Estate planning attorney marketing for clients who keep putting it off
Your future clients rarely need you this week, so they wait. We build the site, the search presence and the intake that are ready on the day they finally decide.
$5,000 a month · Nothing due until you approve the design · One estate planning firm per city
Estate planning attorney marketing is how a firm gets found, and chosen, by people who've meant to make a will for years. XYR Partners builds your site around their situations, runs search and AI visibility, answers calls with an AI receptionist and reports which inquiries became signed plans. It's $5,000 a month, with no minimum term.
We work with estate planning and probate firms in all 50 states, and take one per city.
Most of your clients are already late
Nearly everyone knows they should have a will, and most still don’t. In the Caring.com 2025 Wills and Estate Planning Study, run with YouGov, only 24% of US adults had one, down from 33% in 2022, and 43% of those without one said they just hadn’t gotten around to it.
What people search when they finally decide
Google search volumes in the US, measured on 30 September 2026. They show how big the demand is, not how much of it your firm will get.
| Search | Searches a month |
|---|---|
| estate planning attorney | 368,000 |
| estate planning attorney near me | 49,500 |
| probate attorney near me | 27,100 |
| trust attorney near me | 22,200 |
| living trust attorney | 8,100 |
| estate planning attorney cost | 3,600 |
| revocable living trust cost | 1,000 |
Clicks on “estate planning attorney” cost advertisers about $7.58 each, far less than in criminal defense, where “dui lawyer near me” runs about $61.61. That’s a market signal, not a promise: paid competition for your clients is lighter here, so organic search and AI answers can carry more of the load.
How we set it up for an estate planning firm
The site is organized around the situation your client is in, not the document they’ll end up signing.
Pages by situation, prices you approve, and a consult that’s easy to book
- Pages by situation. Wills, living trusts, probate after a death and planning for an aging parent each get their own page, written for the person in that situation, so the right page answers their search.
- Cost questions answered honestly. “Estate planning attorney cost” alone gets 3,600 searches a month. We answer it with the fees you approve, or explain how your pricing works if you’d rather not list numbers.
- A consult path that’s ready when they are. Every page ends at a short form, your form submissions go straight to your email, and the AI receptionist answers the calls you miss under rules your firm approves.
- Reviews that keep coming. We review your Google Business Profile and set up a workflow that asks happy clients for a review, so the firm looks as trusted as it is.
- AI answers, tracked. We watch whether ChatGPT, Gemini and Perplexity name your firm for the questions your clients ask, and fix what keeps you out. You can check where you stand today with our AI visibility check.
The Charter Offer for estate planning firms
One price, the same for every practice area. What changes is how it's set up for your clients.
XYR Partners Charter Offer
$5,000 a month
Website, search, AI visibility, content, AI receptionist and reporting. Ad spend isn’t included.
Request a consult- No deposit, design fee or build fee
- No minimum term: cancel anytime
- Unlimited revision requests
- Uncapped calls with William
- AI receptionist up to 1,500 minutes a month
- One firm per practice area per city
Approve the design before you pay
We design your new site first. Your first invoice isn’t due until you approve that design in writing. Ask for as many revisions as you need. If we can’t reach a design you approve, you walk away owing nothing.
No minimum term. Stay because it works.
After you approve the design, it’s month to month and you can cancel anytime. The site and brand are yours as soon as your first month is paid, and if you leave we give you a free month of help moving them.
After your first paid month, you can downgrade to Maintain at $500 a month: hosting, security, fixes, the monthly report and up to 500 receptionist minutes. See everything in the Charter Offer.
What the report tracks for an estate planning firm
Each month you’ll see consults booked, plans engaged and fees collected, each tied to the first measurable source.
Why the first source matters when clients take months to decide
An estate planning client might read your trust page in spring and call in autumn. If a report credits whatever they clicked last, it’ll tell you to spend money in the wrong place. The Source-to-Inquiry Report keeps the first source our tracking saw attached to the inquiry, and your team confirms what it became. You can use a matter or contact ID instead of client details.
What we won’t do
We won’t give legal advice or publish anything your attorneys haven’t approved, and we won’t invent reviews or results.
If you’d like to start on your own first, our step-by-step law firm marketing plan walks through the same work.
Questions firms ask first
Is online marketing worth it for estate planning when clients take so long to decide?
Yes, if it's built for the wait. Most of your future clients already know they need a plan. The work is being the firm they find, trust and can book easily on the day they stop putting it off, and then knowing which source brought them.
Will you publish our fees for wills and trusts?
Only if you want to, and only the fees you approve. People do search for what estate planning costs, so a clear answer helps. If you'd rather not list prices, we'll explain how your fees work without numbers.
Do you write the pages about wills, trusts and probate?
Yes. We research and draft four pages a month on the questions your clients ask. We don't give legal advice ourselves, so your attorneys review and approve every page before it goes live.
Do you work with probate firms as well as estate planning firms?
Yes. Estate planning and probate is one of our first practice areas. We set up the pages and the report around the matters you actually take.
What if another estate planning firm in my city already works with you?
Then we can't take you on while that engagement runs. We take one firm per practice area per city, and we'll tell you on the first call.
See if your city is open for an estate planning firm.
Tell us a little about your firm, or call the consult line. William follows up personally if it’s a match.
- 1Send a request or call
Use the form, or call the consult line and our AI assistant takes the details.
- 2We review the fit
We look at search demand in your market, your intake and your current site.
- 3William follows up
If it’s a fit, William gets back to you. There’s no public calendar.