PPC vs SEO for Estate Planning Law Firms

Due to the nature of estate planning being more of a temporary service, you always have to be on the lookout for new clients. In the past, hosting dinner seminars and relying on local word-of-mouth referrals were adequate strategies. However, these days, there are many more effective and scalable ways to grow your estate planning client base. 

Two of these strategies are search engine optimization (SEO) and pay-per-click (PPC) advertising. Below, we’ll break down the differences between these two legal marketing tactics and explain which one is better for your law firm. 

Estate Planning Law Firm Marketing Strategies

Both SEO and PPC offer powerful results in estate planning law firm marketing. They can help your law firm:

  • Boost its website traffic
  • Get discovered by a potential client
  • Grow its client base

However, they go about achieving these goals in slightly different ways. Let’s take a look at how they differ when it comes to estate planning:

Search Engine Optimization (SEO)

When you search for something on Google, the word or phrase you type into the search bar is called a “keyword” or “keyword phrases” If you’re like 70 to 90% of people,1 you rarely look past the first page of search results to find what you’re looking for. 

With that in mind, it’s very valuable to have your law firm’s website show up on the first page of Google for relevant keyword phrases, like “estate planning los angeles” or “wills and trusts boston.” Law Firm SEO is the marketing strategy that can make this happen. 

SEO strategy  is the process of optimizing your law firm website so it will show up higher on Google’s search engine results pages (SERPs). By implementing a combination of SEO keyword strategies, you may be able to earn a first-page spot on Google for your target keywords. 

SEO Impacts Organic Search Results Positions

One important distinction between SEO and PPC is what search result positions they impact. 

  • Organic positions – SEO helps your website show up in “organic” SERP listings. These are the ten listings in the center of a search results page that aren’t ads. 
  • Paid ad positions – In contrast, PPC helps your website show up in the paid ad listings, which are usually located at the very top and bottom of a SERP. 

Getting your estate planning website to occupy one of these high search engine ranking positions can earn you a ton of website traffic.

How Does SEO Work?

SEO involves a combination of tactics, including:

  • Making sure that your law firm website loads fast, is mobile-friendly, and has a stylish web design.
  • Adding keywords to website for SEO in strategic locations, like the title tag, meta description, image alt-text, URL, and web page copy.
  • Getting other authoritative websites to link to yours, like local news sources, local business websites, and other trustworthy legal websites. 
  • Generating useful content in the form of blogs, videos, infographics, and social media posts that encourage people to visit your website.

These are just a handful of the SEO techniques a professional marketing firm would implement to get your website to rank higher on Google. Since Google is always updating its algorithms, an SEO campaign requires close monitoring and continuous optimization.

When done right, an effective SEO campaign can bring you a consistent influx of estate planning clients for years to come. 

How Long Does SEO Take?

Seeing results from SEO can take time—generally around 4 to 6 months.2 More significant results can take up to a year. As a result, SEO is considered a long-term marketing strategy. 

If you can’t afford to wait this long for results, you may want to explore your options with PPC instead. 

Pay-Per-Click (PPC) Advertising

PPC advertising is a marketing strategy where you purchase ads on Google, Facebook, or other social media platforms. PPC gets its name from the fact that you only pay for these ads when someone clicks on them. 

When it comes to price, supply and demand plays a role in PPC advertising. The amount of money you must pay for each click depends on your location and the amount of competition there is for your target keywords. The more competition there is, the more expensive the clicks will be. 

Fortunately, you can be extremely targeted with your PPC campaign, so every PPC ad is a direct investment to expand your client base. We can even tailor your campaign to the specific type of case within your practice area.

PPC Ad Targeting

When you set up your PPC campaign, you get to choose which demographics of people you show your ad to. You can also decide exactly when and where your ad shows up, specifying the approved:

  • Times of day
  • Days of week
  • Geographic regions
  • Device types (mobile vs desktop)
  • Household income

For instance, as an estate planning attorney, you may want to target your ad to people of a specific age group and household income. By employing this type of precise targeting, you can ensure that your advertising money goes to good use.

PPC Impacts Your Paid Search Results Positions

As we mentioned before, PPC helps your website get placed in a paid ad listing on Google. The ones that are located at the very top of a SERP generally cost more, due to their high demand.

In the past, paid ad listings didn’t instill as much trust in internet users as organic listings. However, recent data shows that the tide of trust has been turning in PPC’s favor.3 

As long as your ad is written properly, a PPC campaign can be incredibly successful at boosting your law firm’s website traffic and attracting new clients. 

How Long Does PPC Take?

Compared to SEO, PPC delivers extremely fast results. It is an extremely effective short-term strategy and can skyrocket your website to the top of the SERPs in a matter of days. 

As soon as your PPC campaign is up and running, you can start getting new clients from it. Thus, it’s an enticing option if you need consistent clients as soon as possible. 

How Does PPC Work?

Here are some of the basic steps involved in setting up a PPC ad campaign:

  • Write the ad copy – If you want internet users to click on your ad, it needs to showcase compelling copy that invokes trust and generates interest. Most PPC ads have a headline and some introduction text. Your headline should capture readers’ attention and your introduction should compel them to click on the ad by promising some sort of value. 
  • Target the right keywords – As with SEO, you get to choose which keywords your PPC ad will show up for. To choose the right keywords, you’ll need to do some research. Generally, local SEO keywords (like “san diego estate planning attorney”) are much more affordable and effective than generic keywords (like “estate planning law firm.”) 

However, determining which keywords offer the most opportunity for your law firm takes a lot of strategic analysis. It’s often better to leave this process to PPC professionals. 

  • Bid on keywords – PPC is a very competitive undertaking. There’s a limited amount of ad space to go around and an increasing number of companies vying for it. To win one of these valuable paid ad positions for your estate planning law firm, you’ll need to outbid the competition for your target keywords. 
  • Select your audience targeting – Finally, you can narrow down your ad’s audience by targeting specific age groups, demographics, geographic regions, device types, times of day, and days of the week. As the data from your PPC campaign performance comes in, you can optimize your targeting accordingly.

At Convert IT we take care of absolutely everything. All you have to do is tell us what types of cases you’re looking for and we’ll manage the rest. 

However, unlike SEO, you must continuously fund your PPC ads to keep the campaign active. As long as your PPC ads bring in clients, this recurring investment will be worth it for your law firm. 

PPC vs SEO: Which One Is Better For Estate Planners?

As you can see, both of these marketing strategies can support your estate planning lead generation efforts. If you have the budget to implement both, they can work in tandem to deliver you more clients.

If you want to invest in just one marketing strategy at this time, we recommend PPC. Due to its immediate results, it can provide your law firm with the fast influx of new clients you need to pay the bills. As your revenue grows, you can then begin investing in SEO.

Convert IT: PPC Made Easy

PPC is an effective and profitable way to super-charge your estate planning practice. If you’d like to invest in PPC, Convert IT can help. 

At Convert IT, we specialize in legal PPC campaigns. Even if you have a limited marketing budget, we can set up a PPC campaign that delivers powerful results. 

Best of all, you don’t need to sign a contract to try out our services. If you don’t get any new clients within 30 days of working with us, you can cancel for free. Learn more about our marketing services today. 


  1. Forbes. The Value Of Search Results Rankings. https://www.forbes.com/sites/forbesagencycouncil/2017/10/30/the-value-of-search-results-rankings/
  2. Marketing Land. A New Click Through Rate Study For Google Organic Results. https://marketingland.com/new-click-rate-study-google-organic-results-102149
  3. Forbes. How Long Does SEO Take To Start Working?https://www.forbes.com/sites/joshsteimle/2015/02/07/how-long-does-seo-take-to-start-working/
  4. Moz. New Findings Show Google Organic Clicks Shifting to Paid. https://moz.com/blog/google-organic-clicks-shifting-to-paid

Adding Keywords to Estate Planning Law Website for SEO

Are you running an SEO campaign for your estate planning law practice? 

If so, strategically adding relevant keywords to your website for search engine optimization purposes is one of the most important ways to increase your visibility in local search results and target your ideal clientele. But target keyword SEO is just one critical step of the ongoing optimization process.  

Below, we’ll discuss the importance of adding keywords to website for SEO optimization for estate planners and then suggest other ways to optimize your site for search. 

With SEO, If You’re Not First Your Last  

Your practice’s digital marketing strategy will be rendered moot if it doesn’t first consider the underlying relevant keywords driving the campaign. They are the foundation to the entire process—the tool you can leverage to get to the top of the search engine results page (SERPs). 

Ranking at the top of the page matters deeply, especially for local search. According to a Sistrix study on user engagement and SERPs, if you show up as the first organic result in Google Search, more than 25% of users will click through to your page.1 But, with each subsequent position, click-through rates (CTR) drop precipitously:

  • Rank 1 – 28.5% CTR      
  • Rank 2 – 15.7% CTR
  • Rank 3 – 11%
  • Rank 4 – 8%
  • Rank 5 – 7.2%
  • Rank 6 – 5.1%
  • Rank 7 – 4.0%
  • Rank 8 – 3.2%
  • Rank 9 – 2.8%
  • Rank 10 – 2.5% 

Your potential clients are searching for expertise, so they may not be able to tell the difference between the first search engine ranking practice and the tenth search engine ranking practice. That said, their natural inclination will be to choose the first ranked practice because of a prevalent mindset that goes: if it’s at the top of Google, it must be the best option.

Pointed, industry-related keywords are the vehicle that can drive you to the top. 

Optimizing Keywords with Google My Business Page

Although it may seem counterintuitive, the first place to optimize your keywords isn’t your website; instead, it’s your Google My Business (GMB) Page. 


Because it’s what shows up on Google maps results for local attorney searches. GMB pages are often easier to optimize and rank for than standard search. They also establish a mini-web page for your law firm, which increases your existing site’s authority. Finally, positive reviews on the page will help you rank higher for search, further increasing your visibility with potential clients.

To begin optimizing this page, you’ll need to take the following steps: 

  • Claim and verify the practice – If you haven’t yet received the “verified” next to your business on your Google My Business homepage, you’ll have to click “Verify now.” 
  • Include your contact information – You should have consistent contact information across all of your sites. This will include your law firm’s name, address, and phone number, as well as list your firm’s hours. 
  • Describe your practice – Provide a 100-200 word elevator pitch for what your estate planning firm focuses on and what makes it unique. For example, “Johnson and Hugo Law is an estate planning firm that’s served the central coast region for three decades. As established members of the community, we capably handle all estate-related law services—from drafting wills and trusts to finding strategic avenues to reduce your tax liabilities.”  
  • Select your categories – What are the relevant categories for your practice? As an estate planner, you don’t want to advertise services you don’t provide, such as labor relations. Be sure to include all relevant categories.For instance, you may have:
    • Estate planning
    • Estate administration 
    • Probate
    • Estate litigation
    • Tax planning strategies
  • Images – The website allows you to display several images on your business page. Be sure to include appropriately sized and high resolution images of the firm’s logo and headshots of the key partners.

As you go about the search engine optimization process, be sure to include strong, relevant keywords in these sections. 

What is Keyword Mapping? 

The Google algorithm doesn’t rank your entire page as a whole; instead, it grades each page separately. So, you must individually optimize every page on your website for keyword search. 

Keyword mapping is a detailed keyword strategy that assigns a group of multiple keywords and keyword phrases to each page of content on your website and blog. For example, your Wills & Trusts page will likely target different keywords, phrases, and clients than your Inheritance Disputes page. 

It’s also important to remember that Google’s algorithm prioritizes the user’s search intent.2 They want to provide the user with the most relevant answer. So, the keywords you select would differ for users looking to hire a lawyer (e.g. “estate planning attorney”) from other users researching a topic (e.g. “do I need a will?”).

It takes planning and forethought, but by choosing the right keywords for the right pages, you can ensure that each page is reaching its intended audience. This holistic gameplan positions your practice’s SEO attorneys lawyers campaign for success.   

Keyword Research 

For estate planners, optimal keyword mapping comes down to keyword research. You have to know what people are likely searching and then build your SEO around those pillars. 

The essence of keyword mapping is that you’ll be assigning specific keywords to pages that you want to rank for those keywords. For that, you’ll first need to determine which pages are most relevant to given keywords. There are free tools such as Google AdWords Keyword Planner and Google trends to help you brainstorm keywords. 

Done correctly, your keyword research will help you compile a list of high-quality keywords—both short and long tail keywords—that are relevant to your industry and local geographic service area. For example, the top homepage keywords for your estate planning law website could be: 

  • Estate planning
  • Revocable trust
  • Estate planning attorney
  • Estate lawyer
  • Probate lawyer
  • Will and testament
  • Estate attorney
  • Estate attorney near me
  • Estate planning lawyers near me
  • Estate lawyers near me
  • Will attorney 
  • Will lawyer
  • What is estate planning? 

These are all queries that people will most likely search for when looking to hire a lawyer. Smart keyword research will account for all of the potential combinations and probable search avenues. Additionally, there are some best practices for keyword mapping that you should employ, including: 

  1. Narrow down your options by limiting each page to a few high search volume keywords.
  2. Group related keywords together on a page or blog.
  3. Build a content roadmap with URLs. 
  4. Monitor your results and make tweaks as necessary.

Optimizing Your Estate Planning Website 

There are other tricks and tweaks you can use to improve the optimization of your keywords and website. Areas to focus on include: 

The Core Pages  

Your website’s homepage and service page, also known as the core pages, should include high-value, high-volume keywords that prospective clients would use to search for your services. In other words, keywords on core pages should be built around hiring intent. 

Every page should include the following SEO elements: 

  • Title tag
  • Meta description
  • H1 
  • Relevant keywords

The Content Pages 

Similarly, the FAQ and your blog are informational content pages that include keywords based on research intent instead of those tied predominantly to hiring intent.

Your blog represents an opportunity to establish your authority in the space of estate planning. It’s a chance to build readership and then convert those readers into clients. The content pages should be more focused on providing informational value to viewers than selling them on something. So, although the keyword strategy will be different, you’ll still want to include the same SEO elements discussed above. 

Aside from being interesting and well written, every content page should also be:

  • Informative, accurate, and up-to-date
  • Well-sourced
  • Filled with external and internal links   

Mobile Web Design 

Mobile is no longer the future. It’s now. If you don’t focus on mobile, you’ll not only create an unpleasant experience for half of your potential visitors, you’ll also impact your ability to rank higher. 

Today, Mobile accounts for more than 50% of all web traffic.3 And that number will only continue to grow. As a result, Google has made it a priority to reward websites that are optimized for a mobile experience. 

Your website should have a mobile-responsive web design, fast loading pages and web page speeds, and an intuitive navigation system. While this may require a modest upfront investment, it will pay significant dividends down the road. 

Tracking your Results  

SEO for estate planning websites is an ongoing process. It takes constant tweaking to optimize the page for search engines. Tracking your results is the best way to continue maximizing results. 

For this, the three metrics you want to consider are:

  1. Rankings – Measures the overall performance of keyword optimization, including the total number of clicks and generations for each one. 
  2. Traffic – While rankings increase your visibility, total traffic is also an essential data set. Increased web traffic is often the sign of a successful campaign. 
  3. Conversions – The most important element of the campaign are the conversions, which are simply a desired action you want the website visitor to take, such as signing up for your Estate Planning newsletter or reaching out to set a meeting. 

Succeed in SEO with Estate Planning Digital Marketing Strategies

In the world of SEO, keywords are a powerful tool you can leverage to rank higher, drive traffic to your website, and ultimately convert that traffic into paying clients. 

For estate planners, adding relevant keywords to your estate planning law website is one of the most important ways you can begin optimizing your website. But this is just the first important step. You’ll also have to optimize all of your web pages as well as your Google My Business Page. And from there, you’ll need to measure and analyze your results before further changes are made. 

Digital estate planning law firm marketing is hard work. But it’s well worth it. By investing the time, energy, and resources into keyword research and SEO strategies, you can push your estate planning firm to the top. And there’s no better organization to trust with your firm’s digital success than Convert IT Marketing Internet Marketing.

We specialize in helping law firms present themselves in their best light in the digital age. Get started today!


  1. Search Engine Journal. The 10 Most Common SEO Mistakes to Avoid. https://www.searchenginejournal.com/10-common-seo-mistakes/178734/#close
  2. Statista. Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 3rd quarter 2020. https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/
  3. Google Search Central. Create good titles and snippets in Search Results. https://developers.google.com/search/docs/advanced/appearance/good-titles-snippets?visit_id=636880082951453933-4272044119&rd=2
  4. Google Search Central. Link Schemes. https://developers.google.com/search/docs/advanced/guidelines/link-schemes?hl=en&visit_id=637491883999349897-3802708151&rd=1
  5. Google Search Central. How Search algorithm works. https://www.google.com/search/howsearchworks/algorithms/

7 Estate Planning Law Firm Marketing Tips

If you’re an estate planning attorney, you understand the value of thinking ahead. But many only think about estate planning when dealing with an emergency or a health concern, while others may not even realize that their assets constitute an “estate” in the first place. Thus, a significant portion of your potential client base needs a little encouragement to seek out your services. 

That’s where estate planning marketing comes into play.

Many marketing strategies can help you capture the attention of potential clients and inform them of the value of estate planning. Better yet, your marketing campaign can help you position yourself as the best attorney for the job. Below, we’ll review seven powerful marketing tactics that can bring a steady stream of new clients your way.

Why You Need An Estate Planning Marketing Strategy

While all legal professionals can benefit from marketing, different areas of the law draw different types of clients: 

  • Reactive Clients – Sometimes, a sudden event causes people to seek legal counsel, like filing for divorce or getting injured. In these events, looking for an attorney is a reactive response. Their attorneys don’t need to spend a ton of time explaining the value of their services, so the entire marketing process is accelerated. 
  • Proactive Clients – In contrast, a proactive client will seek out estate planning services. They will only set up an appointment after they understand the value of getting their affairs in order sooner rather than later. The downside? It’s easy for many people to put this process off.

With these differences in mind, the secret to effective estate planning marketing is to offer the right content at the right time. As they learn more, they’ll become increasingly inclined to reach out and schedule an appointment. 

By establishing yourself as the expert in the area, you increase the chances that they reach out to you vs. your competition when they’re ready to buy. 

7 Estate Planning Law Firm Marketing Tips

With the nuances of estate planning marketing in mind, let’s dive into seven estate planning marketing tips:

#1 Use Your FAQs as Inspiration for Your Content Marketing

As you probably have experienced, most clients have a lot of questions about the estate planning process. You’re probably used to answering the same ones over and over again. Take advantage of these questions to enhance your content marketing strategy.

Here’s how:

  • Create a list of your frequently asked questions.
  • Record high-quality videos of yourself answering each of these questions. 
  • Upload these videos to your law firm’s Youtube, Facebook, and LinkedIn accounts.
  • Transcribe these videos and use their text as a foundation for blog articles.
  • Publish one of these blogs on your website every week.
  • Use the audio from your video to create a podcast episode for each FAQ.

As you can see, there are countless ways to extract valuable content from your FAQs alone. Once you’ve exhausted these options, you can move on to more specialized topics. By spreading your legal expertise far and wide online, you’ll be more likely to capture the attention of potential clients.

In addition to answering your audience’s pressing estate planning questions, your content will create trust by showing potential clients your personality and expertise. If they like what they see, they may reach out to book an appointment. 

#2 Keep Your Website Stylish, Up-to-Date, and Informative

In today’s technological world, more potential clients than ever will evaluate you based on the strength of your online presence. The most common first step? A visit to your website to appraise your law firm and estate planning services. 

With this in mind, you want to make sure your website gives them a positive impression of your law firm—both through the information on the page and the user experience. After all, 75% of people judge a business’ credibility based on their website’s design.1

A few ways to impress your website visitors include:

  • Invest in user-friendly, attractive web design.
  • Make sure the content on your website is easy to read, useful, and error-free.
  • Include positive reviews about your services on your home page.
  • Showcase successful case studies from your past clients.
  • Include an “About” page that establishes your expertise and builds trust.
  • Place your contact information where it’s always easy to find.
  • Make sure your Call to Action is strong and prominently displayed.

If your website bolsters your reputation and communicates your law firm’s unique value proposition, you’ll be one step closer to transforming these website visitors into clients.  

#3 Send Out a Weekly Newsletter

A more direct way to interact with your audience is by sending them a weekly newsletter. 

So how do you get people to sign up for your newsletter? One effective method is to entice website visitors to fill out a form by offering them something of value. For example, you could ask for their name and email in exchange for:

  • A free phone consultation
  • A helpful estate planning ebook
  • Access to your latest webinar

Once you’ve built a list of emails, you can start sending out a weekly newsletter that’s informative, engaging, and highlights your law firm’s expertise. 

These emails will provide the steady stream of content your potential clients need to convince them that the time to get their estate in order is now.

#4 Ask Satisfied Clients to Submit Reviews

Word of mouth has always been a powerful marketing tool. In the digital world, that translates to reviews and testimonials. One of the most powerful ways to gain clients is to generate positive client reviews, as displayed by these statistics:2

  • 93% of people read reviews of local businesses to evaluate their quality.
  • 72% of people won’t take a buying action until they’ve read reviews.
  • 54% of people visited a local business’ website after reading a positive review.

Hopefully, you have a long list of satisfied clients who would be happy to write a review about your law firm. If so, ask them to post their review on Google, Facebook, Yelp, and any other locally relevant review websites. You can also feature your favorite reviews directly on your website’s home page. 

After hearing from your previous clients, newcomers will feel much more confident about reaching out to you for estate planning.

#5 Create a Referral Program

Reading people’s reviews on the internet is one thing, but a referral from a real-life friend, family member, or colleague can be even more impactful to expanding your client base. Implementing a referral program can amplify word-of-mouth marketing for your law firm. 

The most effective referral programs offer a benefit for the referred client and the person who referred them. For example, offer discounted services to the client who refers someone to your firm. Give the referred person a free consultation or discounted service to help them become a full-fledged client. Even a small incentive can get more clients in the door and set your firm apart from others. 

Don’t forget to advertise this service in your social media streams and your email newsletter campaigns.

#6 Invest in Local SEO For Attorneys Lawyers

Search engine optimization (SEO) is the process of optimizing your website so it ranks higher on Google for specific searches (known as keywords). This process involves a variety of tactics, including:

  • Optimizing the technical elements of your website
  • Creating valuable content about relevant keywords
  • Getting other authoritative websites to link to yours
  • Adding keywords to website for SEO

Whether you hire a team of SEO professionals to implement these tasks or give it a try yourself, SEO can help your website show up for relevant Google searches, like:

  • “Estate planning attorney bend oregon”
  • “Wills and trusts miami”
  • “Estate plan casper wyoming”

As potential clients search for these terms in an attempt to find an excellent attorney in their area, your SEO for attorney lawyers campaign will ensure that they find your website. In turn, they’ll be much more likely to explore your website and reach out to your law firm.

How Long Does SEO Take to Work?

SEO is a long-term strategy. Even if you hire a team of SEO professionals, it can take a few months before you see meaningful results from the campaign. Due to this, you may want to explore your options with PPC instead. 

#7 Invest in Your Firm’s Future with Pay-Per-Click (PPC) Ads

PPC ads are advertisements that show up on Google search results pages and social media platforms. You pay for these ads based on how many people click on them, hence the name “pay-per-click.”

A PPC campaign can bring you an influx of qualified clients who match the specific demographics you’re looking for. For example, you can select your ad audience based on their household income, age, and a variety of other relevant demographics.

Because of their ability to hone in on your audience, PPC ads an incredibly valuable estate planning marketing tool. Because we only work with lawyers and have working with thousands over the years, we’re even able to target your preferred types of cases within estate planning.

Skyrocket Your Estate Planning Success With Convert IT

As you can see, there are many ways you can increase the lead generation for your estate planning law firm. By using a combination of these strategies, you’ll have your law firm’s calendar filled up in no time. 

If you want support for your estate planning marketing campaign, Convert IT can help. With our extensive legal marketing expertise, we can maximize your marketing results, even if you have a limited budget.

Plan ahead for success with Convert IT Marketing. 



  1. Stanford University. Stanford Guidelines for Web Credibility. http://credibility.stanford.edu/guidelines/index.html
  2. G2. 51 Customer Review Statistics to Make You Rethink Using Them. https://learn.g2.com/customer-reviews-statistics