Frequently Asked Questions
About The Predictable Estate Planning Marketing Program
*Last Updated September 2026 & Subject To Change Without Notice
So Heath, how do I build trust?
Education, storytelling and building relationships with referral partners.
If you don’t have a person, a company, an agency or organization that can help you do those things and you want to grow your practice in 2026 that would be my next step!
How long will it take me to complete the Predictable Estate Planning Marketing Program?
12-months.
I had a quieter month this month, in your experience working with other estate planning law firms do they ever have months like this?
Markets certainly fluctuate. And the months that are generally stronger months for estate planning attorneys are January, February and March. People generally want to get planning done at the turn of the year, and are motivated to do it. However, law firms that have worked with us for 18 months or longer don’t experience “down” or “quiet” months. Estate planning is an abundant industry, there is a ton of work out there. It’s all in how you approach your marketing.
After a year of working together to create content and build my online presence, who owns the content?
Most lawyers that follow me know we have an initial year-long commitment to work with me and my team. We made that change from our previous 12-week program offering for two reasons:
1) To create long-term change in your law firm and career a new foundational threshold needs to be met. Having the training and a handful of personalized branded content isn’t enough. Real accountability and coaching has to be there and without that real quantum leaps and change don’t happen. Our lawyers need a book written by them and enough website content that gives them a marketing funnel large enough that prospects are qualified before they sit down with you. And see you as the authority and expert in your field and region.
2) In order to have enough content to actually complete a lawyer’s book we need at least 90 pages, and depending on how long your branded pieces of content are that could be anywhere from 12-15 articles/chapters. Not every piece of content you write is going to be book-ready. Getting good at writing takes time and we don’t expect the very first piece of branded content a lawyer/client writes to be ready for the pubic eye and the printing press. That’s why we work with lawyers to do 12-months worth of content creation. By the end not only have you built up a custom marketing funnel that no other law firm could Ever replicate (you wrote all the content yourself), but you have a custom branded, authority-building Book that has the your photo on the front and back cover. Something you can hand out at events, send to clients, and use to market yourself an an authority in your communities.
After your program you can continue having us manage and evolve your system, or go your own direction with your marketing. You’ll still own all the content you wrote, and you’ll have your very own book to show for it.
How long will it take me to write and publish my book?
Generally 10-12 months. But it depends!
Our specialized training for estate planning attorneys has you write 5 chapters in your first 3 months. That’s just 1 chapter in your first month and 2 chapters every month after. From there it’s at your own pace. We recommend two chapters a month, but sometimes certain topics take more time and an additional two weeks is necessary. After your training the time investment is typically 1 hour every two weeks.
We always meet twice a month to support, encourage and check in with our writers. This is huge for accountability and to maintain consistency. We also have guest speakers, estate planning attorneys who have completed their books that you can ask questions and connect with.
What does the timeline look like for writing the content for my website and book?
Examples of your clients completed books on estate planning?
For running Google Search Ads, what should I expect to pay per click? (Cost Per Click)
Now from someone who has run Google ads for estate planning attorneys for the past decade I will verify that the cost per click has absolutely fluctuated over the years. And when I first started clicks at their highest price point was $15-$20 per click. Any marketer with experience running search ads knows the ultimate objective is lower cost per conversions. So if you’re spending that much per click it tells me you’re trying to run ads by yourself, which I can agree probably isn’t a good idea. Most attorneys campaigns average $3 to $6 per click after their search campaign matures a few months.
Why Did You Choose To Work With Estate Planning Attorneys?
What if I need to move my website to a new host, or host and maintain it myself?
How do I know if the marketing is working? How do you track conversions?
How long will it take for my website to start growing organic traffic?
It’s different for everyone, and it depends greatly on where you’re starting from. Biggest factors will be how many 5 star reviews you have one Google, and if you have a strong core of valuable backlinks built up. Consistently publishing 2 peices of content will help enormously as well once we get started. Here’s a screenshot to give you an idea for how fast it happens. Results vary. There are no guarantees you’ll get the exact results as any other client.
How many leads should I expect to receive monthly after I get started?
Every law firm is different and it has a lot to do with where you’re starting from. Below is a graph of leads generated for 3 separate law firms in their first year in the program. As you can see the months will vary, especially depending on the time of year (Q1 is generally the strongest), but once you get to a certain point it feels like every month is your strongest month.
We measure every “Lead Interaction” — Which for us means every time a lead reaches out and interacts with the law firm. The median interactions we have by month two are 25-30. By month 5 its 45-50 interactions.
Will you help me make the announcement about my new website and blog?
Of course! We help you write and publish the post on your social media. In addition we set up your newsletter using Mailchimp(R), import your contacts, set up new contacts to be added automatically, help you write, then hit send for you.
After a year of working together to build my online presence and publish my book, who owns the website?
Lawyers own their website, files, database, copy, design after the 12-month program is complete and all payments are settled. If a client does not complete their 12-month program they may license their website from us for $99/m. That flat right is guaranteed to never increase and includes website hosting and DNS management.
What is the main problem you solve for estate planning attorneys? Who do you work with?
I received this question from a partnering organization today and thought it would be great to answer here. The main problem we solve is helping estate planning attorneys attract, nurture and convert qualified estate planning leads consistently.
We help law firms scale through lead generation systems that actually work, that are backed by psychology and actual estate planning attorneys. After helping over a dozen estate planning attorneys double and triple their practices my team and I decided to package everything together and offer our service exclusively to estate planning law firm owners.
What if I want to turn the marketing off? Will my website go down?
If you ever get to busy and want to “turn the marketing off” nothing changes for you. We set up search advertising accounts under your name so it’s as simple as the click of a button to turn ads off. For your website you pay us a low monthly fee to host and maintain it for you. If you ever wanted to redesign and move your website to a new host, no problem, just ask. Be sure to watch this video for a smooth handoff.
