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Law Firm Search Engine Optimization

Estate planning and probate law is very competitive. If you are an estate planning attorney or own an estate planning law firm, there's plenty of business out there for you--you just need to make sure potential clients can find you and your website.

The difference between estate planning and other practice areas is that everyone can benefit from estate planning, not just those clients who are facing criminal or civil charges, etc. That gives you a larger target audience and more clients to reach....

The key is in knowing how to reach them and that's where SEO--search engine optimization for estate planning law firms--comes in. Today, getting noticed by clients means showing up on the first page of a Google search for your major keywords and search terms. Research shows that most people never go beyond the first search results page, so if your law firm isn't there, you're losing business.

Since you obviously don't want to lose business, you need digital marketing services that will not only help your website rank in Google and other search engines, but also have the knowledge and experience to help you convert visitors to clients.

Marketing experts know that SEO is most effective as a long term, sustained and multifaceted approach. The best practices are those that constantly monitor what's working, what isn't, what can be better and adjust accordingly.

So what steps should an estate planning law firm take?

To compete in the estate planning and probate fields, you know you need search engine optimization to rank on Google and be seen by potentials clients before they see other law firm websites. The question is--how can SEO services make that happen and where should you begin?

Assess What You Have and Compare It To Competitors

Unless you're planning to build a brand-new website, social media presence, etc. (always an option) the first step in your internet marketing strategy should be an audit of your current assets and online footprint. Get started on the road to better search rankings by determining things like:

Website Design

Your site has a big impact on SEO. Websites that are optimized for search and user experience will rank better. Your law firm website should be easy to travel through--so both potential clients and bots can find their way around--without broken links and error messages. It should have a smooth and solid internal link structure that allows for ease of navigation.

One of the most important aspects of your website is the content it contains. In order to lead users to relevant sites and give them the best experience, Google is leaning toward sites with more content--longer pages, higher word count. To this end, you should have a page for each practice area that is a few thousand words long and optimized for SEO. If you're unsure how to make the most of your content marketing, an SEO company can help, but this is one way to set your law firm apart and showcase your expertise. Sites with thin or duplicate content will not only rank poorly, they risk suffering Google penalties that can damage their online reputation. So while you need a good amount of content, it also needs to be relevant.

Content doesn't always mean text. Videos, images, charts and graphs can break up long passages of information, which can cause user attention to wander. If you need ideas about content for your website, we can offer suggestions or create anything you want.

Keyword Research

The keywords law firms choose to include act as beacons to search engines--and to users seeking specific information. You definitely want to rank in your top phrases, but do you know what those are? Do you know which words and terms users who need estate planning or probate services are typing into Google to find them? Are they searching for "estate planning attorneys," "estate administration." and "estate planning services," or something less obvious, like "wills" or "trusts?"

Knowing which keywords bring traffic to your website is important, as is monitoring them for changes.


Links are crucial, as they are the pathways that lead crawlers to your site. Ideally, you should have a robust portfolio of backlinks from reputable, relevant and authoritative pages. This shows both Google and potential clients that you're someone who knows estate planning and can help them.

What you may not realize is that a large collection of low quality or junk backlinks will do you no good. In fact, they might be hurting your credibility--and you might not even know they are there!

Your SEO professional should perform an audit of your links and backlinks to determine whether what you currently have is doing as much for you as it can--or if toxic backlinks are actually having a negative impact.

Overall Web Presence

Estate planning law firms and their presence anywhere on the web contributes to their overall reputation--this can include a mention in an article, customer reviews, directories, links, backlinks, citations, social media and more. You should perform a detailed assessment to see where your traffic is coming from, how it can be increased and where you should focus your efforts for the maximum return on investment.

Develop Marketing Strategies

After an estate planning attorney obtains a clearer picture of their SEO and web-presence situation, they can work with their SEO professional to develop a plan to improve rankings, increase traffic, convert visitors to customers and grow your law firm.

To get started, you'll want to address the issues discussed above. Is your law firm web site optimized? Can people navigate it easily and without frustration? Are your landing pages captivating? Is it easy for them to find your phone number and email address? Is your content working its hardest to draw attention to the site? Are there multiple ways to keep visitors engaged, like calls to action, buttons, chat features, etc.?

Are you using the best keywords to ensure potential clients can find you?

Do you have a healthy collection of backlinks to your site from reputable, authoritative sources that reinforce your professionalism?

Checking all these boxes will give your business an excellent SEO foundation. Other options estate planning lawyers can pursue include:

Ad Campaigns for Lawyers

Pay per click ads can be effective for lawyers, but to avoid wasting your budget, you should make sure you're getting the most bang for your buck by ensuring they bring you your ideal customers. Pay per click ads should also be monitored meticulously to gauge their effectiveness. You need to see return on investment and you need to know exactly where it's coming from so you can made the best advertising choices in the future.

Local SEO

As an estate and probate lawyer, locals are your ideal customer base. People will be seeking an attorney from their community when it comes time to discuss wills, trusts, or probate for themselves or their family members. You should make it your goal to rank as highly as possible in "near me" search for terms like "probate, wills trusts," etc. The ideal position for your law firm to achieve is Google's top three local results--these appear right beneath the map at the top of the page and generate a huge number of high quality leads.

Another place to increase visibility is local citations--any article, review, etc. that mentions your firm's name, address and phone number. It's also critical to your local SEO efforts to make sure your Google My Business profile is accurate. Social media is another way a lawyer can connect with local estate planning clients, but like anything else, social media platforms should be handled professionally, kept up to date and optimized.

Your SEO professional can also help you understand where leads are coming from and how to enhance local organic search--which research has shown draws much more traffic than even paid ads.

Monitor Your Progress

Some aspects of SEO work faster than others. For example, optimizing your content for length and relevance will give you a bump right away, while procuring a good number of positive local reviews will take longer. As an estate planning lawyer hoping to increase revenue through SEO, you'll want to keep a close watch on which tactics are giving you the greatest ROI. The SEO company that handles your legal marketing can also track results for you-- and they should. Your goal and theirs is the growth of your firm and to accomplish that, you need to focus your efforts on what works.

It's true that SEO is a complex undertaking with a lot of variables. But with the right knowledge and experience in your corner, you CAN make it work for your firm!

Lastly, reap the rewards of all your hard work with improved rankings, more website visitors, better leads, higher conversion and a law firm that continues to grow. We help attorneys like you get in front of the clients who need them.

NewSunSEO, while offering our services nationwide, currently has locations in these areas:

Long Island, NY

On Long Island, NY (New York), NewSunSEO offers; Long Island SEO / Local SEO Long Island / Pay Per Click / Long Island Web Design / Long Island Web Development as a full service Internet marketing company providing a full range of digital marketing services to Long Island business owners using leading SEO strategies, which include search engine optimized content marketing. As an award-winning Long Island SEO company, we also offer Local SEO, Logo Design, Web Design and Web Development to small and large businesses throughout Long Island NY, New York, The Tri State area & beyond.

Myrtle Beach, SC

In Myrtle Beach, SC (South Carolina) NewSunSEO offers; Myrtle Beach SEO / Local SEO Myrtle Beach / Pay Per Click / Myrtle Beach Web Design / Myrtle Beach Web Development as a full service Internet marketing company providing a full range of digital marketing services to Myrtle Beach business owners using leading SEO strategies, which include search engine optimized content marketing. As an award-winning Myrtle Beach SEO company, we also offer Local SEO, Logo Design, and Web Development to small and large businesses throughout Myrtle Beach SC, South Carolina, The Grand Strand area & beyond.

Portland, OR

In Portland, OR (Oregon) NewSunSEO offers; Portland SEO / Portland Local SEO / Pay Per Click / Portland Web Design / Portland Web Development as a full service Internet marketing company providing a full range of digital marketing services to Portland business owners using leading SEO strategies, which include search engine optimized content marketing. As an award-winning Portland SEO company, we also offer Local SEO, Logo Design, Web Design and Web Development to small and large businesses throughout Portland OR, Oregon, The Beaver State surrounding areas & beyond.

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