How to Get More Estate Planning Clients?

“How do I get more estate planning clients?” is the first question most people ask us.

We answer with another question,

What made you get into estate planning?”

Sadly, by the time they find us, some estate and elder law attorneys are so exhausted from the endless struggle to maintain a steady stream of business, it takes them a few minutes to remember the original inspiration that drove their entry into this career.

How to Get Estate Planning Clients

But when they remember their “why,” their energy shifts.

We’re willing to bet that YOU, like some of our most successful clients, got into estate planning because you wanted to help solve some of life’s biggest challenges.

You wanted to make things easier for people facing their greatest unknowns.

You felt you could be a source of wisdom, information and experience… even comfort.

And you knew your expertise had the power to relieve fearful people of the mental burdens keeping them awake at night.

You chose this path because you have a HUGE heart. And you knew you could help.

But you’re not doing the sacred work you set out to do.

Instead, you’re managing referral relationships…

You’re spending your weekends trying to drum up new business…

Or, pre-pandemic, you pursued a relentless schedule of live workshops that gave you, at best, a trickle of clients who turned out to be bargain hunters rather than people who are serious about getting your help.

Why You Havent Been as Successful as You Want To Be

Now here’s the good news: It’s Not Your Fault.

It’s your business training that got you into this mess.

If you’re like most estate and elder law attorneys, you’ve been conditioned to hustle and work impossible hours using methods that were already obsolete when you started.

Thankfully, there’s a way out of this madness. And it begins with the reason you started your business.

When you take the time to reconnect with your “why,” you have access to the fire that fueled this journey.

When you use that fire, you have the power to let go of what isn’t working and claim what will.

And that’s exactly what we offer.

Step by step, we’ll quickly unravel the outdated training you were given and give you the roadmap that your inner fire needs to keep burning.

Because we dont want you to burn out. That’s OUR “why.”

You see, we’ve been in your shoes, and we know EXACTLY what it takes to build a sustainable digital empire that keeps on giving. We went into business to help you do the same.

You didn’t go into estate law to jump through endless hoops while helping no one. You went into estate law to be of service when people need you the most.

With everything that’s going on in the world, there’s never been a better time to do just that.

So let’s take your candle that’s been burning at both ends and turn it into a bonfire SO big, it draws clients to you like lost pilgrims in the dark.

How do we do that?

How We Attract Your Ideal Clients

We partner with you to create an online beacon for your ideal clients. Because your ideal clients arent attending free workshops. They’re sitting at home desperately searching for information on Google.

They’re looking for YOU.

And they find you when you have a system in place that leverages modern technology.

But make no mistake, a winning system to get more estate planning clients is NOT paying an SEO company to help you “rank higher on Google.” That strategy is unwieldy at best and doesn’t filter out time wasters.

When done correctly, a digital marketing system will put you in control of the leads you get. Even more importantly, it will dictate the quality of the clients you get.

Perhaps most important of all, a winning system gives you your time back. Right now, we’re willing to bet you’re spending over 80% of your time on strategies that don’t work and only 10-20% of your time helping clients.

If you’re ready to stop doing what isn’t working, schedule your breakthrough session now.

Just know that our availability for these sessions is limited, and not everyone who wants to work with us can. But if you’re truly serious about your business, if you’re open-minded, coachable and passionate about your “why,” we’ll move you and your business to the top of the list.

After all, you deserve that. You deserve to come first for a change, instead of rote strategies and busy work that keep your quality of life on the back burner…

We can’t help you if you don’t put yourself first and reach out. Schedule your breakthrough session.

Want to learn more before you book? Watch my newest training, How to Get More Estate Planning Clients Without Ever Hosting Another Live Workshop.

 

How to Get More Estate Planning Clients and Get Off the Revenue Roller Coaster

How to get More Estate Planning ClientsMost of what you’ve learned about how to get new estate planning clients is wrong … so wrong that you may be riding the Revenue Roller Coaster … and thinking “this is just the way it is.”

Before our clients found us, many of them were white-knuckling it through that same ride. It was feast or famine, all the way.

The feast inevitably comes with genuine overwhelm if the business isn’t scaled to handle an influx of new clients, and the famine comes with panic and a driving need to “hustle.”

For estate planning firms, this unpredictability is a never-ending spiral that leads to burnout.

But most attorneys don’t realize that. They have a belief that a natural “ebb and flow” is part of owning an estate planning law firm, and they accept it as something that “comes with the territory.”

We DISAGREE.

The revenue roller coaster law firms experience has only one cause: the lack of a reliable system for getting new clients.

Most lawyers are afraid to learn a new system. Their biggest fear is that they’re going to be even more overwhelmed with technology and a learning curve. They’re intimidated by all the things they think they’ll have to do just to stand out in a saturated online market.

But contrary to their beliefs, having a system that leverages technology does not create overwhelm. In fact, a reliable online digital marketing system creates control where there was none.

Control over both revenue and time…

Control that makes it possible to let go of tasks that consume days, nights and weekends.

The truth is, most estate lawyers are so busy trying to keep their heads above water — during both feast and famine periods — that they don’t have time to try anything different.

But the CEO of a company shouldn’t be bogged down trying to get new clients during slow periods — or getting overwhelmed when revenue is high.

Let’s face it: when you don’t have control over your revenue, you have no power. You lack the ability to scale your business and you can’t plan for the future. You’re forced to take a passive stance and rely on other people to refer clients that make or break your business.

In other words, you’re hoping to be saved…

…to meet that one person at a networking event who has all the right contacts… or find the right partnership with a loyal financial advisor who cares about your mission and purpose as much as you do.

Good luck.

The problem is, the strategies you know and understand are killing your business — and are actually the cause of unsteady revenue.

So what do you have to do to get off the revenue roller coaster? Well, we’ve found that the real power is in what you STOP doing.

Strategies that Hurt Your Business

To enjoy steady, reliable income, you MUST stop doing the following:

  • Hosting workshops
  • Calling financial advisors and begging for referrals
  • Wasting time at networking events
  • Paying an SEO company

The problem with these strategies is that they all rely on other people — and hope.

None of them put you in the driver’s seat of your business. You end up at the mercy of events beyond your control — such as the global pandemic we currently find ourselves in. Nobody’s hosting workshops right now, nor should they.

Hoping that someone else will deliver referrals to you is one the worst business strategies for growth. Word-of-mouth is always great, but relying on it destroys your ability to control your own income.

The above strategies are also very expensive. The longer it takes for any one of them to pay off, the more expensive it becomes as days and weeks pass with no revenue. The more you rely on any one of these strategies, the more unpredictable your cash flow will be.

So what works instead?

Revenue on Command

A reliable online marketing system that attracts ideal clients who are already actively searching for you is something you can count on. It’s also something you can control.

When created correctly, your digital marketing system will:

  • Attract premium, educated, wealthy and responsible clients
  • Allow you to spend less on client acquisition
  • Expand your profit margins due to lower acquisition and overhead expenses
  • Give you more time to live a full life

With that extra time will come opportunities to grow your firm, build profitable revenue, and expand your reputation and impact.

There are a lot of estate planning law firms out there. With an online system that uses your unique messaging to attract the right clients, time wasters and bargain hunters won’t find you. They’ll be busy knocking on the doors of lawyers that are scrambling to appeal to anyone during times of stalled revenue.

You’ll have the space, time, cash flow — and most importantly — the control to dream bigger.

Fortunately, you don’t have to spend years learning exactly what to do to put an online marketing system in place. We’ve got that covered. You do have to be open-minded enough to let go of old paradigms and embrace expert guidance from those who walked this path before you.

So here’s what to do now: Schedule a free breakthrough session with us. Let’s brainstorm your way off the revenue roller coaster and help you claim your power.

Estate Planning Leads — Do You Have Enough?

Estate Planning Lead Flow

Estate planning leads are the lifeblood of an elder law or estate planning lawyer. If you’re not talking to a potential new estate planning client at least every week day, your firm is in trouble.

So, let me ask the single most important question about the health of your firm: How are you managing your lead flow?

Most elder law and estate planning attorneys take a haphazard approach to lead flow, with very little control, predictability or reliability in the number or quality of new estate planning leads coming into the firm at any time. When the lead flow dries up, they have no real way to turn the lead generation tap back on.

Most will just hope and wait … some will start calling their referral sources …  others gear up to host another live estate planning workshop (or they did, before the pandemic).

The typical estate planning or elder law firm has only three sources for new leads:

  1. Professional Referrals. Working with primarily financial advisors, many lawyers focus their marketing efforts on meeting advisors and developing referral relationships.This can and does work, but with inherent problems.
    1. Referral Sources don’t work for you … rather, you work for them. They do not have your financial interest at heart. They look out for themselves first, and their clients second … your interests fall WAY down the list. Accordingly, they can start wielding too much power over your financial well-being – demanding low fees and quick turnaround.
    2. Referral Sources can be fickle. They can (and do) change their minds overnight and send new business to their nephew or a younger, cheaper attorney. They can change their focus and stop talking to their clients about estate planning or elder law planning – as many have done during this pandemic when the stock market has been highly volatile.
    3. Referral Sources can send you bad-fit leads, and you have to take them. Even if the client is difficult or not a fit, you’re obligated to take them on, if you want the referrals to keep coming.
  2. Workshops and Seminars. Ah — remember when you could buy a mailing list, rent a venue, and invite lots of older people to join you for a live workshop? Those days are mostly over, friend … and that’s not a bad thing! Even before the pandemic, seminars demanded a grueling pace from the attorney and were the main reason for the Revenue Roller Coaster that throttles so many firms, stopping their ability to grow. Successful seminars dump a lot of leads on the firm all at once  …  the firm stops the seminars so they can catch up … then the work dries up and then the whole process has to be restarted to get revenue flowing again.
  3. Word of Mouth Referrals. These are great for a law firm, and most attorneys don’t do nearly enough to nurture word of mouth referrals … but word of mouth is inherently hit-or-miss and not a reliable, predictable source of steady flow of estate planning leads.

Why Relying on These Three Lead Sources Throttles Business Growth

Relying on these three primary lead generation sources results in a feast-or-famine revenue flow – also known as the Revenue Roller Coaster. Great revenue months are inevitably followed by long dry spells. Just when  you think you’re “over the hump” in growing your practice, revenue hits a wall and the white-knuckle months return.

These highs and lows in lead flow make it very difficult to grow. When good months are followed by awful ones, it’s impossible to staff properly. You end up either over-staffed and supporting inflated overhead … or chronically under-staffed – unable to keep up with new business when it does flow in, effectively throttling growth.

In this environment of unpredictable lead generation, the solo practitioner almost never successfully hires another estate planning attorney to expand the practice. Instead, if they bring on another attorney at all, they look for someone to bring in their own book of business … expectations are seldom met … conflicts arise and partnerships fall apart quickly.

How To Build An Estate Planning Law Firm That Is Profitable & Sustainable

Sustainable, Profitable Law Firm Growth Requires Another Source of Leads

These three lead generation sources are simply not enough to grow a healthy, profitable law firm. There are too many holes in the plan, too many bad months, too much volatility and zero control.

What’s needed is an independent source of new estate planning leads that is sustainable, reliable and profitable.

What’s needed is modern marketing for estate planning and elder law firms.

It’s a Good Thing that Estate Planning Attorneys Have to Pivot Now!

Many lawyers who use this model are all-too-familiar with how expensive, grueling and difficult it is to get estate planning leads. But they haven’t made the shift yet because they were afraid … now they HAVE to pivot to stay alive.

Here’s why that’s the best thing that could have happened to them –

Once they do pivot, they will

  • Attract more premium, educated, wealthy potential clients
  • Spend WAY less on client acquisition
  • See their profit margins massively expand due to their lower acquisition and overhead expenses
  • Get time back for themselves and their actual LIVES – without having to run off to give another workshop, or work all weekend to catch up on work so they will have time to do their workshops next week
  • Find other ways to invest their time for bigger pay-offs in their practice. The CEO of the business should not be wasting their time speaking at workshop after workshop just to drum up a few clients. There is so much MORE they could be doing to grow the firm, build profitable revenue, expand their reputation and impact. They need to dream much BIGGER, and will have the time to make BIG happen!
  • Have a system in place that leverages modern technology and puts them in the driver’s seat of their own financial future.

My clients have already made this pivot … find out how they’re consistently generating estate planning leads in my newest free training.

Register here.

Law Firm Marketing: What Estate and Elder Law Attorneys Must Do Now

It’s a relatively safe bet that when you were planning for 2020, you didn’t have a contingency option for “Global Pandemic.”

And yet … here we are.

While the initial panic may have subsided, it does look like we will be living with COVID-19 … and it’s emotional and economic fall-out … for quite some time.

So, what does that mean for you as an estate planning or elder law attorney and business owner?

Who’s Winning Now … and Why

Here’s what I have seen in law firm marketing over the past six months, working with hundreds of attorneys across the country:

Those who had their digital marketing game dialed-in and working have not missed a beat.
In fact, they are busier than ever, with some of the best revenue months of their careers.

Those who relied on workshops and referrals? Not so much. They are struggling, laying off staff and anxiously awaiting “re-opening” of their communities so they can get back to “normal.”

Take Control to Grow Your Estate Planning Practice

Those Who Do Not Learn from History are Destined to Repeat It

Even as communities are “re-opening” and easing restrictions on large gatherings, there is no “normal” to go back to. If you were thinking that you would just call the caterer and start mailing out workshop invitations to market your law firm again, I urge you to think again.

Nothing has really changed about COVID-19. “Re-opening” is happening only because economic lock-down is not sustainable and we believe (rightly or wrongly) that easing restrictions will not overwhelm our health care system now that we are better prepared. It does not mean that our elderly population is no longer at high-risk – those over age 60 (aka, your “target market”) are still the ones most likely to die from infection.

We are still far from winning against this beast.

The Truth About the Buffalo

So, what does that mean for ramping up workshops again?

First, good luck with that. Most people over age 60 are not going anywhere … and they certainly are not taking needless risks to attend what amounts to a live, in-person infomercial for legal services. And younger people, who have less risk? Well, just in case you haven’t noticed, younger people stopped attending these types of workshops a few decades ago – they are not tempted by free consultations or steak dinners because they are vegans who use the internet.

Second, even if you can assemble a group for your live workshop … should you? Law firm marketing that encourages at-risk individuals to take needless risks for your own pecuniary gain is fool-hardy at best and both unethical and immoral at worst.

So, we can take live workshops off the legal marketing table for the foreseeable future.

How can you ethically market your law firm, help people understand their options and solve some of life’s biggest problems … now?

It’s time to pivot.

The buffalo are not coming back and … what if they did? Is it still a viable plan to hunt buffalo on the plains to feed, clothe and shelter today’s population?

Of course not. Live workshops are suffering the same fate as the buffalo … they’re just no longer a viable plan for today’s population.

It’s time … right now … to get your digital marketing house in order. No more excuses. No more tepid efforts to “dip your toe in the water.”

You either figure this out now, or you go the way of the buffalo.

It’s that simple.

Here’s what you need to do to get digital marketing working and build a bullet-proof law firm that is ready for whatever comes next:  Arm yourself with the agility, technology and strategies to win, even in a global pandemic.

The Five Law Firm Marketing Essentials

We call this The Essential Solution®, and it’s about getting a solid online foundation of visibility, authority, trust and conversions. In other words, get found online, be heard and trusted, and convert visitors into clients.

  1. A great website. Not just a beautiful website, but a great website that’s built on a modern platform, with modern code, professionally designed and maintained. A website that doesn’t look like an online brochure, or a kindergartner’s first attempt. A website that’s built around a strategy of attraction, pre-selling, and conversion.
  2. Local SEO (search engine optimization)/Estate Planning & Elder Law SEO. Implement and manage the fundamentals of local SEO so you show up when people in your market are searching for your service. That’s the slam-dunk of digital marketing … the one-yard-line, if you will. It’s not the end-all and be-all, but you must get this right! PS – this includes a system for getting lots of great online reviews!
  3. A consistent, relevant, and optimized blog. Content is still King with Google and fresh, relevant content, optimized for the search engine is a linchpin of digital marketing success.
  4. Email marketing. Email marketing to your warm market delivers the un-contested best return on your marketing investment. If you’re serious about driving revenue with digital marketing, get your email marketing game dialed-in now.
  5. Marketing automation and lead flow management. Everyone focuses on estate planning & elder law lead generation, and while that’s a must-have for digital marketing success, it’s not enough. You need a strong marketing automation and lead-flow management system to turn leads into new clients.

The Secret Sauce

You may have already tried your hand at some or all five of these legal marketing essentials … with varying degrees of frustration and results.

The missing ingredient?

If you’ve been frustrated or under-whelmed with your digital law firm marketing solution, odds are you’ve had a vendor relationship with your law firm marketing provider. They probably did exactly what you asked them to (since you are clearly the expert in digital marketing?), gave you some tools and a couple of tutorials and walked away.

What if you had expert help?

What if instead of hiring someone to take orders, you chose to work with a coach … a mentor and guide? The secret sauce in making all of this work is a partnership, where you take full responsibility for yourself and your law firm’s success … but you work with someone who can guide, coach and train you and your staff to accelerate your outcome and make it all work!

No judgment. It’s not a weakness to seek expert help and guidance, it’s just plain smart. This is why people should stay away from Legal Zoom and work with you – how many snarls have you had to fix that were created by inexperienced people wielding powerful legal instruments they simply did not understand?

When you work with an expert, you get insider-advice and the benefit of someone else’s experience. In other words, you’re no longer on your own to figure things out through the school of hard knocks with trial-and-error. Experience is a great teacher, but she’s really slow and ridiculously expensive!

Here’s What I Have for You

My team and I set aside time to speak with attorneys and map out a revenue strategy to achieve their goals. We call this a break-through strategy session, and it takes about 45 minutes to an hour. During these sessions we learn more about you, your law firm, your goals and what you see as your biggest challenges right now. Then we help map out a step-by-step strategy to overcome your challenges and exceed your goals. You’ll walk away from this session with massive value, knowing exactly what you need to do next … even during a global pandemic!

The cost for these sessions?

We don’t charge for these strategy sessions, but we do ask that you agree to a few pre-requisites. First, come with a coach-able mindset. Be honest with us, just as you would be in a doctor’s office. We can’t help if you hold back the truth. Second, this session is for estate planning and elder law attorneys who are committed to serving more clients, growing revenue, and becoming self-reliant and bullet-proof. No buffalo-hunters!

If that’s you, then book your break-through call now: www.integritymarketingsolutions.com/apply

Just want to learn more? That’s fine, too. Register for our newest training, “How to Keep Getting New Clients and Grow Your Law Firm Now.”

 

 

Facebook Advertising: Test or Die

We’re seeing an explosion of Facebook advertising popping up from lawyers, new to the platform and anxious to drive revenue during these difficult times. The biggest question I have when I see boosted posts and hasty invitations to live events is — I wonder what their testing budget was for this campaign?
Facebook Ads: Throwing Money AwayBefore you start throwing money at a new platform, you’ll need a plan to test the market. Otherwise, you’re wasting precious time, squandering money, and weakening your market response … yes a market can be fatigued to your messages and response rates disappear with haphazard messaging!
What aspects of your advertising will you want to test?
  • Targeting — getting the right message to the right audience is the first step to get results. Targeting impacts click-through and conversion rates.
  • Messaging — even if you have the right target audience, you’ll want to test your ad images, headlines, copy, calls to action and placement. Your ads need to attract attention, get the user to stop scrolling, hold their interest and get the click. If your ads don’t do that, or don’t do it well, your campaigns will never perform.
  • Conversions — One of the biggest mistakes I see with DIY Facebook advertising is dropping the ball on conversion tracking. Whether it’s in setting up the campaign goals, properly placing the pixels, or just not having a clear conversion track … the fastest way to throw away money on Facebook is to advertise without optimizing for conversions. Did you know that Facebook’s algorithm is actually there to HELP you get more conversions? If conversion tracking is set up properly, Facebook will optimize your ad delivery to get the most conversions. But if the conversion tracking is not set up properly, or not set up at all, your ads will perform worse and worse over time — your ad delivery will sink, cost per click will go up, and Facebook may eventually stop showing your ads entirely.
The best way to get Facebook ads working for you?
Test.
Make a plan for targeting, messaging and conversion tracking, then set aside time and budget for testing. Once you get things dialed-in, Facebook can deliver consistent, quality results. But skip this part and it becomes a money pit of wasted opportunities and resources!
Investing in expert help can accelerate your results and get revenue flowing faster, while actually saving money!

Law Firm Marketing: What To Do About a Bad Review

Reviews are essential to your law firm marketing success … but what about the bad review? First, just a quick refresher on why online reviews are so important to your law firm marketing.
  1. Google loves Google reviews (reviews that are submitted directly on their platform)!
  2. Google does not share their algorithms with us, but webmasters agree that lots of great Google reviews will boost your website’s performance on local search.
  3. People trust reviews. They are more likely to click-through to your website and more likely to hire you if you have a lot of positive Google reviews.
For these reasons, we encourage every one of our law firm marketing clients to be very intentional about getting positive reviews on Google and other platforms, like Facebook and Yelp.

Law Firm Marketing: The Bad ReviewBut what about the bad review?

How bad is it, really … and what should you do about it? First — breathe. EVERYONE gets a bad review sometime. The more successful you are, the more people you work with (or decide not to work with), the more likely someone out there is going to get their panties in a wad and rush over to Google to vent their frustration and dissatisfaction. It’s a new fact of our online lives. How bad is it, really? Well, I’m not going to lie. It can be bad. I’ve spoken to several business owners who have definitely lost business due to a single bad review … often an unfair one at that. What can you do about it?  You can make it worse … you can make it better … you can learn from it … and you can be pro-active to protect yourself from it. But you cannot delete it. Once it’s out there, only the person who left the review can edit or delete it.
  • Make it worse. Ah, the knee-jerk reaction that gets you into a no-win, public argument online. The review is unfair or untrue and you — as a trained advocate — can PROVE it. Tread lightly here, my friend. It’s oh-so-easy to look like a jerk online and this is an argument you cannot win. PLUS — the more comments and replies and the longer this thread becomes, the more weight it gets from  Google and the whole thing just blows up into a bigger mess than before. Please do not start an argument in the reviews section online. It just never turns out well.
  • Make it better. There are several ways you may be able to make it better. The first would be to call the person and see if there was just a misunderstanding that can be easily resolved … and if so, take action and then ask if they would please consider editing their review. This happened to me once when I left a terrible review for a company. The owner called me the next day and straightened everything out. I went back and revised my review based on his understanding, willingness to listen, and quick action. Anyone can make a mistake, and I was impressed that this company admitted it and made it right.
  • Learn from it. A bad review may open your eyes to a weakness in your firm — whether it’s a rude receptionist or a break-down in your processes. A bad review could be a gift, showing you something about your firm that you didn’t know before. Take the criticism, learn from it and do better next time. Respond to the review by thanking the reviewer for bringing this to your attention and state what actions you will take or have taken to correct the situation.
  • Protect yourself from it. The best protection against a bad review is lots of great ones! Pro-actively request positive reviews from your many happy clients. Most people understand that a single bad review, among many great ones is just something that happens. Over time, the bad review will get buried and, if you didn’t make it worse by getting into a huge blow-up, most people will never see it. And if they do, they will take it with a grain of salt.
There is one more thing you could do. You could consider threatening the bad reviewer with a lawsuit. Since you’re a lawyer, this may be a real option for you. If the reviewer is being vindictive, if their claims are untrue and malicious and you can show harm … then you might think about it.

Ho’oponopono

We have been hurt by a few disgruntled clients who went into a private forum, where we have no access, and wrote bad things about us. A few of our clients who are members alerted us and shared screenshots. Some of what was written is patently false, and of course there is “the rest of the story,” that we had no opportunity to tell. Several of our clients hopped in and told their positive stories … but to this day, we still have the occasional person who backs out of doing business with us because of these two or three disgruntled clients. Very frustrating. But at the end of the day, I consider it a gift. If someone allows these few unhappy clients to sway their opinion — despite our 25 years of success in this market, our many positive reviews, AND the unsolicited testimonials of our clients who tried to set the record straight — then that person may be very difficult for us to work with. I choose to Ho’oponopono and move on.

Law Firm Branding: How to Get Unstuck

Law firm branding can seem mysterious and challenging … which may be why attorneys tend to ignore their brand messaging. Like most challenges, ignoring your branding will come back to haunt you later, especially when you’re trying to scale your revenue, boost profits and leverage your time!
Law Firm BrandingTo help you get back on track, WealthCounsel has asked me to teach a special session on law firm branding for their practice development program members … and even if you’re not a WC member yet, you can still get in on this training for a small fee!
How Defining Your Brand Can Help You Get Unstuck
Wednesday, February 26, 2020, 1:00 PM – 2:00 PM, ET
Presenter: Jennifer Goddard, IMS
WHAT WE’LL COVER:
As your practice grows, are you finding that things are getting harder instead of easier?
Does it sometimes feel like there’s a glass ceiling on your income and you just can’t seem to break through?
Almost everyone who tries to scale their business runs into this at some point. These are common symptoms of Brand Chaos.” As your practice grows and expands, so does your network of stake holders — staff, clients, referral sources, and more. Your message gets watered down, edited, and changed along the way — just like in the children’s game of Gossip. Over time, the brand message is so convoluted, it’s unrecognizable.
That’s when you run into revenue roadblocks.
During this session, you will discover the 12 classic brand archetypes, which one best fits your firm, and how brand alignment crashes through that glass ceiling and gets you back on track to scale your revenue and profits.

The Estate Planning Marketing Hamster Wheel

Estate planning attorney on a hamster wheel

One of the most frustrating aspects of estate planning marketing is the toll it often takes on the attorneys and their personal lives. It’s not just about serving clients … which, honestly is stressful enough. It’s about managing referral relationships, staying in touch and making each one feel valued and special … carving out time for lunch meetings …

Or … it’s driving all over your market area to deliver yet another seminar or workshop … in a local restaurant, nursing home, public library or rented conference room. And it’s not just all the driving … it’s the time away from home … and even away from the office. When things go well, there’s hardly any time to get the work done, unless you stay late or go into the office on the weekend. And then, of course there’s hardly any time left to actually lead your staff, build your team or implement great new ideas.

And when things aren’t going so well … it’s the white-knuckle, gut-wrenching feeling you get when you look at the firm’s bank balance and wonder how you’re going to meet payroll or pay the office rent.

Did you know it’s that way by design?

All those self-proclaimed gurus who told you that the way to market an estate planning or elder law practice is by building your referral network and/or hosting live workshops … they set you up for this.

Those out-dated estate planning marketing strategies are designed to keep you busy, fill up your time and create a glass ceiling on your income.

It does not have to be like this.

The key to scaling your practice and taking back your life is to LEVERAGE YOUR TIME.

Just say no to more working lunches.

Just say no to hustling around to even more live workshops.

Learn the simple strategies our clients use to get off the hamster wheel of seminar and referral marketing.

Book a free Discovery Call. In this FREE session, we will work with you to craft a step-by-step game plan to hit your income goals for this year, whether that’s $10,000/month or $200,000/month … AND for attracting the exact the clients you want … a game plan that won’t have you doubling-down on even more lunches or seminars!

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Making Your Website Handicap Accessible

Handicap-Accessible Website
How can your ensure your website is handicap-accessible and ADA-compliant?

Is your website handicap accessible?

By now you’ve probably heard the news, but if you haven’t, I’m here to enlighten you. In a growing trend businesses, including small law firms, are being sued for the lack of accessibility on their website. 

So What’s the Big Deal?

You may be wondering if this is a ploy developed by your fellow attorneys or if this is a serious concern that you need to take action on.  The bottom line is yes, you should be taking efforts to ensure your website is accessible and complies with ADA guidelines. 

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However, before we can jump into what your law firm should do, we need to set the foundation for what the law says about ADA compliance online. 

Well, the actual law does not have a set standard or framework for what an ADA compliant website looks like. The Americans with Disabilities Act does not mention what is required of a business’s online property, but courts have interpreted Title III of the ADA to include websites and online assets.

Historically, Title III of the ADA applies to physical aspects such as having a wheelchair accessible entrance, altering the width of doorways, and other accommodations to ensure public premises are accessible to all. Now, the interpretation of Title III has expanded the stipulations beyond a physical location to digital locations as well.

So, what does your law firm need to do about it?

What ADA Compliant Looks Like

Having an ADA compliant website is all about ensuring that your website is accessible to all your online visitors. While ADA is the legal side of the issue, website accessibility is the technical and design side that allows visitors with sight, hearing, or mobility disabilities to peruse your site and take full advantage of all the site’s elements.

Now we are at the point where we dive into what an accessible website looks like (congratulations on making it this far!), especially when we don’t have a legal framework to follow. In recent rulings, U.S. courts and the Department of Justice cited the Web Content Accessibility Guidelines (WCAG) 2.0 Level AA success criteria as the standard to measure whether your website is compliant. 

Here’s a brief taste of the WCAG 2.0 Level AA success criteria: 

  • You need to provide text alternatives for any non-text content so that it may be adapted to different forms (e.g. large print, braille, speech, etc.)
  • Your content needs to be adaptable
  • You need to make it easier for your visitors to see and hear content
  • You need to provide ways to help your visitors navigate, find content, and determine where they are on your website (i.e. breadcrumbs)
  • You need to make text readable and understandable

Seems pretty simple, right? Well, there are 33 more guidelines provided by WCAG for you to follow.

Should My Law Firm’s Website be ADA Compliant?

With a foundation in ADA compliance and how it affects your law firm, what should you do next?

Well, the simple answer is – do something! 

Don’t sit around and wait until the daunting moment when you find yourself under fire for not playing by the WCAG rules. Take action now to ensure that your website is ADA Compliant. 

Taking action on this issue can help your law firm: 

  • Minimize Risk

Even though there is no written law concerning your website in the original text of the ADA, that fact remains that your law firm’s digital assets are being interpreted as a public resource for online visitors, thus holding you accountable to website accessibility standards. Nobody likes being sued, so minimize your risk by making sure your website is compliant.

  • Expand Your Reach

By making your website accessible, you are actually expanding your reach. First, you are able to reach a previously non targeted clientele that was previously unable to use your website. Secondly, having an ADA compliant website can also improve your SEO scores with the use of technical improvements (e.g. meta tags, alternative image text and video transcripts).

  • Boost Your Reputation by Doing the Right Thing

Not to be cliche, but do the right thing! When you take steps to make your website accessible, you are ensuring that everyone that comes to your site will have the opportunity to engage with your law firm and get the service they need. As an added bonus to doing the right thing, users will take notice of the steps you are taking, having a direct affect on your reputation.

Bringing It All Together

Are you ready to make your law firm’s website ADA compliant? 

You can use accessiBe, an AI powered web accessibility tool, to automatically transition your site into a completely accessible website. To see what accesiBe can do, take a look at our website and click on the accessibility icon in the lower left corner.

Is accessiBe for you and your law firm? Try the 7-day trial to see! 

Or, you can try to find an ADA  consultant to audit your website, tell you what needs to change, and then get a quote for what that may cost to update your website. 

Or, you can run the risk of not taking steps to become compliant. 

The choice is ultimately yours, but at Integrity Marketing Solutions, we are recommending accessiBe to our clients.

References

http://www.fox13news.com/news/local-news/owners-of-non-ada-compliant-websites-could-face-lawsuits

https://www.business.com/articles/is-your-website-ada-compliant-how-to-check-and-how-it-affects-your-business/

https://medium.com/@krisrivenburgh/the-ada-checklist-website-compliance-guidelines-for-2019-in-plain-english-123c1d58fad9

 

The Step-by-Step Game Plan to Grow a Profitable and Enjoyable Estate Planning Law Practice

The first quarter of this year is over … is your estate planning practice on-track to meet your revenue and profit goals?

It’s not too late … but it is time to stop procrastinating and get down to the serious work of marketing your estate planning or elder law practice now.

If you’re not yet meeting your revenue goals, and you’ve been trying to get there for a while, then take a hard look at what you’ve been doing, and the way you’ve been thinking about your law firm.

Have you gotten where you want to go?

Have you achieved the things you wanted to achieve?

Are you hitting your goals consistently, month in and month out?

If so, that’s great!

But if not, rather than beating yourself up, let’s take a deeper look at what needs to change in your business, so you can generate consistent revenue every month for the rest of the year …

and know that your marketing is dialed-in to scale your practice to whatever revenue goals you set next year … and the years after.

The question to be asking yourself now is:

“What can I do TODAY to put myself on the trajectory to meet my revenue goals this year?”

I want to share with you exactly what we have our clients do to grow revenue while working with their ideal clients at profitable fees.

#1 – Believe It’s Possible

While this may seem a bit obvious, I definitely feel it’s worth mentioning and here’s why…

Legal marketing … and especially law firm business coaching … is littered with misinformation.

It amazes me that, in this day and age, there are law firm business coaches out there who would tell their clients that, in order to grow their business, they need to hitch their wagon to a financial advisor and beg for referrals … or buy half-page ads in the local newspapers and promote their seminars and workshops.

Some marketing strategies are as out-dated as looking for information in the card catalog.
Some law firm business coaches still teach marketing strategies as outdated as looking for information in the card catalog.

That’s madness!

Who honestly wants to give up control over their law firm to someone pitching mutual funds? Or believes they can single-handedly save the newspaper industry by throwing thousands of dollars into paper-and-ink advertising?

Two sure signs that you’re following a poor business model and the wrong strategy are:

Your financial livelihood depends on the kindness of strangers; or

You’re investing marketing dollars in dying industries.

But it frustrates me that the naysayers are so rampant and so quick to give you out-dated advice that burns up your budget and lets others pick and choose your clients for you.

That’s garbage.

You ABSOLUTELY CAN grow your law firm without giving up control or sacrificing your personal life to the tyranny of referral and seminar marketing.

I’m not saying that to blow smoke, I’m saying that because we’ve done it … and we help our clients do it every day.

How to grow your law practice:

  • You don’t need to cold-call financial advisors or investment firms and beg to take someone to lunch … five or six times a week.
  • You don’t need to buy big ads in the local newspaper and serve punch and cookies to half-full rooms of people who just want to learn … what you know.
  • You don’t have to give up your evenings and weekends to host seminars.
  • And you don’t have to let someone else choose your clients for you.

But it comes down to this…

If you don’t even believe that digital marketing will send you better clients, at lower costs, with more consistency to scale your law firm … then you’re never going to give it an honest and fair shot.

#2 – The Right Strategy

The bottom line is this: you need the right digital strategy to reach your ideal clients online.

Growing your estate planning or elder law practice can feel a bit like running through a minefield at times, with certain obstacles you have to work through, right?

That’s just part of being a business owner…

On the other side of that minefield is the law firm that you want…

The freedom you want…

The lifestyle you want…

The impact you want for your clients…

It’s all there. The challenge is that you need to step strategically through this minefield.

If you take a wrong step, you could land on a mine and blow up everything.

This is why it’s so important to have the right strategy.

There are law firm coaches out there (well-known ones) who are teaching out-dated strategies…

They are teaching strategies that lack integrity, and don’t have your results as their #1 priority.

They are teaching hat-in-your-hand strategies that will ultimately end up making you work WAY harder and make it so that you can’t possibly serve your clients at a premium level.

So why does legal marketing feel like such a minefield?

Because, most of the time, you don’t know these strategies are BAD until you go out there and waste a ton of time and thousands of dollars trying to implement them.

If you have a bad strategy, putting more time, or more money, or more energy into it isn’t going to give you the law firm of your dreams.

Giving away control, putting your financial future into someone else’s hands, is never going to get you a profitable, enjoyable and satisfying law practice. No one else out there has your dream at the center of their efforts.

It’s YOUR dream. And it’s up to YOU to fight for it!

So, how do you tell the difference between a GOOD strategy and a bad one?

The answer lies in finding a great coach who has been there, done that, and can help lead you through the minefield.

When looking for a trustworthy coach, here’s some things to keep in mind:

1- Is this person already getting the outcome you want?

2- Are their clients succeeding as well? (This shows they are able to repeat the result).

3- Are they teaching a step-by-step strategy to get you to the outcome you want? (or is it 90% fluff?)

4 – Are they actively USING their own process? Is what they are teaching the exact same system they use for themselves?

5 – Is their business expanding?

6 – Does your gut tell you this is the simplest strategy?

If not, they have no business being your coach.

Our strategy at Integrity Marketing is simple –

We teach lawyers how to take compelling messages online to find and attract their ideal clients and get them into your office.

That’s it.

This is the strategy we use in our own business. It’s the strategy that our president, Kyle Krull, uses in his estate planning practice … and, it’s the strategy our clients use to build and grow their firms as well.

If you want to reach your revenue and profitability goals this year and you want to follow a proven strategy that works, then reach out and talk to us.

We’ll talk about your beliefs – (Do you really believe you can do this and that it’s possible for you?)

We’ll talk about the strategies you should be following.

And, we’ll take you through the step-by-step process our clients use to grow their firms with reliable, affordable digital marketing.

If you’re serious about growing your law firm this year, then we’re ready to help you with that…

Go to www.IntegrityMarketingSolutions.com/apply and schedule a call with us today.

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