Elder Law Checklist

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

This checklist was promoted via paid and organic channels. The landing page was primarily used for the organic promotions while Facebook ads were used for the paid promotions. The Facebook ads would use Facebook’s lead generation form, which pre-populates with the user’s data. Once they submit this data, they would receive the guide via email. Then, the lead would be entered into a nurturing sequence in the CRM software, where the marketing team would contact them every few days via call or automated email to see if they would like to schedule a free estate planning or elder law strategy session.

This PDF checklist is meant to be a simple guide to the documents that everyone needs to have in place as they age, and what each document does. It is divided into four sections, focusing on medical documents, estate planning documents, end-of-life documents, and how the firm can help them. The “Schedule Now” button links to the Calendly calendar when clicked, where the reader can schedule their own appointment.

This landing page features a clean and simple layout so users will not get distracted. The headline draws attention and clearly gets the point across. Once the user submits their information, the checklist is delivered to their email and the user is entered into a nurture sequence, where the goal is for them to schedule a consultation.

At the time that I ran the Facebook ads for this campaign, the Marketing head had the idea to make the campaign have a “luck” theme for St. Patrick’s Day. I focused the ad copy on the idea of not pressing your luck when it comes to estate planning.

During the month of March 2021, this ad resulted in a total of 46 leads for $12.03 per lead, which was an amazing CPL compared to the past experiences of $35-50 per lead. I also promoted this checklist organically via the email newsletter and social media, which generated 111 leads. Out of the total 157 leads generated, 14 of them booked an appointment, and 10 of them retained the firm’s services, resulting in nearly $30,000 of revenue.