By Marc Apple ● ● 7 min read
Table of Contents
TL:DR Content marketing allows estate planning lawyers to build trust with clients. Incorporating it into an estate planning marketing plan could be the key to bringing in more new clients for your law firm.
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Surveys suggest about three-fourths of Americans are confused by the estate planning process. This may explain why so few people — about one-third of adults — go through it. Remember this when concocting a plan for digital marketing for estate planning lawyers who work for your law firm.
Your law firm’s estate planning marketing strategy should involve more than just promoting your business. You should also seek to provide prospective clients from your community with well-researched information on estate planning.
This will put their minds at ease and make them more likely to contact your firm for help.
Using content marketing, in particular, is an excellent way for your estate planning lawyers to build trust among new and existing clients alike. Find out what content marketing is and why it’s essential to law firms looking to develop more trust with their clientele.
What Is Content Marketing for Estate Planning Lawyers?
Content marketing for estate planning lawyers is a process that involves creating content and posting it online on a law firm’s website, social media pages, etc.
This content comes in many forms, such as:
- Blog posts
- Infographics
- Videos
- Social media updates
- And more
Often, law firms identify their target audiences and conduct keyword research to see which phrases people are searching for through Google and other search engines before launching content marketing campaigns.
This enables estate planning lawyers to focus on creating content that addresses their target audiences’ needs and pain points.
As part of an estate planning marketing push, law firms will typically work to generate the highest-quality content possible for potential clients. They shoehorn as much useful and valuable information into their content as possible to ensure it helps those who come across it.
How Does Content Marketing Benefit Estate Planning Lawyers?
Content marketing benefits estate planning lawyers in various ways. Every estate planning marketing strategy should include a content creation component.
First and foremost, content marketing helps keep a law firm’s website updated with fresh content. It also works wonders for a law firm’s search engine optimization (SEO) efforts in many cases. Firms may push their sites to the top of search engine results pages (SERPs) by adding content with the right keywords and links.
Above all else, content marketing is a fantastic tool for estate planning lawyers to build trust with their clients from the start.
Great content will get the ball rolling regarding trust creation and let lawyers begin forming closer connections with possible clients.
How Can Estate Planning Lawyers Use Content Marketing To Build Client Trust?
Unfortunately, estate planning lawyers can’t just start posting whatever content they would like on their websites and see positive results in the client trust department. They need to take the right approach to content marketing to enjoy the outcome they’re looking for.
Estate planning lawyers and the law firms that employ them should start by identifying their target audiences.
This will allow them to engage in demographic targeting and ensure that almost all their content is tailored to their target audiences’ needs and pain points.
Estate planning lawyers should also avoid using their content to promote legal services. Their content should include well-thought-out content that is informative rather than promotional.
Estate lawyers should be able to develop trust with their clients effectively as long as they check these boxes. Here’s how they will do it.
Shows Estate Planning Lawyers Know Their Stuff
As we alluded to earlier, many American adults have yet to undergo estate planning. In some cases, they just haven’t gotten around to doing it, but in others, they’ve allowed their confusion or anxiety to get the best of them.
They’ve put off doing estate planning because they aren’t sure what it entails.
Estate planning lawyers help people overcome this hurdle by using content marketing to explain what estate planning is and how it works. This alone might make people feel more comfortable about beginning this process.
At the same time, it also lays a strong foundation for the trust people will place in estate planning lawyers.
This is the top reason for employing a content-oriented approach early and often in estate planning marketing.
Provides Answers to Common Questions That Estate Planning Lawyers Face
Some people worry about asking “dumb” questions about estate planning, but there is no such thing. Many Americans have the same questions about estate planning but aren’t always comfortable asking them.
When estate planning lawyers take it upon themselves to ask and answer these questions in their content, it’s another way in which they will establish trust with clients.
These clients will start to look at them differently, as they’ll be more open to asking other questions that a lawyer hasn’t answered online yet.
Your law firm might be surprised to see how well potential clients react to everything from basic blog posts that answer their questions to full-on live Q&A sessions with estate planning lawyers on social media. They will start to put more trust in your firm when your lawyers have all the answers.
Highlights Estate Planning Lawyers’ Ability To Break Down Complex Topics
All estate planning lawyers could theoretically write a blog post titled “How Does Estate Planning Work in 2025?” However, they can’t all do it in a way that conveys their confidence in the materials. They also can’t all break down complex topics like the estate planning process in a way that will make sense to most people.
This is another area where content marketing will grow the trust between your law firm’s estate lawyers and clients. People will appreciate that they can count on your firm’s lawyers to deliver clear and concise breakdowns of even the most complex topics.
Establishes Estate Planning Lawyers As Reliable Authorities
If your law firm’s estate planning lawyers want to go the extra mile, how about having them create content for more than your website and/or social media pages?
Consider asking them to write guest posts and other content for other sites.
This will give clients the impression that these other sites trust your estate planning lawyers enough to let them create content. It will further solidify them as reliable authorities within the industry and should increase their trust in you and your entire firm.
Makes Clients Feel More Comfortable Contacting Estate Planning Lawyers
Hopefully, your law firm’s website has an “About Us” section to help people learn more about its estate planning lawyers. However, your write-ups on this portion of your site might not make their personalities jump off the page.
Content marketing is an effective way for estate planning lawyers to give people a glimpse of their personalities.
After reading the content they write or watching their video marketing videos, people will have an easier time imagining what it’s like working with them.
Clients will, in turn, feel more comfortable reaching out to estate planning lawyers from your firm since they will already trust them beforehand based on the content they’ve produced.
What Are Some Examples of Content Marketing That Estate Planning Lawyers Should Use?
Blog posts are the most straightforward types of content marketing that estate planning lawyers use to build client trust. But they’re far from the only content marketing example your law firm should take advantage of when creating content.
Other examples might include the following:
- Videos that reveal how estate planning works
- Testimonials that may lead to client referrals
- Estate planning checklists that indicate steps clients should take
Don’t be afraid to get creative with your content to communicate important information to clients while establishing trust.
Let Our Estate Planning Marketing Experts Lend a Hand With Your Content Creation Efforts
Content creation is arguably the best way for your law firm’s estate planning lawyers to build client trust. However, creating content takes time and might slow down other aspects of its operation.
Forward Push Law Firm Marketing can help you incorporate more content into your estate planning marketing strategy. Give us a call at (800) 692-4037 today to hear about our content marketing services!
FAQs
Get answers to other content marketing-related questions below.
Why Is Content Marketing Important for Estate Planning Lawyers?
Content marketing is important for estate planning lawyers because it enables them to showcase their knowledge. It’s also an excellent tool for estate planning law firms looking to develop client trust.
Do Estate Planning Lawyers Need To Carry Out Their Own Content Marketing Strategies?
Estate planning lawyers may develop their own content marketing strategies if they have the time and resources. However, they should also consider hiring content marketing companies to help with their content creation efforts.
Which Other Estate Planning Marketing Methods Should Lawyers Use?
Estate planning lawyers should market their services to prospective clients using other methods. Search engine optimization, paid advertising, and email marketing are all marketing methods worth exploring.
