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How to Get More Estate Planning Clients Using SEO

How many new clients have you gained from your website lately? The easier it is for local residents to find your estate planning firm online, the more business you’ll bring in. And the higher your website ranks in search results, the easier it will be to find.

With the help of search engine optimization (SEO), you can get your website ranking on the first page of search results. Below, we explain more about how you can use SEO to bring in new clients for your estate planning law firm. 

How Does SEO Work?

A good SEO strategy helps search engines like Google understand exactly what your website is about, and how relevant it is to a search query. Strategically enhancing your website’s content will improve its ranking on search engine results pages (SERPs) and make it easier to find. 

Optimizing your estate planning law firm website for search engines helps you improve its visibility and attract more clients. From keyword research to meta descriptions and content creation, there are many steps you can take to improve your ranking. Here are some tips from our SEO experts.

How to Get More Estate Planning Clients Using SEO

1: Claim and Optimize Your Google Business Profile

This free tool lets you manage your law firm’s presence across every Google feature, including searches and maps. Your profile lists your address, phone number, website, business hours, and more.

Claiming and optimizing your Google Business Profile helps you appear in the map pack and local search results, and provides potential clients with essential information about your law firm. 

Here’s how to claim and optimize your profile:

  1. Claim your law firm’s listing if you haven’t already.
  2. Verify your address, phone number, and web address.
  3. Add a brief, detailed description of your law firm that includes relevant keywords.
  4. Choose appropriate business categories.
  5. Add high quality photos of your law firm and staff.
  6. Respond to both positive and negative reviews.

2: Research Keywords

Keyword research is a crucial part of SEO. By identifying the questions and phrases that potential clients use to search for estate planning services, you can optimize your website to match those queries. Tools like Google Keyword Planner and SEMrush can help you find relevant keywords, so you can incorporate them into your content. 

3: Write Engaging Content

After identifying the keywords you want to target, you need to create and optimize content for them. Writing educational blog posts that target several relevant keywords is a good way to help your website rank for a wider range of searches. When someone has a question about a particular estate planning topic, finding the answer in your blog post can bring them closer to converting. 

However, the rest of your content should also be optimized for search engines. Your home page, about page, and service pages should each target specific keywords and contain detailed, useful information. The more useful and relevant Google finds a web page, the higher it will rank the page in search results.

4: Optimize Meta Descriptions and URLs

The content on your website isn’t the only element you should optimize to improve your visibility online. Writing meta descriptions that include your main keywords and describe the content on each page will help search engines understand your content better. You should also use your target keywords in the URLs for each page to help boost your ranking.

5: Focus on Local SEO

To grow your business, you need to attract clients located in your area. Part of optimizing your website is targeting local keywords (such as “trust administration lawyer in Phoenix” or “estate planning attorney in Mesa”) to help you reach your local audience. Creating a Google Business Profile will also help your law firm appear in the local map pack and local search results. 

Do You Need Help with SEO for Your Website?

SEO is an ongoing process that requires producing and updating content on a regular basis. At New Wine Digital, we help busy estate planning lawyers improve their websites with professional SEO and other digital marketing services. We’ll help you attract more clients with fresh, optimized content. Give us a call at 480-516-1819 to learn how we can help your business grow. 


Images used under creative commons license – commercial use (4/19/2023). Photo by Sora Shimazaki on Pexels

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