Trust Earned Digitally
Legacy Begins with Clarity
A Thoughtfully Crafted Website Transformed Complex Estate Planning Into an Approachable First Step for Families
- • Researched emotional triggers and language around legacy planning—replacing intimidating terms like "probate" and "testamentary trust" with empathetic phrasing focused on family protection and peace of mind
- • Designed a warm, dignified visual identity with soft neutrals and gold accents, professional attorney portraits conveying approachability, and intuitive navigation guiding visitors from "I need a will" to "schedule consultation" in under 20 seconds
- • Integrated multiple low-pressure contact pathways—calendar booking for discovery calls, a confidential intake form with SSL encryption, and a prominently displayed direct phone line—to honor client preference for discretion and personal connection
Your Family's Future, Thoughtfully Protected
Strategic Content Architecture Translated Legal Complexity Into Confidence for Generations to Come
- • Mapped the emotional client journey (uncertainty → responsibility → relief) and aligned page content to address each stage with reassurance: "Why You Need a Trust," "What Happens Without a Will," and "How We Simplify the Process"
- • Developed an interactive planning tool allowing visitors to self-identify needs ("New Parents," "Blended Family," "Business Owner," "Aging Parents") and instantly surface relevant services, FAQs, and attorney expertise
- • Wove authentic client stories and attorney video messages throughout the site—emphasizing multigenerational planning, special needs trusts, and charitable legacy—to normalize vulnerable conversations and reinforce that families are guided with care, not just processed
Planning with Purpose, Partnering with Trust
A Conversion-Optimized Digital Presence Turned Hesitant Researchers into Confident Clients Ready to Begin
- • Implemented trust-first design: visible security badges, attorney biographies highlighting decades of estate specialization, and a "Your Information Stays Private" pledge prominently displayed near all contact forms
- • Created a downloadable "Estate Planning Checklist" gated behind a soft email capture—providing immediate value while nurturing leads through an educational email sequence about trusts, powers of attorney, and healthcare directives
- • Engineered mobile-responsive consultation flow with calendar sync for in-office or virtual meetings, pre-appointment questionnaires to personalize the first conversation, and a post-visit resource library preview to demonstrate ongoing partnership beyond document signing
