Benefits of Choosing SEO over PPC for Elder Law Attorneys
| Benefit | SEO | PPC |
|---|---|---|
| Cost per Qualified Client | Organic visibility lowers acquisition cost by 40‑65% after 12 months of optimization | Clicks for “elder law attorney” or “Medicaid planning” can run $20–$55 each and rise annually |
| Long‑Term ROI | Evergreen guides (Medicaid eligibility, guardianship) rank for years, producing inquiries beyond ad budgets | Lead flow ends when ad spend stops; zero residual benefit |
| Trust, Empathy & Reputation | High‑ranking educational articles establish authority and compassion—critical for sensitive family matters | Ads marked “Sponsored” may feel sales‑driven and less trustworthy to older audiences & caregivers |
| Click‑Through Rate (CTR) | Organic CTR often 2× higher for research intent queries (“how to protect mom’s assets”) | Ad blindness lowers CTR, inflating effective cost per consultation |
| Ethics & Compliance (ABA / State Bar) | Static pages pass one‑time ethics review and require minimal re‑approval | Each new ad & landing page triggers separate compliance review and archiving |
| Lead Quality & Case Value | Content‑educated families arrive with clearer needs, boosting retention and higher‑value estate plans | Ad clicks often include price‑shoppers, reducing average matter value |
| Competitive Barrier | Dominant rankings for niche services (“special needs trusts attorney”) take competitors months or years to surpass | Competitors can instantly outbid your ads, driving CPCs higher |