Law firm, new build
A brand new website to 104K impressions in its first 3 months, and still climbing.
ProximityRanker
SEO for Estate Planning Lawyers
Be the Estate Planning Firm Families Find Before the Will Kit
Half your clients are planning ahead, half have just lost someone. We reach both before the online will services do.
Get your free auditNo cost, no obligation, no lock-in contract.
What it is
What is estate planning and probate SEO?
Estate planning SEO is the work of making a firm findable the moment someone searches to plan ahead or to settle an estate, from estate planning attorney near me to a specific search like living trust lawyer or probate attorney. It covers your Google Business Profile, a page for every matter you handle, the legal directories that rank, and the structure that gets your firm named when someone asks an AI who handles probate.
- Google Business Profile and the map pack
- Proactive estate planning
- Reactive probate and estate administration
- Life events and triggers
- Credibility and technical foundation
- AI answers on wills and probate, and reporting
Recent results
Real numbers from recent work
Real Search Console and Bing screenshots. Practice names stay private, the numbers are untouched.
Psychiatry practice
123K impressions and 550 clicks in 28 days, at an average position of 8.8.
Gastroenterology clinic
1.94M impressions and 10.9K clicks in 3 months, holding an average position of 8.5.
Orthodontic practice
108K impressions and 807 clicks in 28 days, at an average position of 14.5.
Orthodontic practice
366 calls straight from the Business Profile in one month, up 13.3% year on year.
Gastroenterology clinic
175 calls straight from the Business Profile in one month, up 65.4% year on year.
Pain management clinic
48.4K impressions in 28 days at an average position of 10.9.
Gastroenterology clinic
196.8K AI citations across 123 pages, surfaced and cited by AI assistants.
Law firm, new build
A brand new website to 104K impressions in its first 3 months, and still climbing.
Psychiatry practice
123K impressions and 550 clicks in 28 days, at an average position of 8.8.
Gastroenterology clinic
1.94M impressions and 10.9K clicks in 3 months, holding an average position of 8.5.
Orthodontic practice
108K impressions and 807 clicks in 28 days, at an average position of 14.5.
Orthodontic practice
366 calls straight from the Business Profile in one month, up 13.3% year on year.
Gastroenterology clinic
175 calls straight from the Business Profile in one month, up 65.4% year on year.
Pain management clinic
48.4K impressions in 28 days at an average position of 10.9.
Gastroenterology clinic
196.8K AI citations across 123 pages, surfaced and cited by AI assistants.
Proactive estate planning
Volume, price-led, decided slowly- The client is alive and planning ahead, often prompted by a marriage, a new baby, a house or a health scare
- Wills, living trusts, powers of attorney, healthcare directives and beneficiary planning
- Price and convenience decide it, and the biggest competitor is an online will kit that skips the lawyer entirely
- Wins on Google Business Profile, per-city estate planning pages and a page that explains a flat fee plainly
Reactive probate and estate administration
Higher stakes, deadline-driven, decided on trust- The client is a grieving family member or executor, searching after a death, often against a court deadline
- Probate, estate and trust administration, and contested matters like will contests and trust disputes
- Trust and reassurance decide it, who will guide a grieving executor through the court, not who is cheapest
- Wins on a real page per matter, written for someone handling a death and a court process at the same time
Most estate sites are built for the easy half, one general wills and trusts page chasing the term every firm bids on, while losing the simple wills to an online kit anyway. The probate and estate administration work, worth far more per matter and chosen entirely on trust, sits under one thin page even though those clients are searching in grief against a court deadline and will hire the first firm that reassures them. Those searches are fewer and far less contested, and a page written for a grieving executor wins the client no template ever can. Building that side is usually the fastest unclaimed growth in an estate practice.
What we do
What we build for your estate planning practice
Google Business Profile and the map pack
- Primary category set to Estate Planning Attorney, with probate and estate administration surfaced in services
- A profile per attorney and per office where the firm structure supports it
- NAP consistency fixed across legal directories, bar listings and aggregators
- Review strategy handled with care, since estate and probate clients are often private, especially after a death
Proactive estate planning
- A page per matter: wills, revocable living trusts, powers of attorney, healthcare directives, special needs trusts
- Per-city estate planning pages for the communities where your clients actually live
- Written for someone planning ahead who is one click from an online kit that skips the lawyer
- A flat-fee or clear-pricing explanation done right, since this is exactly where the online kits win
Reactive probate and estate administration
- A real page per matter: probate, estate administration, trust administration, will contests, trust disputes
- Content on how probate actually works and what a deadline means, written for a grieving executor, not a directory
- Trust signals surfaced honestly, since a family after a death is choosing on who will steady them through it
- Written for someone handling a death and a court process at once, who will read every word before they call
Life events and triggers
- Pages for the moments that prompt planning: a new baby, a marriage, buying a home, a diagnosis, a death in the family
- What-to-expect content for the questions people search in the weeks before they ever call a lawyer
- Language and community pages where a share of your clients search in another language
- Written so a family comparing firms can tell yours has guided people through this exact process
Credibility and technical foundation
- Bar admission, estate and probate focus and past matters surfaced on the page, since these clients look for proof
- Attorney and LegalService schema, with each attorney and office as its own entity
- Author and reviewer attribution on the practice-area pages
- Core Web Vitals, mobile rendering, crawlability and forms that do not leak a potential client's details
AI answers on wills and probate, and reporting
- Your matter pages structured so ChatGPT and AI Overviews can name your firm when someone asks who to call
- One consistent firm identity across the web, so AI engines know exactly which estate planning firm you are
- Calls, forms and new matters traced back to the exact search that produced them
- A monthly call on what moved this month and what we are building next
Meet the founder
SEO and AI search, led by the founder himself
I’m Ashikur Rahman. I’ve spent the better part of a decade in SEO, most recently as Partner and SEO Manager at Doctor Rank, a medical and legal SEO agency I helped found. Every plan, every strategy and every client win there ran through me and my team. Proximity Ranker is the next step, my own agency, built the way I’ve always believed this work should be done.
I keep it small on purpose. We stay selective about who we sign and cap how many clients we take on, so nobody ends up with a template pulled from a drawer. We build your strategy around your specialty, your city and your goals. My own background is in law, an LL.B and an LL.M, and that turns out to be a real edge in YMYL niches like medicine and law, where Google and AI reward genuine expertise and trust.
Hire Proximity Ranker and you work with me, not an account manager. I look over every strategy, every author block and every AI search recommendation before it ships. Search has moved past ten blue links. Your next clients are already asking Google AI Overviews, ChatGPT and Perplexity who to trust, and earning a place inside those answers is the work I care about most.
Book a call and you talk to me directly, not an account manager.
How it runs
The first 90 days, from audit to new matters
No lock-in contract, ever. If it is not producing new matters you can leave, which is the only honest promise about results before we have seen your site.
- Day 0
See who is outranking you on estate work
Where you rank now, what traffic you are getting, which technical issues are holding the site back, and how you compare against the firms and online kits taking your estate planning and probate searches. It comes back as a prioritised list, worst problems first. No charge and no obligation.
RankingsTrafficSite issuesSEO auditCompetitor gap - Month 1
Every matter you handle gets a page
The heavy month. Design work where the site needs it, a page written for every matter you handle that does not have one yet, schema for the firm and each attorney, and your Google Business Profile rebuilt from the categories up.
Website designNew pagesSchemaGoogle Business Profile - Month 2
Be the first name AI gives on estate law
The foundation is built, so now we make the site quotable. We structure your answers so ChatGPT, AI Overviews and Perplexity can lift them cleanly, and we get your firm named the same way everywhere an engine might look.
AI searchStructured answersEntity consistencyCitations - Month 3
See which searches became new matters
This is usually when the earlier months turn into numbers you can see: map pack positions, calls and direction requests on each profile, impressions on the site, and your name appearing inside AI answers. We report on all four.
Map packCalls trackedAI citationsReporting
How do we outrank the big estate planning firms?
Usually not on ad spend, which is a fight the biggest firms will always win. What they cannot do is be the local attorney who actually sits with a family, with real reviews, named attorneys and pages written by the person who would handle the matter rather than a marketing agency. A genuinely good page on one matter in your city can outrank all of them for that search, and enough of those pages will out-earn a bidding war you were never going to win.
Are the probate and estate administration pages worth building?
It is usually the largest unclaimed opportunity on the whole site. A probate or estate administration matter is worth many times a simple will, and most firms give that work one thin page. The families facing it are searching in grief against a court deadline and hire the first firm that reassures them it will handle the process. Right now that firm is often not you, and it does not have to be.
How do we compete with online will services?
You beat them on the one thing they cannot offer, a lawyer who is accountable the moment it stops being simple, a blended family, a taxable estate, a will someone later contests. The winning move is not to ignore them, it is to address the comparison head on, a page that explains plainly when a template will is fine and when it quietly costs a family everything. Written by the attorney who would handle the estate, it converts the exact client those services are taking.
Our clients are private about their affairs. How do reviews work?
It is normal in estate work, where few people want a public review tied to their family's finances or a death in the family. You build trust the other ways that matter here anyway: results shared without identifying anyone, a clear estate and probate focus, third-party attorney ratings, and a Google Business Profile that stays active through calls and engagement rather than a wall of named reviews. We plan review strategy around that reality instead of pretending it does not exist.
Should we separate the planning and probate pages?
Yes, because they are two different readers in two different states of mind. Someone planning calmly for the future and a grieving executor facing a court deadline want completely different answers, and a single page that tries to serve both serves neither. Separate, well-built pages let each client find the one written for them, and they rank for far more of the searches that matter.
How long does estate planning SEO take to work?
Local and Google Business Profile improvements often move within the first month or two, and lower-competition matters respond early. The crowded estate planning and probate terms every firm is bidding on take longer, usually four to six months before the trend is clear. Any agency promising page one in thirty days is either targeting terms nobody searches or is not being straight with you.
Why is our firm not showing up in the Google map pack?
It is rarely for want of trying. Most firms complete the profile, collect reviews and still miss the top three, because the map pack runs on signals owners seldom touch: the right primary category, a profile that matches the site, one consistent name and address across the legal directories, and reviews that keep arriving. We establish which of those is holding you back and fix them in order, since the top three take roughly three in four local clicks.
How do you get our firm named by ChatGPT and AI Overviews?
By making your firm the easiest one for an engine to cite. One unambiguous identity repeated everywhere, a real page for every matter from wills to probate with the city in the heading, named attorneys with credentials, and answers structured so a model can lift them. ChatGPT pulls only a few sources per answer and favours clear, credentialed pages, and cited firms earn far more clicks than those left out. We build for that and check your top client questions monthly.
Do you lock us into a long contract?
No. There is no lock-in and you may leave whenever you wish. We would rather earn the next month than tie you to a year of it, and a firm that stays because new matters are arriving is worth more than one held by paperwork.
Do you write the legal content yourselves?
We produce the draft and you sign it off. Nothing goes live without an attorney reading it first, because estate and probate content has to be right for the family relying on it.
What does the free audit include?
Your current rankings, the traffic the site brings in, the technical problems holding it back, and a full SEO audit with the fixes ordered by what moves soonest. With you inside 24 to 48 hours, at no charge and with nothing owed.
Free audit
See where your estate planning firm actually stands
Rankings, traffic, the technical issues on your site and a full SEO audit. Back with you in 24 to 48 hours, at no cost.
Get your free auditNo cost, no obligation, no lock-in contract.