Having an elder law firm means helping families through important life decisions, but even with high demand, attracting clients takes effort. Law firm marketing for elder law is about more than being available—it’s about being the trusted choice when legal concerns arise.
The senior population is growing, and so is the need for estate planning and long-term care guidance. Families want an attorney who understands their concerns and makes the process easier. The right marketing helps you connect with them before they even realize they need you.
With insights from law firm marketing experts, this blog covers 10 creative ways to build trust, attract clients, and grow your elder law practice.
Key Takeaways
Speak their language with clear, simple messaging that builds trust and keeps clients comfortable.
Meet clients where they are by using referrals, social media, and community events to stay top of mind.
Marketing doesn’t have to be a headache when you have the right strategy or team to handle it for you.
1. Speak Their Language: Make Legal Jargon Simple
Legal terms can feel overwhelming, especially for seniors and their families. If your marketing sounds too technical, potential clients may look elsewhere. Clear, simple language builds trust and makes your services more approachable.
Instead of "probate avoidance strategies," say "ways to help your family avoid legal headaches." Swap "Medicaid asset protection planning" for "how to qualify for Medicaid without losing everything." Small changes like these make a big impact.
Want to see how client-friendly your content really is? Take a step back and read it from their perspective. Better yet, have a friend or family member outside the legal field review it. If they have to pause and ask what something means, it might be time to simplify.
Action step: Audit your content and replace legal jargon with clear, everyday language that makes clients feel informed and confident.
2. The “Grandchild Effect”: Marketing to Younger Generations
Seniors often turn to their children or grandchildren for advice on legal matters. If your marketing only speaks to older adults, you could be missing the people who influence their decisions the most.
Millennials and Gen Xers are active online, making social media, email campaigns, and educational workshops great ways to reach them.
Share content like “How to Talk to Your Parents About Estate Planning” or “5 Signs Your Parents Need Legal Help.” Real-life examples, short explainer videos, and downloadable conversation guides can make these discussions easier and position your firm as a trusted resource.
The goal is to make estate planning less intimidating. Younger family members want to help but may not know how. Giving them the right tools builds confidence and makes them more likely to turn to your firm.
Action step: Create a campaign designed for younger generations, offering social media content, email resources, and conversation guides that help them talk to their parents about elder law.
3. Create an “Elder Law Concierge” Experience
When families need legal help, they’re often unsure where to start. A welcoming, client-focused experience can make all the difference. By offering guidance and resources upfront, you show potential clients that you’re there to help.
Free or low-cost initial consultations give families a chance to ask questions without feeling pressured. Simple tools like brochures, checklists, and guides can also help them understand key legal decisions before they even step into your office.
Partnering with retirement communities, hospitals, and financial advisors expands your reach. These professionals interact with seniors who need legal help but may not know where to turn. Becoming their go-to referral builds trust and credibility.
Action step: Create a “Senior Legal Care Starter Kit” with essential legal documents, checklists, and an easy-to-follow guide to estate planning and long-term care.
4. Build a Referral Network Beyond Just Attorneys
Attorney referrals help, but seniors often seek advice from financial planners, insurance agents, social workers, and senior care coordinators first. These professionals spot legal concerns early and can be great referral sources if they know who to trust.
Skip the business cards and build real connections. Speak at events, share legal resources, or host Q&A sessions to establish trust and encourage referrals.
People refer those they know and trust, so stay engaged. Regular check-ins, collaborative events, or a simple thank-you for referrals help keep you top of mind.
Action step: Host a networking lunch for professionals who serve seniors. A relaxed setting encourages conversation and builds strong referral relationships.
5. “Lunch & Learn” Events: Educate to Elevate
Many people delay estate planning simply because they don’t understand it. A free, informal workshop can break down complex topics, answer common questions, and introduce potential clients to your firm in a comfortable setting.
Community centers, libraries, and places of worship are great venues, while virtual events on Facebook or Zoom reach those at home. Cover practical topics like “Medicaid Planning Myths” or “Wills vs. Trusts: What’s Right for You?” to keep sessions engaging.
The key is to keep it educational, not sales-driven. When attendees feel informed rather than pitched to, they’re more likely to trust your expertise and reach out when they need legal help.
Action step: Schedule and promote a free seminar on a hot topic in elder law. Offer handouts or a free consultation to keep the conversation going.
6. Leverage Social Media for Trust and Awareness
Social media is a powerful way to connect with seniors and their families. Many use it to research legal topics, find trusted professionals, and get recommendations. A strong presence helps build credibility and keeps your firm top of mind.
Facebook is great for sharing client success stories (with permission), legal tips, and event updates. LinkedIn connects you with professionals who can send referrals, while YouTube allows you to break down complex topics in short, easy-to-understand videos.
Consistency matters. Posting regularly and responding to comments shows potential clients you are active and approachable.
Action step: Create a short, engaging “Elder Law Myth Busters” video series to address common misconceptions and position yourself as a trusted expert.
7. SEO: Make Sure Clients Find You Online
Even the best elder law firm won’t attract clients if no one can find it. Search engine optimization (SEO) helps ensure your firm appears when potential clients look for legal guidance online.
Start by optimizing for keywords like “elder law attorney near me” and related terms. Local SEO is key, so claim and update your Google Business Profile, get listed in local directories, and encourage satisfied clients to leave reviews. Positive feedback not only builds trust but also helps improve your search rankings.
Blog content is another powerful tool. Seniors and their families often search for answers before they seek an attorney. Writing blog posts that address common legal questions makes your firm more visible and positions you as an expert.
Action step: Identify the top five elder law questions your clients ask and create blog posts answering them.
8. Partner with Nursing Homes & Assisted Living Facilities
Many seniors in nursing homes and assisted living facilities need legal guidance, but they may not know where to turn. Partnering with these facilities allows you to connect directly with residents and their families while providing valuable services that set your firm apart.
Offering free legal checkups gives families peace of mind and introduces them to your expertise. Providing staff training on common elder law issues, such as Medicaid eligibility and guardianship, helps caregivers recognize when residents may need legal assistance.
Hosting “Ask an Attorney” days creates a no-pressure environment where residents and their families can get answers to important questions.
Building relationships with facility administrators is key. Introduce yourself, explain how your services can benefit their residents, and establish a long-term partnership.
Action step: Make a list of 10 nursing homes to contact and start building connections that lead to lasting referrals.
9. Client Testimonials & Case Studies: The Trust Factor
When families choose an elder law attorney, they want someone they can trust. Positive experiences from past clients can be the deciding factor. Testimonials and case studies show real-life examples of how your firm has helped others, giving potential clients confidence in your services.
Video testimonials add a personal touch and show the impact of your work. Anonymized case studies highlight success stories while protecting privacy. Featuring a “Client of the Month” on your website or social media makes your brand more relatable.
Collecting testimonials should be a regular part of your process. After a successful case, kindly ask clients to share their experiences. The easier you make it, the more likely they are to participate.
Action step: Set up a system to collect and display client testimonials through your website, social media, and marketing materials.
10. The Power of Personalized Follow-Up
Elder law isn’t a one-time service. Clients may need additional guidance as their situations change, and staying connected keeps your firm top of mind when new legal needs arise. A little effort in maintaining relationships can lead to repeat business and referrals.
Email newsletters with legal tips and updates help past and potential clients stay informed. Sending birthday and holiday cards adds a personal touch that shows you care. Offering yearly “legal checkups” gives clients a reason to reconnect and ensures their estate plans stay up to date.
Consistency is key. Automating follow-up emails makes it easy to maintain contact without adding to your workload. A well-timed message can be a reminder a client needs to reach out.
Action step: Set up an automated follow-up system to stay engaged with past and potential clients through emails, cards, and legal checkup reminders.
Let LeaseMyMarketing Handle the Hard Work
Marketing an elder law firm takes time, and with a packed schedule, it’s easy to push it aside. But without a strong online presence, potential clients may never find you.
LeaseMyMarketing specializes in law firm marketing, using SEO, targeted ads, and engaging content to connect you with the right people at the right time. We take the guesswork out of digital marketing, so you can focus on what you do best—helping clients.
A website alone isn’t enough. You need a strategy that gets you noticed and turns visitors into clients. We handle everything from search rankings to compelling content, ensuring your firm stands out. Call us today for a free consultation and see how a results-driven marketing plan can grow your practice.
Conclusion
Elder law clients aren’t just looking for a lawyer. They want guidance, reassurance, and someone who understands their needs. The right marketing strategy helps you show up where they’re already looking and builds trust before they even step into your office.
If marketing feels like one more thing on an endless to-do list, you don’t have to handle it alone. LeaseMyMarketing helps law firms connect with the right clients using SEO, targeted ads, and content that gets results. A strong digital presence means less time chasing leads and more time focusing on what matters—helping families plan for the future.
Frequently Asked Questions
What is the average cost of an elder law attorney?
The cost of an elder law attorney varies depending on location, experience, and the complexity of the case.
Some charge hourly rates ranging from $250 to $500, while others offer flat fees for services like wills or Medicaid planning, typically between $1,000 and $5,000. Many attorneys also provide free consultations to discuss needs and pricing upfront.
What do senior partners at law firms do?
Senior partners are the decision-makers of a law firm. They manage high-profile cases, oversee junior attorneys, and shape the firm’s strategy while also handling business development and client relationships.
They often have an ownership stake, meaning they focus on both legal work and keeping the firm profitable.
How do I get clients for my law firm?
Attracting clients takes a mix of strong online presence, referrals, and community engagement. SEO, social media, and educational events help build credibility, while networking with financial planners, senior care professionals, and past clients keep referrals flowing.
A well-optimized website and positive reviews also go a long way.
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