AI tools give estate planning attorneys an unprecedented advantage in creating client-centered content at scale. Instead of spending hours drafting basic articles about wills and trusts, you can use AI to generate foundation content, then use your specialized knowledge to add the insights only an experienced attorney can provide.
This hybrid approach allows you to create more content in less time without sacrificing quality or authenticity. You maintain control of the messaging while eliminating the blank-page paralysis that derails many content marketing efforts.
The key is understanding how to direct AI tools effectively. At Foster Consulting®, we help attorneys tap into the power of AI with our Perfect Practice System©. Our approach combines cutting-edge technology with proven AI-powered marketing strategies to help you attract ideal clients without sacrificing billable hours or personal time. This AI-enhanced content, created with appropriate human oversight, outperforms traditional content by nearly 400%.
Client-Centered Content Strategy
Estate planning clients typically seek your services around specific life events or milestones. Creating content that addresses these triggering moments and how clients move from awareness to decision positions your firm as the natural solution when clients are actively searching for help.
- Educational content. AI tools excel at generating informative overviews of topics like “Why Every Parent Needs a Will” or “Understanding Probate in [Your State]” for prospects in the awareness stage who are just beginning to explore estate planning
- Comparative content. Articles like “Trust vs. Will: Which Is Right for Your Family?” or “Choosing Between a Revocable and Irrevocable Trust” demonstrate your expertise while helping prospects narrow their options.
- Decision-facilitating content. Topics like “What to Expect in Your First Estate Planning Consultation” or “How Much Does a Comprehensive Estate Plan Cost?” remove uncertainty and build confidence in your services.
- Question-based content. Tools like AnswerThePublic can identify common questions about estate planning in your area, which you can then answer comprehensively in your content.
Strategic Prompting
Effective prompts include specific elements that guide the AI toward creating content aligned with your practice goals.
- Client-specific details. Include demographic information, wealth level, family structure, and primary concerns of your ideal clients to help AI generate relevant examples and scenarios.
- Topic and tone. Specify your practice location and any unique legal provisions that affect your advice, such as state estate tax thresholds, inheritance taxes, or probate procedures that differ from national norms. Describe the tone you wish to use for your content.
- Outcome expectations. Clearly state whether you want educational content that builds awareness, comparison content that helps clients evaluate options, or decision content that moves prospects toward scheduling a consultation.
Here’s an example prompt demonstrating how this might look for personal content creation efforts:
Create an educational article titled “Estate Planning for Blended Families: Protecting Everyone You Love” for middle/upper-middle-class couples (45-65) in second marriages with children from previous relationships. The tone should be empathetic but authoritative. The audience has basic estate planning knowledge and recognizes the value of professional assistance.
Include:
- Introduction on why traditional estate planning fails blended families
- Common conflict scenarios between current spouses and children from previous marriages
- Key estate planning tools for blended families (QTIP trusts, life estates, etc.)
- Step-by-step approach to balance current spouse protection with children’s inheritance
- 3 subheadings and conclusion with consultation call-to-action
Focused Editing
Focused editing transforms AI-generated content into a valuable resource that showcases your expertise.
- Legal accuracy review. Pay special attention to state-specific details, tax implications, and procedural requirements that may not be accurately represented in the AI draft. This critical step protects both your clients and your professional reputation.
- Value enhancement. Incorporate anonymized client scenarios that illustrate key concepts, share practice-specific approaches to common challenges, and include insights from your experience with local probate courts or tax authorities. These additions transform general information into distinctive content that demonstrates your expertise.
- Tone refinement. Some estate planning attorneys prefer a warm, reassuring tone that acknowledges the emotional aspects of estate planning. Others adopt a more authoritative approach that emphasizes technical expertise. Either way, you’ll want to edit the AI-generated language to consistently reflect your chosen voice. (Over time, you can train the AI to sound more like you by attaching examples of content you’ve created that accurately represents your firm’s voice.)
- Strategic linking. Create internal links to related topics, downloadable resources, or service pages to keep prospective clients engaged with your firm. This not only improves SEO but also increases the likelihood that visitors will take the next step in their client journey.
Ready to Transform Your Estate Planning Content Strategy?
Don’t let content creation become another burden on your already full plate. Foster Consulting®’s Perfect Practice System© provides the framework, tools, and support you need to leverage AI effectively while maintaining an authentic online presence that sets your practice apart.
Contact us today for a comprehensive practice analysis. We’ll show you exactly how to implement these strategies in your estate planning practice and build a content engine that consistently attracts your ideal clients.
RELATED EDUCATION
If you found this article interesting, here are some other educational programs that you might find helpful:
- Generating Business from the Internet: Best Practices for Estate Planning Professionals
- The 6 Ways to Grow Revenue in Any Business
- How to Develop a More Consistent and Steady Stream of Revenue from Your Existing Clients!
- How to Use Online Reviews to Get More Business!
- How to Set Your Fees: For Estate Planning Attorneys with a Living Trust-Centered Practice
- Convert Prospects with Other Attorneys’ Trusts Into Clients!
ABOUT FOSTER WEB MARKETING
Since 1998, Foster Web Marketing has provided boutique website design and digital marketing services to lawyers, doctors, and other professionals across the U.S. and around the world. We use our in-house website design, content writing, search engine optimization, and coaching teams to strategize more effective marketing plans for our clients. We also provide powerful marketing software that supports businesses in attracting their “perfect clients” and achieving consistent success online.
Foster Web Marketing is the current web designer of nationally renowned estate planning attorney and Ultimate Estate Planner’s President, Philip Kavesh’s, law firm’s website. Take a look at www.kaveshlaw.com.
For more information about Foster Web Marketing and to get a free website analysis, click here.