How to Grow a Successful Estate Planning Law Firm

lawyer working on growing their law firm

If you are trying to determine how to grow a successful law firm, you have come to the right place. Law firms, like many businesses, require clients to be successful. Reaching the clients that need your firm’s services requires marketing. Here we will discuss several ways that an estate planning law firm can market its services and how to make a small law firm grow.

Define Success

Before beginning your marketing efforts you must first set goals. You will not know if you have been successful if you do not know what you are trying to accomplish, or if the goal is much too broad in scope. If you’re looking into how to grow a successful law firm, you’re probably wondering what that growth looks like. Goals should be specific and measurable so you can track progress. 

Identify Your Target Market

Your target market is the people who are most likely to need your firm’s services. Your marketing efforts will be wasted if you do not know how to reach your potential clients, to reach them you must first know who they are and where they can be found. This can be accomplished by developing very specific client profiles and personas.

Defining Customer Personas

The more specifically you define your customer persona the better you will be able to know and understand them. Some things that should be included in your customer persona are:

  • Age range
  • Gender
  • Education level
  • Employment
  • Their pain points
  • Problems they’re trying to solve
  • Questions they ask
  • Their priorities

These are just some of the things you should know to build your customer persona. You should know your target market inside and out. These are the people that you want your marketing efforts to speak to when wondering how to grow a successful law firm. These are the people most likely to receive your marketing message and take action. Now that you know who they are you are able to find them.

Know What Makes Your Firm Unique

Every business is not created equally, and in markets that are especially crowded, your services must have something that sets them apart from the crowd. What sets your firm apart from others is your unique value proposition and defining it will help you to position your firm for success.

Positioning Your Firm

The key to successful marketing is positioning your firm in the places where people are looking for your services. Your customer persona will help you figure out where they can be found. Where people go for information and where they hang out is generally online. Having an online presence will help you begin to build on your firm’s expertise and authority. When your firm is an authority in estate planning, people will seek you out for guidance and to answer questions they have.

Professional and Informative Website

You should have a website that looks professional, introduces your firm, and succinctly provides descriptions of the firm’s practice areas. You should include not only who your firm is but the unique value proposition of your firm so they know why they should call you instead of the other firm.

Add value with a blog

Once you have a website you can create a blog, this can be used to engage your target market and draw traffic to your website while providing your target market with more valuable knowledge. Your blog should be updated and you should actively post there. Think of your customer persona and their frequently asked questions when it comes to generating content ideas.

Backlinks build expertise

Getting other sites to link to your site is called a backlink, this leads web crawlers to your site and builds your firm’s authority by association. The higher the authority of the site you get a link from, the more influence the link will have on your firm’s authority.

Optimize Content

You may have heard of search engine optimization (SEO) which involves strategically using keywords to get your site ranked higher on Google search results. There are a number of ways you can optimize your online content. It should be optimized for mobile viewing, this is done by formatting. The speed and functionality of your site should be optimized.

Part of how to grow a successful law firm means effectively conveying your main messages. Your site should display your firm’s mission statement, value proposition, and other identifying information like logo and branding, this is optimizing your site for your brand. Your site must also be optimized for conversions. Turning leads into clients is called conversion, this is the ultimate goal of your marketing activities and you want to make your site as conversion friendly as possible.

Get Social

The majority of people are on one or more social media platforms. The platforms that work well for law firms include Facebook, LinkedIn, and Twitter. Having an active social media presence and encouraging current clients to post their reviews are great ways to build authority and gain the trust of client leads. Additionally, you can look at your Google Business Profile as a social media platform, because reviews there are extremely valuable.

How to Make a Small Law Firm Grow

The best way to grow your small law firm is to demonstrate your skills, provide valuable knowledge to client leads, answer their questions, and get your firm’s name out there as an expert in your practice areas. These are just some of the ways you can market your estate planning firm and grow a successful law firm. It is important to try several, track your KPI to determine what works and what doesn’t, and then adjust accordingly.

Get Customized Law Firm Marketing Assistance

The marketing of your firm can be time-consuming, and if you do not have the time, then it is highly recommended that you seek the assistance of law firm marketing experts. At Alerio, we offer customized law firm marketing assistance. We can help you build a marketing strategy that reaches your target market efficiently and increases your return on investment (ROI).

How to Grow a Successful Law Firm

Encourage the growth and success of your law firm by setting specific goals, and clearly identifying client personas and firm value propositions, but that is just the beginning. Contact the law firm marketing experts at Alerio to discuss where your estate planning firm stands and where you plan for your firm to go.