Where the firm started
The firm is an elder law and estate planning practice in Kansas. From July to September 2025, its website earned 198 clicks from Google, according to Google Search Console.
That is a modest number for a firm that helps families with big decisions. The general lesson for any firm: answer the questions families are already asking about elder care and planning, rather than chasing trends.
Writing for the adult child, not the lawyer
Many people who search about elder law are grown children worried about a parent. Their questions often come up when a parent may need nursing home care. They want to know what happens to the house, how savings are affected, and what to do first.
The articles were written in plain English and covered nursing home and Medicaid planning topics. If you want to try the same approach, write for that reader: short sentences, plain words, one question answered at a time, and a simple next step at the end.
- Answer the question in the first few lines.
- Explain legal terms in everyday words.
- Say when the answer depends on the family's situation.
- Invite the reader to talk to the firm, without pressure.
Why attorney review mattered
The articles were attorney-reviewed. That matters for a few reasons.
First, it keeps the content accurate. Elder law rules can be complex, and a plain-English summary still has to be right. Second, it keeps the firm in control of what it says in public, which matters under attorney advertising rules. Third, a reader can tell when content comes from people who know the work. Trust is the whole point of these pages.
Writing in plain English does not mean cutting corners. It means doing the hard work of making a careful answer easy to read.
The same quarter, one year apart
Here is the comparison, using the same three months a year apart so seasonal swings matter less:
| Period | Google clicks |
|---|---|
| July to September 2025 | 198 |
| July to September 2026 | 928 |
928 divided by 198 is about 4.7. That is where the 4.7x comes from. The source is Google Search Console.
We want to be honest about what this shows. It shows that clicks grew while the firm published plain-English, attorney-reviewed articles. It does not prove that the articles were the only cause. Search changes, other site work, and the local market can all play a part. And clicks are not the same as calls or new clients. You can see this result alongside others on our case studies page.
What you can copy this month
You do not need a big budget to start. Here is a simple plan any elder law or estate planning firm can use:
- List five questions families ask you. Use the words they use, with personal details removed.
- Write one plain-English answer. Aim for a reader who is worried, not one who went to law school.
- Have an attorney review it. Check facts, tone, and any advertising rules.
- Link it to your planning services. Give the reader a clear next step.
- Check Search Console in a few months. Compare the same period year over year when you can.
For the wider approach, see our guide to estate planning attorney SEO.
Frequently asked questions
What exactly grew 4.7x?
Google clicks to the firm's website, as reported in Google Search Console. The firm had 198 clicks from July to September 2025 and 928 clicks from July to September 2026. 928 divided by 198 is about 4.7.
Did the articles cause all of the growth?
We cannot prove that. Many things can affect clicks, including search changes and other work on the site. What we can say is that the firm published plain-English, attorney-reviewed articles during that period and its clicks grew.
Will my firm see the same result?
Not necessarily. Every market, firm, and website is different. Prior results do not guarantee a similar outcome.
Why compare the same quarter a year apart?
Comparing July to September with July to September helps reduce seasonal swings. It is a fairer view than comparing a slow month with a busy one.
Related guides
Up And Social is a marketing agency and does not provide legal advice. Prior results do not guarantee a similar outcome.