Imagine this: a family torn apart by disputes over an unclear will, or worse, no will at all—this is a scenario that plays out far too often. With a staggering 59% of UK adults not having a will, how can your small to medium-sized law firm specialising in wills and probate effectively reach these potential clients and grow in an increasingly competitive digital landscape by promoting your legal services and helping individuals find solicitors who specialize in specific legal areas?
This comprehensive guide is your roadmap to navigating the unique challenges of marketing wills and probate services online. Whether you’re struggling to stand out in local search results, convert website visitors into clients, or make the most of National Free Wills Month, we’ve got you covered.
Key Takeaways
- Leverage local SEO: Optimise your Google My Business profile and use location-specific keywords to enhance visibility in local search results.
- Content marketing to build trust: Use blogs, FAQs, and myth-busting content to demonstrate your expertise in wills and probate.
- Effective PPC campaigns: Focus on high-intent keywords and align landing pages with ad copy to maximise conversions.
- Social media and email marketing: Use LinkedIn and email funnels to nurture leads, especially around campaigns like National Free Wills Month.
Why is Marketing Wills and Probate Services So Challenging?
Small law firms often face several hurdles when marketing their wills and probate services:
- Limited marketing budgets compared to large law firms
- Difficulty in differentiating services in a crowded market
- Hesitancy from potential clients due to the sensitive nature of the topic
- Keeping up with rapidly changing digital marketing trends
But don’t worry—this guide will equip you with actionable strategies to overcome these challenges and attract more clients to your firm.
How Can You Dominate Local Search Results for Wills and Probate Services?
When it comes to wills and probate, most clients prefer local providers. Here’s how to ensure your firm appears at the top of local search results:
National firms with a presence in multiple regions across the UK can offer a variety of work and a better work/life balance compared to firms primarily located in major cities.
Optimise Your Google My Business Listing
Is your Google My Business profile working as hard as it could be? Follow these steps:
- Claim and verify your listing if you haven’t already.
- Ensure all information is accurate and up to date.
- Add high-quality photos of your office and team.
- Regularly post updates about your services, especially during National Free Wills Month.
Leverage Local Directories
Where else can potential clients find you online? List your firm in:
- Legal-specific directories like The Law Society’s Find a Solicitor service.
- Local business directories.
Master Location-Based Keywords
Are you targeting the right keywords? Incorporate location-based terms into your website content, such as:
- “Wills and probate solicitors in [Your City]”
- “Estate planning lawyers near [Your Area]”
- “[Your City] probate services”
How to Optimise Your Law Firm’s Website to Convert Wills and Probate Clients
Your website is often the first impression potential new clients have of your firm. Make it count with these optimisation strategies:
Create Clear, Service-Specific Landing Pages
Do you have dedicated pages for each of your services? If not, create them now:
- Will writing services
- Probate assistance
- Estate planning
- Lasting Power of Attorney
Each page should include:
- Clear benefits of using your firm
- A brief overview of your process
- Pricing information or a quote request form
- Client testimonials
- A prominent call-to-action (CTA)
Craft Compelling Calls-to-Action
Are your CTAs as clear and compelling as they could be? Try these:
- “Book Your Free Wills Consultation Now”
- “Get Your Fixed-Fee Probate Quote Today”
- “Download Our Free Estate Planning Guide”
Simplify Your Contact Forms
What’s stopping clients from reaching out to your firm? Keep your forms short and simple, asking only for essential information.
How Can Content Marketing Showcase Your Wills and Probate Expertise?
Content marketing is crucial for demonstrating your expertise across various practice areas and providing value to potential clients. Here’s how to make it work for your firm:
Create a Powerful Blog Strategy
Are you consistently publishing valuable content? Consider these blog post ideas:
- “5 Devastating Consequences of Dying Without a Will”
- “The Step-by-Step Guide to the Probate Process in the UK”
- “7 Life Events That Mean It’s Time to Update Your Will”
- “How to Choose an Executor for Your Will: 5 Essential Considerations”
Develop a Comprehensive FAQ Section
What questions do your clients ask most often? Create an FAQ section that addresses these queries, targeting long-tail keywords in the process.
Produce Myth-Busting Content
What misconceptions do people have about wills and probate? Create content that sets the record straight:
- “5 Common Myths About Writing a Will, Debunked”
- “The Truth About Probate Costs: What You Really Need to Know”
How to Create High-Converting PPC Campaigns for Wills and Probate Services
Pay-Per-Click (PPC) advertising can be a powerful tool for reaching clients actively searching for your services, especially in a competitive landscape where other firms are also vying for attention. Here’s how to make it work:
Focus on High-Intent Keywords
Are you targeting the right keywords? Consider these:
- “Make a legally binding will online”
- “Affordable probate services near me”
- “Best estate planning lawyer in [Your City]”
- “Fixed-fee probate costs”
Craft Compelling Ad Copy
Is your ad copy speaking directly to your potential clients’ needs? Try these approaches:
- Highlight unique selling points: “Fixed-Fee Probate Services with No Hidden Costs”
- Address pain points: “Avoid Family Disputes—Get Your Will Written by Experts”
- Create urgency: “Free Will Review During National Free Wills Month—Book Now”
Align Your Landing Pages
Do your landing pages match your ad content? Ensure a seamless transition from ad to landing page to improve your Quality Score and conversion rates.
How Can Social Media Build Trust in Your Wills and Probate Services?
While social media might not seem an obvious choice for wills and probate services, it can be an effective tool for smaller firms to build relationships and showcase their expertise.
LinkedIn Strategies
Are you leveraging LinkedIn to its full potential? Try these tactics:
- Share thought leadership content on estate planning and legal changes.
- Engage with other professionals in the legal and financial planning sectors.
- Showcase client success stories (with permission).
Facebook Approaches
How can you use Facebook to educate and engage potential clients? Consider:
- Creating infographics explaining the probate process.
- Promoting webinars on estate planning.
- Using Facebook ads to target specific demographics in your local area.
Making the Most of National Free Wills Month
Are you prepared for National Free Wills Month? Plan a campaign that includes:
- A series of posts explaining the initiative and its benefits.
- Daily tips on estate planning throughout the month.
- A live Q&A session about wills and probate.
How Can Email Marketing Nurture Wills and Probate Leads and Attract New Clients?
Email marketing is a powerful tool for guiding potential clients and attracting new clients through the decision-making process. Here’s how to make it work for your firm:
Develop a Targeted Email Funnel
Are you nurturing your leads effectively? Create a series of emails designed to guide potential clients:
- Welcome email with a free guide on estate planning.
- Follow-up with common questions about wills.
- Information about the probate process.
- Invitation for a free consultation.
Set Up Automated Campaigns
Are you making the most of automation? Set up campaigns triggered by specific actions or dates:
- Annual reminders for clients to review their will.
- Updates on changes in probate law.
- Seasonal campaigns, such as reminders about updating wills before major holidays.
Create a National Free Wills Month Campaign
How can you capitalise on National Free Wills Month? Design a special email campaign:
- Announce your participation in the initiative.
- Provide information about eligibility and how to book an appointment.
- Share success stories from previous years.
How Can Video Marketing Simplify Complex Wills, Probate, and Inheritance Tax Topics?
Video is an excellent medium for explaining complex legal concepts in an accessible way. Are you using it effectively? When a person died, it is crucial to understand the process of finding a will, which can involve searching registries or contacting professionals who may have that information.
Types of Videos to Create
Consider producing:
- Explainer videos about the will-writing or probate process.
- Client testimonial videos.
- Q&A sessions with your firm’s probate specialists.
- Virtual tour of your office to make potential clients feel more comfortable.
Effective Distribution Channels
Where should you share your videos for maximum impact?
- Embed them on relevant pages of your website.
- Share them on social media platforms.
- Include video content in email marketing campaigns.
- Create a YouTube channel for longer-form educational content.
How to Build Unshakeable Trust in Your Wills and Probate Services
In the sensitive area of wills and probate, building trust is paramount. Here’s how to showcase your expertise and reliability: A standing search can be applied for to obtain a copy of a deceased person’s will after probate has been granted.
Highlight Client Testimonials
Are you leveraging your happy clients effectively? Showcase positive feedback, including specific details about how you helped them through the process of writing a will or managing probate.
Display Accreditations and Awards
What sets your firm apart? Prominently display relevant accreditations or awards, such as those from The Law Society or Wills and Equity accreditations.
Be Transparent About Fees
Are your fee structures clear to potential clients? Consider offering fixed-fee services for straightforward wills or probate cases, and make this information easily accessible on your website.
Publish Expert Content
How are you demonstrating your expertise? Regularly publish expert articles or whitepapers on wills and probate topics to establish your authority in the field.
Essential Analytics: Measuring the Success of Your Wills, Probate, and Legal Services Marketing
To ensure your digital marketing efforts are effective, it’s crucial to monitor your performance and make data-driven decisions. In the competitive landscape of top law firms, maintaining high standards is essential for success. Are you tracking these key metrics?
Critical Metrics to Monitor
- Website traffic and sources.
- Conversion rates for contact forms and consultation bookings.
- Email open and click-through rates.
- Social media engagement rates.
- PPC campaign performance (click-through rates, cost per click, conversions).
Tools for Effective Tracking
Are you using the right tools to measure your success?
- Google Analytics for website performance.
- Google Search Console for SEO insights.
- Social media platforms’ native analytics tools.
- Email marketing software like Mailchimp or Zoho Campaigns to track opens, clicks, and conversions.
Conclusion: Elevate Your Wills and Probate Services with Proven Marketing Strategies
Marketing wills and probate services doesn’t have to be overwhelming. By implementing these digital marketing strategies, your firm can attract more clients, build trust, and grow sustainably.
Remember, National Free Wills Month is just around the corner. Now is the perfect time to start applying these strategies and maximise your firm’s potential.
Looking to boost your firm’s visibility and generate more client enquiries? Discover our expert marketing services for law firms, tailored to drive growth through proven strategies and measurable results. Get started today!
We’ve also spent the time putting together a cost effective marketing tech stack, read more here.
Damian Reed is Head of Marketing at QualitySolicitors, where he specialises in fostering the growth of law firms through innovative marketing and lead generation strategies. With a wealth of experience spanning multiple industries, Damian leads a dedicated marketing team that provides tailored services to over 40 law firms. Passionate about marketing and committed to seeing firms thrive, Damian brings a unique blend of skills to his role. He is highly adept at brand building, lead generation, and campaign development, leveraging his expertise to drive impactful results in the legal sector.
