Long consideration cycles
Planning is important but rarely urgent. Prospects may research for months before booking.
Practice area marketing · USA & Canada
Estate Planning & Probate Lawyer Marketing
Estate planning clients take their time; probate clients need help now. We build marketing that serves both, with education-first content for planners and fast, compassionate response for families after a loss.
What your future clients search
- estate planning attorney near me
- living trust lawyer
- will lawyer [city]
- probate attorney
- power of attorney lawyer
- wills and estates lawyer
Example searches. Your audit maps the exact terms, volumes and click costs in your market.
The landscape
Why estate planning & probate marketing is different
Planning prospects tend to be 50 and older, and adult children often research on behalf of their parents. Many firms sell flat-fee packages, which makes education, seminars and nurture sequences powerful. In Canada, clients search for "wills and estates lawyers"; in the US, "estate planning attorneys" and "probate lawyers."
Older, cross-channel audiences
Your clients are on Facebook, YouTube and email as much as Google, and they value in-person contact.
Two very different buyers
A couple planning ahead and a grieving family facing probate need completely different messages.
Our playbook
How we grow estate planning & probate firms
Every tactic is tied to call tracking and your case management system, so we can report cost per signed case by channel.
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01
Workshops and webinars
Seminar and webinar funnels promoted on Facebook, YouTube and search, with reminders that keep attendance high.
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02
Education-first SEO
Clear guides to wills, trusts, probate and incapacity planning that rank well and build trust before the first call.
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03
Email and SMS nurture
Sequences that stay with planners over months and convert when they're ready.
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04
Separate probate funnel
Dedicated probate and estate administration campaigns with compassionate, fast-response intake.
Every call tracked
Call tracking and recording show which keyword, ad and page produced each inquiry.
Connected to your CRM
We integrate with intake and case management tools so signed cases flow back into reporting.
Cost per signed case
Monthly reporting on signed cases and fees by channel, not just clicks and rankings.
Market exclusivity
We work with one estate planning & probate firm per market. Never your competitor too.
Do estate planning seminars still work?
Yes, especially when combined with webinars and good follow-up. We handle promotion, registration and reminders and track which events produce signed clients.
How do you market flat-fee estate planning packages?
We build clear package pages, comparison content and booking flows that make it easy to choose and schedule.
Can you help us reach adult children of aging parents?
Yes. We target caregivers and adult children with messaging about protecting their parents and avoiding probate.
Is estate planning & probate open in your market?
We take one firm per practice area in each city. Request a free audit and we'll confirm availability within one business day.