Law Firms – Are you frustrated with law firm SEO agencies that promise the world but deliver mediocre results?
Many law firms I’ve spoken to have wasted thousands, if not tens of thousands of dollars on SEO campaigns that generate impressive reports but fail to deliver actual clients.
Even when agencies do manage to generate inquiries, they’re often from low-value cases or practice areas you don’t even want to focus on.
Most SEO agencies simply don’t understand the unique challenges of legal marketing, applying the same cookie-cutter strategies they use for plumbers and restaurants.
Your current agency might be focusing on vanity metrics like “traffic increases” while ignoring the quality of visitors and their likelihood to become clients.
Many SEO providers push long-term contracts with vague promises, locking you into relationships with junior account managers who lack legal industry knowledge.
The reality is that countless law firms remain dissatisfied with their current SEO results, yet continue paying month after month hoping for improvement.
Most agencies treat all practice areas identically, failing to recognize the vast differences in competitive landscape and client acquisition strategies between different practice areas such as personal injury, family law, and business litigation.
Let alone the differences between the specific types of clients within these practice areas.
To make matters worse, the typical SEO agency assigns your valuable account (and your entire law firm’s future) to an inexperienced staff member or VA who follows generic playbooks rather than executing tailored strategies for your legal services.
When campaigns underperform, they blame “algorithm changes” or “competitive markets” rather than adapting their approach.
If you are sick of working with amateurs who just want to take your money and don’t care about actually getting you results, you are in the right place.
I’m Mateja Matic, the founder of Dominate Marketing.
I have dedicated the last 12 years to absolutely mastering SEO, Google Ads, copywriting, sales and online marketing in general.
In that time I have have helped a dozen law firms increase their monthly intake of new clients by an average of 300% within 12 months.
I will work directly with you to:
1. Establish the type of clients you actually want to get
2. Help you craft an offer to attract these specific clients and presell them on working with your firm specifically
And
3. Use SEO to get in front of them and help you grow your firm.
The biggest point of difference I bring is that I actually care.
I will not take you on as a client if I don’t think I can help or I’m not interested in the deal.
I don’t believe in over-promising, lying or appeasing anyone (as you can probably gather from the tone of my writing).
I care about results.
If I work with you, it means I know I can make it happen and will do whatever it takes, going above and beyond, to do what I promised and get you results.
If this is something you’d be interested in, click the link below, fill out the form and let’s talk.
Why SEO Matters for Estate Planning Lawyers
Estate Planning and Probate law is a competitive legal industry, with many people searching online for trusted legal support nearby.
Each month, approximately 150,000 searches are made on Google for estate planning attorneys across the U.S.:
SEO for estate planning attorneys helps your firm appear at the top of these search engine results pages (SERPs) when these potential clients look for legal advice.
Without a strong SEO strategy, your estate planning practice could lose these clients to competitors with better rankings.
This means fewer opportunities, lower engagement, and difficulty maintaining your presence in the community.
Our lawyer SEO services solve these issues, making your firm the top choice for potential clients.
Estate Planning SEO Services We Offer
Keyword Research and Optimization
Thorough keyword research is the backbone of an effective SEO strategy. Using the best keyword research tools available, we pinpoint the most relevant and high-traffic keywords for your estate planning practice, such as “estate planning attorney,” “probate law,” and “estate planning services.” We also identify less competitive “long tail” keywords that attract high-quality traffic. These keywords are seamlessly integrated into your website’s headings, meta titles and meta descriptions, and content to increase your search rankings and attract organic visitors.
On-page SEO focuses on refining each page of your website to improve its relevance and ranking potential. We create clear, engaging meta titles and align your headings and content with your targeted keywords. Additionally, we optimize your site’s structure, strengthen internal links, and develop service pages that appeal to both search engines and potential clients. This ensures your website is easy to navigate and effective in bringing in traffic.
On-Page
Technical SEO
Technical SEO deals with the behind-the-scenes aspects of your website that affect its performance. Our services include optimizing site speed, ensuring compatibility with mobile devices, and resolving crawl errors that prevent search engines from indexing your pages. By addressing these technical elements, we improve your site’s user experience and help it meet current search engine standards for better rankings.
Content plays a critical role in successful SEO. We produce informative, engaging, and well-researched content on estate planning topics like probate law, wills, trusts, and estate administration. This content is optimized with targeted keywords and designed to address your clients’ questions, positioning your firm as a trusted leader in the field.
Content Creation
Local SEO
Local SEO is key to connecting with clients in your area. We optimize your website to rank higher in local search results by targeting specific phrases such as “estate planning lawyer near me” or “probate attorney in [city].”
We also use tools like Google Business Profile to ensure your contact details, service information, and reviews are accurate and accessible. This makes it easier for prospective clients to find and trust your firm.
A well-maintained Google Business Profile is essential for attracting local clients. We ensure all information is complete, accurate, and current, including your address, phone number, and hours of operation. By adding quality photos and encouraging client reviews, we help position your firm as a top choice in local searches.
Google Business Profile Optimization
Link Building
Building quality backlinks from authoritative and relevant websites signals to search engines that your site is trustworthy and valuable. Our link building strategy focuses on gaining links from respected legal directories, local businesses, and industry blogs to strengthen your site’s authority and improve rankings.
Positive reviews play a vital role in gaining trust and improving local SEO. We encourage satisfied clients to leave feedback on platforms like Google and Yelp. We also help you respond to reviews to show your commitment to client satisfaction, improving your online reputation and helping you attract more clients.
Online Reviews Management
Conversion Rate Optimization
SEO isn’t just about increasing traffic; it’s about turning that traffic into clients.
Unfortunately, this is the part most SEO agencies miss.
We optimize your website to make it easier for visitors to contact your firm and use your services. By focusing on conversions, we help you get the most ROI out of your existing traffic.
We prioritize transparency and improvement. Our detailed reports track key metrics like organic traffic, keyword rankings, and conversions. These insights help us fine-tune your strategy, ensuring your SEO delivers measurable results and keeps you ahead of the competition.
SEO Reporting and Analytics
Additional Services We Offer
Estate Planning Firm Websites
A well-designed and easy-to-use website is critical for any law firm, whether you are investing in SEO, running paid ads, or simply aiming to make a professional impression. Our web design services deliver sites that are not only attractive but also structured for SEO and client conversions, ensuring maximum results and profitability for your firm.
In addition to SEO, we create and manage estate planning PPC advertising campaigns that work hand-in-hand with your SEO strategy, targeting clients actively looking for estate planning services. Google Ads are particularly effective for estate planning firms when implemented correctly, and we often run these campaigns alongside SEO to deliver quick results and bring in new clients early in the process.
Google Ads and PPC
Case Studies
Personal Injury Lawyer Gets to Page 1 In 30 Days With SEO
Fixed Fee Prenups 119 Qualified Leads With PPC
Law Firm Gets 300%+ Increase From SEO
Law Firm Gets 600% Increase From Google Ads (Without Increasing Ad Spend)
Insolvency Lawyer Getting Leads For Only $120 Per Lead From Google Ads
Contract Lawyer Gets 15-24 New Matters From Google Ads
Law Firm Gets 800% Increase In Organic Traffic WITH SEO
1,200% ROAS On Google Ads
400% Organic Growth
300% Organic Growth
852 Leads At $25 Cost Per Lead
900 Leads At $9 Cost Per Lead
0-600 Clicks Per Month In 4 Months
0 to 900 Users Per Month In 9 Months
300% Organic Growth
700 Leads At $42 Cost Per Lead
0 to 40 Clicks Per Day In 7 Months
250% Organic Growth
0 to 300 Users In 3 Months
Want Results Like These?
What My Clients Have to Say
Clients I Have Worked With
My Quality Assurance to You
A major problem with the online marketing industry is that most agencies just outsource all the work to juniors or VAs who have no idea about what it takes to succeed with a marketing campaign (especially in a niche as competitive as law).
This is why you hear of so many horror stories of law firms paying thousands, if not tens of thousands of dollars and not seeing any results.
Most agency owners are not marketers themselves, they are just trying to make as much money as possible.
While I am also here to make money, I am a marketer and know exactly how to get results and produce the absolute highest quality of work.
When you work with Dominate Marketing, I can assure you that your campaign will not be outsourced to some “account manager” or $5 an hour VA.
You will be dealing with me directly, and if anyone else on my team is doing any part of the work, they will have been heavily vetted by myself for quality, and I will be overseeing their work closely.
I give you my word that high quality work is my top priority and I will do whatever it takes to get you results.
FAQs About SEO for Estate Planning Attorneys
What is SEO for estate planning lawyers?
SEO for estate planning lawyers is a form of legal marketing that focuses on optimizing a law firm’s website so it appears higher in search results on Google. This involves tailoring your website and content to attract potential clients searching for legal services. By appearing prominently in search engines, SEO helps drive more traffic to your website, generates inquiries, and supports the overall growth of your practice.
Why is local SEO important for estate planning and probate law firms?
Local SEO is vital for estate planning law firms because it helps you connect with clients in your community who are actively searching for legal support nearby. Most people look for lawyers “near me,” so ranking well in local search results makes it easier to attract clients who prefer working with a firm close to them. Local SEO also involves tools like Google Business Profile and region-specific keywords, making your firm stand out and encouraging meaningful client interactions.
How long does it take to see results from SEO?
SEO takes time and ongoing effort to deliver results. While you may see improvements in rankings for some keywords within a few months, significant gains in traffic and client conversions usually take six months to a year. The timeline depends on factors such as competition, the condition of your website, and how well the SEO strategy is implemented.
What estate planning related keywords should estate planning law firms target?
Estate planning law firms should focus on keywords that match their services and align with what clients are searching for. Examples include “estate planning attorney,” “probate law,” “estate planning lawyer,” and “estate planning services.” Using these keywords ensures that your site attracts the right audience and meets their search intent effectively.
How does content help with estate planning SEO?
Good content is essential for effective estate planning SEO. By creating blogs, FAQs, and service pages that answer client questions and address common concerns, your website builds trust and authority. Optimized content not only improves search engine rankings but also keeps visitors engaged, making them more likely to choose your firm for their legal needs.
Can online reviews impact an estate planning attorneys SEO?
Yes, online reviews play an important role in SEO and law firm marketing in general. Positive reviews build trust with potential clients and signal to search engine algorithms that your firm is reliable. This can improve your rankings and search engine visibility in local searches. Encouraging satisfied clients to leave reviews on platforms like Google and local business listings can help boost your reputation and make your firm more appealing to prospective clients.
What is Google Business Profile optimization?
Optimizing your Google Business Profile involves making sure all your business details are accurate and up-to-date, such as your address, phone number, and hours. Adding photos, responding to reviews, and including relevant keywords can help your profile rank better in local searches, making it easier for clients to find and trust your firm.
What is technical SEO?
Technical SEO focuses on the underlying aspects of your website that impact its performance. This includes improving page load speed, ensuring your site works well on mobile devices, and fixing any technical issues that prevent search engines from properly indexing your pages. A technically sound website is easier for search engines to understand and rank highly.
Can I do SEO for my estate planning practice on my own?
You can handle some basic search engine optimization tasks yourself, like updating your Google Business Profile, creating content, and ensuring your site is mobile-friendly. However, achieving long-term success often requires professional tools and law firm SEO expertise. SEO involves technical, content, and strategic work that can be time-consuming and complex. Hiring an SEO expert in the legal niche ensures faster and more effective results.
What are the most common mistakes to avoid with estate planning SEO?
One of the biggest mistakes is not focusing on the right keywords. Many estate planning law firms target overly competitive terms without considering more specific long-tail keywords that can bring in high-quality traffic. Another common issue is neglecting the technical side of SEO, such as ensuring your website loads quickly, is mobile-friendly, and is free from crawl errors. Additionally, failing to optimize local SEO elements, like your Google Business Profile or online reviews, can result in missed opportunities to connect with local clients. Lastly, not tracking and adjusting your SEO efforts can lead to stagnant or declining results.
Are there any SEO tactics I can implement myself on my estate planning services website?
Yes, there are several SEO steps you can take. Start by conducting basic keyword research using tools like Google Keyword Planner to identify terms your potential clients are searching for. Ensure your website is mobile-friendly, loads quickly, and has clear, descriptive meta titles and headings. Adding fresh, valuable content on topics like estate planning or probate law can also improve your search rankings. Additionally, claim and optimize your Google Business Profile by keeping all your business details accurate and encouraging satisfied clients to leave reviews. While these are foundational steps, partnering with an experienced SEO professional can help you achieve much greater results.