
You’re experienced in estate planning, but are you reaching the clients who need your services? In today’s online-driven world, effective law firm marketing for estate planning is key to growing your client base.
It’s not just about being good at what you do; it’s about making sure potential clients can easily find you. This guide will help you build a strong online presence, develop engaging content, and use proven marketing strategies to connect with your ideal audience.
We’ll cover website design, SEO, social media, and paid advertising, along with insights on how fractional marketing professionals can support your efforts. This is your opportunity to expand your practice and attract more estate planning clients.
Key Takeaways
Make your marketing work smarter, not harder, with strategies tailored to estate planning clients.
Build trust, attract leads, and turn clicks into consultations with a strong online presence.
Marketing overwhelming? Let the pros handle it so you can focus on protecting legacies.
Identify and Understand Your Ideal Client

Your expertise in estate planning is invaluable, but do you know how to draw in the clients who need it most?
Start by defining your target audience. Are you focusing on young families, business owners planning for succession, or retirees seeking to safeguard their legacy?
Once you’ve pinpointed your audience, think about their specific concerns. Are they worried about navigating probate? Do they need guidance on charitable giving or asset protection?
Tailoring your marketing messages to address their needs will position your firm as the go-to solution for their estate planning challenges.
Establish a Strong Digital Presence
With your audience in mind, the next step is to create a robust online presence. Think of your website as your firm’s digital storefront—it’s often the first place prospective clients will interact with your brand, so make a great impression.
Build an engaging website
Your website should be easy to navigate, visually appealing, and optimized for mobile devices. Since many people search on their phones, a clunky mobile experience can drive them away.
Platforms like Squarespace and Wix offer user-friendly tools and templates ideal for law firms.
Increase visibility with search engine optimization (SEO)
Building a website is only part of the equation. To ensure potential clients can find you, prioritize SEO.
Incorporate relevant keywords into your content and list your firm on Google My Business and online legal directories. These steps can improve your search engine visibility. If SEO feels overwhelming, hiring an expert to optimize your site can save you time and improve results.
Connect through social media
Social media platforms like LinkedIn and Facebook can be powerful tools for sharing informative content and engaging with your audience. Post regularly, respond to comments and messages, and consider using paid social media ads to expand your reach.
Create Content That Attracts Clients
You’ve built your website and optimized it for search engines—what’s next? Now it’s time to focus on content that attracts potential clients and showcases your expertise in estate planning.
Blogging
Blogs are an excellent way to answer common questions, share insights, and demonstrate your knowledge.
Address topics like the difference between wills and trusts or concerns about probate and estate taxes. Clear, concise posts with relevant keywords help build trust and improve search engine rankings.
Ebooks and guides
Consider offering detailed resources like will preparation checklists or guides on trusts. Free downloads are great for generating interest and capturing leads. Requiring an email to access these materials helps grow your contact list and maintain client engagement.
Webinars and videos
Video content is one of the most engaging ways to connect with clients. Host webinars to explore estate planning topics and interact with your audience, or create short videos to simplify complex concepts.
These formats enhance your visibility and encourage more interaction on social media.
Turn Clicks into Clients
Converting website visitors into loyal clients doesn’t happen by chance—it’s all about strategy.
If your website is rich in valuable content but not driving action, it’s time to fine-tune your approach to lead generation and conversion. This means guiding visitors toward meaningful steps, like booking a consultation or downloading a useful resource.
Here’s how to make that happen:
Clear calls-to-action (CTAs)
Be direct about what you want your audience to do. Incorporate clear and engaging calls to action (CTAs) throughout your website and content. These could be as simple as a button that says, “Book Your Free Consultation” or “Download Your Free Estate Planning Checklist.”
Ensure your CTAs stand out, are easy to spot, and align with the content on the page to maximize effectiveness.
Landing pages with purpose
Once someone clicks a CTA, where do they end up? Dedicated landing pages tailored to specific offers or services can dramatically improve your conversion rates. These pages should focus entirely on a single goal: encouraging visitors to take a specific action.
For instance, you might design a landing page exclusively for people considering a trust. This page would highlight details about your trust services, include testimonials from happy clients, and provide an easy-to-complete form to schedule a consultation.
Leverage email marketing
Email marketing remains a tried-and-true way to nurture leads and keep your services top of mind. As you collect email addresses through your website or other campaigns, segment your audience based on their interests and provide personalized content that resonates with their needs.
Use email to share helpful blog posts, promote upcoming events like webinars, or offer limited-time discounts on your services. Tools for email automation can ensure your messages land in inboxes at just the right moment. This helps streamline your efforts while keeping your audience engaged.
Build Trust, Build Loyalty

Establishing a strong reputation goes beyond attracting leads—it’s about earning trust that keeps clients returning and encourages referrals. In the legal field, credibility is everything, and leveraging online reviews and testimonials can make all the difference.
Here’s how to take action:
Collect online reviews
When people search for services, what’s one of the first things they do? They check reviews. Your potential clients are no different. Encourage satisfied clients to share their experiences on platforms like Google My Business or popular legal directories.
Don’t hesitate to ask for reviews. Often, a polite email or phone call is all it takes. And be sure to respond to every review, whether glowing or critical, with professionalism and care.
Showcase client testimonials
Client testimonials are powerful social proof. They demonstrate that your firm delivers on its promises and provides top-notch service. Highlight these testimonials on your website, social media, and even in printed marketing materials.
When prospective clients see positive feedback from others, they’re more likely to trust you with their estate planning needs. Make a point to ask happy clients if they’d be willing to share their experiences—you’ll often find they’re eager to help.
Amplify Your Reach with Paid Ads
Ready to take your marketing to the next level? Paid advertising is a powerful way to expand your reach and attract more clients. Here are two effective strategies:
Invest in PPC ads
Imagine your firm appearing at the top of Google when someone searches “estate planning attorney near me.” That’s the power of PPC.
Platforms like Google Ads let you create keyword-targeted ads and refine your audience by age, location, and interests. While it requires a budget, PPC is a proven way to drive traffic and generate leads.
Leverage social media ads
Social media ads on platforms like Facebook and LinkedIn allow you to target specific audiences based on their demographics, interests, and behaviors.
For example, you could aim your ads at users who recently liked estate planning or financial planning pages. This approach helps you increase brand visibility, enhance website traffic, and attract qualified leads.
Build Your Business Through Connections
Digital marketing is great, but don’t underestimate the power of personal connections. Networking and referrals are tried-and-true methods to grow your reach and attract new clients.
Expand your professional network
Step outside your legal circle and connect with professionals like financial advisors, accountants, and others serving a similar audience. Attend industry events, join organizations such as the American Bar Association, and make yourself visible.
These partnerships are a win-win, allowing you to exchange referrals and collaborate on projects. Plus, building relationships with other professionals can open doors to new opportunities.
Ask for client referrals
Happy clients are your greatest marketing asset. Don’t hesitate to ask them for referrals—word-of-mouth recommendations carry a lot of weight.
To encourage referrals, consider offering small incentives like discounts or gift cards. Most importantly, deliver outstanding service. Satisfied clients will naturally want to spread the word about their positive experiences.
Measure What Matters
Creating content and building relationships is just the start—measuring your marketing impact is where the magic happens. Here’s how to ensure your efforts are driving results.
Track your results with analytics
Think of analytics as your marketing compass. Tools like Google Analytics can show you how visitors interact with your website, revealing metrics like traffic, bounce rates (how quickly visitors leave), and conversion rates (how many take actions like filling out a form).
This data highlights what’s working and where you can improve. Are your blog posts gaining traction? Are your social media campaigns driving traffic? Analytics help you make data-backed adjustments to fine-tune your strategy.
Set goals to measure success
Set clear, measurable goals to gauge your progress. Do you want to improve website traffic by 20%? Generate 10 new leads a month? Define your benchmarks to track growth effectively.
With goals in place, regularly evaluate your results and adjust your strategy as needed. Marketing isn’t a one-and-done effort—it’s an ongoing cycle of testing, analyzing, and refining to maximize your impact.
Gain Marketing Expertise Without the Full-Time Cost
Managing marketing efforts while growing your estate planning practice isn’t easy—especially without a dedicated expert on your team. For many small and medium-sized firms, balancing time, expertise, and resources is a constant challenge.
LeaseMyMarketing’s Fractional CMO services offer a smarter solution. Gain access to seasoned marketing professionals who deliver customized strategies, actionable insights, and expert leadership designed to grow your client base.
From crafting your brand message to executing targeted campaigns, we take care of the details so you can focus on your clients. Call today to schedule your free strategy session and see how we can help your firm excel in a crowded marketplace.
Conclusion
Attracting more estate planning clients starts with a thoughtful marketing strategy that puts your expertise front and center. Whether it’s through a polished website, engaging content, or strategic advertising, the right approach helps your firm stand out and connect with the people who need your services most.
If you’re looking for extra support to bring it all together, LeaseMyMarketing is here to help. We’ll handle the marketing so you can focus on guiding your clients through life’s most important decisions.
Frequently Asked Questions
How to get clients as an estate planning attorney?
Focus on being where your clients are. Build a user-friendly website, create valuable content like blogs or videos that address common estate planning concerns, and make it easy for potential clients to contact you.
Networking with other professionals like financial advisors can also open doors to referrals and new clients.
How much should a small law firm spend on marketing?
A good rule of thumb is to allocate 7–10% of your revenue to marketing. This can vary depending on your goals, but the key is investing in strategies that give you the best return, like SEO, targeted ads, and professional help for campaigns that drive results.
How do you create a marketing strategy for a law firm?
Start by identifying your target audience and understanding their needs. From there, build a plan that includes a strong online presence, engaging content, and outreach efforts like paid ads or partnerships. Measure results regularly to refine your approach and keep improving.
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