Marketing for Estate Planning Attorneys: How to Build Trust and Attract Clients Online
Estate planning attorneys operate in a unique space where trust is paramount. You’re not just helping clients draft legal documents—you’re guiding them through some of the most personal decisions they’ll ever make. Whether deciding who will care for their children, how to distribute assets, or preparing for unexpected incapacity, your clients need to feel they can trust you with their lives—and their legacies.
But here’s the challenge: most people don’t wake up one morning and say, “I should find an estate planning attorney today!” They put it off. Sometimes, they avoid it altogether until it’s too late. So, how do you ensure that when someone does realize they need an estate plan, they choose you?
The answer is simple but not easy: strategic marketing. In this post, we’ll break down various modern marketing tactics tailored to estate planning attorneys. From email newsletters to lead magnets, social media strategies, and client workshops, we’ll show you how to build trust and attract more clients—while staying authentic to your practice and mission.
The Estate Planning Attorney’s Marketing Dilemma: Why Trust Is Everything
Imagine this: A potential client stumbles upon your website. They’re a young professional who just got married and is starting to think about the future. They want to protect their spouse and any future children, but they’re overwhelmed by the idea of estate planning. Will it cost too much? Will they be judged for not knowing where to start?
Your website looks professional but lacks anything that speaks directly to them. There are no educational resources, no answers to their questions, and no indication that you understand their unique concerns. As a result, they leave your page and continue searching for someone who does.
This is the trust gap that many estate planning attorneys face. People are reluctant to dive into estate planning because it feels intimidating or overly formal. To close this gap, your marketing needs to meet potential clients where they are: confused, overwhelmed, and looking for someone to make the process easy and approachable.
Step 1: Leverage Email Newsletters to Stay Top of Mind
The email newsletter is one of the simplest but most effective marketing tools for estate planning attorneys. Think of it as your opportunity to educate, build trust, and stay in front of potential clients—even if they’re not ready to hire you yet.
Why Email Newsletters Work for Estate Planning Attorneys
Estate planning isn’t a service people need every day, but when they do need it, they’ll likely reach out to someone they already trust. By sending valuable, consistent content to your email list, you position yourself as the go-to expert in their minds.
What to Include in Your Newsletter:
Educational Content: Provide bite-sized, actionable advice. For example:
“The 5 Most Common Estate Planning Mistakes to Avoid”
“What Happens if You Don’t Have a Will in [Your State]?”
Case Studies or Success Stories (Anonymized): Share how you helped a family avoid probate or created a trust to protect their assets. Real-world examples resonate with potential clients.
FAQs: Address common questions like, “Do I need a trust or a will?” or “How often should I update my estate plan?”
Updates in Estate Law: Keep clients informed about new regulations or changes in tax law that could impact their estate plans.
Pro Tip:
End every newsletter with a clear call to action (CTA), such as “Schedule a Free Consultation” or “Download Our Estate Planning Checklist.” This gives readers a simple way to take the next step.
Example Success Story: One estate planning attorney we worked with included a monthly “Did You Know?” section in their newsletter. One month, they explained how a young family could use a testamentary trust to secure their children’s future. A subscriber forwarded the email to a friend who had just had a baby, and that person booked a consultation. The result? A $3,500 comprehensive estate plan and a new lifelong client.
Step 2: Create Lead Magnets That Provide Value (and Capture Leads)
A lead magnet is a free resource you offer in exchange for someone’s contact information—typically their name and email address. It’s one of the best ways to build your email list and establish trust before someone enters your office.
What Makes a Great Lead Magnet?
Your lead magnet should solve a specific problem or answer a common question to attract potential estate planning clients. Some ideas include:
“Estate Planning 101: A Beginner’s Guide to Protecting Your Family and Assets”
“10 Questions to Ask Before Creating a Will”
“The Ultimate Estate Planning Checklist for New Parents”
“How to Avoid Probate in [Your State]”
Make the resource visually appealing, easy to read, and actionable. Tools like Canva can help you design professional PDFs even if you’re not a graphic designer.
How to Promote Your Lead Magnet:
Add a pop-up form on your website offering the resource.
Include it in your social media bios (“Download our free guide here!”).
Use it as the centerpiece of a targeted ad campaign on Facebook or Google.
Example Success Story: One attorney ran a Facebook ad targeting newlyweds, offering a free guide titled “5 Estate Planning Essentials for Couples.” The campaign cost $250 and generated 40 downloads. Of those, 10 people booked consultations, resulting in over $15,000 in revenue from new clients.
Step 3: Use Workshops to Educate and Build Relationships
Workshops are one of the most underutilized but effective tools for estate planning attorneys. People are far more likely to hire you if they’ve met you, heard you speak, and feel confident in your expertise.
What Makes a Great Workshop?
Your workshop should focus on educating your audience and demonstrating your value—not hard-selling your services. Some ideas include:
“Estate Planning for Beginners: What Every Family Should Know”
“How to Protect Your Children’s Future with a Comprehensive Estate Plan”
“Avoiding Probate: The Benefits of Living Trusts”
How to Host a Workshop:
Host it in person at a local community center, library, or coworking space.
Offer a virtual option via Zoom for people who prefer to attend from home.
Promote it through your website, social media, and email newsletter.
Pro Tip:
At the end of the workshop, you can offer attendees an exclusive incentive to book a consultation, such as a free 30-minute session or discounted estate plan review.
Example Success Story: An attorney hosted a free workshop called “Estate Planning for New Parents” at a daycare center. After the session, half of the attendees signed up for consultations, resulting in 12 new clients and over $20,000 in revenue.
Step 4: Engage Your Audience on Social Media
Social media may not be the first place people look for an estate planning attorney, but it’s a great way to build your brand and connect with potential clients over time. The key is to focus on education and engagement, not overt sales pitches.
Best Platforms for Estate Planning Attorneys:
Facebook: Great for targeting families, older adults, and local community groups.
LinkedIn: Ideal for networking with other professionals (e.g., financial advisors, CPAs, real estate agents) who can refer clients to you.
Instagram: Use visuals like infographics, quotes, and short videos to break down estate planning concepts in an approachable way.
Types of Content to Share:
Educational Videos: Record short clips answering FAQs like “What happens if I die without a will?”
Client Success Stories: Share anonymized stories of how you’ve helped clients achieve peace of mind.
Behind-the-Scenes Content: Post photos or videos of your team, your office, or you speaking at a workshop.
Infographics: Create simple graphics explaining concepts like trusts, probate, or powers of attorney.
Pro Tip:
Social media works best when you engage with your audience. Respond to comments, answer DMs, and actively participate in community discussions.
Bringing It All Together: A Comprehensive Marketing Strategy
Effective marketing isn’t about using one tactic in isolation—it’s about combining strategies to create a consistent, trustworthy presence. Here’s how these tools can work together:
Use Social Media to drive traffic to your lead magnet.
Capture Leads through your lead magnet and follow up with an email newsletter.
Invite your email subscribers to attend a workshop where they can meet you in person or virtually.
Use workshops and newsletters to drive consultations and new clients.
Combining these strategies allows you to build trust at every stage of the client journey—from initial awareness to signing on as a lifelong client.
Final Thoughts: Marketing That Builds Trust and Lasting Relationships
Marketing for estate planning attorneys doesn’t have to be pushy or complicated. It’s about showing up where your potential clients are, answering their questions, and helping them feel confident about taking the next step. Whether through a free lead magnet, a monthly newsletter, or a local workshop, every interaction should reinforce the idea that you’re not just an attorney—you’re a trusted advisor who genuinely cares about protecting your future.
Ready to take your marketing to the next level? Let’s start with a strategy that connects with your ideal clients and positions your firm as the go-to expert in estate planning.