7 Proven Digital Strategies to Scale Your Estate Planning Business

As estate planners, your work revolves around helping clients secure their legacies, ensuring their wealth is transferred smoothly and according to their wishes. But while you're busy safeguarding the futures of others, how much attention are you giving to the future of your own business?

With billions in generational wealth set to be transferred in the coming decades, the demand for wealth management services like estate planning is only growing. Yet, many estate planners struggle to stand out or grow in a competitive field. That’s where digital marketing strategies come in. They offer a way to connect with more clients, streamline processes, and ultimately, scale your business.

In this post, we’ll dive into seven key digital strategies that can help you expand your reach, grow your client base, and elevate your practice. Whether you’re just starting out or looking to level up, these strategies are designed to work for estate planners at any stage. If you need expert guidance on implementing any of these solutions, Defiance Analytics is here with personalized support tailored to your business goals.

Key Takeaways

1. Optimize your website for SEO to increase visibility and attract more potential clients.
2. Use paid digital advertising like PPC to get immediate exposure and fast results.
3. Offer free consultations or webinars to build trust and demonstrate your expertise.
4. Leverage client reviews and testimonials to boost credibility and attract new clients.
5. Implement email marketing to nurture relationships and retain existing clients.
6. Stay active on social media to engage with your audience and build relationships.
7. Use data-driven marketing to refine your strategies and maximize return on investment.

1. Optimize Your Website for SEO

Your website isn’t just a digital business card—it’s a lead-generating machine when optimized correctly. The goal of Search Engine Optimization (SEO) is to make sure potential clients can find your services when they search for wealth management, estate planning or related terms. Without SEO, even the most beautifully designed site is like a billboard in the desert: no one will see it.

The basics: SEO starts with understanding what your potential clients are searching for. This could be something as simple as "wills and trusts lawyer" or "estate planning attorney near me." By using these phrases strategically throughout your website’s content, search engines like Google will rank your site higher when people look for those services.

But SEO isn’t just about keywords. You need to make sure your website is mobile-friendly, loads quickly, and provides a seamless user experience. After all, if your site is slow or difficult to navigate, visitors are more likely to leave—and that’s not just bad for business, it can hurt your SEO ranking too.

Pro tip: One way to boost your SEO even further is by publishing valuable, informative content. Blog posts, FAQs, and educational guides on topics like estate planning basics or advanced trust strategies can position you as a trusted expert. This not only helps with organic search rankings but also builds trust with potential clients.

2. Invest in Paid Digital Advertising

If SEO is the long game, then Pay-Per-Click (PPC) advertising is the fast track. While SEO takes time to yield results, PPC offers an immediate way to appear at the top of search results, even above organic listings. This is especially important in competitive markets where ranking naturally can be a challenge.

How it works: PPC is a model where you pay each time someone clicks on your ad. You can set up campaigns targeting keywords like “estate planning attorney” or “trust administration services,” ensuring your firm is front and center when potential clients are actively searching for help. You’ll need to set a budget and bid for keywords, but the beauty of PPC is that you only pay when someone clicks—meaning you’re investing in highly targeted leads.

Why it’s effective: Because PPC ads target users actively searching for your services, these leads tend to convert faster. For estate planning firms, where the buying cycle can sometimes be long and trust-building, paid ads can give you a head start by bringing in clients ready to take action now.

To make the most of your PPC campaigns, it’s crucial to monitor their performance closely. Look at key metrics like click-through rates (ctr) and cost-per-click (cpc) to ensure your ads are performing well and delivering the right ROI. With smart bidding strategies and targeted copy, PPC can help you get new clients faster than most other digital marketing tactics.

3. Offer Free Online Consultations or Webinars

In wealth management, trust is everything. Clients are dealing with sensitive topics like family wealth, inheritance, and the future care of loved ones—so they need to feel confident that their advisor has their best interests at heart. One of the most effective ways to build that trust upfront is by offering free consultations or webinars.

Why it works: Free consultations give prospective clients a no-obligation way to get to know you and your services. It provides you with an opportunity to showcase your expertise, answer questions, and build rapport—all without the client having to make a financial commitment. When clients feel heard and understood, they’re far more likely to hire you for their estate planning needs.

Similarly, hosting educational webinars on wealth management topics like estate planning can position you as a thought leader. You can cover topics like the importance of wills, how to minimize estate taxes, or even niche topics like estate planning for business owners or blended families. These webinars not only attract potential clients but also allow you to demonstrate your expertise in a public, value-driven way.

Practical tips: Structure your webinars or free consultations to offer maximum value while respecting your time. Limit consultations to 30-60 minutes and use this time to educate clients on your services and processes. For webinars, pick topics that resonate with your audience and make it easy for attendees to sign up and engage.

Don’t forget the follow-up. After the consultation or webinar, send a personalized email thanking the client or attendee, and include next steps, such as scheduling a full appointment or signing up for your newsletter.

4. Leverage Client Reviews and Testimonials

When it comes to making a decision about something as personal and important as estate planning, potential clients look for social proof—in other words, what others have to say about your services. This is why client testimonials are such a powerful tool in scaling your business.

Building trust through reviews: Positive reviews reassure potential clients that others have had a good experience working with you, which can ease any hesitations. Consider this: a person searching for wealth management services like estate planning is more likely to trust a firm with dozens of 5-star reviews than one with none. Encourage satisfied clients to leave reviews on platforms like Google, your website, and other professional directories. You can also highlight particularly glowing testimonials on your homepage to make them even more visible.

How to get more reviews: The best time to ask for a review is after you’ve completed the service and the client is satisfied. You can automate this process by sending a polite follow-up email with a link to leave a review or ask for feedback. Make it easy for clients by providing direct links to Google Reviews or a review form on your website.

When showcased properly, testimonials become one of your strongest marketing assets. They not only improve trust but also help boost your website’s ranking in search engines.

5. Use Email Marketing and Automation for Retention

The key to scaling your wealth management or estate planning business isn’t just attracting new clients—it’s keeping your existing ones engaged and happy. Email marketing is a great way to nurture relationships over time, offer value, and encourage repeat business or referrals.

Why email works: Email marketing is one of the most effective ways to stay connected with your clients long after their estate plan is in place. Sending out regular newsletters with estate planning tips, updates on tax laws, or reminders to review their documents keeps your firm top of mind. Automated email campaigns can also help you send personalized follow-ups, whether it’s a simple thank-you or an invitation to book a yearly review.

Automated emails: Set up an automation system to send out emails on important dates, like the anniversary of a client’s estate plan. You can even create a drip email sequence for potential clients who attended a webinar but haven’t booked a full consultation yet. By nurturing these leads over time, you increase your chances of converting them into paying clients.

6. Stay Active on Social Media

Social media might not seem like the most obvious channel for estate planning services, but it's a powerful tool for building relationships and increasing visibility. Platforms like LinkedIn, Facebook, and even Instagram allow you to engage directly with potential clients in a less formal, more approachable setting. The key is to use social media to educate, engage, and build trust—not just to promote your services.

Why it’s effective: Social media platforms are where people go to get answers, learn, and connect. By sharing valuable content—whether it’s tips on estate planning, updates on legal changes, or even success stories from clients—you position yourself as a go-to resource. Your posts don’t have to be overly polished; authenticity often wins on social media. A simple video explaining the importance of having a will or a post highlighting common estate planning mistakes can generate engagement and attract potential clients.

Practical tips: Be consistent with your posts and interact with your audience. Answer comments, ask questions, and use polls to encourage participation. LinkedIn is an especially powerful platform for professional services, allowing you to run effective social PR, share in-depth articles or even host live Q&A sessions about estate planning topics. The more active you are, the more visible you become in your clients’ daily lives.

Remember, it’s not about hard selling on social media; it’s about building relationships and trust, which will naturally lead to more clients over time.

7. Use Data-Driven Marketing to Refine Your Strategy

One of the most significant advantages of digital marketing is the ability to track and analyze your results. Every click, email open, or website visit can provide insights into what’s working and what isn’t. With data at your fingertips, you can refine your strategy, focusing on what drives the most conversions.

How to Leverage Data: Tools like Google Analytics can give you detailed insights into your website traffic, helping you understand which pages visitors spend the most time on and where they drop off. Email marketing platforms provide open and click-through rates, while social media analytics show which posts get the most engagement.

At Defiance Analytics, our intent data solutions take this a step further. By analyzing your audience’s online behavior, we help you identify high-intent prospects—those actively searching for wealth management services like estate planning. With this data, you can focus your marketing efforts where they’re most likely to succeed, reducing costs and improving conversion rates. Additionally, our wealth data solutions provide targeted insights into high-net-worth individuals, allowing you to develop personalized campaigns that resonate with affluent clients.

By regularly reviewing these metrics, you can make informed decisions about where to invest your time and budget. For example, if you notice that certain blog topics consistently drive traffic, you can double down on similar content. On the flip side, if a particular ad campaign isn’t performing as expected, you can tweak it or reallocate your budget to higher-performing areas.

Pro Tip: Test, measure, and adjust. Run A/B tests on your ads or email subject lines to see what resonates most with your audience. Over time, this data-driven approach will maximize your marketing ROI, ensuring you get the most out of every dollar spent.

Final Thoughts

Scaling your estate planning business may feel overwhelming, but with the right digital strategies, it becomes not just manageable, but incredibly effective. From building a strong online presence through SEO and social media, to leveraging paid advertising and client testimonials, these tools help you attract new clients and retain existing ones.

We understand that implementing all these strategies can be time-consuming, especially when you’re busy managing your clients’ complex needs. That’s why at Defiance Analytics, we’re here to help you navigate the digital world with expert advice and services tailored to wealth management and estate planning businesses like yours. Book a demo with us today to discover how we can help you scale your firm with confidence.

Frequently Asked Questions

How long does it take to see results from SEO efforts?

SEO is a long-term strategy, and while some improvements can be seen in as little as 3 months, it often takes 6-12 months to see significant results. The key is consistency—publishing regular, high-quality content and maintaining your site’s technical performance will pay off over time.

Is paid advertising necessary if I already have a strong SEO presence?

While SEO is crucial for organic growth, paid advertising provides immediate visibility and can drive quick results. A balanced approach that includes both SEO and paid advertising will give you the best chance to capture clients at different stages of the buying journey.

How do I encourage clients to leave reviews?

The best time to ask for a review is shortly after a successful service. You can follow up with a personalized email thanking the client for their business and politely asking them to leave feedback. Including a direct link to Google Reviews or another platform makes it easier for them to do so.

How can social media help my estate planning firm?

Social media allows you to engage directly with potential clients in a more informal setting. By sharing educational content, answering questions, and staying active, you can build trust and position your firm as an approachable expert in wealth management and estate planning.

What is the best way to track the success of my digital marketing efforts?

Use tools like Google Analytics, email marketing platforms, and social media insights to track key metrics like website traffic, email open rates, and ad performance. Regularly review this data to see what’s working and adjust your strategy accordingly.

By leveraging these digital strategies, you’ll be well-equipped to scale your estate planning services, ensuring steady growth and client retention.