SEO Mastery for Estate Planning & Elder Law: Unlock More High-Value Clients Part 1

From cutting edge digital marketing tips to exclusive interviews with industry leaders , we're giving you the playbook to attract higher quality clients , dominate your market and build a firm that runs like a growth machine . Your next breakthrough starts now . This is the Marketing Lawcast .

Guys , today we're going to break down how top ranking firms dominate on Google , okay , how they attract the best clients and consistently grow their revenue and grow their practice . So , if you want better leads , you want higher quality leads then , my friends , you are in the right place . Let's go ahead and get into today's training .

Let's start with the simple fact that , guys , seo is how clients

find you . Nearly seven out of 10 online interactions begin with an online search on Google , and if your firm is not showing up , then your competitors are getting those leads . Today we're going to talk about how we change that . Okay , I think all of us know that .

The layout of Google search the local service ads at the top , your paid search you got your map pack and you have your organic down below that . Okay , understanding Google's page one is very key . Okay , you've got your paid ads at the top your map pack , in the middle your organic search results .

But 84% of all clicks go to just these seven listings the map pack and the top three or four of the organic results . If you're not ranking there , then you're missing out on all of the best prospects . So it's not just about the cool fact that you rank on Google , but this is where all of the best leads are . So we're going to get into this .

Okay , ranking in these spots it shows your authority and it builds trust . People know that ads are paid for Okay and they know that if you show up in these other areas , you've earned those locations . So consumers trust firms that rank organically because they've earned that position , unlike the ads that are just paid for . Anybody could be there .

This means that the highest quality leads they're clicking on the authoritative listings , not the ones marked as sponsored . Now , running ads can be a great way to get in the mix right . Start trying to play in this field , because all of the clicks are going , all the best leads and the eyeballs

are going to these listings , the map pack , the top three in the map pack and the top three or four in the organic listings . Okay , so does SEO really matter , guys , here's what SEO is intended to bring for you More qualified leads , higher conversion rates , authority online to command a premium fee and consistent lead flow .

Guys , ranking higher isn't just about visibility . It's about attracting better clients . It's about closing more leads and changing what you're worth . Let's talk about how we make that happen , okay , so , first off , why are some leads better than others ? Guys , not all leads are created equal , just like not all attorneys have the same skillset .

Some clients are ready to hire immediately , while others waste your time and never commit . So , to grow your firm efficiently , you need to focus on attracting the right kinds of leads those people who are serious , who are motivated and are willing to pay for expert legal guidance .

So think about it this way Would you rather spend your time with somebody who's actively searching for the best estate planning attorney to protect their family and their assets , or someone who just wants free information ? The key is learning to attract and identify the best leads and filter out the bad ones .

Okay , guys , there are essentially four types of leads and you're going to encounter all of these within your practice . Okay , but we can sort of swing the marketing in such a way swing the positioning of your firm to attract the better ones . So there's two types of buyers and there's two types of non-buyers . Okay .

So the two types of buyers these are prospects who can and will hire you . Okay , the first type are your buyers in pain , guys . These are the clients that have an urgent legal issue and they're ready to act , they're ready to buy . You have your buyers in power . These are clients that need your service , but they require some education or convincing .

And then we have our two types of non-buyers , or prospects who will never buy , they're never going to become a client . The first are your tire kickers or your looky-loos , and they waste your time , ask endless questions and often pretend to be serious buyers . They pretend , then you have your nays . I call them . You're not applicable . They're easy to identify .

They want something that you just don't . Provide these types of leads early on and focus your marketing to speak to the types of leads that you want the most kind of format , your consultations for those types of people , you'll start working with people who are actually worth your time . Let's get a little bit deeper into the buyers .

The buyers okay , the types of buyers . And first you have your buyers in pain and these are the best leads .

These are the dream clients . They've already identified they've self-identified a big issue whether it's a legal problem or a personal issue and that it needs solving . It could be family dispute over assets or an urgent need for Medicaid planning .

They've recognized that they have a need okay , and they come to you ready to explain their situation and be completely honest because they want an expert to fix it . Okay , most importantly , they have an immediate need and they're ready to hire . They're not shopping around . They're looking for the best attorney to solve their problems , somebody that they can trust .

They want the result . That's the big thing . And the best part is the price is not an issue for them . When the pain is high enough , okay . When the pain is high enough , they're willing to pay a premium for the right attorney who can take control , who can fix the problem and give them that confidence . Okay , now let's compare them to the buyers in power .

These are maybe like your , on the fence type of leads . These leads they still need estate planning or elder law , whatever , but they minimize the urgency of the problem , or maybe they kind of push it to the back burner . They don't want to really talk about what the big issues are , but they know that there's a thing there .

They may say things like you know , my kids get along great . They'd never fight over the estate . You know , we've been thinking about this for a while . We really ought to get it done , but , you know , still alive today . Right , they need help clarifying their pain . So , for some of these folks , you've got to educate them on the potential risks .

You've got to educate them and help them understand the consequences of delaying action . But they are a potential buyer . Okay , the leads that want to buy . But they just need more convincing . A lot of times they're going to ask surface level questions . Okay , they'll ask . The buyer in power will ask things like well , how much does it cost ?

Or can you explain the process to me ? Or what's the difference between a will and a trust ? Like ? They'll ask these surface level questions . However , unlike buyers in pain , price is still a consideration for them .

So if we stick with these surface level issues and we talk about this is what it costs , or here's exactly what the process is , it's not going to build the right value with them . Okay , so I'm not trying to get too deep into sales here , but we've got to help clarify the dream and clarify the problems with these buyers in power .

Okay , which means we have to ask them questions to help them get to a point where they're ready to buy . All right . So the buyers in pain they're self-identified , they're coming in , they want help . They're going to tell you the honest truth when you ask them questions , they're going to give you the answers . Why ? Because they want the best possible outcome .

The buyers in power they may ask surface level questions , but when you ask them some questions , they'll relent . They'll give you the information because

they too are a potential buyer and they want the best possible outcome . They just need some help along the way . But now let's take a look at your non-buyers . Okay , your two types of non-buyers , and the first type is a tire kicker . Okay , they're what I would call the fake buyer .

Okay , tire kickers pretend to be buyers in power , but they will never close . Okay , they disguise themselves as serious prospects . But you'll notice some key red flags . Okay , one , they ask excessive questions , way more than necessary . They bring up price early and repeatedly , and they're focused on cost and not the quality .

Okay , they tell you they're shopping around . They'll say things like well , I'm meeting with a few other attorneys , right , or I'm talking with another law firm already about this . They won't make a decision . They keep delaying and asking for more information , and when you ask a question , they won't want to answer honestly . They'll give you the runaround .

They'll say that you're getting too personal for them . They'll get defensive when you ask them a question and their biggest barrier is price . They want as much for free as they can . They don't want to pay . They're milking for information . These leads cannot afford your service or they're simply just unwilling to pay .

They're looking for free advice or the absolute cheapest option . They will waste your time , they will exhaust your energy and still never move forward , and the faster you recognize them , the better . Okay , then you have your nays . You're not applicable . They're easily identified . They want something that you don't provide ?

Okay , and we can identify those folks pretty easily . Maybe they need a criminal defense attorney , or they need a business contract written up , or somebody who just does DIY estate plan . They're trying to , you know , get things done as as , without you actually being involved in the process .

Whatever the case , they're not your ideal client , okay , the best thing to do is just politely refer them elsewhere . But in the context of SEO , which leads would you prefer ? Which leads do you want ? We want the buyers in pain . Right , those are the folks that we want coming through the door .

Okay , the clients that recognize your expertise , they trust your authority and they're ready to move forward . Or do you want the tire kickers , the ones that waste your time , beat you up on price and never commit ? Because the answer is clear you want the best leads , the buyers in pain .

You want the clients that respect your authority , trust your expertise , they're ready to hire you . They'll pay a premium fee . And guess where the buyers in pain go when they search for an estate planning or elder law attorney , guys , they click on the top ranking firms on Google . So if you want those high quality leads , you've got to focus on SEO .

So in this next section , we'll show you exactly how to position your firm as the authority on Google

so you attract the buyers in pain and stop wasting time on these bad leads . Okay , guys , the data tells us that the best , most motivated buyers in pain , they click on these authoritative listings . This is where they go . Okay , let's talk a little bit about a client of ours , and we'll talk about Phil in just a second here .

But what does an authoritative firm that ranks high and is in those . If we're back here , if we're back in , we're in these spots where we're in the Google map pack and we're in the top listings organically for , if not all , but most , of the keyword searches in our area . What's that lead to ?

Guys , it leads to consistency and lead flow clients that trust the firm's authority , motivated clients with real reasons to hire . We're attracting those buyers in pain the ability to support a premium fee for your plans .

We get great reviews online because those buyers in pain , when you help them , they're grateful , they have gratitude , they leave glowing reviews , they make referrals and that leads to a great reputation and consistently increasing revenue .

Okay , that's the big thing consistently increasing revenue , because it's that baseline of the highest value clients coming through consistently month after month when you're focused on SEO . Now , what happens when you don't rank in those areas ? Or you're not making a dent in those keywords , you're not showing up for any of those searches or you're down low .

People are going in the depths to find you , okay , or they're finding you through some other method that leads to prospects with no money , prospects that immediately ask about the price , or tire kickers , prospects that take forever to decide , or that grill you with questions over and over , or they tell you they're talking to other law firms .

They're straight up hey , you got to give me your best price . You got to try to beat out these four other law firms in terms of price . Can you beat them on price ? They'll say things like that . They'll believe that you just charge way too much .

Or it'll force you into a reliance on referral relationships or pay-per-lead systems like LegalMatch , where you have to pay to get people to come into your office . Guys , that's not the position that we want to have you in . Okay , we want to have you in that authoritative position attracting the buyers in pain . That wraps up part one of building online authority .

Be sure to catch part two of this series , where real-life clients share what increasing online authority has done for their practice and their revenue , on the next episode of the Marketing Lawcast .

a wrap on this edition of the Marketing Lawcast . Thanks for joining us Head over to imsrockscom . If you're ready to skyrocket your firm's marketing , don't hesitate to book a free strategy call with our team right on our website . Here's to your success .