What families search after the holidays
Not every family talks about wills over a holiday meal. But some do, and some leave with a worry they did not have before. When that worry turns into a search, it often sounds like a plain question:
- Do my parents need a will or a trust?
- How do I find a wills and trusts lawyer near me?
- What happens if a parent has no plan?
- Who makes decisions if Mom can't?
If your site answers these questions clearly, you have a chance to be the firm they trust. If it only lists your services, they may keep looking.
The questions adult children ask about aging parents
Often the person searching is not the parent. It is a grown son or daughter trying to help. They may be nervous about bringing it up. Their questions tend to sound like this:
- How do I start the talk about a will with my parents?
- What is a power of attorney, and does Dad need one?
- How could nursing home care affect my parents' savings or house?
- Can I come to the first meeting with my parent?
Questions about nursing home care and protecting the house are common in elder law. One of our Kansas clients built a library of plain-English articles on those topics, which you can read about in our case studies. Your answers should be written for the adult child, not for another lawyer.
Pages your site should have before December
You do not need dozens of new pages. A few clear ones go a long way:
- A "helping a parent plan" page. Speak to the adult child. Explain what the first meeting looks like and who can attend.
- Will vs trust in plain English. Keep it short and honest. Say when each one may fit, and that the answer depends on the family.
- Powers of attorney and health care directives. What they are, and why families often set them up together.
- Long-term care and Medicaid planning. If your firm does elder law, explain the basics and when to call.
Every page should end with one easy next step, such as a phone number or a short form. For more on the approach, see our guide to estate planning attorney SEO.
Getting your Google Business Profile holiday-ready
Many people see your Google Business Profile before they see your website. A few small checks help:
- Set holiday hours so nobody calls a closed office by surprise.
- Make sure your phone number, address, and services are correct.
- List estate planning, wills, trusts, and elder law as services if you offer them.
- Reply to recent reviews, thanking people without sharing details about their matter.
Our Google Business Profile checklist was written for family law firms, but most of it applies to estate planning firms too.
Reconnecting with past clients
Your past clients are already families who trust you. The holidays are a natural time for a short, kind check-in. A note might say: if your family has changed this year, it may be a good time to review your plan.
Keep it simple. No hard sell. Follow your state's attorney advertising rules, and make it easy to opt out. A helpful reminder can lead to a plan update, a referral, or a family member who needs help next.
Frequently asked questions
When should an estate planning firm prepare for holiday searches?
Before December if you can. New and updated pages can take time to show up in search, so working on them in November gives them a better chance to be found when families start looking.
What pages matter most for adult children?
Pages that answer their real questions in plain English: how to help a parent plan, what a power of attorney does, how long-term care can affect savings, and how to start the first meeting. Each page should end with a clear way to reach your firm.
Is it okay to email past clients during the holidays?
A short, helpful note is usually welcome, such as a reminder to review a plan after a family change. Keep it simple, follow your state's attorney advertising rules, and let people opt out.
Do I need to change my Google Business Profile for the holidays?
Mostly you need to keep it accurate. Set holiday hours, check that your phone number and services are right, and reply to new reviews. A profile that looks cared for is easier to trust.
Related guides
- Estate planning marketing
- How much should an estate planning attorney spend on marketing?
- How to check what ChatGPT and Google's AI say about your law firm
Up And Social is a marketing agency and does not provide legal advice. Prior results do not guarantee a similar outcome.