What does Argota Marketing do for estate planning firms? Argota builds estate planning campaigns around how the decision actually works: the adult child researches firms online and picks one, and then the parent shows up to the meeting. Your website, your search rankings, your AI visibility, and your ads all have to convince someone in their 40s or 50s who’s making this decision for a parent they’re worried about. At the same time, financial advisors and CPAs are referring clients directly, and that channel needs its own strategy. We handle the search presence, the paid ads, the referral systems, the website design, and the review management across both audiences.
The Person Searching Isn’t the Person Signing
Estate planning is one of the only practice areas where the person who finds your firm online is usually not the person who hires you. In most cases, an adult child in their 40s or 50s realizes their parent needs a will, a trust, or an update to an existing plan. They do the research. They read the reviews. They compare firms. They pick one. And then they hand the phone number to their parent or schedule the meeting themselves.
That changes how every piece of the marketing has to work. Your search rankings need to answer the questions an adult child asks, which are different from what the parent would ask. Your reviews need language that reassures a family member making a decision on behalf of someone else: “they were patient with my mother,” “they explained everything so my dad could understand.” Your website has to look credible to someone in their 40s who evaluates firms the way they evaluate everything else online, and also readable to someone in their 70s who might actually visit the site before the meeting.
Approximately $124 trillion is transferring from retirees to younger generations over the next two decades. The children making financial decisions for aging parents are the largest estate planning marketing audience right now, and most firms aren’t building their marketing around that reality.
What We Build for Estate Planning Firms
Search rankings and content covering the questions the adult child is actually asking. “Does my mom need a trust or just a will?” “How much does estate planning cost?” “What happens if my dad dies without a plan?” These are the real searches, and AI tools now answer them directly. If your firm’s content is what the AI quotes, your name is the one the adult child sees while they’re deciding. We build your site as a deep set of interconnected pages covering trusts, wills, probate, asset protection, powers of attorney, and all the tax questions that come with inherited wealth, structured so Google and AI systems treat your firm as the authority. How we build search campaigns →
AI search visibility for the questions people ask before they even know they need an attorney. When someone asks ChatGPT “does my parent need a living trust in Florida,” the AI builds an answer from sources it trusts. We structure your content and add code to your site that tells AI systems what your firm covers, who your attorneys are, and where you practice, so your firm is the one getting cited. In estate planning, where people often start with a general question and only later realize they need professional help, being the cited source early plants your name before the decision even forms. AI search for law firms → / AI strategy →
Paid ads targeting the moment someone shifts from researching to hiring. Local Services Ads with Google’s trust badge capture the high-intent search when someone is ready to call. The trust badge matters in estate planning because the person choosing is often making a decision about someone else’s financial future and wants third-party validation that this firm is legitimate. For specific high-value services like special needs trusts, Medicaid planning, and business succession, we run separate search campaigns targeting those terms directly because the case values and client profiles are completely different from a standard will.
Review management where the words matter as much as the stars. Estate planning clients choosing a firm for their parent look for specific language in reviews: “patient,” “explained clearly,” “took time with my mother,” “didn’t rush us.” We manage your review profile with systems that request reviews at the right moment, after the documents are signed and the family feels the relief, and we respond to any negatives with bar-compliant language that protects your reputation without revealing anything about any client’s estate.
Referrals Need a System, Not Just a Handshake
A significant portion of estate planning clients still come through referrals from financial advisors, CPAs, and insurance agents. But most firms treat that channel as informal. An advisor sends someone your way when they think of it. There’s no system, no tracking, no way to know which referral sources are actually producing signed clients.
We build dedicated referral infrastructure alongside the digital campaigns. That means a referral page on your website where professional partners can send clients directly, tracking that shows you which referral sources generate consultations and which ones generate signed plans, and content you can share with your referral network that positions your firm as the estate planning resource their clients should use. The digital pipeline and the referral pipeline are two separate systems that need to be measured separately.
Why the Website Has to Work for Two Audiences
Your website needs to convince a 45-year-old to pick you and a 75-year-old to trust you. Those are different design requirements. The adult child evaluates your site the way they evaluate any professional service online: fast load, clean layout, visible credentials, clear pricing signals. The parent who might visit the site before the meeting needs large readable text, simple navigation, and content that doesn’t feel like it was written for a younger person.
We build estate planning websites that serve both. Minimum 16-pixel font that’s readable without zooming. High contrast between text and background. Large buttons that are easy to tap for someone with less precise motor control. Simple navigation without complicated dropdown menus. And the site meets federal accessibility standards, which is both a compliance requirement and a practical necessity when a meaningful portion of your audience is over 65.
How We Track Results
Estate planning marketing has strong economics when the channels are separated and tracked correctly. A basic will and trust package generates $2,000 to $5,000. Complex trust work, Medicaid planning, and business succession generate $5,000 to $25,000 or more. Even with ad costs of $50 to $150 per click for competitive terms, the return works when the campaigns are targeting the right services.
We track from first click to signed engagement, split by service type and by acquisition channel. You see which services are generating consultations, which ones are signing, what your actual cost per signed client is for trusts versus probate versus Medicaid planning, and whether your referral channel is outperforming or underperforming your digital campaigns. Full data ownership: website, hosting, analytics, ad accounts. You keep everything.
What to look for in marketing reports →
Estate Planning Marketing by State
Estate planning is state law, and whether your state has its own estate tax, how it handles probate, and what exemptions it offers all change what people search for. In states with no estate tax, the conversation is about asset protection and avoiding probate. In states with their own estate tax at a lower threshold than the federal exemption, the conversation shifts to tax planning. And ad costs in New York are three times what they are in Georgia.
Florida · Texas · California · New York · Illinois · Pennsylvania · Ohio · Georgia · North Carolina · New Jersey
Don’t see your state? We work with estate planning firms nationwide. Tell us about your market and we’ll build around your state’s tax rules and competitive landscape.
Is your marketing reaching the person who actually picks the firm?
Send me your current setup and I’ll show you whether your content is answering the questions adult children ask when they’re choosing an estate planning attorney for a parent, whether your reviews carry the language that builds trust for that decision, whether your site works for both the 45-year-old researching and the 75-year-old who might visit it, and whether your referral channel is tracked or just informal. If it’s already working across both audiences, I’ll tell you.
Talk to Jorge → Phone: or text 941 626 9198
