice about targeting and SEO (+2)
- Just add keywords like “retirement” or “trust lawyer” to your website (-3)
- Ask if that means running ads for “wealthy people” (-5)
7. When you need to shift your marketing strategy, they:
- Respond quickly and adjust tactics to align with your business goals (+5)
- Make reasonable updates within their workflow (+2)
- Say changes will roll out “next quarter” (-3)
- Claim modifications would disrupt their “proven system” (-5)
8. Their results speak for themselves—they’ve helped you:
- Grow your client base and increase firm revenue (+5)
- See steady progress in leads and conversions (+3)
- Get more site visitors but few real prospects (-2)
- Build a petty website but not a consistent pipeline (-5)
Your Scorecard
28–40 Points: You’ve Got a Real Internet Marketing Partner
Congratulations! You’ve found that rare marketing partner who truly understands the estate planning world—and it shows. They know that marketing for estate planners isn’t about flashy ads; it’s about trust, education, and consistent follow-through. Keep nurturing that partnership—it’s one of your firm’s most valuable assets.
12–27 Points: Vendor Alert—Proceed with Caution
Your marketing company is probably doing some things right, but they’re missing the deeper strategy that separates a vendor from a partner. Maybe they’re writing content, managing ads, or updating your website—but without a clear plan to attract the right clients, convert consultations, and build lasting referral relationships. You’re paying for activity, not strategic growth.
0–11 Points: You’re Being Vendor-ized
Your marketing agency might be producing content or running campaigns, but if they can’t tie their work to booked consultations or signed estate plans, you’re being vendor-ized. A real marketing partner will help you build predictable pipelines, strengthen referral sources, and attract clients who value your expertise—not just fill your inbox with unqualified leads. It’s time for a partner who measures success the same way you do.
-40 to -1 Points: Run, Don’t Walk
Poor marketing can cost you far more than money; it can stall your firm’s growth, erode your reputation, and waste opportunities to connect with families who truly need your help. In the world of estate planning, that’s not just ineffective—it’s malpractice for your firm’s future.
Take Control of Your Internet Marketing—and Your Firm’s Future
You help families protect what matters most. But when your own marketing isn’t protecting your firm’s future, it’s time to make a change.
If you’re tired of paying for generic “law firm marketing” that produces traffic instead of trust, or if your agency doesn’t understand that estate planning clients need education, empathy, and long-term relationship building—not clickbait—then it’s time to work with a partner who does.
At Foster Consulting®, we specialize in helping estate planning and elder law firms:
- Convert curiosity into consultations. We create content that educates and reassures—helping hesitant prospects take that first step before a crisis hits.
- Build predictable referral pipelines. Our relationship-driven strategies strengthen your connections with financial advisors, accountants, and other professionals who influence your ideal clients.
- Attract the right clients. Whether your focus is asset protection, special needs planning, business succession, or probate, we position your firm to reach people who truly value your expertise.
- Measure what actually matters. We don’t stop at clicks or impressions—we track appointments booked, retainers signed, and lifetime client value.
Stop settling for “good enough.” Start working with a team that speaks your language and understands how to turn estate planning expertise into a thriving, sustainable practice.
Let’s put your firm’s future on solid ground.
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.