Content-packed websites are a great solution for estate planning attorneys because there is often so much information to communicate to your clients and potential clients. Featuring a mix of in-depth educational content, quick answers, and interesting guidance actually saves you time in the long run, while still helping engage and convert the people who visit your site.
At Foster Web Marketing, we are big believers in planning out content strategies ahead of time. When you have a content plan, you have a roadmap that will help you cover all the most important topics in ways that make sense for you and your website’s users. Whether you are building up all your content from scratch with a new website or just auditing an older site’s content, here are some suggestions for topics that will help you accomplish your goals.
Step One: Cover All the Basics
Your first priority is to provide basic top-level content targeted toward your perfect clients. This means providing answers to the most basic questions that they may have about who you are, what you can do for them, and what they can expect from you.
Think about this content as the “bones” of your site. What kinds of information do you expect to see on an estate planning website? What are the most common questions you hear from clients? What kinds of general information would be helpful to link back to when you need to talk about more complicated or specific issues?
Not sure what we mean? Here is an example of what a plan for top-level topics on an estate planning website might look like:
- Wills. What is a will? What are the types of wills? Can my spouse and I draft a joint will? What happens if you die without a will? How can I execute a will? How should I pick an executor? What does an executor do?
- Advance directives. What is a durable power of attorney and who should hold mine? What is a living will? What is a health care proxy? Do I need a DNR (do not resuscitate) order?
- Trusts. What is a trust? What are the types of trusts? What are the benefits of a trust? Do I need a trust if I have a will? What do I need to know before naming a trustee? Do trustees need attorneys?
- Special needs trusts. What is a special needs trust? What should I consider if my adult child needs a guardian? Can I use a special needs trust for a spouse with special needs?
- Gifts. What is the maximum gift I can give without being taxed? How does the Uniform Gifts to Minors Act work? What is the Uniform Transfers to Minors Act?
- Probate. What is probate? How long does probate take in your state?
- Litigation. How can I challenge a will? Who can challenge a will? What can I do if I have been unintentionally left out of a loved one’s will? How do courts decide on ambiguous wording in a will?
- Estate taxes. When is an estate taxed? What is the generation-skipping transfer tax? What is a step-up in basis?
- General. Why should I work with an estate planner? What is the fee arrangement? What documents do I need to bring to our meeting?
As you can see, we’ve first broken our ideas into major topic areas, then into questions that can be answered in individual articles under the major topic. To apply this method to your own website, sit down and determine your major topic areas, then write out the kinds of questions you need to answer. Plan articles that will answer each of those questions, and schedule them on your content calendar.
Don’t worry if it takes months to create and publish everything you need at this stage because the investment is worth the timeline. Ultimately, all of this is “evergreen” content that will be useful and relevant on your site for years to come.
Step Two: Give Them Something Extra
Once the basic topics are established, you can do a little research to further flesh out your content.
One great way to do this is to do a Google search for a generic term related to your practice, like “estate planning law.” This gives you several options for developing topics. First, you can look at competitors’ sites that rank highly and see what kinds of content they currently offer, as well as what more education-based sites (like Wikipedia) might have to offer when your potential clients perform a search. Google also gives you several options for digging deeper right on the search page.
First, you will see a “People Also Ask” box on the search page:
Second, you will see a “People Also Search For” box as you click through results:
Third, near the bottom of the results, you will see some suggested related searches:
What all of that means is that, with a single Google search, you get essentially four different springboards for content ideas.
Still Need Help Coming Up With Content Topics for Your Estate Planning Website?
Ultimately, there are lots of ways to come up with new topics and ideas for content, and lots of those methods will work for anyone in any industry. Learn more about how to find topics for online content.
Are you concerned about being able to do it all yourself? Do you need help planning a content strategy or writing online content to fit your perfect clients’ needs? You can always contact us today to talk about our coaching and content-writing services and how that might fit into your overall marketing plan.