Building Trust & Authority: A Content-Driven Estate Planning SEO Strategy
Client: A boutique law firm specializing in estate planning, wills, and probate.
Challenges We Faced
The client’s website was a “pretty brochure” that won design awards but generated zero traffic or leads:
“Image-Only” Website
The site was 100% focused on design, with almost no text for Google to crawl.
No “Top-of-Funnel” Traffic
They were invisible for research-phase queries like “how to make a will” or “what is a living trust.”
Weak E-E-A-T Signals
The site lacked detailed attorney bios or any in-depth content, failing Google’s YMYL test.
No Inbound Leads
100% of their business was from referrals. Their beautiful website was a digital ghost.
Wrong GMB Category
Their GMB was listed as “Legal Services” instead of the more specific “Estate Planning Attorney.”
Attract Your Ideal Clients
“Want to attract high-value, research-driven clients? Our seo company for lawyers builds the trust and authority you need.”
Our Approach – How We Solved These Challenges
SEO-Optimized Content Creation
This was the core of our seo marketing for lawyers strategy. We built a “Learning Center” with 20+ long-form articles answering common questions (“Will vs. Trust,” “The Probate Process”).
All content was written to be authoritative, trustworthy, and satisfy E-E-A-T.
Practice Area Page Optimization
We rebuilt their “services” pages into in-depth, authoritative pillar pages for “Estate Planning,” “Wills,” and “Trusts.”
Local SEO for Lawyers
We optimized their GMB, correcting the category, adding services, and building citations on relevant directories.
E-E-A-T Development
We created detailed attorney bio pages showcasing their credentials, publications, and bar association memberships.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Qualified “Consultation” Leads | 0/mo | 18/mo | +1800% |
| Rankings (“estate planning attorney [city]”) | Not in Top 30 | Position #4 | +26 spots |
| “Top-of-Funnel” Blog Traffic | ~50/mo | 6,500/mo | +12900% |
Free SEO & Content Analysis
“Is your beautiful website failing to get leads? Request a Free SEO Content Analysis and find out why!”
Advice for Marketers & Brand Owners
- Educate, don’t just sell. For research-heavy fields like estate planning, your blog/learning center is your most powerful lawyer seo services tool.
- Build strong E-E-A-T. For YMYL topics, detailed, expert-written content and strong attorney bios are mandatory.
- Use lead magnets. A free guide (“Estate Planning Checklist”) is a perfect, low-friction way to capture leads who aren’t ready to call.
- Niche down your GMB. Don’t be a “lawyer”; be an “Estate Planning Attorney.” The GMB category is critical for local search.
Extra Factors That Made It Work
- The new “Learning Center” became the #1 source of all site traffic and established the firm as a thought leader.
- The “Download Our Guide” lead magnet captured dozens of new leads for their email nurture campaign.
- Competitor Analysis showed that other local firms were also failing at content, giving us a clear opportunity.
