SEO Services for Probate & Estate Lawyers

When done right, SEO connects your probate law firm with the right clients, drives growth, and achieves measurable business goals. 

But what does doing SEO “right” mean?

That depends. The answer is different for every firm and can change over time. What works for a solo attorney with a small website won’t necessarily suit a large regional firm with several offices throughout its market. 

We Do Web tailors legal SEO strategies to fit where your firm is now and where you want to go. We work with law firms of all sizes at all stages, from solo practitioners to national firms, from established practices to brand-new offices. We partner with our clients to work out how best to unlock their full potential and drive more online leads.We Do Web builds law firm SEO strategies that help your firm rise to the top. 

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One-size-fits-all SEO doesn’t work (and it’s costing you)

What drives results for one law firm might flop for another, even if they look similar on paper.

Some SEO agencies miss this. They apply the same cookie-cutter strategies and ignore what makes each client different. The result? Wasted money, lost time, and frustrated probate attorneys who walk away from SEO entirely, never realizing the outcomes they could’ve achieved with the right plan.

This doesn’t have to happen to you. 

We Do Web does things differently. Before we get to work on your customized strategy, we learn all we can about your:

• Budget: Larger budgets sometimes yield better (or faster) results, but how you use your budget can be just as (or more) important than how much you spend.
• Competition: We evaluate how crowded your space is, where you stand in the market, and where you can carve out an edge.
• Technical performance: We review your website for technical issues like crawlability and poor user experience that could be holding you back.
• Goals: Clear goals drive results. What do you hope to achieve and in what timeframe? Wherever you want to go, we can help you get there.
• Current versus desired performance: We measure the gap between where you are now and where you want to be. Then we’ll create a plan to close it.
• Current versus intended audience: Are you attracting the wrong users or missing your ideal clients? We fine-tune your strategy to target the right leads.

With over 15 years of experience under our belts, We Do Web knows what works, what doesn’t, and how to pivot when the search market shifts. A generic SEO package won’t work. You need a partner who builds a strategy that weathers the evolving search landscape we’re in now.

Personalized strategies driving real results

How do we know content marketing and SEO can drive real results for probate attorneys? Because we have already helped probate lawyers achieve visibility through content and SEO.

Take one of our clients, a multi-practice firm with multiple offices in a well-populated, highly competitive state.. As of May 2025, one of their probate attorney pages ranked in the top two spots in Google’s organic search results for ten localized keywords and in the top five for many more.

What results can you achieve when you partner with We Do Web? Let’s find out together.

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Reach your audience with keywords that convert

Not all keywords are created equal. Different keywords signal different intent, and some keywords are much harder to rank for than others. Consider the keywords in the table below:

When someone is searching for a lawyer, that generally means they are ready to hire one. If your site shows up at the top of these transactional-intent search results, you’re in a strong position to win their business.

But earning that spot at the top of highly competitive searches takes more than guesswork. It’ll require well-written, helpful content that establishes your firm’s credibility in the probate field. Content that establishes you as an expert capable of helping the user in what is probably a difficult moment of their life. But it’ll also require a sound, fast website that’s easy for Google to crawl, user-friendly website design, and a thoughtful backlink strategy that boosts your firm as an authority across the web.

The keywords you target depend on many factors. Not only your market and practice but also your budget, current domain authority, and competition. 

If you’re a new firm or your site lacks domain authority and visibility, you might find it difficult to rank for some of the most competitive terms in the short term. Your SEO strategy might call for foundational pages that target those terms, but it’ll also likely mine for lower-hanging fruit that could drive earlier wins.

Consider these relevant FAQs:

A person searching for questions like these may not be ready to hire a lawyer just yet: they are probably seeking out information to guide them through a confusing and troubling time.

But they clearly have lawyers on their minds. Not only is this a valuable opportunity to convert an informational user (one looking for information) into a transactional one (one ready to hire a probate lawyer), but the keyword difficulty score is often much lower on these terms, meaning it is easier to rank for them. Plus, adding probate-related FAQ pages to your site builds authority and trust in the space.

Smart SEO requires considering all the variables, especially as the search industry evolves with AI now playing a larger role in search. It requires showing up with the right content, at the right time, for the right audience. We want to help you get there.

SEO isn’t just about tactics. It’s about execution.

The smartest strategies blend on-page and off-page SEO tactics. Off-page SEO focuses on increasing your credibility across the web. These efforts signal to search engines that your firm is trusted, established, and worth populating in its search results, including Google’s AI Overviews and AI Mode. Off-page strategy may include:

• Backlink audits and new link building
• Google Business Profile setup and maintenance
• Competitor analysis
• Reputation building through consistent local citations and brand mentions

Your website also needs to be technically sound, content-rich, and built for user experience. On-page SEO tactics cover:

• Site audits
• Legal content & revamps
• Metadata improvements
• URL structure and site architecture improvements
• Technical improvements to fix slow page loads, poor or missing schema, and other technical problems

As we implement each part of your strategy, We Do Web tracks your progress and makes adjustments based on that progress.

Frequent communication is essential. Regular check-ins allow us to review successes and opportunities, answer your questions, and ensure our strategy remains aligned with your goals to improve visibility, traffic, and, most of all, signed cases.

As a probate law firm, you are in this business to assist people with sensitive legal matters. By letting We Do Web handle the SEO side of things, you can stay focused on that task while we help your business grow and thrive online.

Put your probate law firm on the road to SEO success

Do not put your business goals on hold a minute longer. We Do Web is ready to champion your firm. Claim your free site audit today.