As an estate planning attorney trust and referrals are the foundation for growing your law practice. You need to build up trust with new and potential clients before they can agree to sign with you. Once new clients are signed you get to do your job and complete the legal documents your client requires for the state they reside in and you are licensed in. But how do you find new estate planning leads for attorneys–for your law firm besides direct referrals from previous clients?
It might seem impossible to get ahead as an attorney that focuses primarily on estate planning, wills and trusts. The truth is its not easy to do even for the most technically-savvy attorneys. Having worked with estate planning attorneys for nearly 10 years I’ve executed marketing campaigns in every way you can imagine. I’ve had campaigns work really well on one platform for a while, then all of the sudden that platform will change its policies and no longer allow us to advertise there. I’ve seen our organic traffic fluctuate with the updates to Google’s Search algorithm, and it rise like a skyscraper when we updated our business listings on 250+ websites with Yandex. Only for it to subside again after a couple of months.
There is one method that in 2020, has always been constant. Google Ads. Through optimizing Google Ad campaigns with your estate planning law firm you can acquire and attract quality leads. What classifies a quality lead? A quality lead for an estate planning attorney is someone that is searching for the service you offer, in the service-area you provide it for.
Lets back up a step and clarify exactly why the quality of an estate planning lead from a Google Adwords campaign is so great!
When you advertise on a billboard, the radio, or on Facebook you are putting out a message that you hope the right people will see, and will remember when they need you. The downside to advertising in this way is that you really aren’t displaying your ad to people who are actively seeking your services. The thing that makes Google Adwords stand out for attorneys is that you can create a Google Ads campaign that is actually optimized for the key terms people are typing into their search bar as they are actively searching for your service, and in your service-area! These are people who are ready to buy.
Think about the types of things people most often search when they need an estate planning attorney to help them set up a will or trust. Those are the types of keywords you’re going to want to optimize for. But knowing what people are searching for is just the start of optimizing a great campaign for your law practice.
Here’s 3 more things estate planning attorneys should be aware of when optimizing their Google Adwords Campaign
It’s important you aren’t paying for clicks from people who are searching for a service you don’t actually provide. Often times your ad will display in search results for an unrelated or very minimally related keyword for one reason or another.
#1) Adding The Right Keywords For Your Google Adwords Campaign
When you add a keyword into your Google Adwords campaign there are 3 ways you can add that keyword. Those are broad match, phrase match, and exact match. A broad or phrase match is most likely to allow your ad to show up in search results that are unrelated to the types of clicks you really want to your website. But that’s not always true. There is a delicate balance you have to find, and it isn’t something you can figure out quickly on your own. So the first reason your ad displays when you don’t want it is because you have the right keywords in your campaign but you’ve optimized it for the incorrect keyword match type.
#2) Adding The Right Negative Keywords For Your Google Adwords Campaign
The second reason your ad displays when you don’t want it to is because you haven’t gone in and added negative keywords into your ad campaign. Adding negative keywords is an art as well. You don’t want to add a negative keyword in such a way that now your ad isn’t displaying to people you actually want and need to see it. Negative keywords have the same match types of broad match, phrase match, and exact match. A gold nugget if you’ve read this far: I recommend always using exact match when adding negative keywords. That way you’ll ensure you’re only not displaying your ad when someone makes a very specific search that doesn’t match the professional services you provide.
#3) Writing Great Copy That Wins Clicks
The last thing you should be aware of as you’re optimizing your Google Adwords campaign is that it pays to have great copywriting on your ad. You’re trying to win clicks here, and the more appealing of an ad you create to the end-user when they search for your service the more likely you will be able to get them to call your business, click on your ad and convert them to a lead through your website. Once they’re on your website converting them into a lead is a whole new ball game, but that’s a topic for another blog.
Having taught myself how to code when I was 9 years old and going on to work for a Fortune 500 as a programmer analyst after college, I have a very technical background. I’m also a great copywriter. Because of the additional classes I elected to take in college, ‘Living With Death,’ and my many years of experience working with and helping to create content for estate planning attorneys, I have amassed a plethora of knowledge and insight into how to write copy that converts. There are also many nuances to the Google Ads platform that when utilized can not only lower your average cost per click, but can help you to hyper-target the people searching for your services.
Are you an estate planning attorney in the United States looking to grow your firm in 2020? Subscribe to our blog and book a call with us to inquire about optimizing your next Google Adwords campaign.