Where there’s a will

In a recent episode of The Martin Lewis Money Show, the renowned financial expert emphasised that when it comes to wills, the gold standard is a will drafted by a qualified solicitor. Although cheaper DIY options may seem tempting, Lewis highlighted the importance of ensuring your will is legally sound and tailored to your unique circumstances.

Many people understand the importance of having a will but hesitate to seek professional legal services, opting instead for DIY kits or online templates. As a lawyer, your challenge is to clearly communicate the benefits of a professionally drafted will and differentiate your service from cheaper alternatives.

A will is not just a legal document; it’s a safeguard for an individual’s assets, ensuring that their wishes are honoured and their loved ones are protected. However, the perceived expense or complexity of working with a lawyer leads many to seek budget-friendly solutions. Unfortunately, these alternatives often create more problems than they solve.

This article explores how to market your will writing services effectively and educate clients on the risks of cutting corners. By using a combination of legal expertise and strategic marketing, you can position yourself as the go-to professional for estate planning.

Highlight the risks of DIY wills

One of the most effective ways to persuade clients to choose your professional services is by explaining the dangers of DIY wills. Many people assume that creating a will is as simple as filling in a form and signing it, but this misconception can have devastating consequences.

Common pitfalls of DIY wills are:

Legal invalidity: Many self-made wills are invalid as they don’t meet legal requirements. Failure to include the relevant provisions – such as appointing an executor, not including the entire estate in the will or not being signed and witnessed correctly – makes a will unenforceable. If a will is deemed invalid, the estate will be distributed according to intestacy laws, which may not align with the deceased’s wishes.

Ambiguous language: Poorly drafted wills often contain vague or contradictory wording, leading to family disputes and potential litigation.

Lack of customisation: Generic templates don’t accommodate unique family dynamics, blended families or complex estates that require careful structuring.

Failure to address tax implications: Without professional advice, clients may unintentionally increase tax liabilities for their beneficiaries.

Increased risk of litigation: DIY wills are more susceptible to being challenged in court, leading to potentially costly and lengthy legal battles.

To make these risks more tangible, consider sharing real-life examples of poorly drafted wills that have led to financial losses or disputes. Many clients assume that a simple will is enough, but without proper legal guidance, their intentions may not be carried out as they hope.

Communicate the benefits of a professionally drafted will

While it’s important to highlight the risks of DIY wills, it’s equally crucial to showcase the advantages of hiring a lawyer for estate planning, such as:

Tailored legal advice: Every client’s situation is unique. A professional ensures that the will reflects their specific wishes and circumstances, taking into account family structures, asset distribution and future contingencies.

Compliance with legal requirements: Lawyers ensure that the will meets all formalities, such as proper witnessing and signing, to avoid disputes.

Minimised risk of disputes: A well-drafted will reduces ambiguity and prevents future conflicts among beneficiaries.

Estate planning expertise: Beyond drafting a will, lawyers provide valuable insights on tax efficiency, trusts and asset protection to maximise inheritance for beneficiaries.

Secure storage and updates: Many legal professionals offer safe storage options and periodic reviews to ensure the will remains valid and relevant as laws and personal circumstances change.

Insurance: All law firms are regulated and must have professional indemnity insurance in place in order for their solicitors to practise. This can reassure clients that if anything goes wrong – for example if the firm doesn’t draft the will properly – they have some recourse.

If you clearly outline these benefits, you can reassure clients that working with a lawyer is a worthwhile investment in their future peace of mind.

Marketing strategies

Once you’ve established the value of a professionally drafted will, it’s time to focus on effective marketing strategies to reach potential clients.

Educational content marketing

People are more likely to invest in legal services when they understand why they’re necessary. Creating informative content can help demystify estate planning and highlight the benefits of professional assistance.

Content ideas can include:

• blog posts or articles about common mistakes in DIY wills
• social media posts featuring ‘did you know?’ facts about estate planning
• short educational videos explaining legal terms and will-related concepts, and
• webinars or live Q&A sessions where clients can ask estate planning questions.

Client testimonials and case studies

Word of mouth is still one of the most powerful marketing tools. By sharing success stories of how your services have helped families to avoid legal complications, you can build trust with potential clients.

Encourage satisfied clients to provide testimonials or even participate in case studies (anonymised, if necessary) to illustrate the value of professional estate planning.

Simplify the process

One of the main reasons people delay writing a will is because they think it’s a complicated and time-consuming process. By breaking it down into simple steps, you can make the process more approachable. For example:

• initial consultation to understand client needs
• drafting the will based on client preferences
• review and revisions
• formal signing, and
• secure storage and periodic updates.

Clearly outlining each step involved encourages would-be clients to stop hesitating and take action.

Offer initial consultations

Many potential clients are unsure if they need a lawyer to write their will. By offering a free or discounted initial consultation you can assess their needs and demonstrate the value of your professional guidance. You can also offer a fixed fee review of their current will, which includes the price of making a new will if they go ahead.

During this consultation or review, highlight potential risks in their current estate planning approach and explain how your services can help safeguard their assets and loved ones.

Leverage referral networks

Building partnerships with financial advisers, accountants and other professionals can help you reach a broader audience. These professionals often work with clients who need estate planning services but may not realise it yet.

Encourage your clients to take action

People tend to procrastinate when it comes to estate planning. Encouraging them to act now can be an effective strategy:

• emphasise that unexpected life events can happen at any time
• remind clients that intestacy laws may not reflect their true wishes, and
• offer bundling discounts on will writing services and lasting powers of attorney.

By adding a call to action, you can prompt potential clients to prioritise estate planning before it’s too late.

Overcoming common client objections

When providing will services, you may encounter client objections. Here’s how to address them effectively.

“I don’t have enough assets to need a will”: Many people believe that wills are only necessary for the wealthy. Explain that a will isn’t just about assets – it’s about ensuring that their wishes are followed, appointing guardians for minor children and preventing family disputes.

“I can just use an online template”: Point out that online templates don’t provide legal advice or personalisation. Many templates fail to take into account the client’s circumstances, particularly if the client doesn’t volunteer all their family information, leading to costly errors down the road.

“I’ll do it later”: Remind clients that unexpected events can happen at any time and that delaying could leave their loved ones unprotected. Offer easy scheduling options to make the process convenient.

Conclusion

So don’t simply list what you offer – to promote your wills services effectively you need to educate clients on the risks of DIY solutions and demonstrate the value of professional legal expertise. Leveraging strategic marketing, simplifying the process and addressing common objections helps you to position yourself as the trusted adviser for will drafting and estate planning.

Ultimately, the key is to make estate planning accessible, understandable and compelling for your clients. By doing so, you’ll not only grow your practice but also help more people secure their legacy and protect their families.