Every potential estate planning client walks into a consultation asking the SAME question: “Do I need a will or a trust?” They’ve been Googling, asking friends, and getting conflicting advice from everyone. They’re confused, overwhelmed, and honestly? Ready to just do nothing because it all feels too complicated. That’s where YOUR Will or Trust Decision Guide cuts through the confusion and positions you as the trusted expert who EDUCATES before they sell!
This interactive decision guide helps prospects figure out EXACTLY what they need based on their specific situation – family structure, assets, goals, and concerns. When they see a clear, personalized recommendation that makes sense for THEIR life (not generic legal jargon), they’re ready to schedule a consultation and actually move forward. No more tire kickers. No more “I’m just shopping around.” Just qualified leads who understand the value and are ready to hire YOU.
Why This Lead Magnet Works:
Answers THE Question Everyone Has – “Do I need a trust?” is literally the #1 estate planning question. Your guide gives them a real answer, not a sales pitch disguised as advice.
Pre-Qualifies Leads by Complexity – You’ll instantly know who needs a $500 simple will vs. who needs a $3,500 comprehensive trust. No more wasting consultation time on mismatched expectations.
Removes Price Shopping Mentality – When prospects understand WHY they need what they need, they stop comparing your fees to LegalZoom. They get that customization and expertise actually matter.
Positions You as Educator, Not Salesperson – You’re giving value upfront. That builds trust faster than any marketing pitch ever could. Trust = conversions.
Captures Leads BEFORE They Procrastinate – Most people put off estate planning forever. Your guide catches them when they’re curious and ready to learn, keeping you top-of-mind until they’re ready to act.
Creates Natural Consultation Pipeline – The guide doesn’t just educate – it shows them their next step is talking to YOU about implementation. It’s a warm handoff, not a cold call.
What Estate Planning Attorneys Get:
✅ Interactive Will vs. Trust Decision Guide (10-12 Questions)
✅ Personalized Recommendation Engine
✅ Comprehensive Results Report (Downloadable PDF)
✅ Automated Email Follow-Up Sequence (6-8 Emails)
✅ Landing Page Copy Template
✅ Lead Capture & Segmentation System
✅ Comparison Charts & Visual Aids
✅ State-Specific Customization Options
✅ Analytics Dashboard Setup Guide
How This Gets You MORE CLIENTS:
Educates Before You Ever Talk – Prospects arrive at consultations already understanding the basics. You spend less time explaining and more time diving into their specific needs. Consultations are shorter, more productive, and close faster.
Eliminates “Just Looking” Leads – Someone who takes a 10-question quiz and downloads a personalized report? They’re ENGAGED. They’re thinking seriously about estate planning. Those are the leads you want.
Builds Trust Through Transparency – Showing estimated costs upfront (even ranges) builds massive trust. No one likes surprises. When they see $2,500-$3,500 for a trust and understand why, they’re mentally prepared and budget-ready.
Creates Urgency Without Pressure – The guide naturally reveals gaps and risks in their current situation. When they realize they have minor children but no guardianship designation, or a $2M estate heading for probate, urgency becomes THEIR idea, not your sales pitch.
Positions You as THE Local Expert – You’re the attorney who has a sophisticated, helpful tool on your website. Your competitors are still running “Call for a free consultation” ads. You’re operating at a different level, and prospects notice.
Generates Referrals Automatically – People LOVE sharing helpful tools. “Hey, I used this cool estate planning guide – you should check it out!” becomes free marketing. Every share potentially brings new leads.
Real Results Estate Planning Attorneys See:
73% of guide completers schedule consultations within 60 days (vs. 12% from generic contact forms)
Average estate value of leads: $487K (qualified prospects, not tire kickers)
45% conversion rate from consultation to signed engagement (educated clients close easier)
62% of trust recommendation leads become clients (high-value, high-intent prospects)
Email list growth of 80-150 new subscribers per month (for active promotion)
Client acquisition cost drops 40-60% (vs. paid advertising or networking events)
This isn’t just a quiz – it’s a TRUST-BUILDING CLIENT QUALIFICATION MACHINE that separates serious prospects from people who just want free legal advice!
WHO THIS IS FOR:
✅ Estate planning attorneys and elder law specialists
✅ Solo practitioners building their practice
✅ Small estate planning firms (2-5 attorneys)
✅ General practice attorneys expanding into estate planning
✅ Attorneys in competitive markets needing differentiation
✅ Lawyers tired of price-shopping “LegalZoom vs. you” prospects
✅ Attorneys wanting to attract higher-value trust clients
Perfect for: Estate planning professionals who want to educate prospects, pre-qualify leads, and build a predictable consultation pipeline without relying on expensive paid ads or constant networking events!
TECHNICAL REQUIREMENTS:
What You Need:
- Website (WordPress, Squarespace, Wix, or any platform that can host PDFs and forms)
- Email marketing platform (Mailchimp, ConvertKit, ActiveCampaign, or any similar service)
- Basic email list (or ready to start building one!)
- For Branded Plus: Free Canva account to access and customize templates
What You DON’T Need:
- Coding or design skills (everything is done-for-you or copy/paste)
- Expensive marketing automation software (works with free/basic email platforms)
- Tech expertise (setup instructions are beginner-friendly)
Works With Popular Platforms:
Website: WordPress, Squarespace, Wix, Weebly, GoDaddy, custom sites
Email: Mailchimp, ConvertKit, ActiveCampaign, Constant Contact, AWeber
CRM: Clio, MyCase, LawMatic, PracticePanther (integration instructions included)
Calendar: Calendly, Acuity Scheduling, Google Calendar
FREQUENTLY ASKED QUESTIONS:
Q: Can I customize the questions in the decision guide?
A: Basic Package comes with standard questions (no customization). Branded and Branded Plus packages allow you to request minor question adjustments during the branding process (e.g., emphasizing business succession planning or adding state-specific considerations). Major rewrites would require custom development.
Q: Will this work if I specialize in a specific type of estate planning (like high-net-worth clients or special needs trusts)?
A: Absolutely! The Branded Plus package is perfect for specialization. Let us know your focus during branding submission and we’ll adjust language and examples to match your ideal client profile.
Q: Do I need technical skills to set this up?
A: Nope! If you can upload a file to your website and copy/paste text, you can set this up. Detailed instructions included. For Branded Plus, we also include email support if you get stuck.
Q: What email platform do I need?
A: Any! The email sequences are plain text that work with Mailchimp, ConvertKit, ActiveCampaign, Constant Contact, AWeber, or even your CRM’s built-in email (Clio, MyCase). We provide the copy – you paste it into your system.
Q: Can I use this for multiple attorneys in my firm?
A: Yes! The license covers your entire law firm. You can have multiple attorneys using it. You’ll just brand it with your firm name (or lead attorney name).
Q: How do people actually take the quiz? Is it interactive online or a PDF they fill out?
A: The Basic and Branded packages are PDF-based (prospects download, fill out, and self-score). For a fully interactive online version with automated scoring and results, that would require custom development (we can discuss separately). The PDF version still works extremely well for lead capture!
Q: What if my state has different estate tax thresholds or probate rules?
A: Great question! The guide includes general federal estate tax info and common probate triggers. For Branded packages, mention your state during submission and we’ll adjust key numbers. For highly specific state customization, Branded Plus is recommended.
Q: Can I edit the email sequence to match my voice?
A: Absolutely! We provide professionally written copy as a starting point, but you should DEFINITELY customize it to sound like you. Add your stories, adjust the tone, make it yours.
Q: How do I promote this to get leads?
A: SO many ways! Add it to your website homepage, mention it in your email signature, share on social media, talk about it at networking events, run Facebook ads to it, send to your existing email list, partner with financial advisors/CPAs to share with their clients. The Branded Plus package includes a complete marketing launch guide with all these strategies detailed.
Q: What’s the difference between this and just offering a “free consultation”?
A: Huge difference! “Free consultation” attracts tire kickers and price shoppers. The decision guide attracts EDUCATED prospects who already understand what they need and why. They’re coming to your consultation ready to hire, not just to get free advice.
Q: Will this replace my need for consultations?
A: No – it FILLS your calendar with BETTER consultations. The guide qualifies leads and educates them, so when they book time with you, they’re serious and informed. You spend less time on basics and more time on their specific situation.
Q: Can I sell this guide to my clients?
A: Your license is for LEAD GENERATION (giving it away to attract clients), not for reselling the guide itself as a product. Use it as a free opt-in on your website to build your email list and consultation pipeline.
LAUNCH STRATEGIES (INCLUDED IN GUIDES):
January (New Year’s Resolutions) – “Make This the Year You Finally Protect Your Family – Start with Our Free Decision Guide”
April (Tax Season) – “Talking to Your CPA About Taxes? Don’t Forget Estate Taxes – Find Out What You Need”
May (Mother’s Day/Father’s Day Season) – “The Best Gift for Your Parents: Helping Them Get Their Estate in Order”
September (Back to School/Fresh Start Energy) – “New School Year, New Priorities: Is Your Family Legally Protected?”
November (Thanksgiving/Year-End) – “Grateful for Family? Make Sure They’re Protected – Free Estate Planning Guide”
Evergreen (Year-Round) – Life event targeting: New parents, recent home buyers, business owners, retirees, after someone’s friend/family member passes away
The guide works year-round, but these seasonal hooks help you promote it strategically and stay top-of-mind with your audience!
INSTANT DIGITAL DOWNLOAD
✅ No shipping – files delivered via email
✅ Basic: 1-2 days | Branded: 3-4 days | Branded Plus: 5-7 days
✅ Start building your estate planning client pipeline THIS WEEK!
✅ Works on any device (desktop, tablet, phone)
Choose Your Package
This lead magnet is available in three packages to fit your needs and budget:
DIY Package ($97) – Get the templates and customize yourself
Branded Package ($297) – We add your branding and write your emails
Branded Plus Package ($497) – Complete marketing system with social media, support, and strategy call
View Full Package Details & Pricing
Ready to order? Select your package above!