We help estate planning firms get found by people searching for wills, trusts, and peace of mind, and turn that traffic into real, booked consultations.
SEO for estate planning isn’t just about traffic, it’s about trust. People searching for wills, trusts, or long-term planning want guidance they can rely on. But too often, law firms invest in SEO that attracts the wrong traffic or delivers no meaningful results. No new leads. No booked consultations. No growth.
At JurisPage, we focus on what actually works.
We help estate planning firms show up for the right searches, earn local trust, and turn online visibility into consultations. Our strategies improve map rankings, drive high-intent traffic, and most importantly, help people choose your firm when they’re ready to make a plan.
When someone searches for an estate planning lawyer, it’s rarely on a whim. They’re thinking about their future, their family, and who they can trust to guide them through an important, personal process.
That’s why your SEO strategy needs to reflect how people approach these decisions. It’s about showing up when someone searches for “wills lawyer near me” or “help with power of attorney,” and building immediate credibility when they land on your site.
At JurisPage, we help estate planning law firms rise to the top of local search, earn trust with meaningful content, and generate leads from people who are ready to plan ahead.
A slow, clunky website quietly damages your rankings. If your site isn’t mobile-friendly, well-structured, or easy for search engines to crawl, you could be missing out on high-intent estate planning leads.
We take care of the behind-the-scenes work that gives every page on your site the best chance to rank. Whether someone’s searching for help with wills, trusts, or power of attorney, your site needs to load fast and be easy to navigate no matter the device.
What we focus on:
It might not be flashy, but it’s essential. We make sure your website is technically sound, so the rest of your SEO strategy can actually do its job.
Estate planning isn’t an impulse search — it’s a deeply personal decision. Your future clients are looking for someone they can trust with sensitive matters like wills, trusts, powers of attorney, and guardianship. That means your content needs to not only rank, but reassure, inform, and connect.
We create content that meets clients where they are in their decision-making process, from those just starting to research estate plans to people seeking help with complex family or financial situations.
What we focus on:
We craft every piece to earn trust, answer questions, and help your firm stand out as the right choice especially when it matters most.
Most people don’t plan ahead when it comes to finding an estate planning attorney. They search when life events force their hand. Whether it’s the birth of a child, a medical diagnosis, or the loss of a loved one, they’re often searching on their phones for a local lawyer they can trust.
If your firm doesn’t appear in local search results or the map pack, you’re missing the moment when they’re ready to take action.
Here’s how we help you show up where it counts in local search:
Whether your practice serves one community or several, we create local SEO strategies that match how your future clients actually search — and help them find you when it matters most.
When someone searches for estate planning help, they’re not just looking for a nearby lawyer. They’re looking for someone they can trust with major life decisions. That’s why organic SEO is about more than keywords. It’s about building long-term visibility and credibility in the places that matter most.
Our organic SEO strategy includes:
The result? A stronger online reputation, better rankings over time, and more inquiries from people who are ready to plan for their future — and trust you to guide them.
We don’t just launch your SEO and hope for the best. Our reporting gives you clear, actionable insight into how your estate planning firm is performing online and how we’re improving results over time.
Here’s what you’ll see in your reports:
We also stay ahead of search trends, including Google’s latest algorithm shifts and AI-powered results. That way, your marketing adapts before your competitors — and your site keeps working for you, no matter how the search landscape changes.
Search engines are changing quickly. Generative AI tools, new search result layouts, and evolving user habits are transforming how people look for estate planning help. We keep a close eye on these shifts to make sure your firm stays ahead.
Here’s what we’re tracking and adjusting for:
This isn’t a future trend. A December 2024 study found that 32% of U.S. adults used a generative AI tool like ChatGPT in the past week, and nearly 30% used it to search or gather legal information.
We make sure your SEO reflects how people search today, not how they searched last year.
Estate planning clients aren’t just looking for any lawyer — they want someone they can trust with deeply personal matters. Their searches are often specific and thoughtful, like “wills and trusts attorney near me” or “help setting up a power of attorney.” These aren’t casual inquiries. They’re often tied to major life events.
That’s why we build SEO strategies that speak to both logic and peace of mind. We help you show up for the moments that matter, with messaging that reflects your reliability, expertise, and the services you actually offer in your area.
We don’t just do SEO. We understand how people search for legal help when they’re navigating life changes like aging, illness, or managing a loved one’s estate. Our team works exclusively with law firms, and we know how to position your practice to appear in the right searches with the right tone.
From site content to local search visibility, we’ve helped estate planning firms connect with clients who are ready to move forward — and want a lawyer they can count on.
We start by learning about your firm, your current visibility, and what people in your region are actually searching for. Then we craft a plan that aligns with your estate planning services whether that’s wills and trusts, power of attorney, or probate. Our goal is to help you show up when potential clients are looking for guidance they can trust.
Your website needs to run fast, look polished on mobile, and make it easy for someone to take the next step. We fine-tune your site’s structure, metadata, and usability so that both search engines and prospective clients can quickly understand what you do and why you’re the right choice. The result? More clicks that turn into actual consultations.
From wills to trusts, powers of attorney to probate, we create content that answers the questions real people are asking when they’re ready to plan ahead. That includes service pages for specific estate tools, local-targeted content for your service area, and helpful articles that show your expertise. Our writing builds clarity, trust, and stronger visibility in search.
Credibility is key when someone is choosing an estate planning attorney. We help grow your site’s reputation by earning backlinks from reliable legal directories, financial publications, and estate planning associations. No spam or gimmicks — just strategic, trustworthy outreach that boosts your authority in Google’s eyes and with future clients.
When someone searches for help with a will or trust, they’re looking for a lawyer close by who feels approachable and trustworthy. We help you show up in those critical local results by optimizing your Google Business Profile, managing consistent directory listings, and encouraging high-quality client reviews. It’s all about earning visibility where your future clients are searching.
We don’t just send traffic reports — we help you understand what’s driving results. You’ll see how your rankings are changing, where your leads are coming from, and which pages or services are generating the most action. Every update gives you a clear view of what’s performing well and what we’re doing next to keep growing your firm’s visibility and new client inquiries.
We manage your Google Business Profile and Local Services Ads to make sure your firm stands out in the moments that matter most — when someone is looking for help creating a will, setting up a trust, or securing their family’s future. We put your firm at the top of local results so the right clients find you at the right time.
Ready to maximize your marketing budget? Fill out the contact form or call us today for a complimentary consultation. We will listen to your story, work to define your business objectives, and recommend an approach to deliver maximum ROI for your firm.
7500 Flying Cloud Drive
Suite 625
Eden Prairie, MN 55344
10900 Stonelake Boulevard
Building 2, Suite 100
Austin, TX 78759
2005 Sheppard Ave E
Suite 402
Toronto, ON M2J 5B4
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