Wills, Trusts, Estate, Probate, Probate Court, Procedures, State Resource Locator Map, Requirements,Procedures and Definitions for GA, Executor Duties, Common Tasks, Estate Taxes, Business Directory of Professional Service Providers, Extensive Resource Library, Advertising, Targeted Market, Free Setup and Trial Period

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CREATING AN EFFECTIVE LISTING
Copyright Estate Resources, LLC 2014
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INTRODUCTION
Congratulations on your decision to advertise with us! This presentation is designed to
offer some simple and easy to apply principles that will make your Business Directory
Listing more effective. They do not require any significant level of skill or experience in
designing web advertising, programming or technical skill. They DO require a little bit
of thought on your part about how best to achieve your advertising goals….We want all
our advertisers to succeed and have some ideas that we think will help.
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CONTENTS
1. Client Profile
What are they asking for?
What would appeal to them?
2. Your Advertising Goals
3. Business Description
4. Extended Business description
Use of Offers, Downloads, Discounts
Action Statements
5. Business Logo Graphic
6. Method of Contact: Telephone, Response Form,
Visit Website
7 Follow-up
8 Support
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Who is your typical client?
• Business, Industry, Revenue
• Individual, Male, Female, Income
• State, County or City?
• What Service(s) do you provide that relate to Estate Planning or Management?
What are they asking for?
• Are there common requests relating to Estate Planning or Management?
What would appeal to them?
• A Fast Response to an inquiry or easy appointment setting (maybe on-line) for an initial review
or telephone consultation?
• A Free Download of a short Article written by one of your staff covering an area of your
business that is informative and appeals to a broad range of your clients?
• A Discount on initial services?
• Invitation to a seminar or presentation?
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1. Client Profile

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Goals can be as straightforward as gaining new clients. One per Day or 10 per Month. Be realistic
and consider the average value of a new client to your business. We expect the value of a single new
client will far exceed the cost of your advertising budget on our website.
If you currently have a great response capability to inquiries from prospects, think about how to
incorporate it into your advertising campaign.
If you are new to converting prospects into clients, we will assist you in maximizing your goal
fulfillment.
Estate Resources already has the infrastructure in place to promote your business via the web
utilizing web advertisements and social media. We just need some input from you as to what you
want to accomplish.
2. Your Advertising Goals
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There are 2 fields in your Business Directory Listing where text may be entered:
1. Business Description and
2. Extended Business Description
Your Listing in our Business Directory will be placed in the appropriate Category, such as
Legal/Attorneys, Financial/Accountants/Financial Planners, Estate Services/Estate Sales
Companies, Real Estate/Agents/Brokers, etc. We publish a new category when we receive a request for
it and currently have over 35 categories available and can create any appropriate category you desire.
We suggest using the Business Description field to define aspects of your service that are not obvious
based on your listing such as Specialized Service Areas and Strengths, Geographical Coverage by County
or State, and other services that are of interest to those handling planning and management of estates.
This field is limited to a total size of 300 characters including spaces. Compose your Description in
Word and then use the tool under “REVIEW” called Word Count.
3. Business Description
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This much larger text field can contain 1,000 characters including spaces and may include HTML
code.
The addition of HTML code can add numerous features and effects to your Listing. Contact our IT
Dept. at support@estateresources.net if you need our help.
We created this additional field for our advertisers to use Offers and Action Items to attract
responses from Visitors. Visitors are especially attracted to free downloads that provide
INFORMATION. 20% of our Visitors view the Services Directory, so make your Listing
interactive. We can also track this activity for you and make it available on your Advertisers Control
Panel, another feature to help make your Ad campaign successful. For Maximum Exposure to our
Visitor base, add a Display Ad that cycles on ALL pages.
Since late January, 2014 we have achieved over 22,368 page views with an average Time on Page of
2m42s and average Time On Site >18m 47s. Over 2,959 separate sessions (Visitors) have been
registered by Google Analytics. 1 out of every 5 Visitors to our site visits the Business Directory.
That’s a lot of exposure for our advertisers.
4. Extended Business Description
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What makes a good offer? That depends on what you do and how well you express it in your
Listing. As we said, our Visitors are engaged in a fairly technical and complex effort to plan or
manage an estate or some part of it.
They need support and knowledge. Our website offers an introduction to Estate
Planning/Management with links to Professional Support.
If you provide services to this demographic, think of all the different areas that your business can
impact and consider producing some informative articles or fact sheets that could be offered as free
downloads or even simply page views. Perhaps someone on your staff writes interesting blogs.
These can be promoted both on our website and we can multiply your exposure in our Twitter
campaign. If you sell a service with tangible product costs, you might consider a discount offer on a
product or service. keep it simple and inviting.
One of the benefits of the web is the ability to set up an interactive scheduling system where you
can involve members of your business with prospective clients by phone or in person. Scheduling
can be completed in a matter of minutes on-line. Interested? Contact Us at
info@estateresources.net.
4. Extended Business Description - II
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The next most important element for this area is to create an action element, a statement and/or a
graphical device intended to motivate a response.
What is it you want the Visitor to do? Call? Visit your website? Register for a Free Download? Set
up an initial call or in-person visit for an evaluation or review of their needs? If someone is
reviewing your offer and has an interest and are thinking you may be the right Professional for
them, then TELL them to take action Call Today – Download Now – Schedule Your Free
Appointment, etc. Let us put it on a button with the link inserted. It is a known fact that people
respond to action statements. They also respond to graphical elements easier and faster than reading
text or clicking on text hyperlinks. They don’t exhibit a great deal of patience with websites that are
boring, obscure or misleading and they want answers Now!
Convenience, Professional Response, Outstanding Customer Service and quality content produce
loyal clients. Action statements are proven to work, particularly if the offer is time limited. Don’t
Miss Out on this proven technique to pull Visitors to your business!
4. Extended Business Description - III
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5. Business Logo Graphic
Your Logo not only identifies your business but also adds a professional touch to your
Services Directory Listing. The ideal size to upload is 200 pixels wide and 100 pixels
high:
If your Logo is a different size/proportion, be aware of how it will shrink (if too large
or too rectangular) or lose clarity (if too small or too low in resolution) to make the
largest dimension fit the format. We can provide simple resizing. If you do not have a
Logo and want one, we have experience in creating logos as well as display ads at
substantial savings compared to graphic design services. Send an e-mail including any
samples or style specifics to:
graphics@estateresources.net
The maximum size of the graphic file for upload is 2MB.
200 pixels wide
100
Pixels
high
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6. Method of Contact
Your choice:
1. Telephone
2. Confidential Reply Form (included in your listing)
3. URL Link to your website
We do not require a telephone or fax number to be displayed in a listing. That’s your call
based on how you do business. An e-mail is required. You can use all available options
or just e-mail (Reply Form included).
Included in our Listings: Complete Business details, text content, URL (website) Link,
Telephone, Fax, E-mail, Response Form, Photo Gallery, Video Link, Social Media and a
Map Locator.
One of the benefits of the web is the ability to set up an interactive scheduling system
where you can involve members of your business with prospective clients by phone or in
person. Scheduling can be completed in a matter of minutes on-line. Interested?
Contact Us at info@estateresources.net.
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7. Follow-Up
If you don’t already have a procedure in place for follow-up, think about the best way for
your business to accomplish this.
Depending on how you set up your listing, a Prospect may call, fax, send an e-mail or
simply click into your site. If you offer a download, you will get their e-mail address
when they register for the download which can be used for an e-mail campaign or simply
a response such as “Thank you for downloading our material”.
You should have some type of analytics on your website to track Visitors coming in to
the designated page. We will be recording 1) clicks on your listing and 2) clicks on your
display ad if you have one. When you log into your account, you can view the number of
clicks on your listing and your display ad along with other information.
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8. Support
If you have questions or need support, or if you have suggestions or wish to discuss
something more specific, please send an e-mail to:
support@estateresources.net
This is copied to both our IT Department and Management
If you want a faster response or wish to discuss anything related to advertising on our
website, please send your telephone number.
We will respond in a timely manner.
Thank you for supporting Estate Resources with your patronage.
We sincerely appreciate your business and commit our resources to helping you achieve
your advertising goals.
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