Let clients know they can pay by card

If you decide accepting credit card or electronic payments makes sense for you, you will want to make sure that current and potential clients are aware of these payment options. Display the payment options you offer prominently on your website, mention them in your emails, and include them in other marketing materials. 

Use your head(er)

Your website’s header is at the top of the page and contains your company name, logo, phone number, and navigation links to other parts of your site. The best websites narrow down the elements in the header to just what’s necessary. Using drop-down menus under the navigation links can help keep the header clutter-free.

A header can be static, meaning it remains in place as the visitor scrolls down or clicks into sub-navigation pages, or it can be dynamic, meaning it can change depending on the page being viewed. The strategy behind the content of your site and the path you want visitors to take will determine which header style to use.

If your site has the ability to search its own content, adding a search tool into the header can get your visitors to where they want to go quickly.

Continuity with other marketing tactics

Strive to make your website consistent with your other marketing tactics. Anything you use to present and promote your business should have continuity in colors, fonts, design style, and messaging. Your website design should relate to your business cards, your social media pages, your newsletter, your letterhead, and even your office’s decor.

Building a recognizable brand through design repetition means your potential clients will grow to understand and believe what your firm has to offer.

1. Have an attractive website

If you were thinking of making plans to care for your children should you pass away, would you want to work with an attorney who has a very basic, perhaps unattractive website? Probably not. Such a website may communicate an inattention to detail and a lack of care.  

On the other hand, an attractive website rendered in tasteful, soothing colors and stocked with sensitive, emotionally aware copy sends the opposite message — that this attorney is thoughtful, empathetic, and someone an estate planning client would want to work with.

2. Share thought leadership

Many estate planning clients have a general idea of what things like wills and healthcare directives are, but they don’t have much more than that. Substantive, informative thought leadership pieces — be they in a local business publication or on your blog — establish your credibility and position you as a helpful, well-informed source.

By breaking down complex legal concepts into clear, digestible content, you can educate potential clients while demonstrating your knowledge. Consider covering common misconceptions, recent legislative changes, or real-life case studies to illustrate key points. Webinars, guest articles, and Q&A sessions can also expand your reach and reinforce your reputation as a trusted authority in estate planning.

3. Network, network, network

Digital marketing techniques are an excellent complement to, but not a substitute for, in-person networking. Year after year, FindLaw’s U.S. Consumer Legal Needs Survey finds that recommendations from family members, friends, and trusted coworkers are a major factor in deciding which attorney to hire. If you can join a local civic or business group, you’ll be getting your name and presence out there. LinkedIn groups are an excellent resource for finding professionals in your industry or with similar interests to yours. Try to connect with attorneys in your community who practice a different kind of law, too. A coffee or lunch here and there puts you in a good place to receive referrals. 

4. Stay social

If you still think of social media as something people do just for fun, think again. Today, people of all stripes use LinkedIn, Facebook, X, and Instagram to find all sorts of information, including legal information. If you haven’t made social media part of your marketing mix, start with Facebook because it’s popular among people who are further along in life and have assets and/or children to consider. If you find it to be worthwhile, consider moving on to LinkedIn, then other platforms.  

What’s important here is to avoid biting off more than you can chew. Try one platform first and see whether it works for you. If this sounds interesting, you can retain a marketing vendor to manage your social media presence for you. 

5. Try a legal directory

Many lawyers shy away from advertising because they think of it as billboards along the freeway or slogans slapped on the sides of buses. Digital advertising, however, can be much more restrained — and more effective. Legal directories are a good example. These online resources are highly valued by potential clients because they make need-to-know information, like an attorney’s practice areas and phone number, very easy to find. Lawyers like them because the listings themselves are dignified and economical in terms of return on investment. Legal directory listings are a good fit for estate planning attorneys because they aren’t flashy, and that complements the sensitive and serious nature of the work. 

Estate planning is an incredibly personal process, and clients want to work with an attorney who understands their concerns and communicates with clarity and empathy. A well-rounded estate planning marketing strategy calls for a blend of digital presence, personal outreach, and educational efforts. By positioning yourself as both knowledgeable and approachable, you’ll not only gain more clients, but also build lasting relationships that lead to referrals and a thriving practice.

Don't ignore online reviews

According to FindLaw’s survey, 82% of respondents who contacted an attorney after learning about them online used online reviews. Additionally, almost 40% of respondents said that online reviews were their number one source of information. Given the significant role that reviews play in swaying legal consumers, it’s important to consider the steps your law firm is taking, if any, to get more online reviews.

Your firm’s next steps: Establish a clear and consistent process for getting — or getting more — online reviews. As a client’s case wraps up, make sure to ask them to provide an online review. Make the request verbally and, if possible, in person, then follow up with an email that includes links to your firm’s Google Business Profile and social media pages. Additionally, it may be helpful to provide a few prompts or examples of what makes a good review in your email. Reiterate how important reviews are for your firm and how much you appreciate clients’ feedback.

Implement an SEO strategy

The practice of SEO is about making your website more visible to people who are searching for services your law firm provides. Clients are increasingly turning to search engines to find legal services; in fact, 99% of survey respondents used a search engine (particularly Google at 93%) to search for information about their legal need. These results make it clear that visibility in search results — the backbone of SEO — can significantly increase the chances of attracting potential clients.

Is your law firm’s website fully optimized for search? There’s a good chance you could be doing more to enhance your firm’s online presence and help search engines find and return your website in relevant results.

Your firm’s next steps: SEO remains a bit of a mystery for many attorneys. You know it’s important and something your website needs, but you may not be sure how to check if your site is fully optimized for both web and local searches.

To reap the full benefits of SEO, turn to an SEO expert who keeps up with trends and will continually monitor your website. They can make adjustments to ensure your website can easily be found, crawled for relevant information, and returned to potential clients who search for certain keywords and terms. It could also be in your firm’s best interest to hire a vendor that specializes in helping law firms and understands the ins and outs of how legal consumers search for legal information and attorneys.  

Follow video trends

Out of 2,000 survey respondents, one in six who searched for information about their legal online turned to videos for help. 79% searched for videos on YouTube, 69% on social media websites, and 58% on law firms’ websites. Year over year, the importance of videos in law firm marketing continues to grow. Are you taking advantage of these growing video trends? If not, you’re missing out on a highly effective way to quickly connect with legal clients.

Your firm’s next steps: As a digital marketing medium, video is arguably one of the most efficient tools you have to win over legal clients. The good news is you don’t need to spend thousands of dollars on professionally-produced videos — although you certainly can if you’d like. You can record informative and helpful videos on a smartphone and upload them to your website, YouTube, and social media.

When planning what to discuss, keep the videos short and easy to digest by focusing on topics like “the top 3 things to do after a car accident” or “5 ways to prepare for divorce.” Practice recording yourself and do your best to come across as friendly, knowledgeable, and professional.

Consumer habits and trends are constantly evolving, making it essential for law firms to adopt a client-centered approach. By adopting a well-rounded digital marketing strategy, your firm can meet today’s legal clients where they’re at and start building a steady stream of new business.

What is integrated digital legal marketing?

Essentially, “integrated digital legal marketing” means using the power of multiple online marketing tactics to connect with prospects. It’s also ensuring you are communicating a cohesive message through all those channels to create a more impactful online presence. For example, if your website’s tone and style don’t match that of your paid social ads, an opportunity to build your brand is lost. Your firm becomes recognizable through consistency, and it’s through being recognizable that you make a connection with a consumer with a legal need.

To determine whether your firm’s digital marketing strategy is integrated, ask yourself these four questions:

• Does the tone and style of your website copy match that of your other marketing initiatives?
• Are you regularly shining a spotlight on your firm’s unique attributes in a way regular consumers can understand?
• Are you considering legal consumer behavior and calibrating your strategy accordingly?
• Do your online tools work in harmony with and support your website?

If you were able to answer yes to all of the above, you’re on the right path. But to make sure your bases are covered, keep the following top four traits of a successful integrated marketing approach in mind.

Speak through your website design

Have you ever come across a website so poorly designed that it gave you a feeling of distrust or prompted you to question the company’s integrity? Even if it didn’t occur to you that you were doing this, you probably thought less of the business behind the website and moved on.

Your website’s design can have a substantial impact on a user’s impression of your firm. The colors, fonts, and images you choose can either attract or deter potential legal clients, so make sure they align with your firm’s unique identity and resonate with your target audience. Your website must also be mobile-friendly, automatically adjusting to smaller screens with design elements that work well on any screen size and include features like a click-to-call function.

Along with adhering to design and UX best practices, focus on creating content and messaging that is helpful, relatable, and empathetic. Include high-quality photos of your attorneys, staff, and office setting, and place prominent and compelling calls to action on every page. Ensure that your site is fully trackable, so you can measure its performance and identify which pages are driving conversions.

Stake your claim on a legal directory spot

Think of online legal directories as souped-up digital phone books. They offer potential clients the ability to quickly and easily find your firm when it matters most — when the consumer has a legal need and wants information for making a hiring decision. For your listing to be effective, make sure the directory you choose is reputable and correctly set up. It should include your contact information, practice areas, and links to client reviews. When done properly, establishing a presence on a legal directory is one of the best steps you can take to grow your online presence. FindLaw has four different legal directories, each developed for a specific audience and finely tuned to help them (and you) when it matters most.

Take advantage of pay-per-click (PPC) ads

PPC ads are a popular option for law firms that want to start small before making a bigger digital legal marketing commitment. They offer you high placement on SERPs (search engine results pages) for a greater chance of being found by potential clients, and you only pay for the times when someone clicks on the ad, not for the times someone views it but takes no action. PPC ads typically include a photo, headline, short description, and links to your website. 

Like many digital marketing tools, PPC ads were once fairly simple to create, but today, it often makes more sense to hire a PPC advertising professional who is familiar with the medium and can ensure steady leads and the best return on investment.

Utilize chat and call-answering services

There are few things more frustrating than leaving a message that doesn’t yield a response. It can especially be true for potential clients who are distressed due to unexpected legal trouble. A lack of a response from you will likely prompt them to move on to another attorney. If you are pressed for time and unable to respond in a timely manner, consider employing chat and call-answering services. They allow around-the-clock availability so that those critical calls won’t go unanswered. They also help potential clients feel acknowledged, giving them peace of mind that their issues will be addressed, and preventing them from seeking help elsewhere.

Surviving in a sea of fierce competition can be a challenge for any solo firm. If you’re interested in what we’ve shared here, continue your education with learning the difference between marketing and business development and why you are better off with both.

Understanding estate planning demographics

In FindLaw’s most recent U.S. Consumer Legal Needs Survey, wills and estate planning ranked as the most common legal need for clients at a 30% incidence rate. It was the most important legal need for respondents or someone in their family (22%), and more than half of these cases were also resolved by hiring an attorney. This data presents a significant opportunity for solo attorneys and small firms to inform their marketing efforts.

Many people delay estate planning due to their discomfort with mortality and emotional attachments to assets. As a lawyer, it’s crucial for you to address these delicate matters in a helpful way. Let reluctant clients know that estate planning is about ensuring family stability and simplifying future processes, not just about confronting death. 

Estate planning clients don’t fall under a singular demographic, either. Millennials are becoming increasingly interested in these services to protect their assets and ensure their families’ well-being, while aging baby boomers face complex wealth transfer needs. Additionally, blended families and non-traditional arrangements usually require specialized planning solutions. These dynamics show that you must be adept at giving comprehensive advice to clients from all backgrounds.

Effective estate planning marketing strategies

Attracting estate planning clients requires establishing yourself as a knowledgeable professional. Here are some strategies to consider: 

Create educational content

Clients are eager for informative material to help them understand the estate planning process. Regular blog posts and guides on topics ranging from the basics of wills and trusts to complex issues like tax planning can establish you as a thought leader in your practice area. 

Some attorneys may balk at the idea of offering free legal advice, but concise information can make the estate planning process less intimidating for potential clients. This not only generates goodwill but also enhances your practice’s image. 

Have a user-friendly website

Maintain an informative, well-designed website that clearly outlines your services and expertise. Potential clients should easily understand what you offer and how you can assist them. Make their journey easier with easy navigation and clearly displaying your contact information, along with a click-to-call feature for mobile users. 

Your website is also the place to express your brand’s message. A strong brand builds confidence and sets you apart from the competition, but it should also show you as the attorney that estate planning clients want to hire. Be sure to use language that conveys empathy and understanding to explain how you approach sensitive matters and the steps you take to ensure your clients feel supported.  

Boost your social media presence

In FindLaw’s survey, social media (specifically Facebook) ranked as the second most popular source to search for online information about a contacted attorney. Having a strong presence on platforms like LinkedIn and Facebook can build trust and authority for your practice, so regularly share valuable insights, engage with your followers, and post updates about your practice. 

Highlight client success stories

With permission, you can share testimonials and success stories on your website and social media pages to build trust. Potential clients want to see your track record of delivering results and providing excellent service, so real-life examples of how you’ve helped others can be incredibly persuasive.

Expand your estate planning network

Estate planning lawyers often find themselves building a robust network because of complex financial and tax legal matters, which usually require collaborative expertise from multiple professionals. Strong professional relationships not only lead to quality client referrals but also provide valuable resources that are necessary to connect with your clients. 

Here are a few ways you can expand your network’s reach: 

• Partnerships with advisors: Many estate planning clients consult financial advisors before seeking legal help. CPAs and insurance professionals also often work closely with clients on financial and estate planning matters. Building strong relationships with these advisors can lead to referrals, so consider collaborating on events and content to showcase your expertise. 
• Join local business organizations: Enhance your visibility in your community by actively participating in local organizations. Fellow attorneys, alumni, and classmates may be in these groups as well, which opens the door for more referrals. 
• Community engagement: Community events provide valuable opportunities to educate and connect with your target audience. Hosting or speaking at workshops, seminars, and community gatherings about estate planning can help you engage with clients on a personal level. 

Becoming the preferred estate planning attorney

For clients, estate planning can evoke feelings of fear, worry, and vulnerability. With the strategies above, you can take time to understand their unique needs while establishing your reputation as a compassionate and skilled professional to rely on.

Referral sources for solo attorneys and small law firms

Before we can talk about how to generate more and better referrals, we first need to identify where those referrals come from.  

• Fellow attorneys: You know that not every lawyer handles every type of work. The general public probably does not. When a fellow attorney receives an inquiry for a type of work they don’t handle — but you do — you want to be top-of-mind so they remember to direct the consumer with a legal need to you. 
• Alumni and classmates: People who knew you in undergrad and law school can be great referral sources because they understand your skills, work ethic, and training. They may have connections who need legal services and can recommend you with confidence.  
• Past clients: A satisfied client is the best referral source you could ask for. When a client is happy with the service you provided, they will tell any family members, friends, or coworkers who have a similar legal need that they recommend you.

How to build your referral foundation

It’s important that you lay the groundwork for positive referrals, which can come in at any time. With fellow attorneys, attending bar association events or in-person CLEs (continuing legal education) keeps you in the mix and introduces you to other lawyers in the community — and keeps you at the forefront of lawyers to whom they could refer matters. Plus, there’s bonus points if you have the capacity to write an informative article for a local or regional legal publication or speak on a panel at an event. Those opportunities establish your credibility and burnish your reputation.  

With alumni and classmates, networking via LinkedIn and keeping your alumni association up-to-date on your practice are simple and easy ways to remain in the thoughts of these possible referral sources. Reconnecting periodically through informal meetups or alumni events can strengthen those bonds. And with past clients, communicating well and putting yourself in their shoes ensures a positive client experience. That sounds elementary, but a good experience with you is what will make it most likely that you’ll be referred by that satisfied client.

Strategies for implementing referrals

There’s more than one way to prime the pump for referrals, but here are four you’ll want to seriously consider: 

Client intake forms 

A surprising number of new clients never think to mention how they heard of you unless they’re asked. As part of the client intake process, make it a consistent point to find out how the new client found you. “How did you learn of our firm?” or “Is there anyone we could thank for referring you to us?” are tactful ways to ask. 

Incentive programs 

You might be surprised at how successful, say, a $25 gift card can be at incentivizing past clients to write a review, provide a testimonial, or refer a potential client. How sophisticated a referral program you run depends on your budget, of course. An important thing to remember is some states’ ethical rules prohibit anything beyond a “nominal” expression of gratitude. If that’s the case, a handwritten thank-you note or a phone call might be your best bet. 

Network, network, network 

The power of in-person connection is hard to overstate. People can’t remember you if they never think of you, and they’re more likely to think of you if they actually see you from time to time. Make it a goal to attend an in-person networking event once a month. If you can attend more, great! But start small so you don’t feel like you bit off more than you can chew. 

Give a little, get a little 

If you refer clients to other attorneys, they’ll be more likely to return the favor. Think of it as paying it forward or spreading the love. Just don’t expect a quid pro quo arrangement, because that’s usually seen as ethically dubious. 

Building a strong referral network and positioning yourself to receive the kind of referrals you want is a multi-step process, rather than a single action to take. If you could use further pointers on how to maximize your legal marketing efforts, schedule a complimentary, no-obligation consultation with FindLaw today.