When someone finally decides they need a will, they don’t wait weeks to start looking. They’re lying awake at 2 AM, thinking about what happens to their kids if something goes wrong. Or they just watched a parent struggle through probate and refuse to put their own family through that nightmare.
They grab their phone and search “estate planning attorney near me” or “make a will [city].” Within seconds, they’re looking at the first few results. Maybe they’ll check two or three websites before their eyes glaze over at generic legal jargon. The firms that actually speak to their concerns get the consultation requests. The rest get ignored.
That’s estate planning lawyer SEO. Visibility isn’t a nice-to-have—it’s the difference between a calendar full of consultations and wondering why the phone isn’t ringing. And with over 450,000 monthly searches for estate planning-related keywords, your potential clients are searching right now.
At Matador Solutions, we understand law firm SEO and help estate planning and elder law attorneys dominate local search. Our team includes over 40 attorneys, marketers, and SEO specialists who’ve spent over a decade perfecting strategies that generate real consultations—not just traffic.
Our founder, Wayne Cohen, Esq., built one of Washington D.C.’s most successful personal injury law firms and has taught at George Washington University Law School since 1993. He created Matador Solutions because he understood firsthand how digital visibility transforms a law practice. Today, we help estate planning lawyers across the country achieve the same success.
Testimonials From Law Firms Like Yours
“Right now at this point, I’m doing better than I ever was doing. I have 4, 5, 6 leads a day. It’s just crazy.” – Marty Martin, Esq.
“Matador Solutions has exceeded all expectations for what we expect from an SEO services partner. They are transparent, supportive, and highly knowledgeable with the everchanging digital marketing landscape. I highly recommend their services.” – Thomas Hurt
“We are exceptionally satisfied with the service we have received from Matador. We’ve partnered with them for over a decade and owe a great deal of our own success to their insight and forward-thinking approach to marketing.” – Chris Patterson, Esq.
Listen to Joel Silverman, Esq.
Why Estate Planning Lawyers Need Specialized SEO
Estate planning SEO isn’t like marketing other legal services. Your clients are thinking about mortality, protecting their families, and making decisions they’ve been putting off for years. The search landscape is crowded with financial advisors, online document mills, and attorneys who don’t understand the nuances of your practice.
The competition is fragmented. Estate planning attorneys compete not just with each other, but with LegalZoom, Trust & Will, financial advisors offering “free” estate planning, banks pushing trust services, and insurance agents. Your SEO needs to cut through this noise and demonstrate why working with an actual estate planning attorney matters.
The decision timeline varies dramatically. Unlike bankruptcy or criminal defense, estate planning isn’t usually an emergency. Some people research for months. Others need documents executed immediately before surgery or travel. Your content strategy must address both.
State law differences are massive. Estate planning is almost entirely state-specific. Community property versus common law states. Different intestacy rules. Varying probate procedures. State estate taxes in some jurisdictions but not others. Your content must address your specific state’s laws and procedures—not generic national information.
Trust is everything. Estate planning requires sharing intimate financial details and making deeply personal decisions about children, incapacity, and death. Clients hire attorneys they trust, which is why the American Bar Association’s estate planning resources emphasize the importance of working with qualified legal counsel rather than relying on DIY solutions. Your website needs to demonstrate competence, empathy, and local expertise before someone ever picks up the phone.
SEO is different from paid ads. Once you’ve earned top rankings for “estate planning attorney [city]” and related searches, those leads keep coming without the ongoing ad spend. And clients who find you through organic search often convert better because they’ve researched thoroughly, read your content, and already trust your expertise.
Our Estate Planning Lawyer SEO Strategy
Every estate planning market is different. Every firm has different specialties—some focus on high-net-worth clients, others on young families, some on elder law and Medicaid planning. But our framework is proven—built on strategies that have generated thousands of consultations for estate planning attorneys nationwide.
Comprehensive Website Audit and Strategy Development
We start every engagement with a complete technical and competitive audit. We need to understand what’s working, what’s broken, and where the opportunities are.
Technical foundation. Is your site fast? Does it work on mobile? Are there broken links, crawl errors, or indexing issues? Over 55% of estate planning searches happen on mobile devices—people researching late at night after putting kids to bed, or during lunch breaks. If your site takes more than three seconds to load or looks terrible on a phone, you’re losing consultations.
Content assessment. Are your practice area pages answering real questions? Does your trust page explain the difference between revocable and irrevocable trusts in plain English? Does your probate page explain the actual timeline and costs in your county? Most estate planning websites are full of legal jargon that makes perfect sense to attorneys and zero sense to normal humans trying to figure out if they need a will or a trust.
Backlink analysis. Who’s linking to your site? We identify toxic links that need removal and opportunities to build strong, authoritative links from financial planning organizations, senior care resources, local business associations, bar associations, and community organizations.
Keyword research and competitive mapping. We dig deep into search volume, competition level, and commercial intent to identify the exact keywords that will bring qualified leads: “estate planning attorney [city],” “make a will [city],” “revocable living trust [state],” “probate lawyer near me,” “elder law attorney [city],” “special needs trust attorney,” “how to avoid probate [state],” and dozens of long-tail searches like “do I need a trust if I have a small estate” or “what happens if you die without a will in [state].”
This audit produces a clear roadmap showing exactly where your website stands and the specific steps needed to dominate local estate planning searches.
On-Page SEO Optimization
We optimize title tags, meta descriptions, schema markup, internal linking strategy, and page speed—the technical foundations that ensure search engines can properly index and rank your content. Every page title matches what potential clients actually search for. Meta descriptions speak directly to someone finally ready to get their affairs in order. Strategic internal linking connects related services and guides visitors toward consultation requests.
Local SEO: Owning Your Geographic Market
For estate planning lawyers, local SEO is everything. You’re competing for clients in your county who need an attorney licensed in their state and familiar with their local probate courts.
Google Business Profile (GBP) optimization. We optimize every element of your Google Business Profile to maximize visibility in local search results and the coveted local 3-pack that appears above organic results. This includes accurate NAP consistency across all platforms, strategic business categories, complete service listings, professional photos, regular posts about estate planning law changes, Q&A responses addressing common questions, and highlighting key attributes like free consultations or virtual meetings.
A well-optimized Google Business Profile puts you in the local 3-pack above organic results—prime real estate where people see your firm, reviews, phone number, and directions before they even scroll.
Local citations and directory listings. We build and manage citations across Justia, Avvo, FindLaw, Lawyers.com, Martindale-Hubbell, estate planning-specific directories, local chamber of commerce listings, Better Business Bureau, senior care directories, and local business associations. Consistent NAP information across these platforms signals authority to Google.
Location-specific landing pages. We create detailed, localized pages targeting searches like “estate planning attorney [neighborhood]” with content specific to that community—local probate court information, county-specific filing fees and timelines, and coverage of nearby suburbs within your service area.
Review generation and management. Reviews are one of the strongest local ranking signals. We help you systematically request reviews from satisfied clients (ethically and compliantly), respond to feedback professionally, and showcase testimonials. Estate planning clients often feel deeply grateful after getting their affairs in order—they’re typically happy to leave reviews if asked at the right moment.
GEO-targeted content strategy. Beyond your core service pages, we develop content that targets geographic variations and local search intent: “[State] estate tax exemption 2025,” “How long does probate take in [county],” “[State] intestacy laws explained,” “Avoiding probate in [state],” “[County] probate court procedures,” and “[State] power of attorney requirements.” This geographic content helps you rank for location-specific searches and demonstrates you truly understand the local laws, courts, and procedures.
Local link building. We pursue backlinks from local organizations that signal geographic relevance: local financial advisors and CPAs, community foundations, senior centers, local news coverage, chamber of commerce, hospice organizations, and local bar associations.
Content Marketing That Builds Trust and Rankings
Estate planning is deeply personal. Clients share their financial details, family dynamics, fears about death and incapacity. They hire attorneys they trust, and trust begins with content that demonstrates you understand their situation.
Comprehensive practice area pages. Each core service deserves its own detailed page (1,500-2,500 words) addressing: who needs this service, common misconceptions, state-specific requirements, cost considerations, and how to get started. Key services include:
- Wills – guardianship provisions, what happens without a will in your state, executor responsibilities
- Revocable Living Trusts – how trusts avoid probate, funding requirements, trustee selection, privacy advantages
- Probate – step-by-step process in your county, timeline and costs, small estate procedures
- Powers of Attorney – financial vs healthcare, durable vs springing, state-specific requirements
- Advance Healthcare Directives – living wills, POLST forms, HIPAA authorization
- Special Needs Planning – preserving government benefits, first-party vs third-party trusts
- Estate Tax Planning – Federal estate tax exemption and 2025 updates, state tax rules, gifting strategies
- Elder Law and Medicaid Planning – eligibility rules, five-year lookback, asset protection
Educational blog content. We create articles targeting high-intent searches: “Do I Need a Will or a Trust in [State]?”, “What Happens If You Die Without a Will in [State]?”, “How Much Does Estate Planning Cost in [City]?”, “How to Avoid Probate in [State],” “Estate Planning for Blended Families,” “When Should I Update My Estate Plan?”, “Digital Assets in Estate Planning,” “Estate Planning Mistakes That Cost Families Thousands.”
Long-tail keyword targets. We capture valuable searches with lower competition but high intent: “estate planning attorney for young families [city],” “special needs trust attorney [state],” “Medicaid planning lawyer near me,” “trust administration attorney [city].”
FAQ sections. These capture featured snippets and answer boxes. We structure FAQs answering: “How much does estate planning cost?”, “What’s the difference between a will and a trust?”, “What happens if I die without a will?”, “How long does probate take?”, “Do I need a lawyer to make a will?”
State-specific content. Articles about laws and procedures specific to your state: “[State] probate process and timeline,” “Intestate succession in [state],” “[State] estate tax,” “[State] power of attorney requirements,” “Medicaid eligibility rules in [state].”
Addressing the DIY competition. Content that tackles the LegalZoom question head-on: “Why LegalZoom Wills Often Don’t Work,” “Online Estate Planning vs Attorney: The Real Costs,” “The Hidden Risks of Online Trust Documents.” This content educates about genuine risks and the value of customized legal advice.
Strategic Link Building
Backlinks remain one of Google’s most important ranking factors. We focus on building high-quality, relevant backlinks:
Legal directories and bar associations. Links from your state bar, local bar associations, the American Bar Association, the National Association of Estate Planners & Councils and its 270+ affiliated local councils, National Academy of Elder Law Attorneys (NAELA), and respected legal directories like Justia, Martindale-Hubbell, and Super Lawyers carry significant weight.
Financial and elder care organizations. Links from financial planning associations, CPA organizations, senior centers, AARP local chapters, retirement communities, and eldercare resource sites signal your expertise and connect you with the communities you serve.
Guest articles and thought leadership. We secure opportunities for you to contribute to estate planning publications, elder law blogs, financial planning websites, and local news outlets.
Professional referral networks. We help you build digital connections with natural referral partners: financial advisors, CPAs, insurance professionals, real estate attorneys, and healthcare providers.
Building a strong backlink profile takes time, but it’s one of the hardest things for competitors to replicate—creating a sustainable competitive advantage.
Transparent Reporting Focused on What Matters
At Matador Solutions, we measure what matters: new consultations and signed clients.
Every month, you receive a detailed report breaking down: calls (volume, source attribution, service type inquiries), contact form submissions, live chat conversations, attribution to consultations and revenue, keyword rankings, organic traffic growth, local pack visibility, and review acquisition.
You’ll see traffic growth and ranking improvements, but we never lose sight of the ultimate goal: growing your practice and your revenue. Most firms see meaningful traction within 3-6 months, with competitive rankings typically taking 6-12 months—but the exact timeline varies based on your market, starting position, and competition.
Why Choose Matador Solutions for Your Estate Planning Law Firm
Plenty of marketing agencies claim they can help lawyers. Very few truly understand estate planning.
We only work with lawyers. Our entire team is focused on helping law firms grow. We understand the business of law—the economics of estate planning practices, the difference between a $2,000 simple estate plan and a $25,000 complex tax planning engagement, and the metrics that actually matter for building a sustainable practice.
We’re attorney-led. Wayne Cohen, Esq. built a top-tier personal injury law firm before creating Matador Solutions. He understands the business of law from the inside. When you talk to us, you’re talking to people who understand both the legal profession and digital marketing.
We measure consultations and cases, not just clicks. We’re obsessed with the metrics that impact your bottom line: consultation requests, signed clients, and revenue growth. We track which keywords and pages drive actual cases, not just traffic.
We’re completely transparent. You’ll always know exactly what we’re doing and why. No black-box strategies. Clear reporting, regular strategy calls, and honest conversations about what’s working.
We stay compliant. Our team includes practicing attorneys who review all content and strategies to ensure full compliance with attorney advertising rules in every state. We understand ethical advertising restrictions and bar association requirements.
We have a proven track record with estate planning lawyers specifically. We understand the competitive landscape, the referral relationships that matter, seasonal patterns in estate planning (year-end rushes, tax season), and the specific keyword strategies that work for estate planning practices.
We understand the long sales cycle. Unlike personal injury or criminal defense, estate planning often involves months of education before someone schedules. Our content strategy is built for this—nurturing potential clients through educational content until they’re ready to act.
What to Look for in an Estate Planning Lawyer SEO Company
Not every marketing agency understands estate planning law marketing. If you’re evaluating SEO partners, watch for:
Legal industry focus. You need a partner who knows bar association rules, understands probate courts, and knows the difference between a revocable trust and an irrevocable trust—not someone who also markets plumbers and dentists.
Proven results in estate planning law specifically. Ask for case studies with real numbers. How many more consultations? What types of cases? What was the ROI? Personal injury SEO is different from estate planning SEO—the competition, client psychology, and conversion strategies all vary.
Understanding of estate planning practice economics. Your SEO company should understand that estate planning has longer sales cycles than most practice areas, that client lifetime value includes updates and trust administration, and that referrals from financial advisors matter. Without this understanding, they’ll measure the wrong metrics.
Lead tracking capabilities. Traffic and rankings matter, but consultations and signed clients matter more. Your SEO company should show you every call, form submission, and chat conversation they generate—and help you track which leads turn into paying clients.
Transparency about tactics and timelines. Anyone promising page-one rankings in 30 days is lying or using risky tactics that will get you penalized. Real SEO takes 3-6 months for meaningful results and 6-12 months for competitive keywords.
Ethical, white-hat practices. Shortcuts like buying links, keyword stuffing, or creating fake reviews will get you penalized by Google—and potentially in trouble with your state bar.
Experience with state-specific content. Estate planning is almost entirely state-specific. Your SEO partner needs to understand how to create content that addresses your state’s laws, probate procedures, and estate planning strategies—not generic national content that doesn’t help anyone in your jurisdiction.
Understanding of E-E-A-T principles. Google’s algorithm increasingly prioritizes Experience, Expertise, Authoritativeness, and Trustworthiness—especially for legal and financial topics. Your SEO partner needs to understand how to build E-E-A-T signals through attorney credentials (such as fellowship in the American College of Trust and Estate Counsel), published articles, case experience, and authoritative backlinks.
Knowledge of estate planning fundamentals. Your SEO company should understand wills versus trusts, probate procedures, estate tax planning, Medicaid planning, and powers of attorney. Without this knowledge, they’ll create generic content that doesn’t demonstrate your expertise or answer the real questions your potential clients are asking.
Frequently Asked Questions
How long does estate planning lawyer SEO take to show results?
Most estate planning attorneys see meaningful improvements within 3-6 months—increased traffic, better rankings for long-tail keywords, and more consultation requests. Page-one rankings for competitive terms like “estate planning attorney [major city]” typically take 6-12 months. Unlike paid ads, SEO results compound over time.
What’s the difference between estate planning lawyer SEO and general law firm SEO?
Estate planning SEO requires specific strategies: content addressing mortality and family protection concerns; detailed explanations of wills versus trusts; state-specific probate and estate tax information; life stage targeting (young families versus retirees); education-focused content for the long sales cycle; and positioning against online document services. Generic legal SEO misses these critical elements.
Do online reviews really matter for estate planning attorney rankings?
Yes—enormously. Reviews are one of the strongest local ranking signals. Potential clients, making deeply personal decisions about family and mortality, rely heavily on reviews to find trustworthy attorneys. A steady stream of authentic, positive reviews improves both your rankings and conversion rates.
Can SEO replace networking and financial advisor referrals?
SEO complements these relationships rather than replacing them. Successful estate planning lawyers maintain referral relationships while using SEO to create a consistent, predictable lead source. SEO fills your calendar when referrals slow down and attracts clients you’d never reach through traditional networking—like younger families who search online rather than asking for attorney recommendations.
Get Your Free Estate Planning Law Firm SEO Audit
Right now, someone in your city who needs an estate planning attorney is searching online. Maybe they just had a baby and realized they don’t have a will. Maybe they watched a parent go through a nightmare probate. Maybe they’re finally getting their affairs in order after years of procrastination.
The question is whether they’ll find you or your competitors.
Matador Solutions specializes in helping estate planning and elder law attorneys dominate page one of Google. More visibility. More calls. More consultations. More clients.
Your free SEO audit includes:
- Comprehensive website technical analysis
- Current keyword ranking assessment for estate planning terms
- Competitive landscape evaluation for your market
- Backlink profile review and toxic link identification
- Content gap analysis across estate planning services
- Local SEO opportunity assessment (Google Business Profile, citations, reviews)
- Geographic targeting recommendations
- Clear, actionable roadmap for improvement
No cost. No obligation. Just a detailed analysis of your online presence and a clear roadmap to improve it.
Contact us today for your free SEO audit.
