theStacc runs your Google Business Profile, answers your reviews, and publishes the wills, trusts, and probate pages people read across months of deliberation — with attorney advertising rule packs, including New York, Florida, and Texas, checked before anything publishes. From $49/mo, no contract.
Free 3-day trial · Cancel before it ends and you won’t be charged · Content on your site stays yours
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SEO for estate planning lawyers is the work of being findable and credible across a long consideration window — in Google Maps, in local results, and in the pages someone reads over weeks before they book a consultation about a will, a trust, or a parent’s estate. It rests on three things: a Google Business Profile that stays active, reviews that get answered, and substantive pages on wills versus trusts, probate, powers of attorney, and cost that hold up in a category Google treats as high-stakes.
Estate planning has the opposite rhythm to most legal verticals. Nobody searches for a trust attorney in a panic at 2am. They read for a month, mention it to a spouse, forget about it, then come back after a friend’s father dies without a plan. That long window is an advantage if you publish steadily, because the same person meets your firm four or five times before they ever call. It is a disadvantage if you publish in bursts. And the content is regulated: attorney advertising rules govern what you may claim, what disclaimers appear, and whose bar number goes on the page. theStacc ships attorney compliance rule packs — a baseline plus New York, Florida, and Texas — with fail-closed gates, meaning content that trips a rule is held rather than published, and required disclaimers and bar numbers are inserted deterministically in code rather than left to a model. Outside those three states you get the baseline pack only. These are a drafting safeguard, not ethics counsel.
Two surfaces, not one. The map — your Google Business Profile, which decides whether you appear in the local pack — and the blue links, where your website pages answer the questions people type before they buy.
Google rewards pages that have been live and useful for months, and listings that stay active. That is why cadence beats intensity: publishing steadily for a year outperforms a burst of work every quarter.
A couple in their fifties reads about probate on a Sunday, agrees they should finally do this, and does nothing. Six weeks later a colleague’s mother dies intestate and the estate turns into a nine-month court process. That is the week they search again. Whichever firm they have already read three articles from is the one they call.
Which means the work that wins that call happened months earlier, in public, for free, before anyone knew your name. You know this. You also have a practice to run, and the article you meant to write about funding a trust has been in your head since spring.
So the pipeline runs on referrals from two financial advisors and the occasional seminar, and both of those are fine until an advisor retires or the seminar room stops filling. Replacing that channel takes inbound, and inbound takes a library you have not built.
Meanwhile the firm across town posts every couple of days, answers every review, and has thirty pages answering the exact questions your prospects type. They are not better lawyers. They are simply the ones present during the six months of thinking.
One subscription covers the work an agency splits across a writer, a local specialist, and a social manager.
Wills versus trusts, what probate actually costs, funding a trust, powers of attorney, what happens to a house. theStacc researches, writes, scores, and publishes them on a schedule with required disclaimers inserted.
theStacc plans 15 posts a month — roughly every two days — around what you actually do: will packages, revocable and irrevocable trusts, probate administration, elder law, guardianship.
Reviews arrive newest and lowest-rated first, including ones from beneficiaries who were never your client. Replies are drafted to match the rating and publish only after you approve them.
These are the shapes of query theStacc builds your content and Google posts around — matched to the services you actually offer and the areas you actually cover.
theStacc does not sell search-volume or keyword-difficulty numbers — we don’t license a keyword database. Keywords are generated from your business and filtered for whether you can realistically win them.
Search your firm on Google and confirm it. No website needed for Local SEO — it runs from the listing.
theStacc drafts your practice areas, counties served, and tone. You confirm the jurisdiction so the right attorney rule pack is applied.
15 planned post titles, and on Blog SEO a 30-day article calendar. Edit or regenerate any topic before anything is written.
Content is written the evening before it is due and posts on schedule — or sits in draft for your approval. Most estate planning firms run draft-for-approval.
Every Monday theStacc records your Maps, Local Pack, and organic position per keyword and keeps the history.
Every module runs in one of three modes: full autopilot, draft-for-approval, or manual. You pick per module, and you can change it any time.
Not a strategy document. Actual published work — here is the shape of it.
Articles on your site Blog SEO
Titles are examples of the shape theStacc produces from your business — your real plan is generated from your own services and areas.
Posts on your Google profile Local SEO
A trust only works if it is funded. Signing the documents is the visible part, but the accounts, deeds, and beneficiary designations still have to be retitled, and an unfunded trust can send an estate through probate anyway. If you signed a plan years ago and never went back to it, it is worth a review. Consultations are confidential.
SEO compounds, so anyone promising rankings in week two is guessing. Here is the honest sequence.
Connect your Google listing and, if you have one, your site. theStacc analyses the business, drafts your services and voice, and generates the first month’s plan. You approve it.
Posts begin landing on your profile every couple of days and articles publish on schedule. Reviews get replies. Your first weekly rank snapshot is recorded as the baseline.
Index checks run at days 2, 7, 14 and 28 per article, so you can see what Google took and what it ignored. Early ranking movement usually appears on long-tail terms first.
With Search Console connected, your real queries start feeding next month’s plan — the system writes toward terms you already almost rank for instead of guessing.
We do not guarantee rankings or lead volume, and we would be suspicious of anyone who does. What is guaranteed is the output cadence.
Legal marketing agencies commonly quote estate planning firms $2,000–$6,000 a month, often on a 12 month agreement. Here is the honest comparison, including what theStacc does not do.
| Do it yourself | Hire an agency | theStacc | |
|---|---|---|---|
| Monthly cost | Billable hours you lose | $2,000–$6,000 | $49–$167 |
| Blog articles | 1–2 a year | 2–4 a month | 30 a month on Blog SEO |
| Google posts | When someone remembers | 4–8 a month | 15 a month, planned |
| Attorney ad rules | Your own review, every time | Usually your responsibility | Rule packs run before publishing, fail closed |
| Rank reporting | Googling yourself | Monthly PDF | Weekly, with history |
| Contract | — | 12 months typical | Month to month |
| Who owns the content | You | Sometimes the agency | You — it stays on your site |
Our published case studies are in solar and B2B software — real Search Console exports, not mockups. We have not run an estate planning account long enough to publish an estate planning number, and inventing one would be a strange way to introduce ourselves to a lawyer whose whole practice is careful documentation. What we will put in writing is the mechanism: attorney rule packs covering a baseline plus New York, Florida, and Texas, fail-closed gates that hold content rather than publish it when a rule trips, and deterministic insertion of disclaimers and bar numbers. Outside those three states you get the baseline pack only, and we would rather say that plainly than imply coverage we do not have. The packs are a drafting safeguard, not ethics counsel. The free 3-day trial lets you read real drafts for your own firm before you pay anything.
What actually moves the needle for estate planning lawyers
Related industry guides: SEO for family lawyers , SEO for financial advisors , SEO for immigration lawyers , SEO for insurance companies , SEO for insurance agents .
No contract, no setup fee, no per-location surprise. Cancel and everything already published on your site stays yours.
15 planned posts a month — about every two days, review replies published to Google, weekly rank tracking, 0–100 profile audit. No website needed.
See Local SEO →30 SEO articles a month, researched, scored, and published to your site. WordPress, Webflow, Ghost and more.
See Blog SEO →Blog, Local SEO, and Social together — the full bundle at 15% off the separate prices.
See full pricing →Free 3-day trial · Cancel before it ends and you won’t be charged · Content on your site stays yours
Everything above is the software — you approve the work, or let it run. If you’d rather not think about marketing again, the same engine comes with people attached.
A dedicated SEO manager owns the strategy, quality-checks what the engine produces, and reports back every month. You get the output — articles live, Google posts published, reviews answered — without opening the app. Most estate planning lawyers who choose this are busy running the business, not learning software.
theStacc ships attorney compliance rule packs — a baseline plus New York, Florida, and Texas — that run against content before it publishes, with fail-closed gates: if a rule trips, the content is held rather than pushed live. Required disclaimers and your bar number are inserted deterministically, in code, not left to a language model to remember. Two honest limits. Outside NY, FL, and TX you get the baseline pack, and we will not pretend otherwise. And this is a drafting safeguard, not your ethics counsel — most firms run draft-for-approval so an attorney signs off on everything. Rule packs reduce the work of that review, they do not replace it. Certification and “specialist” language, which several states restrict, is exactly the kind of claim the baseline pack is built around.
Run draft-for-approval and nothing reaches the public without a licensed person reading it. theStacc also cannot invent a fee, an exemption threshold, a tax figure, or a deadline — that is blocked in the code, not a setting. What it will not do is act as your technical reviewer on state law. The accuracy sign-off is yours; what you get back is the drafting, the schedule, and the rule gates.
You may not, if those channels hold. The reason firms in this vertical build search anyway is that both channels are concentrated in a few relationships and a room you have to keep filling. Search is the channel that works while you are in a signing meeting, and it reaches the person who is quietly reading for six months and has not asked anyone yet. It is $49/mo to find out, month to month.
Price and cadence, mostly. Local SEO is $49/mo, Blog SEO is $99/mo for 30 articles, all three modules bundled is $167/mo67/mo, and there is no contract. An agency at $4,000 typically produces two to four articles a month and a monthly PDF. In a vertical where the buyer reads for months, article volume is the thing that matters most, and that is the widest gap in the table above. What an agency gives you that software does not is a human strategist; if you want that, our Managed Services start at $749/mo.
It only reads what is already public on your Google listing and drafts a reply to it. It never touches your matter files. Because replies go out only after your approval, nothing is confirmed about anyone’s estate, family, or client status without a person reading it first. That matters here, where a bad review often comes from a beneficiary who was never your client.
Local movement typically shows over weeks; organic visibility in estate planning is a matter of quarters, and the buying cycle adds months on top of that. We do not guarantee rankings, traffic, or consultation volume. What you can verify immediately is output: posts live, reviews answered, articles published, index checks at days 2, 7, 14, and 28, and weekly rank history accumulating.
You keep access until the end of the period you paid for, and everything already published to your website stays yours — which matters more here than anywhere, because the library is the asset. Posts already on your Google profile stay too.
This is the one legal vertical where the lag is the whole point. Your buyer takes months to decide, so an article published in October is being read by someone who calls in March. That works both ways: content you do not publish this quarter is not a small loss now, it is an absent call two quarters out, and you will never be able to attribute it. Compounding only starts once something is on the page.
Start the free 3-day trial and watch the first posts and articles get made for your business. Cancel before it ends and you won’t be charged.
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