Law firm marketing
Marketing for estate planning attorneys
PSM Marketing is the outsourced marketing department for estate planning and probate law firms. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, leads a team that builds the advisor referrals, community presence and online trust that bring families to your firm, and back again for years.
Reviewed by Terrie S. Wheeler, MBC.
Updated October, 2026
How clients choose an estate planning attorney
Most people put off estate planning until a life event pushes them to act. When they're ready, they want someone they trust, and they often ask someone they already trust for a name.
Advisors make the introduction
Financial advisors, CPAs and insurance agents refer many estate planning clients. Staying close to them is one of your best sources of work.
Life events start the search
A new baby, a marriage, a diagnosis or a death in the family sends people searching for “will and trust attorney near me.”
Seminars build trust early
Workshops at libraries, community centers and employers let people meet you before they're ready to sign.
Relationships last for decades
Plans need updates, and families come back for probate and trust administration. Staying in touch keeps that work with your firm.
Your outsourced marketing department
Your attorneys should be meeting with clients, not planning seminars or writing newsletters. PSM Marketing gives your firm a partner-level strategist, a dedicated client marketing lead and a full creative and digital team, for less than the cost of one in-house hire.
Outsourced marketing
A full marketing team that works as your marketing department every month, for $4,000 to $10,000+ a month.
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Quickstart Package
A marketing plan and the essentials to carry it out, for smaller firms and solo practitioners, at $2,000 to $4,000 a month.
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Fractional CMO
Senior marketing leadership for firms that already have an in-house marketing team.
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Marketing coaching
One-on-one business development coaching for attorneys and practice groups.
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How PSM helps estate planning firms
Strategy
A written plan for advisor referrals, seminars, search and client follow-up, built on The Four Pillars of Marketing™.
Branding
A warm, trustworthy look and message that make families feel comfortable sharing personal details with your firm.
Websites
A clear site with pages for wills, trusts, powers of attorney, probate and trust administration, and easy ways to schedule a consultation.
SEO
Visibility for local searches like “estate planning attorney near me,” plus your Google Business Profile and reviews.
AI search optimization
Visibility when people ask ChatGPT, Gemini, Perplexity, Copilot or Claude whether they need a will or a trust.
Content + communications
Plain-language guides, seminar promotion and newsletters for clients and advisors, always edited and approved by a person.
Also for law firms: Local SEO for lawyers · Reputation management · All law firm marketing
What clients say
“Terrie Wheeler (principal at PSM) is a keen intellect and a superb resource for all things related to legal marketing.”
— Brad L., Google review
“Professional services firms continue to grapple with how to effectively market themselves. Terrie and team are the answer [...] The PSM model works.”
— Beth L., Google review
“PSM has been our outside marketing firm since 2019 and they have been great partners. Our law firm has grown from six lawyers to 15 now, and PSM has kept pace with our growth. They are strategic, practical, knowledgeable, and enthusiastically helpful.”
— Todd T., Google review
Marketing for estate planning firms: questions
How do estate planning attorneys get more clients?
Through referrals from financial advisors, CPAs and past clients, supported by seminars, local SEO, reviews and a website that explains your services clearly.
Do estate planning seminars still work?
Yes. In-person and online workshops let people get to know you before they're ready to hire. PSM can plan, promote and follow up on them.
How can we build referrals from financial advisors?
Stay in regular contact with useful updates, co-host events and make it easy for advisors to explain what you do. Your plan sets goals for each referral source.
Should we market probate and trust administration separately?
Yes, on their own pages. People searching for help after a death look for different words than people planning ahead.
Do you work with estate planning firms outside Minnesota?
Yes. PSM Marketing is based in St. Paul and Rush City and works with law firms across the country by video.
Law firm marketing insights
Let's talk about your firm's marketing.
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with a clear view of what to do next, whether or not we work together.