Checklist
What should an estate planning firm look for when hiring a marketing agency?
Choosing a marketing or SEO agency is a big decision for a small estate planning firm. Use these questions on every call, including ours. They focus on what matters most: accurate content, honest reports, your ownership of your accounts, and knowing which work brings in consultations.
See how we approach this work on our estate planning marketing page. For a version written for both practices, see our law firm agency checklist.
Fit for estate planning
- 1.
Do you work with estate planning, probate, or elder law firms now?
Why it matters: Estate planning clients often research for weeks before they call. A good answer shows real pages built for wills, trusts, probate, and long-term care questions, not only divorce or injury work.
- 2.
Who will write our content, and who do they write for?
Why it matters: Many searchers are adult children helping a parent. A good answer describes plain-English content written for families, not for other lawyers.
Content and attorney review
- 3.
Will an attorney at our firm review every page before it goes live?
Why it matters: Estate planning rules vary by state and can be complex. A good answer is a clear review step where your firm approves accuracy and claims before anything publishes.
- 4.
How do you handle attorney advertising rules?
Why it matters: Claims, testimonials, and reviews are regulated for lawyers. A good answer explains how copy is checked and that your firm has the final say.
- 5.
Will content be written by people or produced in bulk?
Why it matters: A pile of thin pages is not the same as useful answers. Ask to see examples and ask how each piece is researched and reviewed.
Reporting you can understand
- 6.
What will the monthly report show?
Why it matters: Rankings and impressions are not consultations. A realistic report covers calls, form fills, and consultations alongside search data, in plain language.
- 7.
How soon should we expect to see movement?
Why it matters: Content and SEO usually take months, not weeks. Be careful with anyone who promises fast rankings or a set number of leads.
- 8.
Do you guarantee rankings, leads, or AI recommendations?
Why it matters: A guarantee is a red flag. Nobody controls how Google, an AI tool, or a family will behave.
Ownership and access
- 9.
Who owns the website, Google Business Profile, ad accounts, analytics, and content?
Why it matters: If the agency owns them, leaving can mean starting over. A good answer is that your firm owns its accounts and the agency is granted access.
- 10.
What happens to our accounts and content if we leave?
Why it matters: Ask before you sign. You should keep your site, your content, and your data.
Intake and attribution
- 11.
Do you track phone calls and form submissions by source?
Why it matters: Many estate planning inquiries arrive by phone. Without call and form tracking, nobody can say which work brought in a consultation.
- 12.
Will you look at what happens after the inquiry?
Why it matters: A lead that never gets a call back is lost. A good agency will ask how your intake works and help you see where inquiries drop off, without handling legal advice.
Want to compare costs? Our published programs are on the pricing page, and we explain them in what estate planning SEO costs.
Frequently asked questions.
What is the most important question to ask an estate planning marketing agency?
Ask how content is reviewed. An agency that sends every page to your attorney for approval before it publishes is protecting both accuracy and your firm's reputation.
Is it a red flag if an agency guarantees rankings or leads?
No. No ethical agency can guarantee how Google, an answer engine, or a prospective client will behave. We build strategic, documented, measured work around the factors your firm can control.
Who should own our website and marketing accounts?
Your firm. The agency should be granted access to your website, Google Business Profile, ad accounts, and analytics so nothing is lost if you change agencies.
What should a realistic report include?
Calls, form fills, and consultations by source, plus search data explained in plain language. A report full of impressions with no inquiry counts does not tell you much.
How long does estate planning SEO take to show results?
It usually takes months. New content needs time to be found and trusted, so plan to judge the work over a longer period than a single quarter.
Up And Social is a marketing agency and does not provide legal advice. Prior results do not guarantee a similar outcome.