Up And Social

The Marketing Agency for Family Law & Estate Planning Firms

Your next client is searching right now. Will they find you, or the firm down the street?

We're the marketing agency for family law and estate planning firms. That's the whole company.

Trusted by family law and estate planning firms

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The Shift

Something changed in the last year and most attorneys missed it.

Two practice areas, because those are the two where who you find can change the entire trajectory of someone's life.

A woman in your city recently hired a divorce lawyer without visiting a single website. She opened ChatGPT after the kids were asleep and typed: "I need a divorce attorney, who should I call?" It gave her three names. She called the first one at 9am. Retained them by Friday.

A case worth $15,000, maybe $40,000 if it gets contested, decided entirely by which three names an AI chose to say out loud.

A man in the same city needed to update his estate plan after his second child was born. He asked Google's AI the same kind of question. Got a name. Called it. Done.

Your Google ranking didn't matter. Your billboard didn't matter. Your 22 years of experience didn't matter, because neither of them ever saw any of it.

Over half of Google searches now end without a click. The name in the answer wins. Everyone else is invisible.

This is already happening in your market. The firms that figure this out in the next 12 months are going to quietly take the cases while everyone else wonders where the phone calls went.

The Branch

We work with two types of firms. Which one are you?

Family Law

Divorce. Custody. Support.

Your clients search in crisis. They're Googling at midnight, in a parked car, deleting the browser history.

They don't comparison shop for weeks. When the dam breaks, they pick from whoever is visible in that moment and they move fast.

"Can a prenup decide who keeps the dog?"

"What happens to my spouse's startup equity?"

"Does a silent divorce count as separation?"

The firms answering those questions are the ones getting the call. The firms posting "Welcome to our new website" are not.

We know this space inside and out. We've put a family law firm at #1 on Google, above Reddit and CNN, by writing to the questions people actually whisper into their phones.

See how we grow family law firms
Estate Planning

Wills. Trusts. Probate.

Your biggest competitor isn't another firm. It's "I'll get to it later."

Estate planning clients don't search in crisis the way family law clients do. They search when something triggers them: a new baby, a health scare, a friend's horror story about probate. The window is short.

If your firm isn't the answer in that moment, they don't hire your competitor. They just close the tab and forget about it for another three years.

Which means estate planning marketing has a completely different job. You're not just being visible. You're being visible at the exact moment someone finally decides to act, and then making the next step so easy they don't talk themselves out of it.

Most marketing agencies have never thought about this distinction. We think about it every day.

See how we grow estate planning firms
The Math

Let's do the math your last agency hoped you wouldn't do.

One family law case is worth what, $8,000 on the low end? A contested custody matter, several times that. One estate plan is $3,000 to $5,000, and the client who does a trust today refers three friends over the next two years.

So missing one case a month isn't a marketing problem. It's a six-figure-a-year hole in your practice.

Not from losing pitches. From never being in the room.

Now flip it. What does your firm look like if the phone rings three more times a week and the people calling already trust you before you say hello? They've read your answers to the exact questions that kept them up at night. They feel like they know you.

Those consultations convert at a completely different rate, and you already know it. That's not throwing more money at random ads. That's a system.

The Growth System

Four layers. One outcome. You become the obvious choice.

Each layer stands alone. Stacked, they compound — the same prospect finds you three different ways and arrives already convinced.

  1. 01
    The 24/7 intake layer

    Web

    Your website is probably a brochure right now. It sits there. Looks fine. Doesn't do anything. Six months from now it's your best intake person. Someone lands on it at 11pm, mid-crisis or mid-decision, and everything about the experience says 'you're in the right place, here's what to do next.' All of it built around how a person in a difficult moment actually behaves online, not how a designer thinks a law firm should look.

  2. 02
    Own the map + the machine

    Search

    You own the map pack. You rank for the searches that actually precede a retainer. And then the new layer: when someone asks ChatGPT, Perplexity, or Google AI who to hire, we build your entire web presence so your name is one the machine can find, verify, and repeat. Almost nobody in family law or estate planning marketing is competing for these slots yet. First movers keep them.

  3. 03
    The this-week pipeline

    Ads

    SEO compounds, but ads put you in front of people searching this week. Google Ads for the high-intent searches happening right now. Meta ads that keep your firm top of mind in your market so when the trigger moment comes, you're the name they already recognize. Every dollar tracked to a call, a consult, a case. If a campaign doesn't pay for itself, we kill it and tell you why.

  4. 04
    Pre-sold consultations

    Digital Growth

    Content strategy and authority building that does something most firms never experience: prospects walk into consultations already sold. They've read your stuff. They've seen your name in three different places. The consultation stops being a pitch and becomes a formality. Ask any attorney who has this working: those clients negotiate less on fees and refer more.

Most firms buy one layer and wonder why it's not working. The compounding is the point.

See how it fits your firm
Why Us

We should tell you something most agencies would hide.

For years, Up And Social was a generalist agency. Restaurants, contractors, e-commerce, whoever called. We were good at the work. We were also nothing special. We lost clients to agencies who specialized in their industry, and it stung every time.

Then I found myself on the client's side of a family law matter. I sat where your clients sit. Searched the way they search. And I realized something that changed the company: I could see, from the client's side of the table, exactly which firms were findable and which excellent attorneys were invisible. The invisible ones were often better.

So we took everything we'd learned in a decade of marketing and pointed all of it at two practice areas. Family law and estate planning. The two areas where life's biggest transitions happen, where the stakes for the person searching are as high as they get, and where the best attorneys deserve to be the easiest ones to find.

We turned away every other kind of client, and we'd do it again. The day we niched down is the day our results stopped being good and started being unfair.

Here's the full story
A woman at a desk late at night, softly lit by lamps
Proof

Don't take our word for anything on this page.

+312%

Qualified consult calls in 9 months for a Boston family law firm.

#1

Google ranking above Reddit and CNN for a contested-custody term.

18x

Return on ad spend across managed Google & Meta campaigns.

The Filter

We can't take your competitor after we take you. So somebody's getting locked out.

We work with one to two firms per practice area per market. Has to be that way. We can't rank two divorce attorneys for the same searches in the same city and look either of them in the eye. Same for estate planning.

Which means every market we enter, somebody gets the system and everybody else gets to compete against it.

The free audit is how you find out if your slot is still open. We'll show you what Google shows, what the AI tools say, and where the opportunity is in your market. If we can't help, or your market's already taken, we'll tell you in plain English and you'll walk away knowing more about your visibility than 95% of attorneys ever learn.

Check If My Market Is Open
FAQ

Questions attorneys actually ask.

Family law and estate planning are our core focus — divorce, custody, support on one side; wills, trusts, probate on the other. We also work with a small number of generalist firms when the fit is right. The systems, benchmarks, and language we use are built around these two practice areas, which is why our results look the way they do.

Almost every attorney we work with has been. Here's the difference you'll feel by week two: you will never have to explain your practice to us. Our reporting shows calls and cases, not 'impressions.' And if something isn't working, we'll tell you before you have to ask.

Honest answer: ads can drive calls this month. SEO compounds over three to six months. AI search visibility is the newest layer and we'll show you exactly how we're building it, not hand you a made-up timeline. Anyone promising page one in two weeks is planning to be gone by week three.

Less than the one case a month you're currently not getting. On the audit call we'll give you exact numbers for your market, and you can do the math yourself with your own average case value.

You can. Your competitor is hoping you do.

The Choice

Twelve months from now, the AI answer slots in your market will be taken.

Either your name comes out of the machine, or you spend the next decade paying for ads to compete with the firms whose names do.

The audit is free. It takes two minutes to request. Worst case, you learn exactly where you stand and what your competitors are doing that you're not. Best case, you become the firm the machine recommends, the map pack shows, and the reviews confirm. The obvious choice.

Not choosing is also a choice. It just pays your competitor.

Find Out What AI Says About Your Firm