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Why Consistency Is the Key to Video Marketing Success: A Reality Check for Estate Planning Attorneys

By Foster Web Marketing

The estate planning seminar recording sits on your hard drive, representing your one serious attempt at video marketing. Despite your intentions to leverage this content, three months have passed since you filmed it. Meanwhile, competitors with a consistent video presence are attracting clients who should be yours.  

Foster Consulting® regularly encounters estate planning attorneys facing this exact situation. Through our Perfect Practice System©, we’ve developed frameworks that transform sporadic video efforts into consistent client acquisition channels. Let’s take a look at why consistency trumps perfection in video marketing and how you can implement a sustainable system for your estate planning practice. 

The Psychology Behind Why Video Consistency Converts Estate Planning Clients

Estate planners chasing video marketing results often invest in the wrong assets—expensive cameras, elaborate sets, or celebrity editors. But our work with hundreds of successful practice owners reveals a surprising truth: a consistent presence outperforms production quality every time. 

Scott Duvall, our Director of Video Production, explains, “When it comes to ‘quality versus quantity’ in video marketing, the thing no one tells you is that creating quality content never happens until after you get started. Success looks a lot like practice.” 

Targeting Content to Each Stage of the Buyer’s Journey

When prospective clients navigate their estate planning journey, they need different content at each phase of the buyer’s journey:  

  • Awareness. Create brief videos tackling life events that prompt estate planning consideration—a child’s birth, an aging parent’s health decline, or a business ownership transition. These timely responses to real concerns position you as the guide who understands their situation before they even contact you. 
  • Consideration. Develop straightforward comparison videos explaining why certain tools (revocable trusts, special needs provisions, tax planning strategies) work better for specific family situations. These demonstrations show you’re not selling one-size-fits-all documents but crafting personalized protection plans. 
  • Decision. Produce behind-the-scenes videos revealing what working with your firm actually feels like—from the warm receptionist greeting to your methodical planning process. This transparency eliminates the uncertainty that often delays important estate planning decisions. 

The Benefits of Consistent Content Creation

Consistently producing content targeted at the phases of the buyer’s journey offers three key advantages for your estate planning practice:  

  • Relationship building begins before the first meeting. Regular video content allows potential clients to become familiar with your personality, communication style, and expertise long before they schedule a consultation.  
  • Algorithms reward consistency. Social media platforms and YouTube prioritize accounts that publish regularly. When you maintain a consistent schedule, these platforms are more likely to recommend your content to users interested in estate planning and wealth protection topics. 
  • Topic depth builds specialized authority. Rather than creating generic videos about “why you need a will,” consistent video creators can explore specific scenarios like blended family inheritance challenges, special needs trusts, or business succession planning—establishing unmatched expertise in particular niches. 

Building a Sustainable Estate Planning Video System

The Perfect Practice System© applies business efficiency principles to video marketing, creating sustainable frameworks rather than one-off projects. Key elements of this approach include:  

  • Strategic topic development. Start with identifying 25-30 common client questions from your consultation notes. This becomes your content calendar for the next six months, eliminating the “what should I talk about” roadblock that derails most video marketing efforts. 
  • Streamlined production processes. We encourage our clients to leverage modest in-office setups (professional lighting, quality microphone, appropriate background) for recording multiple videos in a single session. Our clients typically record four to six videos in one sitting, providing a full month of content without disrupting client meetings. 
  • Automated omnichannel distribution. Our system implements workflows that automatically syndicate your content to YouTube, LinkedIn, Facebook, and your website—maximizing visibility while minimizing your team’s time investment and administrative burden. 

Start Building Your Video Presence Today

Consistently producing content targeted at the phases of the buyer’s journey offers three key advantages fThe most successful estate planning attorneys we work with understand that video marketing isn’t a project—it’s an ongoing process that builds momentum over time. Foster Consulting®’s Perfect Practice System© provides the strategy, production support, and distribution systems that make consistent video marketing possible—even for busy attorneys like you.  

Contact our team today for a comprehensive video marketing assessment. We’ll analyze your current approach, identify opportunities for improvement, and provide a roadmap to build a consistent video presence that attracts your ideal estate planning clients. 

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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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