build your estate planning business on the web hosted by estateplanning.com schumacher publishing,...

Build Your Estate Planning Build Your Estate Planning BusinessBusiness

On The WebOn The Web

Build Your Estate Planning Build Your Estate Planning BusinessBusiness

On The WebOn The Web

Hosted byHosted by

estateplanning.comestateplanning.comSchumacher Publishing, Inc.Schumacher Publishing, Inc.

How toHow to

Who We AreWho We Are

16 Year Industry 16 Year Industry Leader in Providing Leader in Providing

You WithYou With

EducationalEducationalMaterialsMaterialsFor YourFor Your

Clients andClients andProspectsProspects

Save YouSave YouTime and Money!Time and Money!

•• Best-Selling BookBest-Selling Book(350,000+ copies sold)(350,000+ copies sold)

•• Handout BrochuresHandout Brochures(Client/Prospect Mailings, In-(Client/Prospect Mailings, In-Office & Seminar Handouts)Office & Seminar Handouts)

•• Seminar PresentationsSeminar Presentations(35mm Slides or Powerpoint)(35mm Slides or Powerpoint)

•• Quarterly Client Quarterly Client NewslettersNewsletters

•• Internet ContentInternet Content(Added to your web site!)(Added to your web site!)


Free ImprintingFree Imprinting(with orders of 250+)(with orders of 250+)

• • Your NameYour Name

• • Your LogoYour Logo

• • Your PhotoYour Photo

• • Office LocationsOffice Locations

• • Phone/FaxPhone/Fax

• • EmailEmail

• • Web Site AddressWeb Site Address

Offices of

WILLIAM A. JONES201 Main Street

Los Angeles, CA 90034(555) 454-5675

Fax (555) 434-4567E-mail: [email protected]

http://www.wjlaw.com

Offices of

WILLIAM A. JONES201 Main Street

Los Angeles, CA 90034(555) 454-5675

Fax (555) 434-4567E-mail: [email protected]

http://www.wjlaw.com


Topics Covered In This PresentationTopics Covered In This Presentation

OverviewOverview

• Are Seniors Online?Are Seniors Online?

• How Does the Internet Really Work?How Does the Internet Really Work?

• The Truth About Search EnginesThe Truth About Search Engines

• The 3-Step Plan to Make Your Web Site The 3-Step Plan to Make Your Web Site ReallyReally Work Work

• How to Avoid Unnecessary Web Site CostsHow to Avoid Unnecessary Web Site Costs

The Big Question…The Big Question…

How Many Seniors Are Online?How Many Seniors Are Online?

Research by Nielsen/NetRatings & eMarketerResearch by Nielsen/NetRatings & eMarketer

Oct.2002Oct.2002 Oct.2003Oct.2003

Total Online:Total Online: 128.2 Million128.2 Million 136.2 Million136.2 Million

Users (Age 50+):Users (Age 50+): 21.2 Million 21.2 Million (17%)(17%) 25.2 Million 25.2 Million (19%)(19%)

Users: (Age 65+)Users: (Age 65+) 7.6 Million 7.6 Million (6%)(6%) 9.6 Million 9.6 Million (7%)(7%)

Page Views (65+):Page Views (65+): 1,430/Month1,430/Month 1,548/Month 1,548/Month (8% More)(8% More)

Time Online (65+):Time Online (65+): 94 hrs./Month94 hrs./Month 97 hrs./Month 97 hrs./Month (3% (3%

More)More)

The Big Question…The Big Question…

How Many Seniors Are Online?How Many Seniors Are Online?

• Interests: 94% friends/family, 72% news, andInterests: 94% friends/family, 72% news, and

49% research49% research (health, estate planning, etc.)(health, estate planning, etc.)

• 80% taught themselves how to use the Internet80% taught themselves how to use the Internet

• 37% took a class to learn how to use the Internet37% took a class to learn how to use the Internet

• 46% of US seniors have been using the net for over 5 years46% of US seniors have been using the net for over 5 years

Research by SeniorNet (Jan.2003)Research by SeniorNet (Jan.2003)

Demystifying the InternetDemystifying the Internet

What Happens When You Go Online?What Happens When You Go Online?

RobertRobert www.IRS.comwww.IRS.com

AOLAOL

Where is IRS.com?Where is IRS.com?204.33.1.202204.33.1.202


Basic Flow of The InternetBasic Flow of The Internet

RobertRobert www.IRS.comwww.IRS.com

AOLAOL

NetworksolutionsNetworksolutions

204.33.1.202204.33.1.20234.1.3.5134.1.3.51


Basic Flow of The InternetBasic Flow of The Internet

• Driving Your CarDriving Your Car = Navigating the Internet = Navigating the Internet

• Car Problems = Car Problems = Problems With Computer/ModemProblems With Computer/Modem

• Rush Hour Traffic = Rush Hour Traffic = Problems With ISP’s User LoadProblems With ISP’s User Load

• Car Accident = Car Accident = Server Crash Between You & SiteServer Crash Between You & Site

The Truth AboutThe Truth AboutSearch EnginesSearch EnginesThe Truth AboutThe Truth AboutSearch EnginesSearch Engines

How they work, common misconceptions,How they work, common misconceptions,and realistic marketing expectationsand realistic marketing expectations

Search BoxSearch Box(most popular)(most popular)

The Truth About Search EnginesThe Truth About Search Engines

How Do Search Engines & Directories Work?How Do Search Engines & Directories Work?

estate planning

CategoriesCategories


Yahoo Search ResultsYahoo Search Results

Jan. 2004 Search for:Jan. 2004 Search for:

estate planningestate planningOver 2,300,000 ResultsOver 2,300,000 Results

estate planningestate planningOver 530,000 Results (Jan.2001)Over 530,000 Results (Jan.2001)

Nearly 2 million new listings in 3 years!Nearly 2 million new listings in 3 years!

““estate planning”estate planning”Over 900,000 Results (Jan.2003)Over 900,000 Results (Jan.2003)600,000 new listings since last year!600,000 new listings since last year!

““estate planning”estate planning”Over 1,500,000 ResultsOver 1,500,000 Results

Florida estate planningFlorida estate planningOver 354,000 ResultsOver 354,000 Results


Yahoo Search Results For “estate planning”Yahoo Search Results For “estate planning”

354,000 Results354,000 ResultsFlorida estate planningFlorida estate planning

Yahoo Lists 20 Results Per PageYahoo Lists 20 Results Per Page

= 17,700 Pages of Search Results= 17,700 Pages of Search Results(5 pages of search results is only the top 100 results)(5 pages of search results is only the top 100 results)


Search Engine Logic For Search ResultsSearch Engine Logic For Search Results

Problem #1Problem #1

Every Engine & Directory Has Its Own RulesEvery Engine & Directory Has Its Own Rules

Something that gets you high placement in oneSomething that gets you high placement in oneengine might get you banned from another.engine might get you banned from another.



Solution to Problem #1Solution to Problem #1

Custom Pages For Custom Pages For EachEach Engine & Directory Engine & Directory

That’s one custom page per engine per keyword.That’s one custom page per engine per keyword.““estate planning” • “living trust” • “wills” • “probate”estate planning” • “living trust” • “wills” • “probate”

“estate taxes” • “trusts” • “financial planning”“estate taxes” • “trusts” • “financial planning”

7 keywords for 10 engines = 70 custom pages7 keywords for 10 engines = 70 custom pages



• Keyword PlacementKeyword Placement

What Is A Custom Page Designed For A Search Engine?What Is A Custom Page Designed For A Search Engine?

• FrequencyFrequency(amount of times a keyword is repeated on a page)(amount of times a keyword is repeated on a page)

• Weight/DensityWeight/Density(percentage of keywords in relationship to all other words on the page)(percentage of keywords in relationship to all other words on the page)

• ProminenceProminence(placement of keywords near the beginning of a page or sentence)(placement of keywords near the beginning of a page or sentence)



• Example of Optimized Search Engine Page “Wills”Example of Optimized Search Engine Page “Wills”

• Title = “Wills Education Center”Title = “Wills Education Center”

• META TagsMETA Tags

• Actual Page TextActual Page Text

• ALT TagsALT Tags

• Comment TagsComment Tags

What Is A Custom Page Designed For A Search Engine?What Is A Custom Page Designed For A Search Engine?




There Are Many People Already Doing ThisThere Are Many People Already Doing This

You are competing with other people using theYou are competing with other people using thesame “high search engine placement” tactics. Manysame “high search engine placement” tactics. Many

of these people have already been doing this for a long time.of these people have already been doing this for a long time.




Spend More Time or MoneySpend More Time or Money

Employ more “high search engine” tactics yourselfEmploy more “high search engine” tactics yourselfor by paying a “search engine placement” company.or by paying a “search engine placement” company.

Very expensive!Very expensive!




Engines & Directory Change Their Rules!Engines & Directory Change Their Rules!

There are too many people using the sameThere are too many people using the sametactics in the same way, as well as those peopletactics in the same way, as well as those peoplethat abuse the rules to acquire high placement.that abuse the rules to acquire high placement.




Spend More MoneySpend More Money

You must now suffer through ongoingYou must now suffer through ongoing““maintenance” fees in order to keep yourmaintenance” fees in order to keep your

hard-won search result placement.hard-won search result placement.




Sponsor LinksSponsor Links

People can now buy top placement directly from the People can now buy top placement directly from the search engines and directories. These search engines and directories. These alwaysalways appear appear

above all other standard web results.above all other standard web results.Estateplanning.com is #1 in Lycos, but displayed below 6 sponsors!Estateplanning.com is #1 in Lycos, but displayed below 6 sponsors!




Spend More MoneySpend More Money

If you want to guarantee top placement, you nowIf you want to guarantee top placement, you nowhave to pay each Engine to be a Sponsor Link. Thishave to pay each Engine to be a Sponsor Link. This

is exceptionally expensive, and creates a bidding environment.is exceptionally expensive, and creates a bidding environment.



As of Jan.2004, you As of Jan.2004, you pay over pay over $2.50/click$2.50/click for for

““estate planning”estate planning”at Yahoo.at Yahoo.

Over 12,402 searches Over 12,402 searches at Yahoo for “estate at Yahoo for “estate planning” last monthplanning” last month

Sponsor Link Costs Sponsor Link Costs Over $31,000Over $31,000

As of Jan.2004, you As of Jan.2004, you pay over pay over $3.50/click$3.50/click for for

““probate”probate”at Yahoo.at Yahoo.

Over 13,175 searches Over 13,175 searches at Yahoo for “probate” at Yahoo for “probate”

last monthlast month

Sponsor Link Costs Sponsor Link Costs Over $46,000Over $46,000

The Cost of Sponsor LinksThe Cost of Sponsor Links




Search Engines Provide Little Traffic Search Engines Provide Little Traffic

Even if you spend all this money, and employEven if you spend all this money, and employall these tactics, what kind of benefit can you expect?all these tactics, what kind of benefit can you expect?



We (estateplanning.com) come up as follows:We (estateplanning.com) come up as follows:#1 in Lycos #1 in Lycos #4 in Microsoft’s MSN.Com#4 in Microsoft’s MSN.Com#6 in Altavista.Com #6 in Altavista.Com #13 in Google.Com#13 in Google.Com#13 in Yahoo.Com#13 in Yahoo.Com#17 in AOL.Com#17 in AOL.Com

AOL keywordAOL keyword““estateplanning”estateplanning”

goes directly to us!goes directly to us!

Searching for “estate planning” (Jan.2004)Searching for “estate planning” (Jan.2004)

All this only provides around 5% of our total trafficAll this only provides around 5% of our total traffic



Solution Problem #5Solution Problem #5

Recognize Engines For What They Recognize Engines For What They ReallyReally Are Are

Engines and directories and merely Engines and directories and merely oneone tool of tool ofmany you should use. They are many you should use. They are notnot the best or the best or

only method of marketing your web site.only method of marketing your web site.


So What Do You Now?So What Do You Now?

• How Do You Drive Traffic To Your Web Site?How Do You Drive Traffic To Your Web Site?

• How Do You Make Your Web Site How Do You Make Your Web Site TrulyTruly Useful? Useful?

• How Do You Do This Without Spending A Fortune?How Do You Do This Without Spending A Fortune?

The 3-Step PlanThe 3-Step PlanThe 3-Step PlanThe 3-Step Plan

How to get them there, make it worthHow to get them there, make it worththe trip and track your leadsthe trip and track your leads

A 3-Step Plan To Make The Internet Really UsefulA 3-Step Plan To Make The Internet Really Useful

Step 1 - Getting Them ThereStep 1 - Getting Them There

• Conventional MarketingConventional MarketingConventional Conventional

MarketingMarketing

Internet Internet MarketingMarketing

MailingsMailings

• Print Web Address On EverythingPrint Web Address On Everything

• Tell People About It!Tell People About It!(every person, every day)(every person, every day)

• Contact Local MediaContact Local Media

• Mailings to Existing Clients &Mailings to Existing Clients &Other ProfessionalsOther Professionals



• Internet MarketingInternet MarketingConventional Conventional MarketingMarketing


MailingsMailings

• EstatePlanning.Com’s Search Engine EstatePlanning.Com’s Search Engine 17,000 Searches/Month17,000 Searches/Month

• Cross-Linking (or Build Pages for Others)Cross-Linking (or Build Pages for Others)Affiliates, Charities & Local BusinessesAffiliates, Charities & Local Businesses

• Banner AdsBanner Ads

• Search Engines & DirectoriesSearch Engines & Directories



Conventional Conventional MarketingMarketing


MailingsMailings

Postcard MailingsPostcard Mailings

Stay Up-To-Date.Visit Our Site Today!

What’s New?

Updated With 2004Tax Changes

QuarterlyNewsletters

Funding YourLiving Trust


Step 2 - Making It Worth The Trip Step 2 - Making It Worth The Trip (For Them)(For Them)

• Educational & Easy To UseEducational & Easy To UseFAQs, Simple & Clear Navigation, Explanations in EnglishFAQs, Simple & Clear Navigation, Explanations in English

• Entertaining / InteractiveEntertaining / Interactive Golf Quiz, Fun Facts, Stock QuotesGolf Quiz, Fun Facts, Stock Quotes

• Relevant InterestsRelevant InterestsStock Quotes, Local Community Events or Weather, IRS LinksStock Quotes, Local Community Events or Weather, IRS Links

• PersonalizedPersonalized Your Community Involvement, Background, Goals, Family PhotosYour Community Involvement, Background, Goals, Family Photos

• Current & Fresh ContentCurrent & Fresh Content Why Would They Come Back To Your Site?Why Would They Come Back To Your Site?


Step 2 - Making It Worth The Trip Step 2 - Making It Worth The Trip (For You)(For You)

• Save Time & MoneySave Time & Money

• Pre-Meeting EducationPre-Meeting Education

• Post-Meeting Follow-upPost-Meeting Follow-up

• In-Office Education In-Office Education (Conference Room or Reception Area)(Conference Room or Reception Area)

• Ongoing Client Relations Ongoing Client Relations (Promotes Word of Mouth)(Promotes Word of Mouth)

• Less Expensive Mailings Less Expensive Mailings (Postcards Reference Web Page)(Postcards Reference Web Page)

• Generate New BusinessGenerate New Business


Step 3 - Tracking ThemStep 3 - Tracking Them

• Ask Every Person If They’ve Seen Your SiteAsk Every Person If They’ve Seen Your Site

• Use Extensions or Promotion CodesUse Extensions or Promotion Codes

• Keep A LogKeep A Log

• Note Web Statistics Before & After MarketingNote Web Statistics Before & After Marketing

• Effectively Measure What WorkedEffectively Measure What Worked

Find Out What Works, So You Can Keep Doing ItFind Out What Works, So You Can Keep Doing It

Costs of an Internet PresenceCosts of an Internet Presence

The Real Costs of Having a Web SiteThe Real Costs of Having a Web Site

• Storage (Web Hosting)Storage (Web Hosting) $ 20/mo.$ 20/mo.• Storage SpaceStorage Space 10 MB10 MB• Web Design (Set Up Fees)Web Design (Set Up Fees) $ 2,000+$ 2,000+• Standard Maintenance (1 hr./mo.)Standard Maintenance (1 hr./mo.) $ 100/mo. $ 100/mo.• Tax Changes (4 hours/year)Tax Changes (4 hours/year) $33/mo.$33/mo.• Promote/Market Your SitePromote/Market Your Site None None• Educational Estate Planning ContentEducational Estate Planning Content None None• Edit-It-Yourself InterfaceEdit-It-Yourself Interface None None

Do-It-YourselfDo-It-Yourself

$2,000+ Set Up$2,000+ Set Up+ + $153 / Month$153 / Month

Costs of an Internet PresenceCosts of an Internet Presence

An Inexpensive Solution To Internet CostsAn Inexpensive Solution To Internet Costs

• Storage (Web Hosting)Storage (Web Hosting) $ 20/mo.$ 20/mo. $ 0$ 0• Storage SpaceStorage Space 10 MB10 MB UnlimitedUnlimited• Web Design (Set Up Fees)Web Design (Set Up Fees) $ 2,000+$ 2,000+ $ 0$ 0• Standard Maintenance (1 hr./mo.)Standard Maintenance (1 hr./mo.) $ 100/mo. $ 100/mo. FreeFree• Tax Changes (4 hours/year)Tax Changes (4 hours/year) $33/mo.$33/mo. FreeFree• Promote/Market Your SitePromote/Market Your Site None None Yes!Yes!• Educational Estate Planning ContentEducational Estate Planning Content None None $ 89 / mo.$ 89 / mo.• Edit-It-Yourself InterfaceEdit-It-Yourself Interface None None YesYes

$2,000+ Set Up$2,000+ Set Up+ + $153 / Month$153 / Month

$0 Set Up$0 Set Up+ + $89 / Month$89 / Month

Do-It-YourselfDo-It-Yourself EstatePlanning.comEstatePlanning.com

EstatePlanning.Com Can HelpEstatePlanning.Com Can Help

Promoting/Marketing Your Web SitePromoting/Marketing Your Web Site

32


Promoting/Marketing Your Web SitePromoting/Marketing Your Web Site


Educational Estate Planning ContentEducational Estate Planning Content

• • Over Over 150150 FAQs in FAQs in 77 Topics Topics

• • Over Over 140140 Slides in Slides in 44 Presentations Presentations

• • Over Over 120120 Definitions Terms Definitions Terms

• • 15 15 Articles Covering Other TopicsArticles Covering Other Topics

•• Estate Tax & Probate CalculatorEstate Tax & Probate Calculator

•• Always Current!Always Current!

• • New Content Added Frequently!New Content Added Frequently!

• • Works As Stand-Alone Site or Added To An Existing SiteWorks As Stand-Alone Site or Added To An Existing Site

Content We Provide Covers:Content We Provide Covers: • • Living TrustsLiving Trusts• • Estate TaxesEstate Taxes• • IRA BeneficiariesIRA Beneficiaries• • Corporate TrusteesCorporate Trustees• • Charitable Remainder TrustsCharitable Remainder Trusts• • Successor TrusteesSuccessor Trustees• • Funding Living TrustsFunding Living Trusts• • GRATs & GRUTsGRATs & GRUTs• • And Much, Much More!And Much, Much More!

Long Term Care

Everything you should know

COPY & PASTE the body (content) of your article in here directly from your word processor…


Get Your Web Site Today!Get Your Web Site Today!

• No Setup Fee No Setup Fee ($1,900.00 Value!)($1,900.00 Value!)

• No Long Term Commitments No Long Term Commitments (Month-to-Month)(Month-to-Month) Pre-pay for a year, and get two months at half price ($89 Value!)Pre-pay for a year, and get two months at half price ($89 Value!)

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