The Winning Digital Marketing Strategy for Estate Planning and Elder Lawyers: Combining Google's Local Services Ads, Website Optimization, and Google Maps Presence
The estate planning and elder law sector is witnessing a substantial shift in the way legal services are marketed and consumed. To stand out in the crowded digital space, estate planning and elder lawyers must adopt a comprehensive digital marketing strategy that focuses on local advertising, website optimization, and maximizing Google Maps presence.
In this blog post, we will delve into a digital marketing strategy that combines Google's Local Services Ads, an optimized website, and a strong Google Maps presence to help estate planning and elder lawyers achieve top search engine rankings and drive more client leads. This strategy will be particularly effective as more than 80 percent of all clicks go to the first five listings on the search engine results page (SERP).
Google's Local Services Ads: Boosting Local Visibility and Building Trust
Google's Local Services Ads (LSAs) have become a game changer for local businesses, including estate planning and elder lawyers. LSAs are pay-per-lead advertising solutions that help you target potential clients in your geographical area. By using LSAs, your firm can appear in a prominent position at the top of the SERP, thereby boosting visibility and increasing the likelihood of attracting prospective clients.
Key benefits of Google's LSAs for estate planning and elder lawyers include
- Enhanced local visibility: LSAs prominently display your firm's name, location, phone number, and reviews, helping you stand out from the competition.
- Google Guaranteed badge: This badge signifies that your firm is verified, insured, and licensed, fostering trust and credibility with potential clients.
- Pay-per-lead model: Unlike pay-per-click advertising, you only pay for valid leads, making LSAs a cost-effective advertising solution.
Optimizing Your Website for Search Engines and Users
A well-optimized website is the foundation of any successful digital marketing strategy. Estate planning and elder lawyers should ensure their websites are both search engine and user-friendly to maximize their online presence.
Key website optimization strategies include:
- Keyword research: Identify relevant keywords that your target audience is searching for and incorporate them into your website's content, meta tags, and URLs.
- User experience (UX): Design your website with user experience in mind. Make it easy for visitors to navigate, access information, and contact your firm.
- Mobile optimization: Ensure your website is mobile-friendly, as a significant portion of web traffic comes from mobile devices.
- High-quality content: Provide valuable, informative, and engaging content that addresses your target audience's needs and concerns. Regularly update your website with fresh, relevant content to improve search engine rankings.
- On-page SEO: Optimize your website's structure, URLs, title tags, meta descriptions, header tags, and image alt tags to improve search engine visibility.
- Off-page SEO: Build high-quality backlinks from authoritative websites to improve your website's credibility and search engine rankings.
- Technical SEO: Address issues related to site speed, crawlability, and indexing to ensure search engines can efficiently access and understand your website's content.
Google Maps and the Local Pack: The Game Changer for Local Search
Google Maps and the local pack play a pivotal role in connecting estate planning and elder lawyers with potential clients in their service areas. The local pack is a group of three (or sometimes more) local business listings displayed above the organic search results on the SERP, which includes a map and key information about each business. Appearing in the local pack is essential for estate planning and elder lawyers to capture local search traffic and increase visibility.
Here are some strategies to enhance your Google Maps and local pack presence:
- Claim and optimize your Google My Business (GMB) listing: Ensure your GMB listing is accurate, complete, and up-to-date, with your firm's name, address, phone number, website, and hours of operation. Add relevant categories, a detailed business description, and high-quality images to make your listing more appealing to potential clients.
- Gather client reviews: Encourage satisfied clients to leave reviews on your GMB listing, as positive reviews help build trust and credibility while improving your local search ranking.
- Local citations: Ensure your firm's name, address, and phone number (NAP) information is consistent across all online directories and platforms, as consistency is crucial for local search rankings.
- Embed Google Maps on your website: Add a Google Maps widget to your website's contact page, making it easy for potential clients to locate your office and improving your local SEO.
- Optimize for local keywords: Incorporate location-specific keywords into your website's content, meta tags, and URLs to signal to search engines that you serve clients in specific areas.
The Winning Combination: Local Services Ads, Website Optimization, and Google Maps Presence
Estate planning and elder lawyers can maximize their digital marketing success by implementing a strategy that combines LSAs, website optimization, and Google Maps presence. This holistic approach ensures your firm is visible to potential clients at various touchpoints in their online search journey.
- Google's Local Services Ads help you dominate the top of the SERP, while the Google Guaranteed badge enhances trust and credibility.
- An optimized website ensures your firm ranks well in organic search results and provides a user-friendly experience for potential clients.
- A strong Google Maps and local pack presence connects you with users searching for estate planning and elder law services in your area.
By focusing on these three elements, your firm can capture a significant share of the 80 percent of clicks that go to the first five listings on the SERP.
Tips for Estate Planning and Elder Lawyers to Implement the Strategy
To effectively implement this winning digital marketing strategy, estate planning and elder lawyers should consider the following tips:
- Develop a clear understanding of your target audience, their needs, and their search behavior to inform your keyword research and content creation.
- Invest in high-quality website design and development to ensure a seamless user experience.
- Regularly monitor and analyze your website's performance and search engine rankings to identify areas for improvement.
- Leverage the expertise of a digital marketing agency specializing in estate planning and elder law to help you design and implement a comprehensive strategy tailored to your firm's needs.
In today's competitive digital landscape, estate planning and elder lawyers must adopt an integrated approach that combines Google's Local Services Ads, website optimization, and Google Maps presence to maximize their online visibility and attract more clients. By implementing this winning digital marketing strategy, your firm can capture a significant share of the clicks that go to the top five search results, positioning you for long-term success in the estate planning and elder law sector.
In addition to LSAs, SEO, and Google Maps listings, IMS offers a full range of digital marketing services, including social media management, marketing automation, email marketing, and website design and development. Our goal is to help estate planning and elder law attorneys grow their practices and reach more clients online.
If you need help implementing these strategies for your estate planning or elder law firm, book a free 15-minute Discovery Call with my team to see whether we might be a good fit as your digital marketing partner.