9 Reasons Why You Need an Elder Law Attorney Guide

This PDF guide was created as a lead magnet for Hegwood Law Group. For this campaign, I designed the PDF guide, landing page, promotional graphics, and I created the Facebook ads.

The Facebook ads promote the guide, which takes users to the landing page or a pre-populated form. Leads must provide their information to download the guide. After providing their information, the guide will be delivered to their inbox, and they will be entered into a nurturing sequence where the marketing team would contact them every few days via call, text, or automated email to see if they would like to schedule a free estate planning or elder law strategy session.

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This PDF guide is interactive, including hyperlinks that will link the reader to pages within the document, Hegwood Law Group’s blog, and the Calendly link to schedule an appointment. It includes nine compelling reasons that an aging adult should hire an elder law attorney, and the services an elder law attorney can provide. Since many people do not know that Hegwood Law Group can act as a one-stop shop and provide in-house trust funding that many other firms do not provide, I decided to include the last page to make it clear that the firm is different from competitors, featuring a graphic of a roadmap that I also created.

This landing page features a clean and simple layout so users will not get distracted, increasing the chance that they will sign up to download the guide. I have provided some information about the firm to gain trust, where I list the firm’s many other practice areas in case the user may not need an elder law attorney. While users cannot do anything besides fill out the form on this page, after filling out the form, I included the firm’s Calendly link on the thank-you page in case the user would already like to schedule an appointment.

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For this campaign, I decided to test the ads to determine whether my landing page or Facebook’s lead generation form performs better. Facebook’s lead generation form, which auto-populates with the Facebook user’s information, performed significantly better. After observing this, I turned off the ad with the landing page and only used the ad with the lead generation form for more cost-effective results. I connected this Facebook form to our CRM software using Zapier, so any leads would automatically be added to the CRM and tagged with the correct campaign tag. These leads also get added to the newsletter list, where they will receive an email touchpoint every week. While the ads were no longer using my landing page, the landing page could still be used for organic promotion, through social media or the newsletter. The campaign was able to obtain leads at an average of $20-30 less than we paid in past similar campaigns or through popular pay-per-lead services.