To find the perfect client we need to do some research.
When we work with attorneys the goal is to figure out exactly the type of client and case that attorney wants to work with.
When we define the perfect client with the perfect case we can create content that speaks to that specific person. But if you try to appeal to everyone you appeal to no one and law firm marketing is no exception.
The readers need to trust the content and feel they are talking directly to someone that understands them.
Here’s how we start
How can we turn someone that doesn’t know who you are into the perfect client, while:
- Increasing your online rankings…
- Not spending money on ads….
- Creating relationships 24 hours per day
- And helping answer questions for your local community…
You create hyper-relevant content that answers specific questions about a topic and start building a relationship with your future clients before anyone else can.
You’re nurturing a large pool of untapped prospects to become future clients for your law firm while your competitors are all busy fighting for a fraction of the people that already know about elder law attorneys.
Who is Competing with Elder Law and Estate Planning Attorneys Now?
From my research listening to elder law and estate planning attorneys talk about competition, I’ve noticed sites like Mama bear legal forms, legal zoom, rocket lawyer and a bunch of other tech companies are using the internet to provide legal advice at scale…
But it’s surface-level scale because they’re charging $275 for things like “estate bundles” with piece of mind reviews…
Not because they’re evil or want to put attorneys out of business but because they’re looking at the same data that I’m looking at. This means they notice the enormous amount of people desperate for legal advice and legal forms, who’s first instinct is to ask Google.
Who knows if they’re actually helping people, creating the right content or offering the appropriate documens?
However, attorneys are in a position to not only outrank a lot of these larger websites but help more people and grow their business in the process.
Why is this important?
“60.67% of all “search demand” is generated by only 0.16% of the most popular keywords (with search volumes of 1,001 or more) This means that the other 39.33% belongs to the 99.84% of queries with one thousand or fewer searches per month—i.e., “long tail” keywords.”
This means as local attorneys, there’s an opportunity to rank for hundreds or even thousands keywords related to your industry that other companies won’t target because the search volume is too low.
Because of the new Google update, content is being judged by relevance to searches.
Now, that doesn’t mean you have to create 1,000 content pieces for 1000 searches.
It means you can create a single high-quality piece that covers a topic completely in depth.
Search engines can serve sections of it as responses when potential clients search for questions.
Look at the searches for Assisted Living over the past 15 years:
You need to understand how people talk…
The people asking these questions may not know that an elder law attorney is able to help them figure out these answers.
They just have a problem in the form of a question and the person that answers will be the one who makes the initial impression.
So What Can You Do About it…How Can You Use This Information
We’re at a point where we all need to be where our customers are. Large document websites and legal advice websites can only target national level keywords that bring enough traffic to make their spending worthwhile.
Meaning, they only go after the most competitive keywords that reach the most amount of people. And it works for them because there are enough people landing on those pages that naturally they’re going to get customers.
Google, with this new update, wants relevance. So while everyone is focusing on the most competitive and expensive keywords. Local attorneys can focus on providing good, relevant and helpful information to people.
What’s the result?
You’ll increase the chances that a local person in your area sees your content, begins to trust you and is incentivized to come to your office.
The growth in elder law and estate planning related searches is right there, ready for anyone with the right answers to swoop in and own the search rankings. You want clients to find you online through every part of their journey, not just when they’re in desperate need because the competition makes that an expensive marketing tactic. Focus on meeting clients early in their journey and guide them the entire way so they’ll create a lasting relationship with you.
Wrapping This Up
Once we talk and figure out the types of cases you want to work with, we will get started doing some preliminary research into the topic, in your local area.
After the research, we’ll schedule a call with you and send you our research and we will record a session with you that we will use to create a long-form piece of content to publish on the site that answers a lot of your local issues.
These tips will help you continue to grow your practice all year long!
At Bambiz, we work with elder law and estate planning firms and have extensive experience in developing social media marketing strategies unique to your firm, location, and potential client base.
To learn more about how we can help grow your business using online marketing, schedule a free 15-minute call with us.