Estate Planning SEO Case Study: How a New Firm Reached 56 Organic Leads a Month
More Than $500K in First-Year Revenue | 56 Organic Leads per Month | #1 Local Rankings
Some firms would rather we didn’t put their name and their market on our website, and we think that’s a reasonable thing to want. The numbers below are unchanged.
When this estate planning firm opened its doors, it needed more than a website. It needed a complete estate planning marketing strategy that could build visibility from zero, generate qualified leads, and create a dependable stream of new clients in a market where the firm had no existing presence.
IMS built that foundation as one integrated system: estate planning SEO, website strategy, Google Business Profile optimization, content marketing, reputation management, and CRM follow-up automation, all working together.
Within a year, that system was producing 56 organic leads per month and had the firm ranking #1 and #2 for estate planning searches across its local market.
The Results
749 Visitors and 60 Inquiries in the First Three Months
The new website gained traction fast. In its first three months, the site attracted 749 visitors and generated 60 phone calls, form submissions, and inquiries — for a firm that had opened with no referral network and no digital presence at all.
In its first three months, the new website generated 749 sessions and 60 tracked conversions from phone calls and form submissions.
56 Organic Leads per Month by 2025
As the firm’s organic visibility compounded, lead flow grew with it. By 2025, the website was generating 56 organic leads every month — without paid advertising carrying the load.
Organic search delivered the majority of website traffic across a twelve-month reporting period.
#1 and #2 Rankings for Local Estate Planning Searches
The SEO strategy targeted the searches prospective clients in the firm’s market were already making. The firm ultimately held the #1 and #2 organic positions for multiple estate planning keyword phrases across its market, creating a sustained source of high-intent traffic.
Top keyword impressions from April 2024 through March 2025, with the firm ranking #1 and #2 organically for multiple estate planning search phrases across its market.
More Than $500,000 Billed in the First Year
That visibility and lead flow translated directly into growth: the firm billed more than $500,000 in its first year in business, and built enough momentum to add its first associate attorney six months after launch.
The Challenge: A New Firm With No Referral Sources
This practice was founded by an attorney coming out of a litigation and prosecution career, where cases arrived through court assignments rather than relationships. That meant the new firm entered the estate planning market with no digital presence, no brand recognition, and no referral network for this area of law.
The firm didn’t need a marketing tactic. It needed a system for becoming visible, getting chosen, and turning inquiries into consultations — built from scratch.
The Estate Planning Marketing Strategy
Website Strategy and Brand Development
IMS designed the firm’s branding and website around the prospective estate planning clients it needed to reach. The site’s job wasn’t to look attractive — it was to establish credibility, explain the firm’s services clearly, and convert visitors into consultations.
Estate Planning SEO
On-site and off-site SEO built the firm’s visibility for high-intent local searches: keyword optimization, local search targeting, content development, and ongoing performance work aimed at building organic authority throughout the firm’s local market.
Google Business Profile and Local Search
IMS established and optimized the firm’s Google Business Profile as part of the local SEO strategy. Combined with growing website authority and a steady flow of client reviews, this strengthened the firm’s presence in the local results where estate planning clients actually search.
Content Marketing
Consistent, search-optimized blog content expanded the firm’s footprint across the questions prospective clients research online — and fed the SEO strategy by deepening the site’s topical authority.
Reputation and Review Strategy
The firm built review requests into its client experience. At the final signing ceremony, the attorney asks every client: “Were you 100% satisfied?” When the answer is yes, the Google review request follows naturally. The result during the period covered by this case study: a 4.9-star rating with 65 detailed client reviews — social proof that reinforced both conversions and local rankings.
CRM and Follow-Up Automation
Generating a lead is half the job. IMS integrated CRM technology, follow-up automation, and online scheduling so prospective clients could move from website visitor to booked consultation without falling through the cracks.
When Visibility Changes the Phone
The clearest measure of the strategy showed up in call volume. In an interview recorded during the engagement, the firm’s founding attorney put it this way:
“Driving up the internet traffic has been hugely, hugely important. Before, maybe my phone would ring once or twice a week. Now, my phone just rings off the hook.”
What This Case Study Demonstrates
This growth didn’t come from one keyword, one ad, or one tactic. It came from a conversion-focused website, local and organic SEO, an optimized Google Business Profile, consistent content, strong reviews, and automated follow-up — connected as a single system, each piece feeding the others.
That’s what gave a brand-new estate planning practice the foundation to become visible, generate consistent inquiries, and grow. It’s the same pattern we documented across the industry in The Estate Planning Reset™, and you can see how it plays out at different firm sizes in our other client case studies.
For established firms ready to scale beyond organic, this foundation is also what makes a webinar funnel perform — the system underneath decides what the ads can produce.
The results described in this case study were achieved by a client firm during its engagement with Integrity Marketing Solutions.
Talk With Us About Your Firm’s Marketing System
If you’re launching a new estate planning firm — or running an established practice where the marketing pieces aren’t working together — a 15-minute discovery call will tell you where your system is producing growth and where it’s leaking.