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Are you an estate planning attorney? Your next potential client is checking out the first page of Google or asking ChatGPT for a lawyer right now.
If your site is buried, you can kiss that client (and that retainer) goodbye.
SEO for estate planning attorneys is a vital investment in 2025. With the right SEO strategy, you can soar to #1 on Google, show up on AI tools (which millions of people use!), attract the right traffic, and book more consultations.
In this guide, you’ll learn:
- What estate planning SEO (search engine optimization) is
- How to implement SEO for attorneys and start ranking on Google
- How Grow Law can help you grow your practice using ROI-first SEO strategies
Let's dive right in.
What Is Estate Planning SEO?
Ever wonder why some estate planning law firm websites get all the attention online, popping up at the very top of Google?
That’s SEO for estate planning attorneys in action.
It’s how smart firms get found first when people look up wills, trusts, or "estate lawyer near me." And in 2025, if you’re not showing up online, you’re bleeding serious revenue.
Good SEO builds trust, gets you in front of the right people, and keeps you ahead of competitors who are fiercely fighting for the same leads you want.
It's a battlefield. Instead of traditional word-of-mouth, Google is now your #1 referral source.
If you are interested in enhancing your understanding of SEO for lawyers, we recommend reading our comprehensive guide on the topic.
Top 11 SEO Strategies for Estate Planning Lawyers
So, how do you go from page 5 of Google to the top spot when someone searches for “estate lawyer near me”?
It’s not magic. It’s a step-by-step SEO strategy built for estate planning attorneys who want real visibility, more traffic, and (ultimately) more clients. Here’s how to make it happen:
1. Conduct Estate Planning Keyword Research
Keyword research is the foundation of any solid strategy to climb the search engine results pages. Here’s how to do it the smart way:
- Start with "seed" keywords:
Think about the basics: estate planning, wills, trusts, power of attorney, probate. These are your core terms. - Use keyword research tools to expand your list:
Tools like Ahrefs, SEMrush, and Google Keyword Planner help uncover related relevant keywords, search volume, and ranking difficulty.
- Find long-tail keywords:
Look for more specific, niche phrases like "estate planning for single parents" or "trusts for real estate investors". Less competition, higher intent. - Analyze keyword difficulty:
Focus on keywords with solid search volume and low to medium competition. These give you the best shot at ranking quickly.
- Prioritize your list:
Choose keywords that closely match your services and client intent. Relevance > volume. - Add them naturally to your site:
Use them in titles, meta descriptions, headers, and page content. Keep it natural... don’t resort to keyword stuffing.
72% of estate planning clients start their search online—Is your firm showing up where it matters? Discover estate planning law statistics to attract more clients!
Best Estate Planning Keywords
2. Optimize Estate Planning Content on Your Website
If your law firm website's content isn’t pulling targeted traffic or converting visitors with the right search intent, watch out... it’s not optimized!
SEO for estate planning lawyers starts with cleaning up the basics like your page titles, headers, page structure, and media.
We helped HagEstad Law Group do exactly that. After struggling to gain traction in Montana, Grow Law rebuilt their website and overhauled their SEO strategy. The results were massive:
- 2,577% increase in organic traffic
- 228% more qualified leads
- 67% jump in conversion rate
Want results like that? Focus on content that’s clear, relevant, and built around the terms your future clients are already searching for.
Ready to Be the Next Success Story?
Grow Law has worked on over 300 projects, delivering a 400%–800% ROI. You're next!
Contact Us Today
3. Use Local SEO for Estate Planning Law Firms
Want to attract more estate law clients in your city?
Try using local SEO for estate planning attorneys. This zipcode- or city-specific SEO will help surface your firm online when someone nearby searches for help with wills, trusts, or probate.
Here’s how to boost your local search engine visibility:
- Set up your law firm's Google Business Profile: Make sure it’s fully filled out — address, phone, hours, photos, reviews, and a keyword-rich description.
- Get listed in local directories: Build citations (mentions of your name, address, and phone) across sites like Yelp, Avvo, and FindLaw. Keep your info consistent.
- Use local keywords: Target phrases like “estate planning attorney in [your city]” across your website titles, content, and meta descriptions.
- Encourage reviews: Ask happy clients to leave reviews. Respond to every review (good or bad) with professionalism.
- Add local schema markup: Help Google understand your location and services better by adding local structured data to your site.
Want a deeper dive? Check out our full local SEO guide for lawyers.
4. Build Location-Specific Landing Pages
Do you serve multiple cities or regions? Don’t just list them — build a dedicated landing page for each one.
This helps your firm rank in local searches like “estate planning lawyer in Pasadena” or “trust attorney near Glendale.”
Pro Tip: Include specific references to local landmarks, neighborhoods, courthouses, or community events to make the content feel relevant and real ("We’re just minutes from the Pasadena Courthouse on Ramona Street").
Be sure to also add your address, contact info, and office hours for each location to boost trust and visibility.
5. Create Authoritative Blog Content
Your blog content is your shining light on the hill. It's what attracts people to you.
To ace SEO for estate planning lawyers, publish helpful, trust-building content that answers real client questions. Write posts like:
- “Do I need a living trust in California?”
- “What happens if someone dies without a will?”
- “Trust vs. Will: What’s the Difference?”
You can also create local guides like “How Probate Works in Maricopa County” or “Estate Planning Basics for Los Angeles Families.”
This kind of content ranks well, builds your authority like nothing else can, and (as a bonus) gives you material to share in emails, ads, or client consultations.
6. Optimize for Mobile Devices and Core Web Vitals
A slow or clunky site on mobile is a flight risk. All the leads you worked so hard to get will leave in a heartbeat.
The numbers prove this: 53% of mobile users will bounce if a site takes longer than 3 seconds to load.
Google prioritizes mobile-first indexing, which means a mobile-friendly, fast-loading site is crucial for strong SEO for estate planning lawyers. Make sure your site is:
- Fully responsive across all devices
- Easy to navigate with thumb-friendly menus
- Loading fast (compress images using tools like Optimizilla)
- Clean and clutter-free for a smooth user experience
Fast, mobile-optimized websites not only rank higher, but they convert better, especially with clients researching legal help on the go.
The Next Legal Client is Looking
Will they find you? At Grow Law, our clients see as many as 1,018% more leads!
Give Me More Leads
7. Develop High-Quality Backlinks
Link building is about earning backlinks from other reputable websites to boost your law firm SEO authority — and yes, it still works!
Here’s how estate planning practices can do it right:
- Guest Blogging: Write helpful content for trusted legal or financial sites. In return, you’ll earn a backlink and visibility with their target audience.
- Directory Listings: Submit your firm to legal directories like Justia, Avvo, and Nolo. These are strong, industry-relevant backlinks that Google loves.
- Broken Link Outreach: Find broken links on legal blogs or resource pages, then offer your content as a clean, working replacement.
- Content Sharing: Post blogs, videos, and infographics to boost your law firm's social media profiles. High-value content gets shared, and shared content earns backlinks.
- Strategic Collabs: Partner with related professionals: CPAs, elder care blogs, and financial advisors, and create joint content that links back to your site.
Want a deeper dive? Read our guide to expert Link Building for Lawyers ›
8. Focus on E-E-A-T (Experience, Expertise, Authority, Trustworthiness)
If you want Google to rank you — and clients to trust you — you need to prove you're legit. E-E-A-T signals help you do exactly that.
Here’s how estate planning lawyers can build their Experience, Expertise, Authority, and Trustworthiness:
- Show off credentials: Include attorney bios with years of experience, bar memberships, and awards.
Share real case studies: Highlight client success stories with outcomes and strategy. - Use testimonials and video reviews: Social proof matters. Feature real client feedback, especially if it’s on video.
- Display logos of recognitions: AVVO, Super Lawyers, State Bar, etc. These boost trust in seconds.
- Author your content: Attach your name and title to blog posts. Google wants to know it’s written by a real expert.
Stacking these trust signals helps boost your visibility and search rankings. It's like jet fuel when it comes to SEO for estate planning lawyers.
9. Leverage Video Content
Video builds trust faster than text... visitors stay on pages with video 88% longer.
Seriously, do not underestimate it. This is your secret edge in SEO for estate planning lawyers.
Create short, helpful explainers like “Wills vs. Trusts” or “How Probate Works in [Your State].”
Post them to YouTube (Google owns it), embed them on your site, and watch your engagement climb. Videos keep people on your page longer, which ultimately boosts rankings and conversions.
Pro tip: Add transcripts and keyword-rich titles for extra SEO juice.
Want to turn your content into videos that rank and convert? Read our guide to Video Marketing for Lawyers ›
10. Manage Reviews to Build Trust and Reputation
In estate planning, trust is the whole kit and caboodle. And nothing builds it faster than glowing reviews.
Ask for them... don’t be shy. A simple “Would you mind leaving us a quick review?” after a great client experience goes a long way.
Want bonus points for your SEO efforts? Add schema markup to your site so those shiny stars show up right in the search results.
And don’t let great feedback sit hidden — showcase your top reviews on your homepage, service pages, and Google Business Profile. Let your happy clients do the selling for you.
11. Track Estate Planning SEO Performance
You can’t grow what you don’t measure. If you're investing $2,000+ in SEO for estate planning lawyers, you'd better be tracking SEO performance.
Tools like Google Analytics, Search Console, SEMrush, or Ahrefs help you zero in on the KPIs that actually move the needle:
- Organic Traffic – Are people finding your site through search?
- Keyword Rankings – Where do you show up for high-value search terms?
- Conversion Rates – Are visitors becoming leads or just bouncing?
- Bounce Rate – Are they sticking around or hitting the back button?
- Backlinks – Quality links = trust = higher rankings.
Track, tweak, repeat. It’s how smart firms use digital marketing to keep climbing. Learn more about our law firm SEO packages for your practice to gain results!
Partner with Estate Planning SEO Professionals
Your next client is already Googling “estate planning attorney near me.” The only question is… will they find you or your competitor?
SEO for estate planning attorneys is how you win that client in 2025. It gets your firm in front of the right people, at the right time, when they’re ready to hire.
But an effective SEO strategy takes more than throwing a few keywords on a blog post. You need a real law firm SEO strategy, built by experts who know how law firm marketing works.
Enter Grow Law, an expert law firm SEO agency. Our estate planning services have helped dozens of attorneys rank higher, get more leads, and achieve a 400% to 800%!
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Compare My Firm
Compare Your Practice Instantly
Stay Ahead of the Competition!
Compare your law firm's performance to Local competitors with our instant assessment tool
Get a clear picture of your firm's performance
Boost your online presence
Compare My Firm
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