Build Your Estate Planning Business On The Web

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Build Your Estate Planning BusinessOn The Web
How to
Hosted by estateplanning.com Schumacher
Publishing, Inc.
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Who We Are
16 Year Industry Leader in Providing You
With Educational Materials For Your Clients
and Prospects Save You Time and Money!
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Who We Are
Best-Selling Book (350,000 copies
sold) Handout Brochures (Client/Prospect
Mailings, In-Office Seminar Handouts) Seminar
Presentations (35mm Slides or
Powerpoint) Quarterly Client
Newsletters Internet Content (Added to your
web site!)
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Who We Are
Free Imprinting (with orders of 250) Your
Name Your Logo Your Photo Office
Locations Phone/Fax Email Web Site Address
Offices of WILLIAM A. JONES 201 Main Street Los
Angeles, CA 90034 [phone] Fax (555)
434-4567 E-mail william_at_wjlaw.com http//www.wjla
w.com
Offices of WILLIAM A. JONES 201 Main Street Los
Angeles, CA 90034 [phone] Fax (555)
434-4567 E-mail william_at_wjlaw.com http//www.wjla
w.com
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Overview
Topics Covered In This Presentation

• Are Seniors Online?
• How Does the Internet Really Work?
• The Truth About Search Engines
• The 3-Step Plan to Make Your Web Site Really Work
  
• How to Avoid Unnecessary Web Site Costs

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How Many Seniors Are Online?
The Big Question
Research by Nielsen/NetRatings eMarketer
Oct.2002 Oct.2003 Total Online 128.2
Million 136.2 Million Users (Age 50) 21.2
Million (17) 25.2 Million (19) Users (Age
65) 7.6 Million (6) 9.6 Million (7) Page
Views (65) 1,430/Month 1,548/Month (8 More)
Time Online (65) 94 hrs./Month 97 hrs./Month
(3 More)
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How Many Seniors Are Online?
The Big Question
Research by SeniorNet (Jan.2003)

• Interests 94 friends/family, 72 news, and49
  research (health, estate planning, etc.)
• 80 taught themselves how to use the Internet
• 37 took a class to learn how to use the Internet
• 46 of US seniors have been using the net for
  over 5 years

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What Happens When You Go Online?
Demystifying the Internet
AOL
Robert
www.IRS.com
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Basic Flow of The Internet
Demystifying the Internet
AOL
Robert
www.IRS.com
204.33.1.202
34.1.3.51
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Basic Flow of The Internet
Demystifying the Internet

• Driving Your Car Navigating the Internet
• Car Problems Problems With Computer/Modem
• Rush Hour Traffic Problems With ISPs User Load
• Car Accident Server Crash Between You Site

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The Truth AboutSearch Engines
How they work, common misconceptions, and
realistic marketing expectations
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How Do Search Engines Directories Work?
The Truth About Search Engines
estate planning
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Yahoo Search Results
The Truth About Search Engines
Jan. 2004 Search for estate planning Over
2,300,000 Results
estate planning Over 1,500,000 Results
Florida estate planning Over 354,000 Results
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Yahoo Search Results For estate planning
The Truth About Search Engines
354,000 ResultsFlorida estate planning
Yahoo Lists 20 Results Per Page 17,700 Pages
of Search Results (5 pages of search results is
only the top 100 results)
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Search Engine Logic For Search Results
The Truth About Search Engines
Problem 1 Every Engine Directory Has Its Own
Rules Something that gets you high placement in
one engine might get you banned from another.
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Search Engine Logic For Search Results
The Truth About Search Engines
Solution to Problem 1 Custom Pages For Each
Engine Directory
Thats one custom page per engine per
keyword. estate planning living trust
wills probateestate taxes trusts
financial planning 7 keywords for 10 engines
70 custom pages
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Search Engine Logic For Search Results
The Truth About Search Engines
What Is A Custom Page Designed For A Search
Engine?

• Keyword Placement

• Frequency(amount of times a keyword is repeated
  on a page)
• Weight/Density(percentage of keywords in
  relationship to all other words on the page)
• Prominence(placement of keywords near the
  beginning of a page or sentence)

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Search Engine Logic For Search Results
The Truth About Search Engines
What Is A Custom Page Designed For A Search
Engine?

• Example of Optimized Search Engine Page Wills
• Title Wills Education Center
• META Tags
• Actual Page Text
• ALT Tags
• Comment Tags

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Search Engine Logic For Search Results
The Truth About Search Engines
Problem 2 There Are Many People Already Doing
This You are competing with other people using
the same high search engine placement tactics.
Many of these people have already been doing this
for a long time.
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Search Engine Logic For Search Results
The Truth About Search Engines
Solution to Problem 2 Spend More Time or
Money Employ more high search engine tactics
yourself or by paying a search engine placement
company. Very expensive!
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Search Engine Logic For Search Results
The Truth About Search Engines
Problem 3 Engines Directory Change Their
Rules! There are too many people using the
same tactics in the same way, as well as those
people that abuse the rules to acquire high
placement.
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Search Engine Logic For Search Results
The Truth About Search Engines
Solution to Problem 3 Spend More Money You
must now suffer through ongoing maintenance
fees in order to keep your hard-won search result
placement.
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Search Engine Logic For Search Results
The Truth About Search Engines
Problem 4 Sponsor Links People can now buy top
placement directly from the search engines and
directories. These always appear above all other
standard web results. Estateplanning.com is 1 in
Lycos, but displayed below 6 sponsors!
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Search Engine Logic For Search Results
The Truth About Search Engines
Solution to Problem 4 Spend More Money If you
want to guarantee top placement, you now have to
pay each Engine to be a Sponsor Link. This is
exceptionally expensive, and creates a bidding
environment.
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Search Engine Logic For Search Results
The Truth About Search Engines
The Cost of Sponsor Links
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Search Engine Logic For Search Results
The Truth About Search Engines
Problem 5 Search Engines Provide Little Traffic
Even if you spend all this money, and
employ all these tactics, what kind of benefit
can you expect?
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Search Engine Logic For Search Results
The Truth About Search Engines
Searching for estate planning (Jan.2004)
We (estateplanning.com) come up as follows 1 in
Lycos 4 in Microsofts MSN.Com 6 in
Altavista.Com 13 in Google.Com 13 in
Yahoo.Com 17 in AOL.Com
All this only provides around 5 of our total
traffic
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Search Engine Logic For Search Results
The Truth About Search Engines
Solution Problem 5 Recognize Engines For What
They Really Are Engines and directories and
merely one tool of many you should use. They are
not the best or only method of marketing your web
site.
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So What Do You Now?
The Truth About Search Engines

• How Do You Drive Traffic To Your Web Site?
• How Do You Make Your Web Site Truly Useful?
• How Do You Do This Without Spending A Fortune?

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The 3-Step Plan
How to get them there, make it worth the trip and
track your leads
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Step 1 - Getting Them There
A 3-Step Plan To Make The Internet Really Useful

• Conventional Marketing

Conventional Marketing Internet
Marketing Mailings

• Print Web Address On Everything
• Tell People About It!(every person, every day)
• Contact Local Media
• Mailings to Existing Clients Other
  Professionals

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Step 1 - Getting Them There
A 3-Step Plan To Make The Internet Really Useful

• Internet Marketing

Conventional Marketing Internet
Marketing Mailings

• EstatePlanning.Coms Search Engine 17,000
  Searches/Month
• Cross-Linking (or Build Pages for
  Others)Affiliates, Charities Local Businesses
• Banner Ads
• Search Engines Directories

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Step 1 - Getting Them There
A 3-Step Plan To Make The Internet Really Useful
Postcard Mailings
Conventional Marketing Internet
Marketing Mailings
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Step 2 - Making It Worth The Trip (For Them)
A 3-Step Plan To Make The Internet Really Useful

• Educational Easy To UseFAQs, Simple Clear
  Navigation, Explanations in English
• Entertaining / Interactive Golf Quiz, Fun Facts,
  Stock Quotes
• Relevant InterestsStock Quotes, Local Community
  Events or Weather, IRS Links
• Personalized Your Community Involvement,
  Background, Goals, Family Photos
• Current Fresh Content Why Would They Come Back
  To Your Site?

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Step 2 - Making It Worth The Trip (For You)
A 3-Step Plan To Make The Internet Really Useful

• Save Time Money
• Pre-Meeting Education
• Post-Meeting Follow-up
• In-Office Education (Conference Room or
  Reception Area)
• Ongoing Client Relations (Promotes Word of
  Mouth)
• Less Expensive Mailings (Postcards Reference Web
  Page)
• Generate New Business

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Step 3 - Tracking Them
A 3-Step Plan To Make The Internet Really Useful
Find Out What Works, So You Can Keep Doing It

• Ask Every Person If Theyve Seen Your Site
• Use Extensions or Promotion Codes
• Keep A Log
• Note Web Statistics Before After Marketing
• Effectively Measure What Worked

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The Real Costs of Having a Web Site
Costs of an Internet Presence
Do-It-Yourself

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

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An Inexpensive Solution To Internet Costs
Costs of an Internet Presence
Do-It-Yourself
EstatePlanning.com

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

2,000 Set Up 153 / Month
0 Set Up 89 / Month
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Promoting/Marketing Your Web Site
EstatePlanning.Com Can Help
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Promoting/Marketing Your Web Site
EstatePlanning.Com Can Help
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Educational Estate Planning Content
EstatePlanning.Com Can Help
Over 150 FAQs in 7 Topics Over 140 Slides in
4 Presentations Over 120 Definitions Terms 15
Articles Covering Other Topics Estate Tax
Probate Calculator Always Current! New
Content Added Frequently! Works As Stand-Alone
Site or Added To An Existing Site
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Get Your Web Site Today!
EstatePlanning.Com Can Help

• No Setup Fee (1,900.00 Value!)
• No Long Term Commitments (Month-to-Month)
  Pre-pay for a year, and get two months at half
  price (89 Value!)