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SEO for Estate Planning Lawyers

Businesses promote their products and services across the web. Many promotional tactics are used in search engines like Google and social media platforms. These marketing strategies help them thrive in a competitive digital market.

For online marketing, search engine optimization (SEO) matters. This strategy is used to improve the websites of all business entities, including the legal industry. The US legal services industry is expected to grow to 348.5 billion USD in 2024.

SEO for Estate Planning Lawyers
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What is SEO for estate planning lawyers?

Estate planning is part of the legal services lawyers offer. This legal practice involves end-of-life planning that arranges, manages, distributes, and preserves an individual’s assets. An estate planning lawyer like you helps establish trust funds and charity donations, name the beneficiaries, and prepare funeral arrangements.

People do tons of Google searches daily. One could be for estate planning lawyers. These searchers could be your prospective clients. This is how SEO can help potential clients to see your law firm’s website in their organic search results.

When looking for tips on how to establish your SEO for an estate planning lawyer’s strategy, there are specific search terms you can use. These include “lawyer SEO,” “legal SEO,” or “law firm SEO.” This SEO marketing strategy involves law and legal expertise to meet the best methods for estate planning lawyers. These strategies are aligned with search engines’ algorithms and webmaster’s guidelines.

When SEO is successfully implemented in your law firm’s website, search engines can index and crawl it better to get higher rankings.

Ranking highly on search engines can boost your online presence, which helps acquire more clients for your law firm. However, it’s not that easy since SEO employs processes that can be complex to manage.

Grey Smoke Media can help you start an efficient law firm SEO campaign. Contact us today so you can learn more about the services we can bring to your business’ success.

End to End Solutions for
Law Firms

Grey Smoke Media is North America’s only full-service legal marketing firm, offering:

Media Buying

radio, tv, Out of Home

Digital Marketing

with a heavy focus on SEO

Content Production

Reputation Management

Management Consulting

We elevate law firms to the highest echelon through a multi-pronged, unified approach.

Our Results

Grey Smoke
Media grew an
injury firm

from less than
30 employees

to over
350 employees

Tripled a divorce
firm’s traffic in just

11 months

3 xgrowth

Our agency has
handled international

for over
$3 billion in class action lawsuits.

Our agency has
negotiated legal ad

with over
100different publishers across North America.

Grey Smoke Media has
negotiated brand
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Our founders
have provided
to over

television and radio
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They have given speeches
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The Importance of SEO for Estate Planning Lawyers

The Importance of SEO for Estate Planning Lawyers
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SEO is a vital digital marketing technique to drive your law firm to success. It can also get you more clients when every process is efficiently implemented. This section will tell you how SEO pays off when done right.

Get the valuable first-page position

Most businesses aim for their websites to land at the top of search results. Earning this position is ideal for more clicks and visitors but getting a first-page spot generally can yield the same results. Preferably, you can aim for the top three or five sites on the SERPs’ first page.

SEO can put you ahead of competitors when your website lands on SERPs’ first page. You can do this by conducting a competitor analysis to analyze how competitors do their online marketing strategies. When doing these assessments, you can gather insights about what works for them and the gaps you can fill. 

Competitor analysis allows you to do the same tactics from competitors with better approaches. This reverse engineering method can also help you develop unique and relevant strategies to improve an existing SEO campaign.

Generate more leads

Leads are prospective clients engaged in availing themselves of your legal services. They are acquired through a lead-generation process to convert them into customers.

One of the ways to generate more leads is by attaining high organic website traffic. This traffic is the volume of users viewing your web page to learn more about your legal services. Increased organic traffic can bring more click-through rates that result in leads and conversions.

Naturally, you can generate more leads when your website ranks highly on SERPs. Higher rankings also mean your website content and structure benefit searchers seeking estate planning lawyers.

Build an online presence

In the legal industry, you’re up against many law firms that offer estate planning. This is how online presence becomes crucial for your law firm’s branding. An online presence can deliver qualified leads to enhance your conversions. 

Generally, your online presence should be authoritative. You can achieve this by building high-quality backlinks and content. These aspects are essential to establishing the trustworthiness of your legal services among prospective clients. Potential clients are more likely to come back when your brand is trustworthy.

Establish legal authority

An authoritative online presence can establish your legal authority in the industry. As more prospective clients trust your brand, more competitors become aware of the credibility and authority of your legal services.

Clients don’t avail themselves of legal services they can’t trust. Therefore, legal authority matters for your law firm. Without it, clients are more likely to navigate away from your site. Legal authority may also help your law firm become known as a reliable service among estate planning lawyers in the country.

Visit Grey Smoke Media’s website today to establish a legal authority beyond digital space with us.

Grey Smoke Media
in the Press

Jordan Whelan, a spokesperson for Diamond Lawyers and president of public relations agency Grey Smoke Media, told the Star Thursday night that “after consulting with counsel, we will be appealing the decision.”

Having worked with many brands in Canada, however, Jordan Whelan, president of Toronto-based Grey Smoke Media, doubts that his clients would embrace a programmatic exchange for podcast ads.
“Media buyers and marketing companies don’t want to stray from what’s working,” he said. As a media buyer for major Canadian brands, Whelan said that many are skeptical compared to similar media, such as radio.

I spoke to Jordan Whelan, Toronto Media Buyer at Grey Smoke Media and client of mine, who builds customized media campaigns. According to him, “ I’ve tested campaigns on Twitter that received more clicks but resulted in low conversions. Facebook capitalized on user psychology in a way that reached your target customer, despite the higher CPC.”

Featured in The Toronto Star

“‘We’ll get a client a media hit in a major news outlet and then also parlay that into getting them on page one of Google,’ he says, collaborating with search-engine-optimization experts in tandem.”

Read the full feature here >

Political clients (say John Tory for Mayor campaign) and leading law firms, including Personal Injury
Powerhouse and Diamond & Diamond Lawyers, trust Grey Smoke Media.

Key Approaches of SEO for Estate Planning Lawyers

SEO is a practice that involves many approaches to improve your law firm’s website. These approaches help you achieve SEO benefits to gain profits and long-term business growth. They can be overwhelming to understand, so let this section guide you through the critical approaches of legal SEO to boost your estate planning services online.

Local SEO

Estate planning lawyers like you serve clients in various localities. Serving a locale means targeting the clients living in your area. Your law firm should be known in your city and state to gain more repeat and potential clients.

Local SEO is a way to optimize your localized marketing tactics to reach specific target audiences. This approach helps you determine the search intent within your city or state. Google and other search engines have algorithms that can distinguish local search queries about legal services. For one, they can recognize if users search for “estate planning lawyers in [specific city or state].”

Aside from identifying local search intent, local SEO can allow you to perform a comprehensive geo-targeting strategy. This factor can help you find geo-targeted keywords about estate planning lawyers to reach your target audiences better.

Content optimization

Website content is the backbone of client engagement. It should be engaging, readable, and SEO-friendly. Different types of content are available online, and users should see value in the ones you publish.

Engaging, readable, and SEO-friendly content means it is optimized with valuable keyword research and user-friendly writing. In keyword research, you find keywords relevant to your estate planning services. Additionally, search intent is highly prioritized to match the searchers’ needs.

In content SEO, content marketing is also optimized. You can leverage the marketing potential of multi-channel distribution by repurposing your content to reach more clients on social media.

On-page and off-page SEO

Website features are critical to getting higher rankings in search engines. Internal and external elements are factors evaluated by search engines to index and crawl your web page. They are the concerns of on-page and off-page SEO.

On-page SEO optimizes your internal or on-site website features, such as title tags, meta descriptions, and internal links. Meanwhile, off-page SEO focuses on external or off-site elements such as backlinks. The former involves aspects you can control, while the latter ensures your brand promotion for online presence and legal authority.

Website optimization

Your law firm’s website structure is a crucial ranking factor for search engines. Its technical elements should be easy to navigate for users. Technical SEO is the approach that comes in handy in these web development qualities.

Technical SEO focuses on improving your web design or user interface (UI) for a better user experience (UX). It optimizes web design, including image and text sizes, fonts, and navigational buttons for page speed. When your web page loads slowly, visitors may lose interest in viewing.

Since most people do online searches on their phones, website optimization is also integral to making your web page mobile-friendly.


Link-building is an approach that generates high-quality backlinks for your law firm’s website through link prospecting, building, and monitoring. You find links through research, outreach, or natural linking in link prospecting. Then you acquire them for your site and monitor their progress.

Links can establish your domain authority (DA). To achieve a beneficial DA, link-building also performs anchor text evaluations to see if they’re high-quality and valuable. These assessments ensure that your backlinks are effective in boosting your brand awareness.

Site auditing

An SEO campaign cannot be successful without monitoring. This matter is done through site auditing that monitors your law firm’s website’s performance on the Internet. Site audits use data analytics that examine how the existing SEO strategies are performing on your web page.

With these data-driven assessments, site auditing can provide insights into what needs to be retained, removed, and improved. They may also help you develop new and unique tactics to enhance the SEO campaign.

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SEO Tips for Estate Planning Lawyers

SEO Tips for Estate Planning Lawyers
Image by Mohamed Hassan on Pixabay

You cannot achieve the benefits of SEO and its approaches without proper planning. Although many practices are unique to each website, there are ones that can work for all. These are the SEO tips you can use to improve your estate planning law firm’s website.

Conduct targeted keyword research

Targeted keyword research focuses on finding keywords relevant to your estate planning services. These keywords can rank your site high on SERPs for searchers to see. You should look for the following in keyword research: search intent, search volume, and long-tail keywords.

The following search purposes help you understand what search terms are made daily:

  • Informational – The search queries find relevant information about specific topics.
  • Transactional – Search queries about purchasing things online (e.g., users availing themselves of your legal services).
  • Navigational – Search queries that intend to browse a website.
  • Commercial – Search queries for users that are deciding to buy something.

Search volume is the number of queries made in specific terms. A high search volume can get your site on the first page but may also bury it due to high search demand. Therefore, long-tail keywords are essential. Although they get less traffic, they have specific terms that can increase conversions.

Ensure mobile usability

One ranking factor for technical SEO is mobile usability. Search engines such as Google can’t index, crawl, and rank your site without mobile-friendly features in website design.

Mobile usability is vital for improving user experience. You can ensure your site’s mobile-friendliness by checking Google’s mobile-friendly test guidelines.

Create high-quality content

You should write and publish high-quality content for your law firm’s website. Use the gathered keywords in keyword research as engaging factors in writing your content. Make sure that you write it based on search intent. Search intent can help your content reach your intended audience.

“Marketing tactics of the
elite class”

Repurpose content

Don’t limit your SEO marketing to search engines. You can repurpose your SEO-written content through multi-platform distribution that includes social media. This tip lets you repost your website content on social media platforms.

Through content repurposing, you may create infographics, short videos, podcasts, or e-books. You can use these content marketing options to promote your legal branding beyond search engines. Leverage the power of multi-platform distribution to reach more prospective clients for your law firm. 

Combine SEO with other online marketing channels

SEO and other online marketing channels, such as pay-per-click (PPC) and social media marketing (SMM), do not have to be mutually exclusive. Instead of using them separately, combine them to harness an adept legal marketing campaign.

PPC is a marketing effort that uses paid ads to put you on the top and bottom of search results. It will flag your web page as an ad, making searchers aware that your site is an advertised result for their search queries. Although this tactic is advantageous, users may avoid them. Nonetheless, you can use PPC if you want faster results.

On the other hand, SMM focuses more on connecting with your target audience by aligning your brand promotions with client personas. This marketing strategy creates significant online relationships to develop brand awareness for your law firm. However, keeping up with the rapidly changing social media algorithms can be tricky.

Regardless of PPC’s and SMM’s weaknesses, you can still use them alongside SEO to boost your online presence. Using them together can deliver a high return on investment (ROI) for your legal services.

Utilize Google My Business and other digital business tools

One way to enhance your SEO campaign is by utilizing digital business tools such as Google My Business, Bing Places, and Yelp. You can create and verify your business using these platforms. Additionally, these tools can help manage and increase your online presence across the Internet. They can also help you enhance your SEO marketing with new and efficient strategies.

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Find authoritative backlinks

Backlinks, especially authoritative ones, are crucial. These links can establish high domain authority that sets you apart from competitors. You may use link-building tools and outreach to acquire them. Some websites may even link to your site naturally when you’ve successfully formed a trustworthy brand.

Build your business profile on legal directories

Aside from digital business tools, legal directories can help increase your online presence. Legal directories are part of off-page SEO that builds your branding and promotion in search engines and social media. Localized optimization is also possible with legal directories.

You can submit your law firm to legal directories like Avvo, Justia, and Super Lawyers. Prospective and new clients can be updated with your business profile and its availability within their localities.

Hire a seasoned lawyer SEO service

You can do manual SEO, but it can be time-consuming. For this reason, you may want to hire a professional lawyer SEO service to help you start and manage SEO campaigns. A seasoned SEO service can also help you employ efficient SEO strategies to improve your site.

Finding an experienced lawyer SEO service can be daunting. You should consider their legal expertise, positive reviews, citations, portfolio, and case studies. It’s essential to investigate these matters to ensure that you work with a transparent, reliable, accountable, and proficient service.

Our Testimonials

“Grey Smoke Media is exceptional and in a league of its own. Jordan has played a pivotal role in our explosive growth over the past decade. His raw creativity is inspiring.”

Jeremy Diamond
Senior Partner,Diamond and Diamond Lawyers

“Grey Smoke Media took me from 50 keywords on page one to over 250, more than doubling my traffic, in just 8 months. They are more than an agency. They are a business partner that I can depend on at 10pm on a Sunday. Their work is beyond reproach.

Barry Nussbaum
Owner of Nussbaum Family Law

“In short, Grey Smoke Media is outstanding. We came to them with a reputation management problem that two other agencies failed to solve and they had a custom plan to us in 24 hours. They played an enormous role in our 2021 revenue rebound and we are forever grateful.”

publicly traded pharmaceutical company

“Fantastic work”

Thomas Grajek
Criminal Defense Attorney

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We have secured links for our clients on some of the largest media outlets in the world. This marriage of traditional PR outreach and SEO has resulted in an indisputable and inimitable advantage for our clients.

Become a Legal Authority in Estate Planning With Grey Smoke Media

Estate planning lawyers like you need clients to thrive in the legal industry. Without them, you will not be able to gain a valuable return on investment. In an era where most businesses leverage digital media to promote their services, your law firm should keep up by employing SEO strategies.

Become a legal authority in estate planning with the help of Grey Smoke Media. We have premium and adept SEO strategies that can be tailored to your law firm’s substantial success. Visit us today to learn more about our offers and how we can help drive your online presence to the top.

FAQs on SEO for Estate Planning Lawyers

The main limitation of SEO is algorithms. Search engine algorithms can constantly change, affecting your existing search results position. You can be in the top spot now, but when the algorithm changes, you may plummet. This is why it’s essential to be updated with the webmaster’s guidelines.

Lawyer SEO doesn’t have a fixed price. The costs depend on how long and extensive your SEO campaign will be.

Stopping your SEO campaign can disrupt the progress it generates. Search engines never stop indexing and crawling your website, so you shouldn’t either. Inactivity in your SEO campaign can compromise your business goals.

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