Three options. Only one actually works for your business.
The will-kit retailers win the broad search; the BDBN work sits with the advisor who didn't know who to call
Estate planning has two distinct buyers and most practices market to neither well. The first is the couple in their 40s and 50s searching 'do we need a will if we have a mortgage' or 'what is a testamentary trust' at 9pm on a Sunday after a friend's heart-attack scare. They land at LegalVision, LawPath, Will Kit Australia or one of the online template retailers because those sites have spent five years ranking for every wills-related question and they offer a $99 template that feels safe enough. The accredited specialist firm with twenty years of Supreme Court probate experience, who would have spotted the blended-family disaster waiting in that couple's $99 template, sits on page two. The second buyer is the financial advisor at the local Bendigo, Westpac or independent practice who has a client coming in next month for a SMSF review and wants to coordinate the binding death benefit nomination with a properly-drafted will and an enduring power of attorney. That advisor doesn't search Google. They look at the email signature of the last estate planner they referred to and remember whether the work was returned on time. Most estate planners have zero financial-advisor-facing content (no BDBN coordination page, no one-pager the advisor can hand to a client, no LinkedIn presence with the specialist accreditation visible) and the referral defaults to whoever the advisor had coffee with last quarter.
Good estate-planner marketing is three things, in this order: a matter-type service-page library that splits wills, enduring powers of attorney (financial and medical), advance care directives, binding death benefit nominations for superannuation, testamentary discretionary trusts, probate and letters of administration applications, and business-succession planning into their own pages, so the Sunday-night Googler and the advisor's client each land on the page that answers the exact decision they are weighing; a financial-advisor referral page with a downloadable one-pager the advisor can email or hand to a client at BDBN review time, listing your Specialist Wills and Estates Accreditation, STEP membership and the typical turnaround on a coordinated will-and-BDBN-and-EPA package; and a content cadence built around Legal Services Commissioner-compliant technical pieces ('when a will is set aside under family provision claims in NSW', 'what happens to your SMSF if the BDBN lapses') that build the technical-authority signal advisors share among themselves. The practices that compound do exactly this, then keep their Will Storage Service registration and their probate-case-count visible in the about section so referring advisors and Sunday-night Googlers both see specialist depth before the first call.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around two distinct funnels, not one generic 'estate planning' pipeline: the Sunday-night Googler funnel (will, EPA, ACD basics) that compounds through SEO and content, and the financial-advisor referral funnel (BDBN coordination, TDT drafting, SMSF deed-update integration) that compounds through LinkedIn, downloadable one-pagers and the relationships you already have with local Bendigo, Westpac and independent advisor practices. Briefs the other agents so the matter-type pages, the technical content and the advisor-facing collateral all reinforce specialist accreditation rather than competing with $99 templates on price.
Imports your existing site so you stop paying for hosting plus the legal-CMS plugin, and ships a clean service page for wills, testamentary discretionary trusts, enduring powers of attorney (financial and medical), advance care directives, binding death benefit nominations, probate and letters of administration applications, family provision claim defence, and business-succession planning. Adds a dedicated financial-advisor referral page with a downloadable one-pager PDF the advisor can email or hand to clients at BDBN review time.
Goes through your live site for the things that actually move estate-planner rankings against the will-kit retailers and the LegalVision template farms: matter-type-specific H1s on every page, legal-services schema with Specialist Wills and Estates Accreditation marked up properly, internal links between related matters (wills to BDBN to testamentary trust), and a Google Business Profile that beats LegalVision on completeness in your city. Auto-applies the low-risk fixes; flags anything that touches the family-provision-claim or asset-protection language.
Launches Google Ads on the queries that actually convert ('testamentary trust will [city]', 'binding death benefit nomination [suburb]', 'enduring power of attorney [city]', 'probate solicitor [city]') with a built-in Legal Services Commissioner advertising-rules check on every ad copy variant. Excludes the broad 'cheap will online' queries the template retailers dominate on price. Switches Meta off completely (advertising estate planning on Instagram is fraught for the vertical); leaves LinkedIn on for the advisor-facing content only.
Posts on LinkedIn primarily, in a technical-authority voice for the financial-advisor audience: a BDBN-coordination explainer post once a fortnight, a STEP-trust case-law update, a probate-timeline expectation-setting piece, a 'when a will is set aside under family provision' note. Compliance-checked against the Legal Services Commissioner rules. Builds the technical-authority signal advisors share among themselves and remember when their next BDBN client walks in. You suggest the topic, the agent drafts.
Drafts the long-form pieces that compound for both audiences: 'when does a binding death benefit nomination lapse and what happens to your super', 'testamentary discretionary trusts: when they make sense and when they're over-engineered', 'what a financial advisor should know before recommending a $99 will template to a client with a SMSF', 'family provision claims in NSW: how a properly-drafted will reduces the risk'. Two drafts a month, in your voice, compliance-checked, that bring the careful planner and the referring advisor before they ever ring.
Your first 30 days.
- Eight matter-type pages indexed and starting to rank on long-tail wills, BDBN, TDT, EPA and probate queries
- Annual plan weighted between the Sunday-night Googler funnel and the financial-advisor referral funnel, delivered by Sam
- Google Business Profile rebuilt as 'Estate Planning Attorney' with Specialist Wills and Estates Accreditation and STEP membership in the description
- Financial-advisor referral one-pager PDF live with downloadable link, drafted around BDBN-and-will-and-EPA coordinated turnaround times
- Compliance-checked Google Ads live on matter-type queries with the will-kit-retailer keywords negated
- LinkedIn cadence running for the advisor audience with BDBN and TDT technical posts in your voice, compliance-checked
- Legal-services structured data plus accreditation schema deployed sitewide
- Will Storage Service and probate-case-count surfaced in the about block so specialist depth shows on every page
Estate planners have two buyers and most practices market to neither well. The Sunday-night Googler ends up at Will Kit Australia with a $99 template that will fail in probate. The financial advisor coordinating a BDBN with a SMSF review next month picks whoever they had coffee with last quarter. The work is making sure both of them see the Specialist Wills and Estates Accreditation, the STEP membership, the matter-type page that answers the exact question they have, and the financial-advisor one-pager that gives the advisor something to actually hand to a client.
Agencies are too dear to actually build the matter-type page library and the advisor-facing collateral for $3.5k a month, and most don't know the Legal Services Commissioner rules well enough to publish without flagging issues you'd have to clean up. Tools are cheap but the testamentary discretionary trust page never gets shipped and the advisor one-pager stays in your drafts folder. In-House is the third option: for $299 a month the agents ship the pages, draft the LinkedIn cadence for advisors, build the one-pager PDF, and keep your Specialist accreditation visible everywhere. You stay in the driver's seat, approve drafts between matters, with every word screened against the Legal Services Commissioner rules before it ever reaches your queue.