Estate planning
Trust is built in the detail.
Useful explanations of wills, trusts and probate. Real attorney experience. A clear consultation path. Help someone make a careful choice.
Book a FREE Strategy CallWills02 /
Trusts03 /
Probate
answers.
Careful
guidance.
with the right attorney.
Careful people making a careful choice
Many estate planning clients are planning later in life, for their children, a business or a parent. They are often referred by a financial advisor or an accountant, and they compare a few firms recommended by people they trust. They want evidence that the attorney is experienced and careful.
They read the attorney bio in full. They look the firm up on Martindale and Super Lawyers. They check whether the attorney has published anything, and they search the firm's name with the word "review".
So SEO for estate planning looks different from SEO for urgent practices. The map pack matters less. The credibility of each page, your directory listings and your schema matter more.
Guides with real depth, not summaries
What should estate planning content answer?
Estate planning clients ask real procedural questions: "what is a revocable trust", "how does probate work in [state]", "what is portability in estate tax", "do I need a healthcare directive". The content that earns their trust answers with the depth of a state-bar continuing-education article, not a short post that repeats the encyclopedia.
Each topic below gets its own main page, with supporting guides linking up to it. Every page carries the procedure for your state.
Wills
What a will does, what it cannot do, and when it needs updating.
Trusts
Revocable, irrevocable, special needs and charitable trusts, each explained on its own terms.
Probate and administration
What happens after a death in your state, step by step.
Estate tax planning
How estate tax may apply, written with care and updated when the law changes.
Directives and powers of attorney
Healthcare directives and powers of attorney, for the decisions families dread making in a crisis.
Business succession and asset protection
For owners planning what happens to the business and what they have built.
The attorney bio is a trust page
A bio helps a client check who will advise them. Include confirmed bar admissions, practice focus, and relevant publications or speaking, with a direct way to get in touch.
Use schema, the labels that tell search engines who this attorney is, only for facts that are visible on the page. It describes the content; it does not promise a ranking. Keep credentials current, and have the attorney approve the record. The detail is on on-page SEO and technical SEO.
Directories are where many clients check you
Many estate planning clients check legal directories before they call: Martindale, Avvo, Super Lawyers, your state bar listing, Best Lawyers and FindLaw. Those directories often appear in the search results themselves. Complete, consistent listings help your rankings, and simply being there is one more way to be found.
Legal directories and citations covers which listings come first and the field-by-field rules, and NAP consistency covers keeping your name, address and phone identical everywhere.
Referrals and search, working as one
Estate planning leans heavily on referrals from financial advisors, accountants, insurance agents and family doctors. A good referral carries trust, and a referred client still looks you up. Your site's job is to confirm what the referrer said.
Local link building covers building real relationships and links with referring professionals. Review management covers the steady, recent reviews that show those referrers your firm is active and cared for.
Direct search and directories, counted apart
We report cost per signed matter by source, with clients who found you through search and clients who came from a directory tracked separately, because both matter. Signed matters come from your own intake records. If calls wait too long for a reply, intake support sets up follow-up so a careful client is not left wondering.
Estate planning often meets other practices. After a divorce, many people need a new will. If your firm handles family law too, link the pages, and the multi-practice page shows how to keep each practice clear. More practice plans are on the SEO for law firms page.
What you get in an estate planning engagement
Structure
Main pages for wills, trusts, probate, tax and succession, and attorney bios built as trust pages with schema.
Local
Your Google Business Profile and consistent directory listings, with directory presence first, plus relationships with referring professionals.
Content
State-specific process guides, articles when tax law changes, and succession planning content for business owners.
Reporting
Cost per signed matter by source, direct search and directory referrals tracked apart. Signed matters from your intake records.
Before you make the plan.
Is Google Maps important for estate planning?
It helps, but often less than in urgent practices. Credible bios, depth and directory listings carry more of the decision. Your audit shows the balance in your market.
Do you write the legal guides?
We plan, structure and draft them. Your attorneys review every statement of law for your state before anything is published.
What if most of our clients come by referral?
Then your site's first job is to confirm what the referrer said. The bio, the guides and the reviews do that work.
How do we start?
With a free strategy call, plus a written audit of your site that is yours to keep, whether you hire us or not.
The next useful question.
See how this work connects to the rest of your plan.
Start with your firm
Does your expertise come through?
We’ll look at your planning pages, attorney information and consultation path, so a careful reader can make an informed choice.
Book a FREE Strategy Call