Up And Social builds the visibility system that puts your firm in front of that search. We are a family and estate planning law marketing agency, and probate is where those two worlds meet.
Why probate is different from every other practice area
Probate marketing fails when firms treat it like personal injury or business law. The buying behavior is not the same.
- The searcher is not the client in the usual sense. It is an executor, a personal representative, or an adult child handling a parent's estate for the first time.
- The timeline is short. Most families start looking within two weeks of a death or a court notice, and most hire within thirty days.
- The vocabulary is confused. People search "how do I settle my mom's estate," "do I need a lawyer for probate," and "probate court forms" long before they search "probate attorney."
- Trust beats price. Families are grieving, overwhelmed, and looking for someone who will take the weight off them.
- One case creates a family. Probate clients become estate planning clients, and their siblings become clients too.
Your marketing has to meet a stressed non lawyer at the exact moment they realize they cannot do this alone.
The four places probate cases come from
Most firms only work one of these. Firms that grow work all four at once.
1. Local search
The map pack and organic results for "probate lawyer" plus your city, county, and surrounding towns. This is the highest intent traffic in the practice area.
2. AI search
ChatGPT, Google AI Overviews, Gemini, and Perplexity now answer "what does a probate attorney cost in Massachusetts" before anyone clicks a website. Being cited in those answers is the new front page.
3. Content that answers the pre hire question
Timelines, costs, executor duties, small estate options, real estate in probate, contested estates. Answer it well and you become the obvious call.
4. Paid ads
Search ads on the urgent terms, remarketing to everyone who read your probate timeline page and did not call.
What we build for probate firms
- Probate practice pages built to rank, not to decorate
- County and city level probate pages for every court you appear in
- Google Business Profile optimization tied to the terms executors actually use
- Review generation that keeps your profile fresh without violating advertising rules
- AI search visibility work: schema, entity consistency, citations, structured answers
- Blog and FAQ content mapped to the real probate question set
- Google Ads campaigns focused on urgent, high intent probate searches
- Intake support so the calls you earn turn into signed matters
- Monthly reporting on rankings, calls, forms, and case sources
The economics that matter
A probate matter is worth far more than a click. If your average probate fee is a few thousand dollars, one additional case a month changes the year. Two more a month changes the firm. That is the math we build toward, and it is why we report on cases and consultations rather than impressions.
Explore the probate program
- Probate SEO for how the ranking work actually gets done
- Probate digital marketing for the full channel mix
- Probate internet marketing for the path from search to signed file
- Probate online marketing for everywhere families check before calling
- Marketing for probate attorneys for what to do at your firm's stage
- SEO for probate attorneys for the attorney level ranking playbook
Related: Estate planning marketing and Family law marketing.