Estate planning clients are not the same as most other legal clients. People who need to create a will, set up a trust, or establish a power of attorney are confronting deeply personal and significant scenarios. They are likely experiencing many emotions and feel that the circumstances prompting them to hire a lawyer are of the utmost importance. Thus, estate planning clients want something different from their attorneys — and if you, a small law firm or solo attorney, want to successfully market yourself to them, you need to market yourself differently, too.
In this blog post, we highlight five strategic ways estate planning attorneys can position themselves to attract new estate planning clients. Each approach is effective on its own, but they all work best when employed in conjunction with one another.
1. Have an attractive website
If you were thinking of making plans to care for your children should you pass away, would you want to work with an attorney who has a very basic, perhaps unattractive website? Probably not. Such a website may communicate an inattention to detail and a lack of care.
On the other hand, an attractive website rendered in tasteful, soothing colors and stocked with sensitive, emotionally aware copy sends the opposite message — that this attorney is thoughtful, empathetic, and someone an estate planning client would want to work with.
2. Share thought leadership
Many estate planning clients have a general idea of what things like wills and healthcare directives are, but they don’t have much more than that. Substantive, informative thought leadership pieces — be they in a local business publication or on your blog — establish your credibility and position you as a helpful, well-informed source.
By breaking down complex legal concepts into clear, digestible content, you can educate potential clients while demonstrating your knowledge. Consider covering common misconceptions, recent legislative changes, or real-life case studies to illustrate key points. Webinars, guest articles, and Q&A sessions can also expand your reach and reinforce your reputation as a trusted authority in estate planning.
3. Network, network, network
Digital marketing techniques are an excellent complement to, but not a substitute for, in-person networking. Year after year, FindLaw’s U.S. Consumer Legal Needs Survey finds that recommendations from family members, friends, and trusted coworkers are a major factor in deciding which attorney to hire. If you can join a local civic or business group, you’ll be getting your name and presence out there. LinkedIn groups are an excellent resource for finding professionals in your industry or with similar interests to yours. Try to connect with attorneys in your community who practice a different kind of law, too. A coffee or lunch here and there puts you in a good place to receive referrals.
4. Stay social
If you still think of social media as something people do just for fun, think again. Today, people of all stripes use LinkedIn, Facebook, X, and Instagram to find all sorts of information, including legal information. If you haven’t made social media part of your marketing mix, start with Facebook because it’s popular among people who are further along in life and have assets and/or children to consider. If you find it to be worthwhile, consider moving on to LinkedIn, then other platforms.
What’s important here is to avoid biting off more than you can chew. Try one platform first and see whether it works for you. If this sounds interesting, you can retain a marketing vendor to manage your social media presence for you.
5. Try a legal directory
Many lawyers shy away from advertising because they think of it as billboards along the freeway or slogans slapped on the sides of buses. Digital advertising, however, can be much more restrained — and more effective. Legal directories are a good example. These online resources are highly valued by potential clients because they make need-to-know information, like an attorney’s practice areas and phone number, very easy to find. Lawyers like them because the listings themselves are dignified and economical in terms of return on investment. Legal directory listings are a good fit for estate planning attorneys because they aren’t flashy, and that complements the sensitive and serious nature of the work.
Estate planning is an incredibly personal process, and clients want to work with an attorney who understands their concerns and communicates with clarity and empathy. A well-rounded estate planning marketing strategy calls for a blend of digital presence, personal outreach, and educational efforts. By positioning yourself as both knowledgeable and approachable, you’ll not only gain more clients, but also build lasting relationships that lead to referrals and a thriving practice.
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