SEO for Estate Planning Lawyers

SEO For Estate Planning Lawyers

FORWARD Lawyer Marketing offers specialized SEO for estate planning lawyers. Is your current SEO strategy for your estate planning law firm going nowhere? Maybe you’re just starting out. Regardless of your position in the search results, we can help. Please contact us at (888) 590-9687 for a personal consultation, or read on for more information about the following:

SEO for Lawyers

  • Understanding SEO for estate planning lawyers
  • Building for search engines
  • Developing a custom strategy
  • Providing long-term results
  • Generating leads
  • Writing for your best cases
  • Getting the help you need
  • Tracking your progress
  • Combining SEO with PPC and other tools

Understanding SEO For Estate Planning Lawyers

What is SEO, anyway? You could ask 20 agencies and get 20 different answers.

Long story short, SEO is a set of practices designed to help people find you online. These practices focus on modifying your website, adding content, or building a new website to work with the latest search engine technology.

“SEO” stands for “search engine optimization”. Individual techniques include:

  • Researching keywords and key phrases
  • Tracking your position on the search engine results page
  • Blogging and regularly adding new content to websites
  • Writing articles that are informative, useful, and shareable
  • Linking between your site and other websites
  • Building websites that are accessible both to humans and to search engines

SEO is a long-term strategy. Especially in a profession as competitive as estate planning, it takes a while for any given law firm to increase search rank. Our services can help you accelerate the process.

Make no mistake: It’s worth the wait to be on the first page. As your rank increases, you should see a corresponding increase in key business-development metrics like site visits, incoming calls, and so on.

Building Rich Content for Search Engines Using SEO For Estate Planning Lawyers

The main key to success in SEO for law firms is understanding how search engines work. A search engine like Google is a complex system that tracks multiple information points, accepts user input, executes programs, and returns results.

Nobody except the Google Search engineering team knows the exact process. However, we do have quite a few ways to make an educated guess:

  • Official mission statements: Google’s mission to provide consumers with the information they are looking for.
  • Press releases: Search engines sometimes release announcements about new technology. Sometimes, they even make some of their internal tools available for public use.
  • Analytics: Even if we can’t know exactly how search algorithms work, we can observe how they behave.

We correlate all of this information to understand how Google search works. Then, we build web pages that rank high in search results.

Developing a Custom Law Firm Marketing Strategy

Understanding the technical side of SEO is valuable — but it isn’t enough by itself. You also need a strategy that works specifically for your estate planning practice.

More often than not, this is the missing piece law firms need to improve search rank. You might be doing everything by the book, but you won’t get the best results if your strategy isn’t tailored to your business.

At FORWARD Lawyer Marketing, we know law firm SEO. We have experience working with many different types of estate planning focus areas, such as:

  • Simple trusts, land trusts, farm trusts, etc.
  • Foundations and endowments
  • Business continuity
  • Wills, powers of attorney, advance directives, etc.
  • Alternative dispute resolution
  • Probate and probate administration
  • Multi-generational estate planning practices
  • International estate planners
  • Tax optimization and asset protection

Success in SEO often hinges on providing valuable information to potential clients. To satisfy that prerequisite, a law firm marketing agency has to understand exactly what it is you do. Feel free to call us to learn more about how our experience can benefit your business.

Providing Long-Term SEO Results

Considerable thought goes into SEO. Analytics, planning, custom strategies: All of these things make a huge difference.

However, SEO is basically giving searchers (both robotic and human) what they want. Once you do this, your pages should be able to maintain their rank relatively easily.

There are only a few things you need to do when you reach the top of the search results page. Basically, you would want to:

  • Continue to link and promote your high-ranked pages
  • Keep your site up-to-date with continuous new content
  • Speed up your site (especially the mobile version)

There are a number of other things you can do once you’re at the top, but they typically have to do with more advanced strategies. We recommend aggressive SEO maintenance when firms have the budget and rank to see a substantial potential ROI.

Generating Qualified Leads

Up to this point, we’ve been talking about SEO for its own sake. The real reason you want a higher rank is to generate more leads.

High search results don’t guarantee that people will call you, but they do generate more clicks. What you do with those clicks can both increase your rank and increase incoming call volume for your business. It is crucial that the person answering phone calls and emails is properly trained so they aren’t burning through your leads.

Here’s how it works. Google collects information about how people behave when they visit a page. It then adds that information to other data points to determine your rank.

In other words, the more time people spend on your website and the more they interact with it, the more likely you are to climb the search results. If you build correctly, they will also be more likely to contact you.

The key here is accessibility. Throughout your website, there should be invitations and options to contact you. The more options people have, the more likely they are to act.

Writing for Your Best Cases

SEO is more than just technical analysis and web design. It also requires specific, well-crafted articles.

Your content needs to be written well. It should be factually accurate, free of errors, and organized effectively. It should also directly address the types of cases you want.

The content you need will depend on the type of practice you have. For example, if you stick to planning and avoid probate, then you probably want articles about plan maintenance, different types of instruments, the laws of your jurisdiction, etc. You will also probably want some articles that focus on your geographical area so you can capture local searches on Google.

People are out there right now searching for services just like yours. Content marketing with an SEO focus will help you get their attention.

Getting the Help You Need

You’ll need help to develop, enact and maintain a comprehensive SEO strategy for your estate planning firm. FORWARD Lawyer Marketing has the services you need.

We run independent SEO campaigns for law firms, build websites, and much more. Our services stand out from the competition:

  • Personalized consultations: The first step in building a working strategy is getting to know your business. We take the time to understand your unique goals.
  • Legal-profession focus: Law firm SEO differs from other professions. We have the experience and knowledge you need.
  • SEO knowledge: We are certified Google Partners. We recertify annually to make sure we are always on the cutting edge of search engine optimization techniques.
  • Dedicated account management: Even if we never meet in person, we like to keep things personable. We have real people managing your SEO.
  • Approachable, responsive communication: Our open, down-to-earth communication style comes backed with polished, data-driven reporting and complete accountability.
  • Team approach: We have a team of in-house specialists and an extensive network of contract professionals for specific tasks. Each aspect of your plan gets the expertise it deserves.
  • National focus: Most of our organization is online, and we have law firm clients across the country. We know your territory — because we know everyone’s territory.
  • Scalable solutions: If you want to start small, that’s fine. We can scale up (or scale back) our SEO techniques to fit any requirements your business might have.

Tracking Your Progress

It’s great to get a higher search rank, but it’s even better to watch it happen. We make a point to show our progress to our clients (if they want to know).

Accountability is at the core of our business. We know you have a limited budget when it comes to online marketing for your law firm. We make sure you know where the money is going.

To do this, we take a snapshot of your search engine ranks during our first consultation. That gives us a baseline to track how various metrics grow during your SEO campaign.

After that, we continually update your progress reports. It’s all there in black and white when you need it. You can see how you’re getting more traffic, better new-client retention, and more calls from our SEO web pages.

Combining SEO, PPC, and Other Tools

SEO isn’t the be-all and end-all of online law firm marketing. There are plenty of other techniques you could use along with SEO to meet specific business development goals.

Pay-per-click ads could give you an immediate, targeted visibility boost. For a local focus, Google My Business and Local Services Ads are also great opportunities for estate planning firms. There are too many options to list — it all depends on your unique needs.

We can work with you to develop a comprehensive plan that integrates seamlessly with SEO. Please call us today for an appointment at (888) 590-9687.

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Why Work with FORWARD Lawyer Marketing?

  • We are a team of seasoned professionals who understand the legal marketing space and how to drive results for your specific area of practice.
  • We shoot it to you Straight. No cheesy sales pitches or false promises. After understanding your practice and its goals, we’ll develop a custom solution tailored to your needs.
  • Our personal approach to your practice is what sets us apart from other agencies. Think of us as your own in-house marketing manager, without the salary.
  • Established in 2013, we have worked with hundreds of firms nationwide helping them establish and improve their online presence.