How to Find Probate Leads
Whether you’re a solo practitioner in a single city or a multi-city elder law firm, you need to constantly reevaluate your marketing strategies in order to grow. Depending on word of mouth or referrals alone to get new clients is no longer sustainable—you need legal digital marketing if you are trying to expand. The average potential new client wants to ensure that you’re an authority in your practice area before they hire you. But the big question is, how do you find and convert those leads? In this article, we want to share a few strategies on how to find probate leads and successfully convert them into customers.
Understanding Who Is a Probate Lead
Before we dive too deeply into the various strategies of how to find probate leads, let’s start with understanding what a probate lead is.
A lead is a potential customer who is actively looking for services you offer or might need the services later. For estate planning lawyers, a lead might be the executor or personal representative, a loved one, or an heir. Therefore, your probate lead generation strategy should target these categories of people.
Generally, after the death of a loved one, the family and heirs are going to plan for a funeral and a way to pay final respects to the deceased. Afterward, whether the deceased had a will or not, the probate process starts. This includes:
- Filling the petition in court
- Notifying creditors and beneficiaries
- Inventorying assets
- Paying debts and taxes
- Distribution of assets
- Closing the estate
At each step of the process, disputes may arise, including those challenging the validity of the will, disagreements between heirs and beneficiaries, or crashes with creditors.
Therefore, studying every step in this process is vital in your lead generation strategy to find the correct prospect and convert them into clients.
How to Find and Convert Probate Leads
After understanding the correct category of people to target, it’s time to figure out how to find probate leads and convert them. Here are some of the proven ways to do that.
1. Redesign Your Website
Do you have a strong website for your law firm? When was the last time you updated its design or layout? An increasing amount of probate prospects and elder law clients will likely check and reach out to you through your website. So, if you don’t have a website, hire an experienced legal website designer. A good website detailing your services and client testimonials is the first step towards successful digital marketing of your business.
If it has been years since you last updated your website, you also need to repurpose your pages and optimize them for better SEO ranking. Remember to redesign your elder law firm website to something senior citizens and potential customers can relate to.
Additionally, ensure your ‘contact us’ page, or service pages, also collect the most important information about your leads. You can also include a query to help in qualifying the leads. For instance, you might include a question about the city where the person is located so that you don’t waste your time and resources following the lead if you don’t serve that city.
As a rule of thumb, a website is a must for every legal firm interested in finding new leads in the growing digital market.
2. Content Marketing and SEO
As we said earlier, you need to become an authority in your practice area for leads to find you and subscribe to your services. Content marketing and SEO is a proven way that ensures that you’re located on search engine results pages by potential customers.
With the help of an SEO expert, you can generate blogs and integrate keywords that the category of people we talked about is likely to key in their search engines. For instance, probate leads will likely search for keywords such as ‘probate lawyer in [city]‘, ‘execution of wills‘, ‘how to probate an estate‘, and more. Having content that answers their questions on your website or blog is, therefore, crucial, and acts as the valued material for your external marketing efforts.
3. Paid Ads
Now that you have a good website and content marketing strategy in place, it’s time to know how to find probate leads with paid ads. Here are some of the paid advertising tactics you can use:
- Google PPC Ads: Pay-per-click campaigns find and direct probate leads to your website. Google Ads ensures that your website is featured at the top or near the top when people in your city search for the keywords that describe your services.
- Social Media Ads: Your potential clients can learn about your probate law firm by targeting them with social media advertising such as Meta Ads on Facebook and Instagram.
- Video Ads: With the growing consumption of video content among people, finding leads using paid video ads on platforms such as YouTube can generate a good number of leads. You’re also likely to see more website traffic using video ads.
4. Retarget Site Visitors Using Meta Pixel
How often have you abandoned a website you were browsing and later seen an ad about the service or product on Facebook? If you’re wondering how this was possible, it’s because of a small code called Meta Pixel embedded on the site.
When you install Meta Pixel on your website, it tracks your site visitors and sends data to Facebook so that you can retarget them later. This way, you can be able to find and convert a lead who visited your site but never took action using Facebook ads.
Think of it this way; this person most likely clicked on your site searching for a probate or estate planning service. Therefore, retargeting them with Facebook ads will likely make them return to your site and act, e.g. fill out the ‘contact us’ form.
Hire An Experienced Legal Digital Marketing Manager
While what you have learned in this article is powerful, you may be wondering how to implement the same in your law firm amidst your busy schedule. That is where expert legal digital marketing services come in handy. Whether you are looking for how to find probate leads or how to market your estate planning firm, Alerio is committed to helping you. We’ll help you create a personalized content marketing strategy and paid ads campaigns that ensure the right leads find your law firm and are converted into clients. Get in touch today to learn how to rise above the competition in the current sloppy digital era.