Industries · Legal and financial
Marketing for wills and probate firms that brings in family clients
Enquiries for wills, lasting powers of attorney and probate from Google, local search and AI answers, with clear fees and fast, kind follow-up.
How do wills and probate firms get more clients?
Wills and probate firms get more clients by ranking for what families search when they need help, with pages that explain the process and show clear fees, by appearing in Google Maps and AI answers, and by replying quickly and warmly to every enquiry. Lead Gems builds this for UK wills, probate and estate planning firms, so more of the right families contact you first.
The demand
What your clients search for every month.
Demand is steady and the value of a client is high. Probate searches cost more per click, so strong pages and fast follow-up matter.
UK Google Ads data via DataForSEO, October 2026. Cost per click is the average advertisers paid.
The problem
Where wills and probate lose clients.
We see the same gaps again and again. Each one is fixable, and most cost more than the marketing that fixes them.
Enquiries arrive at hard moments
Probate enquiries often follow a bereavement. Slow or cold replies lose families who are choosing quickly.
Online will services
Cheap online wills dominate the simplest searches, so your pages need to explain why advice is worth it.
Price is unclear
Families compare fees before they ring, and firms that hide them lose the enquiry.
One page for every service
Wills, powers of attorney, probate and trusts each need their own page to rank.
Referrals dry up
Work from financial advisers and estate agents is valuable but hard to plan around.
What works
The services that work for wills and probate.
We start with the one or two that fix your biggest gap, then add the rest once those are paying back.
- Get foundSEO
A page for each service and each area you cover, with plain-English process, fees and timescales.
→ - Get foundLocal SEO
Google Maps visibility and reviews for each office.
→ - Paid trafficPPC & Google Ads
Google Ads for wills, powers of attorney and probate, with landing pages that show fees.
→ - Follow upCRM & Automation
Instant, gentle replies and follow-up for people who are not ready to book yet.
→ - Get foundAEO & GEO
Get named when families ask AI tools how to find a probate solicitor.
→
Marketing inside the rules
Probate is a reserved legal activity, and the SRA Transparency Rules require solicitor firms to publish price and service information for probate. Will writing on its own is not a reserved activity, so clients rely on firm reputation, insurance and membership of a recognised body. We build that information into your pages.
We write with care for people who may be grieving, avoid pressure language, and keep every claim about fees and timescales accurate and approved by you.
Results from similar businesses
The same approach, proven elsewhere.
We have not published a case study for wills and probate yet. These real results come from businesses that win clients the same way.
£67
per qualified lead
A West Midlands solicitors practice built on referrals for over 15 years had steady but unpredictable enquiries. We rebuilt its paid search, built dedicated landing pages and automated lead follow-up.
16
new clients from ChatGPT Ads
A Manchester employment law firm wanted to reach people asking ChatGPT about unfair dismissal and settlement agreements. We launched ChatGPT Ads with dedicated landing pages and instant follow-up.
Find out where your next families are coming from.
Tell us about the services you offer. A specialist will come back with where the demand is and what to fix first.
Questions
Wills and probate marketing questions, answered.
How do wills and probate firms get more enquiries?
By ranking for the searches families make, showing clear fees and timescales, appearing in Google Maps and AI answers, and replying quickly and kindly.
How much does Google Ads cost for wills and probate?
In the UK, a click for "probate solicitors" averages around £17 and "write a will" around £8. Dedicated landing pages with clear fees help turn those clicks into enquiries.
Do you work with independent will writers?
Yes, as well as solicitor firms and estate planning advisers. We help you show insurance, accreditation and complaints information clearly.
Can we compete with online will services?
Yes, by focusing on what they cannot offer: advice for complex families, trusts, property and tax. Pages and ads should speak to those cases.
Do you have wills and probate case studies?
Not yet published. The results on this page come from solicitors, who share the same regulated, high-trust buying pattern.
Still have a question? Call 020 4652 1887 or send us a message.
From our insights
Guides for wills and probate.
Practical answers from the specialists who run these campaigns every day.
More in legal and financial
Find out where your next families are coming from.
Tell us about the services you offer. A specialist will come back with where the demand is and what to fix first.
Or send a quick message