Service pages
Separate pages for wills, trusts, powers of attorney, probate and elder planning, each with its own inquiry form.
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A Lead Generation Website Built for Estate Planning Firms
Families searching for wills, trusts and powers of attorney often compare several firms in one sitting. The lead generation website for estate planning firms that SIZ Group builds answers those questions and makes a consultation request easy, with service pages, proof of work and inquiry forms.
01
What a lead generation website for estate planning firms must prove
Before signing off, the owner or marketing manager will look for one thing above all: a clear route from a search about a will or trust to a request for a call. They will also want to know which pages bring in the inquiries that become engagements.
Tracking has to be in place from day one. Tag each form submission with the page it came from, count calls from tracked numbers, and report those figures through Google Analytics 4 without passing personal details to ad platforms. A monthly review should show which service pages earn their place and which need work.
- A visible path from each service page to a consultation request in no more than two clicks
- Form submissions tagged with the page they came from, so every service has its own numbers
- Call tracking that records which page produced each phone call
- A monthly summary of requests, call volume and the pages behind them
02
One visitor's step-by-step path from search to a consultation request
An adult son searching for help with a revocable living trust, after his father's recent stroke, lands on the trust service page from a search result. The opening paragraph explains what the trust does and what it does not do. A short section describes how the first consultation works and what documents to gather.
The request button opens a form that asks for his name, a phone number, the state where his father lives and a preferred call time. Asset values and medical details stay out of it, which keeps the form short and avoids collecting sensitive information before the firm runs a conflict check.
Within the firm's stated window, a coordinator calls him back. The request appears in the intake system already tagged to the trust page, so the marketing manager can see that a trust-related page produced the lead and can judge it against the other pages.
03
Busy periods and seasonal demand for estate planning firms
Interest in estate planning rises at fairly predictable points. Many families revisit their documents at the turn of the year, when they check beneficiary designations and the tax picture. Interest also builds after a life event such as a new grandchild, a remarriage, a home purchase or a move to another state.
We would plan the site around those peaks. Add a short checklist of documents to gather on each service page, time a seasonal review message to go out in the early weeks of January, and let the calendar show only the consultation capacity the attorneys can truly handle. That way the lead flow matches the team's capacity, and no visitor is promised a call the firm cannot make.
What you get
Key features
Qualified inquiry forms
Short forms that collect what the intake team needs to route a request, and nothing beyond that.
Proof of work
Attorney credentials, practice descriptions and published reviews, only where the firm supplies them.
Call tracking
Tracked phone numbers show which pages produce calls, so pages can be compared with confidence.
Lead reporting
A monthly view of requests, calls and the pages behind them, shared with the owner.
04
Information, content and access the firm must supply
Content is the slowest part of most lead generation projects. Each service page needs attorney bios with credentials, a plain description of the work, and a clear statement of the states where the firm can advise. Photos should be real and current, and the firm should confirm which practice areas it wants to lead with.
Access matters as well. We need the domain login or a delegated DNS contact, the Google Analytics and Google Business Profile accounts, and the intake tool the firm uses, with one named owner for each. Reviews and testimonials can appear only where the firm supplies them and advertising rules allow, and we do not write them.
05
Mistakes we would steer estate planning firms away from
The first mistake is one generic services page. A family looking for a special needs trust and a couple looking for a simple will ask different questions, so each service needs its own page and its own form.
The second is burying the form. If the consultation request sits three menus deep, visitors leave, and the traffic the firm paid for goes to waste. The third is guide content that nobody updates, so a changed filing rule can leave the site saying something out of date.
- One services page that tries to cover wills, trusts, probate and elder planning at once
- A contact form that asks for asset totals and health details before any consultation
- Guide articles that stay online after the law they describe has changed
- Advertising that promises outcomes, which advertising rules do not allow
06
What drives cost and timeline, and how to keep scope under control
The budget reflects how many service pages go live, how many forms and tracking numbers the firm needs and how much of the writing lands on our side. Pricing for a site like this runs from $300 to $2,200, and the scope sets the position inside that band. The figure is confirmed in writing after the free scoping call.
Approvals and attorney details set the pace more than the build does. We agree on who supplies each one during scoping, so the schedule rests on named people rather than on hope.
To keep scope tight, launch the highest-value service pages first and treat new practice areas as a later phase. Post-launch support covers edits and tracking fixes, which keeps the site useful as the firm's services change.
How is a lead generation website for estate planning firms different from a brochure site?+
A brochure site describes the firm. A lead generation site is built around specific questions, each with a clear next step, and it tracks which pages produce consultation requests. That makes it something the firm can measure and improve over time.
Will the site help with search rankings as well as paid ads?+
Yes, if the pages are genuinely useful. Each service page should answer a real search, use plain headings and load quickly on a phone. Search visibility builds slowly, so we treat it as a long-term channel next to paid search.
Can we send ads to these pages right away?+
Ads should point only to pages that match the offer in the ad. Before spending, we check the pages, the forms and the tracking, and the firm's advertising counsel should review the copy under the state bar rules that apply.
Who owns the leads and the data?+
The firm does. Inquiry data should flow into the firm's own intake system or inbox, and the firm should hold the administrator login for its ad and analytics accounts.
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Let's make it happen
Turn your estate planning pages into a steady source of consultations
Call SIZ Group at +1 254 323 2698 or email info@sizgroup.com to book a free scoping call, and receive the scope and price confirmed in writing.