Marketing for estate planning businesses, built around how customers actually buy.

$60–$120 across Google + LSA Legal combined for most estate planning markets. Basic plan packages run cheaper ($40–$80 CPL — pre-qualified by published pricing). High-net-worth and business succession leads run higher ($150–$300 CPL — but case value $15K–$50K+ justifies). LSA Legal effective CPL after disputes runs $60–$110.

3–6 months for most estate planning prospects. Customers research extensively, often discuss with spouse and family, sometimes wait for a triggering event (new baby, parent illness). Build email nurture infrastructure to capture and convert this delayed demand. Visitor today often becomes client 4 months from now if you stay top-of-mind via educational content. Most firms have zero nurture — that's the leak.

Yes for basic packages. Publish: simple will + POA + healthcare directive ($1,500–$2,500), revocable living trust package ($3,500–$6,000), business succession basic ($8,500–$15K). For high-net-worth or complex situations, publish "Custom pricing — typical engagement $25K–$80K, scoped after consultation." Most firms refuse to publish — that's the opportunity for firms that publish. Pre-qualifies clients and removes price-anxiety as conversion blocker.

Yes for top-of-funnel content marketing and life-event-triggered audiences. Meta works well for: educational content distribution ("5 estate planning mistakes"), life-event targeting (recently engaged, expecting a child, recently married — all targetable on Meta), and retargeting site visitors. Average estate planning customer is 45–65, household income above metro median — Meta demographics are very targetable. Pair Meta cold acquisition with Google Search for active intent.

Different positioning entirely. Business succession is high-value (typical engagements $25K–$80K+) and serves a different demographic (business owners 50+, often in transition planning mode). Build a /business-succession-planning landing page emphasizing: tax efficiency, estate planning + business continuity integration, family business specific concerns, exit-prep coordination, ESOP and structured sale options. Marketing approach: LinkedIn outreach to business owners + content marketing around succession topics + partnerships with CPA firms and exit-planning advisors.

Estate planning has the strongest cross-referral economics in legal. CPAs and financial advisors regularly encounter clients who need estate planning — and they prefer to refer to a trusted attorney rather than handle directly. Build relationships with 5–10 local CPA firms and financial advisory practices. Offer reciprocal referrals (estate planning clients often need CPAs and advisors), educational lunch-and-learns for their clients, and easy referral mechanics. Most established estate planning practices generate 30–50% of new client volume from these partnerships.

Most successful estate planning practices do both. Basic plans ($1,500–$3,500) are volume drivers and pipeline for higher-value future work — the $1,500 client often becomes the $25K trust restatement client 5 years later when net worth grows. High-net-worth planning ($25K–$80K+) is margin driver and requires specialty expertise (gift tax, GST tax, dynasty trusts, charitable structures). Practices that do only one or the other tend to plateau; those that do both have stronger long-term economics.

Standard legal practice management software: Clio ($80–$130/seat — most common), MyCase, PracticePanther. For drafting software specifically: WealthCounsel, Drafting Libraries, InterActive Legal (high-net-worth focus). For email nurture + intake: Lawmatics. Estate planning practices benefit from drafting software more than intake software — but both matter at scale. We integrate with all of these for marketing attribution.