By Foster Web Marketing 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…
How Estate Planning Firms Use Pay-Per-Click Advertising Responsibly
By Foster Web Marketing Pay-per-click advertising (PPC) isn’t as easy or cheap as some marketing companies would have you believe. It’s a highly competitive marketing channel, especially for lawyers. That constant competition drives up the cost of popular keywords, even when those keywords aren’t necessarily effective at attracting the clients and cases you want. It also takes high-level research, technical know-how, and constant adjustment to get a good return on your PPC investment. So, if you approach it with the expectation that it’s going to be this simple, single-channel solution to all your marketing woes, you’re going to be disappointed. …
You Need a Strong Review Strategy to Attract More Estate Planning Clients
By Foster Web Marketing A lot of the estate planning lawyers I talk to see reviews as a kind of nice “extra.” They don’t ask for them. They don’t look for them, and they don’t necessarily know what kind of impact their reviews are having on their incoming visitors and leads. In a profession that depends on your good name and reputation, doesn’t that seem like a huge oversight? Someone checking out your estate planning firm for the first time wants to know what kinds of experiences other people have had. They want to know if you can actually help…
How Estate Planners Can Make The Most of Their Contact List
By Foster Web Marketing Finding perfect new clients for your estate planning firm is difficult. You have to do all the work to figure out where they are, make meaningful connections, build trust, and convince them that you are the right fit for their needs. My team and I help estate planning attorneys do this every day, and I’ll be the first to admit it. It’s necessary, and it gets results—but this stuff is tough! However, you probably already have something that could be an incredible shortcut toward getting great clients. You probably already have something that takes so many…
3 Reasons to Audit Your Estate Planning Website Content
By Foster Web Marketing As your website expands, older content can go stale. It might be inaccurate or outdated, or it might just be a little out of line with your current brand and messaging. You can’t just delete all that old content because you risk losing leads and getting in trouble with search engines. Unfortunately, the same goes if you just hang on to your old content without making any changes. That’s why we recommend digging a little deeper into your content with a comprehensive website content audit. A content audit is a systematic review and analysis of all…
5 Best Types of Video for Marketing Your Estate Planning Practice
By Foster Web Marketing Video is an incredible tool for connecting with potential clients and encouraging them to reach out to your estate planning firm. It’s a powerful motivator on its own, and it’s a powerful force multiplier when you incorporate it into a healthy marketing mix. And it makes sense—video demands attention, enhances understanding, and builds relationships faster than text alone. However, not just any kind of video content will do. You need to be intentional about the kinds of videos you create if you want to see results from your effort and investment. So, today, let’s take a…
4 Things Google Says Your Estate Planning Content Needs to Do
By Foster Web Marketing 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…
Tips to Maintaining a Positive Online Reputation
By Kristina Schneider, Practice Success Coach With the growing use of the internet, clients, prospective clients and professional referral sources will look you up online and learn about you before they decide to do business with you. So, you have to maintain a quality online presence, more than merely having a good website. You also must maintain a positive online reputation! First, let’s start with some basic questions: Have you ever Googled yourself or your firm before? Do you know that Yelp, Google, and Facebook create profiles for your business (even if you didn’t initiate one) and customers can leave…
5 Reasons Your Email Marketing Campaigns Aren’t Working
By Foster Web Marketing Email marketing has been around for a while, but don’t underestimate its value. It is still a cost-effective and direct way to nurture your active estate planning clients, promote niche services, and bring in new business for your law firm. However, for all the benefits, a lot of law firms end up frustrated with email marketing. They feel like they put a lot of time and effort into crafting and launching email campaigns, only to be disappointed by the results. If you’ve ever labored over creating a newsletter, campaign, or outreach email that didn’t perform as…
3 Ways to Inspire Brand Loyalty and Stand Out From Your Competition
By Foster Web Marketing Most people don’t think too much about trying a different brand of pasta, and they probably don’t pay a lot of attention to the label on their socks. But those same people probably DO have strong feelings about something—whether it’s the make of the car they drive, the smartphone they use, or the running shoes in their closet. If it’s something crucial in your life that has to work for you without fail, it’s not unusual to develop a strong sense of “brand loyalty.” And it’s really not so different when someone chooses an estate planning…