In short
Estate planning lawyer marketing runs on three lead sources: search and ads, seminars and webinars, and referrals from CPAs, advisors and attorneys. Each needs its own follow-up, and all three should end in a booked planning meeting. Naelar builds the ads, pages, CRM and follow-up behind that for small US firms.
If you are still deciding what to spend on, our law firm marketing plan guide has a plan builder you can fill in first. Most of the work here is what happens to a name once you have it. A registration that nobody calls, or a referral logged in a partner's head, costs the same as a lead you never got.
We're not a law firm and don't give legal advice. Your attorneys sign off every ad, page and message before it goes out.
Three lead sources, one intake
Search and ads reach people with a need now. Seminars reach people planning ahead. Referral partners send people who were told to call you.
How we set up each source. Your firm sets its own reply times.
Search and ads
A call, form or chat from an ad, your website or your Google Business Profile. Intake records the ad or page, the matter type and how they'd like to be contacted. Answer while they're still looking, so within minutes.
Seminars and webinars
A registration form, then attended or no-show. Intake records the event and date, whether they came, and whether they asked for a call. Anyone who asked hears from you the same day.
Referral partners
A call or email that names a CPA, advisor or attorney. Intake records the partner's name and firm, and who the plan is for. Reply the same day, then thank the partner.
All three end in the same place: one CRM record with its source filled in, then a booked planning meeting.
Why the first reply matters
Speed only helps if the reply is useful. A text that says "we'll be in touch" is still a wait, so the first reply should offer a time for the meeting.
The ads and the landing pages behind them are our lead generation work. Search and seminar pages need different wording. A search page answers a question someone has today, while a seminar page sells a date and a seat. For seminar ads on Facebook and Instagram, our guide to Facebook ads for lawyers covers sign-up forms and reminders.
Local search
Organic search for an estate planning firm is a local job. People look for a firm near them, read its reviews and check its Google Business Profile. That sits under our local SEO and AI search service.
Three things sit behind that search:
- Reviews matter. The guide to Google reviews for lawyers covers how to ask, and your attorneys decide what your firm asks of clients.
- The website should show a phone visitor the number, the meeting offer and a short form without scrolling. Law firm website examples shows what that looks like.
- Education helps too. A plain page on wills, trusts or probate answers what people ask before they call, and the seminar slides can become that page.
If you're comparing agencies for it, read our questions to ask before hiring an SEO agency. The one intake underneath all of it is our intake and CRM work.
From seminar registration to booked meeting
A seminar pays off only when attendees and no-shows both get a next step. The flow runs from registration to confirmation, reminders, follow-up for each group, and a booked meeting.
Registration
Name, email and mobile number, a plain consent line for texts, and a box to tick for a call about their own plan.
Confirmation
Sent right away, with the date, the room or webinar link, parking, and how to cancel.
Reminders
The day before and the morning of. By email for everyone, by text only for people who ticked the consent line.
Attended or no-show
Marked in the CRM on the day, not on a sign-in sheet that sits in a drawer for a week.
Follow-up
A call or text the same day for anyone who asked. One email with the slides and a booking link for other attendees. The recording or the next date for no-shows.
Booked meeting
Booked on the call where possible, then a confirmation and a reminder. The meeting stays linked to the seminar that produced it.
How fast to reply, and how to test your own firm, is in our guide to response times for new inquiries. It's written for personal injury firms, but the order of the steps holds for a seminar list too.
A placeholder, not finished consent wording. It's a starting point for your attorneys to rewrite, and it only shows where the line sits on the form. Sample: "I'm happy for [Firm name] to text me about this event and about booking a meeting. Reply STOP at any time to opt out."
Your attorneys write the final wording. We put it on the form and keep it attached to the record.
Texts and calls: the FCC rules
The FCC's rules on calls and texts are in 47 CFR 64.1200 on ecfr.gov.[1] It says "A called party may revoke prior express consent, including prior express written consent".[1] Replies such as "stop", "quit" or "unsubscribe" to a text are among the ways it lists.[2] We build the follow-up so a STOP reply ends texts to that number.
We only call or text people who registered or asked to hear from you. We don't call names from somebody else's attendee list, and we don't buy lists.
Seminar invitations: California Rule 7.3
In California, solicitation is covered by Rule 7.3 of the Rules of Professional Conduct.[3] The current rule opens with "A lawyer shall not by in-person, live telephone or real-time electronic contact solicit".[3] Its Comment [1] says a communication "directed to the general public, such as through a billboard" isn't a solicitation.[4]
The California Supreme Court granted the State Bar's petition to amend Rule 7.3, effective June 1, 2026.[5] The court's announcement says the amendments take effect on that date.[6]
Read the current rule on calbar.ca.gov before you plan invitations or calls. Then check your seminar wording, consent line and follow-up with your ethics counsel. If you practice outside California, read your own state bar's solicitation rules too.
How we work
Who builds it and who owns it
You work with Rishabh Goria, Naelar's founder, from the first call onward. His four years inside law firms went on intake, marketing and the systems that carry a name from first contact to a meeting.
We audited an online shop in August 2026. It was not a law firm, but the finding carries over. Its tag manager container was installed but empty, and its Google Ads tag had no conversion labels, so it could not count a conversion. A seminar sign-up or a referral that nobody records can't be counted either.
The ad accounts, CRM and pages sit in your firm's name and belong to your firm. Your firm signs off each piece before it's built, published or sent. We don't buy, sell or share leads, so every one stays with you.
When an adult child calls about a parent
The person on the phone may not be the person who needs the plan. Intake should record who's calling, who the client would be, who'll attend, and how to reach the client directly.
A daughter calls because her dad keeps putting it off. She's done the research and wants a date in the calendar. She isn't the client, though, and your attorneys will want to hear from her father.
Four fields on the intake form
| Field | What it records |
|---|---|
| Caller | Name, phone and how they're related to the person the plan is for. |
| Prospective client | The parent's name, and whether they know about the call. |
| Who will attend | The parent alone, or with family. Your firm decides what it allows. |
| How to reach the client | A number or email for the parent, not only the caller. |
Our free estate planning intake form has a first-call sheet that covers both spouses.
Lines intake can use
- "Thanks for calling. Can I take your name, and the name of the person the plan would be for?"
- "Does your parent know you're calling for them?"
- "What number should we use to reach them directly?"
- Then the line your firm has agreed on for who attends and who the attorney speaks with.
We don't advise on capacity, confidentiality or who the client is. Your attorneys set that policy, and intake reads it as written. We haven't found reliable data on how many estate planning inquiries come from adult children, so we don't give a figure.
Check the script and the form fields with your ethics counsel before they go live.
Tracking referral partners
A referral nobody logged is one nobody can thank. Record the source on every inquiry, thank the partner, and send an outcome note within what the client agrees you can share.
Say a CPA rings one partner to send a client over. If nobody logs it, the referral lives in that partner's memory. When the partner is away, nobody knows who sent whom.
- Put a source field on every new inquiry, as a mandatory dropdown: search, ad, seminar, referral partner, past client, other. For referrals, add the partner's name, firm and type.
- When a referred inquiry arrives, the CRM creates a task for the attorney to thank the partner.
- When the meeting happens or the matter is engaged, a reminder goes out to update the partner, limited to what the client has agreed can be shared.
- Keep a partner list you can read: who sent inquiries this quarter, and who went quiet.
Paying for referrals or sharing fees is a rules question, not a marketing one, and we don't give a view on it. Read the rules on calbar.ca.gov and ask your ethics counsel before you set up any arrangement. Outside California, read your own state bar's referral rules.
What Naelar builds and what stays with the firm
We set up the ads, pages, CRM and follow-up. Your firm signs off everything before it's published or sent, and stays responsible for its own rules.
What we build
- Google Ads and Google Local Services Ads for people searching now
- Meta ads and registration pages for seminars and webinars
- Confirmation, reminder and follow-up messages for each event
- Intake forms with a source field and the adult-child fields
- CRM setup in Clio Grow, Lawmatics, HubSpot, GoHighLevel or Salesforce, or a fix for the CRM you have
- Follow-up automation on Naelar's own server or in your own tools
- Google Business Profile and review requests
What stays with your firm
- Who the client is, and who attends the meeting
- The final wording of consent lines, scripts and invitations
- Any arrangement with referral partners
- All legal advice to clients and prospects
- Sign-off on every ad, page and message
Who is this for?
Small US estate planning firms that already get some inquiries and want each one to end in a meeting. Not sure which side you're on? Write to us and say how your inquiries come in now.
This suits:
- A firm that runs seminars or webinars, or wants to.
- Attorneys who have room for planning meetings each week.
It isn't for financial advisors or insurance sellers running their own estate seminars, since we work with law firms. Many small firms handle estate planning next to other work, so see how we approach immigration lawyer marketing and employment lawyer marketing too.
Questions estate planning firms ask
How do estate planning attorneys get clients?
Through three main routes. Some search or see an ad, some come to a seminar or webinar, and some are sent by a CPA, financial advisor or another attorney. Each route needs its own follow-up, and all three should land in the same CRM.
Can we text people who registered for our seminar?
That's a question for your ethics counsel, not for us. The FCC rules are in 47 CFR 64.1200 on ecfr.gov.[1] We build registration forms with a plain consent line and stop texts to any number that replies STOP.
Does a seminar invitation count as solicitation?
We don't answer that one. California's rule on solicitation is Rule 7.3,[5] published on calbar.ca.gov. Ask your ethics counsel how it applies to your invitations and your follow-up calls.
Do Google ads work for estate planning firms?
They reach people who are searching for an estate planning attorney now. Whether they pay depends on your area, your budget and how fast intake answers. Judge them on booked meetings and signed engagements, not clicks.
Who is the client when a son or daughter books the meeting?
Your attorneys decide that, not Naelar and not the intake team. Intake records who called, who the plan is for and who will attend, then follows the policy your firm sets.
Sources
- eCFR, 47 CFR 64.1200 "Delivery restrictions", current text, ecfr.gov/current/title-47/chapter-I/subchapter-B/part-64/subpart-L/section-64.1200, revocation of consent. Checked October 9, 2026.
- eCFR, 47 CFR 64.1200, opt-out words in reply to a text message, ecfr.gov/current/title-47/chapter-I/subchapter-B/part-64/subpart-L/section-64.1200. Checked October 9, 2026.
- State Bar of California, Rules of Professional Conduct, Chapter 7, Rule 7.3 (Solicitation of Clients), paragraph (a), current rule, calbar.ca.gov. Checked October 9, 2026.
- State Bar of California, Rules of Professional Conduct, Chapter 7, Rule 7.3, Comment [1], current rule, calbar.ca.gov. Checked October 9, 2026.
- California Courts Newsroom, "California Supreme Court Amends Rules of Professional Conduct", section "Court Approves Amendments to Rule 7.3 on Client Solicitation", April 23, 2026, newsroom.courts.ca.gov/news/california-supreme-court-amends-rules-professional-conduct. Checked October 9, 2026.
- California Courts Newsroom, same announcement, effective date of the Rule 7.3 amendments, April 23, 2026, newsroom.courts.ca.gov/news/california-supreme-court-amends-rules-professional-conduct. Checked October 9, 2026.
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