Wills, trusts, and probate inquiries up 184% in 9 months.
Traditional estate firm rebuilt around high-complexity queries LegalZoom can't touch.
The Challenge
Where the firm started.
A traditional Boston estate planning firm with an outdated site could not compete with LegalZoom, Trust & Will, and Rocket Lawyer on broad terms like 'online will' or 'simple trust'. Their true expertise, irrevocable trusts, Medicaid asset protection, complex probate, was buried under generic content aimed at the wrong audience.
The Strategy
What we shipped.
Full-scope engagement, technical, content, local, and links working in parallel.
- 1Pivoted content strategy away from DIY-competitive terms toward high-complexity local queries
- 2Published deep pillar pages on irrevocable trusts, Medicaid planning, special needs trusts, and estate tax planning
- 3Built a probate administration hub tied to Suffolk, Middlesex, and Norfolk county probate courts
- 4Launched a monthly attorney-authored newsletter to build E-E-A-T signals and returning visitor share
- 5Added JSON-LD Attorney and LegalService schema plus FAQ schema on every service page
The Results
Where the firm is now.
Estate planning consultations grew 184% in 9 months. Trust formation inquiries, the highest-value engagement type, grew 3.1x. Average time on page rose 62% above the industry benchmark. The firm now ranks #1 for 'Medicaid asset protection attorney Boston' and top-3 for 14 other complex-planning terms LegalZoom will never compete for.
Verified Proof
See the receipts.
Analytics, SERP screenshots, and Google Business Profile data pulled directly from the client's accounts. Personally identifying details redacted per NDA.
PageOne understood that our value is complexity, not templates. They stopped chasing terms we could never win and rebuilt around what we actually do best.
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