Wills and Estates Marketing for Law Firms
Wills are the legal service most people know they need and keep putting off. Estate work arrives at the opposite moment, after a death, when families need help and are not ready to be sold to. Marketing both well means prompting the first and being easy to find for the second.
Who looks for a wills and estates lawyer, and why?
Will clients usually act after a life event: a new child, a home purchase, a marriage or separation, a diagnosis, retirement or the death of a parent. Estate clients are executors and family members dealing with a death, or beneficiaries and family members in a dispute.
The two groups need different marketing. Will clients need a prompt and a simple way to start. Executors need clear information about what an executor does and how the firm can help, available when they look for it.
| Client | Trigger | What they search |
|---|---|---|
| New parents | Birth or adoption | "will for new parents", "name a guardian for children" |
| Homeowners | First purchase or a move | "wills lawyer near me", "how much does a will cost" |
| Couples marrying or separating | Change in relationship | "update will after marriage", "will after separation" |
| Retirees | Retirement planning, health change | "power of attorney lawyer", "estate planning lawyer" |
| Executors | A death in the family | "executor duties Ontario", "probate lawyer" |
| Family in a dispute | Disagreement over an estate | "contest a will", "estate litigation lawyer" |
How urgent are wills and estates enquiries?
Most will enquiries are not urgent, which is why people put them off for years. A few are: a serious diagnosis or upcoming surgery can make a will urgent, and estate disputes can carry deadlines. Executors usually have weeks to find a lawyer but want an early conversation.
| Situation | Urgency | Firm response |
|---|---|---|
| Serious illness or upcoming surgery | High | Same-week meeting; home or hospital visit if offered |
| Estate dispute with a deadline | High | Lawyer call back within a day |
| Executor after a recent death | Medium | Gentle first call, meeting within two weeks |
| Life-event will or update | Low | Book at the client's convenience; follow up once |
| Retirement or estate planning review | Low | Planned meeting with documents gathered |
Speed matters less here than in criminal or family work, but follow-up matters more. Many will enquiries go quiet because nobody calls back a second time. The intake page covers a follow-up routine.
Which fee models work for wills and estates?
Flat fees suit wills and powers of attorney, and are what most people expect. Estate administration and estate litigation are more often hourly or quoted after a review of the estate. Publish the flat fees and explain how the others are estimated.
| Service | Common fee model | How to present it |
|---|---|---|
| Single will | Flat fee | Fee, what is included, plus HST |
| Couple's wills and powers of attorney package | Flat fee | Package fee, number of meetings, signing included |
| Will update or codicil | Flat fee | Fee and when a new will is better |
| Estate administration | Hourly or quoted | How the estimate is built, what affects it |
| Estate dispute | Hourly with retainer | The first steps and how billing works |
If you advertise any of these fees in Ontario, the fee rules apply: say what the fee covers, whether disbursements and taxes are extra, and stick to it. The marketing rules page summarizes them.
Which channels bring wills and estates clients?
Wills clients respond to prompts: direct mail to homeowners, referrals from financial advisors and accountants, talks at community groups, and timely content. Estates clients mostly find firms through search and referrals, often from the funeral home, the bank or a financial advisor.
| Channel | Fit for wills | Fit for estates |
|---|---|---|
| Direct mail to homeowners | ||
| Google Business Profile | ||
| SEO and guide pages | ||
| Google Ads | ||
| Financial advisor and accountant referrals | ||
| Community talks and workshops |
ShoutEx view, not a benchmark. Direct mail fits wills because the audience is easy to define: homeowners and families near the office. It does not fit estates, because mailing people because of a death is exactly what the rules warn against.
Prompt the will, never frighten the client.
"Don't die without a will" pushes fear. "New baby? Name a guardian" gives a reason. The second gets more bookings and stays inside the rules.
What does a compliant wills and estates ad look like?
A compliant wills ad gives a reason to act now without fear, states the fee or how to get it, and says the work is done by lawyers. Estates ads should be calm and informative, aimed at people who are already looking.
Protect your kids before it's too late. London's best estate specialists.
- "Award-winning" and "best" are superlatives Ontario's commentary treats as awards and rankings
- "Experts" and "specialists" imply certification the lawyers may not hold
- "Before it's too late" plays on fear rather than giving a reason
- Nothing about the service, fee or how to book
Flat-fee wills for individuals and couples. Evening and home appointments available.
- Says "Lawyers" and where they practise
- Names the two services people usually buy together
- Mentions flat fees and practical appointment options
- A calm tone that suits the subject
What an executor does, step by step, and how our lawyers can help with the estate.
What should wills and estates intake ask?
For wills, ask who the will is for, whether there is an existing will, whether there are children or a blended family, and whether there is any time pressure. For estates, ask for the deceased person's name, the executor's name and the names of beneficiaries for the conflict check.
- Wills: send a short checklist before the meeting so clients arrive with names, assets and choices of executor and guardian.
- Couples: explain at booking how the firm handles acting for both spouses.
- Capacity and independence: follow your practice standards on meeting the will-maker alone, especially when a family member made the booking.
- Estates: run conflicts on the executor, beneficiaries and anyone likely to dispute the estate.
- Source: ask how they heard about the firm, and record referrals by name for thank-you notes.
Keep follow-up gentle. One reminder after a will enquiry is helpful; a sequence of emails to an executor is not.
What should a wills and estates practice measure?
Measure wills signed by source, the time from enquiry to signing, and how many will clients return for estate or other work. A wills practice builds value over years, so a single month's numbers understate it.
| Measure | Value |
|---|---|
| Will enquiries | 312 |
| Wills and powers of attorney signed | 186 |
| Median days from enquiry to signing | 24 |
| Estate files opened | 41 |
| Estate files from former will clients or their families | 13 |
Former clients and their families are the most valuable source in this example. Keep their contact details and consent current, and see reviews for asking satisfied clients to share their experience.
Frequently asked questions
How do wills lawyers get clients?
Through life-event prompts such as direct mail to homeowners, referrals from financial advisors and accountants, local search and community talks.
Should a law firm publish flat fees for wills?
ShoutEx view: yes. Most people expect a flat fee for a will or a wills and powers of attorney package. Say what is included and that HST is extra.
Can a law firm send mail to families after a death?
No. Marketing that takes advantage of someone after a traumatic experience breaches Ontario rule 4.1-2 and similar rules elsewhere.
Is direct mail good for wills marketing?
Often, for homeowners and families near the office. Keep the message practical and the fee clear.
Can a wills lawyer call themselves an estate specialist?
Only if certified by the law society. Otherwise describe wills and estates as an area of practice.
How should a firm market estate administration?
With clear information for executors on the website and Google profile, and good relationships with advisors and other professionals who refer executors.
How long does it take to turn a will enquiry into a signed will?
It varies by firm. Measure your own median time and follow up once on enquiries that go quiet.
Do will clients come back?
Often, for updates after life events and later as estate clients or through their families. Track this to see the full value of the work.