Understanding and capturing estate planning clients

Understanding estate planning demographics

In FindLaw’s most recent U.S. Consumer Legal Needs Survey, wills and estate planning ranked as the most common legal need for clients at a 30% incidence rate. It was the most important legal need for respondents or someone in their family (22%), and more than half of these cases were also resolved by hiring an attorney. This data presents a significant opportunity for solo attorneys and small firms to inform their marketing efforts.

Many people delay estate planning due to their discomfort with mortality and emotional attachments to assets. As a lawyer, it’s crucial for you to address these delicate matters in a helpful way. Let reluctant clients know that estate planning is about ensuring family stability and simplifying future processes, not just about confronting death. 

Estate planning clients don’t fall under a singular demographic, either. Millennials are becoming increasingly interested in these services to protect their assets and ensure their families’ well-being, while aging baby boomers face complex wealth transfer needs. Additionally, blended families and non-traditional arrangements usually require specialized planning solutions. These dynamics show that you must be adept at giving comprehensive advice to clients from all backgrounds.

Effective estate planning marketing strategies

Attracting estate planning clients requires establishing yourself as a knowledgeable professional. Here are some strategies to consider: 

Create educational content

Clients are eager for informative material to help them understand the estate planning process. Regular blog posts and guides on topics ranging from the basics of wills and trusts to complex issues like tax planning can establish you as a thought leader in your practice area. 

Some attorneys may balk at the idea of offering free legal advice, but concise information can make the estate planning process less intimidating for potential clients. This not only generates goodwill but also enhances your practice’s image. 

Have a user-friendly website

Maintain an informative, well-designed website that clearly outlines your services and expertise. Potential clients should easily understand what you offer and how you can assist them. Make their journey easier with easy navigation and clearly displaying your contact information, along with a click-to-call feature for mobile users. 

Your website is also the place to express your brand’s message. A strong brand builds confidence and sets you apart from the competition, but it should also show you as the attorney that estate planning clients want to hire. Be sure to use language that conveys empathy and understanding to explain how you approach sensitive matters and the steps you take to ensure your clients feel supported.  

Boost your social media presence

In FindLaw’s survey, social media (specifically Facebook) ranked as the second most popular source to search for online information about a contacted attorney. Having a strong presence on platforms like LinkedIn and Facebook can build trust and authority for your practice, so regularly share valuable insights, engage with your followers, and post updates about your practice. 

Highlight client success stories

With permission, you can share testimonials and success stories on your website and social media pages to build trust. Potential clients want to see your track record of delivering results and providing excellent service, so real-life examples of how you’ve helped others can be incredibly persuasive.

Expand your estate planning network

Estate planning lawyers often find themselves building a robust network because of complex financial and tax legal matters, which usually require collaborative expertise from multiple professionals. Strong professional relationships not only lead to quality client referrals but also provide valuable resources that are necessary to connect with your clients. 

Here are a few ways you can expand your network’s reach: 

• Partnerships with advisors: Many estate planning clients consult financial advisors before seeking legal help. CPAs and insurance professionals also often work closely with clients on financial and estate planning matters. Building strong relationships with these advisors can lead to referrals, so consider collaborating on events and content to showcase your expertise. 
• Join local business organizations: Enhance your visibility in your community by actively participating in local organizations. Fellow attorneys, alumni, and classmates may be in these groups as well, which opens the door for more referrals. 
• Community engagement: Community events provide valuable opportunities to educate and connect with your target audience. Hosting or speaking at workshops, seminars, and community gatherings about estate planning can help you engage with clients on a personal level. 

Becoming the preferred estate planning attorney

For clients, estate planning can evoke feelings of fear, worry, and vulnerability. With the strategies above, you can take time to understand their unique needs while establishing your reputation as a compassionate and skilled professional to rely on.