Fractional CMO for your law firm: in-house marketing without the overhead. I build the system that makes your firm the name financial planners and accountants reach for, and the page the AI points to when someone describes a trust, a super balance, or a will they want to contest.
back in estimated case value⁴
About 75 times its ad spend
Line: back in estimated case value⁴
I'm Joshua David Little. I've run my own consulting firm since 2004, I've helped lawyers prepare complex cases for trial, and I ran the first family-law ad on ChatGPT, before the platform allowed legal-services ads. For an estates practice, I build the marketing around the professionals your clients already trust.
Families with trusts, super, and a business to pass on bring the work an estates practice is built on. They often see a financial planner and an accountant before they look for a lawyer.
When we searched for how a Brisbane owner of a family trust and a business worth about $8 million should plan an estate, the first page was led by financial planners and wealth firms, with two law firms beside them. Google's AI named no firm.¹
Estate planning lawyer is searched about 4,400 times a month in Australia, against about 1,000 for wills and estates lawyer.² Pages that use both words catch both groups of searchers.
Do-it-yourself and online will services advertise on Facebook, and one holds a 5.0 rating on ProductReview.com.au. They take simple wills, which were never the work a planning practice is built on.
Power of attorney 12,100 a month · testamentary trust 9,900 · enduring power of attorney 8,100 · estate planning lawyer 4,400 · deceased estate 2,900 · enduring guardianship 2,900 · lawyers that do wills 2,400 · probate nsw 2,400 · letters of administration 1,600 · contesting a will 1,300 · wills and estates lawyer 1,000 · binding death benefit nomination 1,000 · contest will lawyer 720 · family provision claim 590 · will dispute 320 · executor duties 260.²
When Google's AI explained the Brisbane family's plan, the lawyer was one of three professionals, beside the accountant and the financial adviser. The planner already holds the client's trust, so the work is to become the lawyer that planner calls.
A one-page explainer on binding death benefit nominations, or on what a testamentary trust does for the children, that a planner can hand to a client. Your lawyers send it to the planners they know and share it on LinkedIn.
A planner's client evening or a business group, with your lawyer teaching one part of the plan and offering a next step at the end, such as a guide to sign up for or a first meeting.
Testamentary trusts, family trusts and who controls them, super and binding death benefit nominations, succession for a business owner, enduring powers of attorney and guardianship as part of a full plan. Each gets its own page, written for the person in that situation, in Australian terms, with the lawyer who handles it named. Those are the pages an AI answer can match to someone describing their family's situation, and the pages a planner can send a client to.
If a lawyer at your firm is an accredited specialist in wills and estates, the pages about that work should say so plainly, where a client and an AI answer will both read it.
Contesting a will is searched about 1,300 times a month in Australia, family provision claim about 590, and will dispute about 320.² At least two advertisers on Facebook already target people who feel they were left out of a will.
There are two sides to every one of these disputes. The person who feels left out needs a page about making a claim. The executor facing a claim needs a page about defending the estate, and executor duties is searched about 260 times a month. A firm that wants either kind of work gets a page for each, written for the person on that side.
Probate nsw is searched about 2,400 times a month, deceased estate about 2,900, and letters of administration about 1,600.² A family dealing with a death wants the steps explained and someone kind to handle them. Process pages for each step, and steady reviews from the families you've helped, bring in this work, and those families may come back for their own planning.
Instead of trying to convert visitors directly into clients, we strategically capture their information first so we can follow up and nurture the relationship.
Create guides, toolkits, and webinars that help prospects understand their legal situation – positioning you as the expert before they ever call.
Get contact information and permission to follow up by offering something genuinely helpful, not just a consultation request.
Automated emails that continue providing value while keeping your firm top-of-mind during their decision process.
Continuously refine what's working through data – not guesswork – so your results keep getting better.
Know exactly which marketing activities generate clients and how much each client costs to acquire so we know which platforms to amplify and which need more optimisation.
How each step looks for an Australian wills and estates firm: A planning guide for a family with a trust, super, or a business to pass on; a way to sign up on every page, every ad, and every talk; follow-up that keeps helping while the client decides; testing that keeps what works; and tracking that follows each person to the new matter.
On the first screen of Facebook ads for wills and estates in Australia, 15 of the 23 ads came from firms, many of them regional practices. In a regional town, the practice is known through the people who refer to it, so the marketing starts with material for them, talks at the local club, and a strong local profile.
A page on when an online will isn't enough reaches the people who need more than a form, and brings them to the firm that can do the rest of the plan.
If a law clerk or a practice manager runs the marketing today, I'll train them and lead the work.
About 75 times its ad spend back in estimated case value.⁴
About 11 times its ad spend back in estimated case value.⁴
A 14.1% conversion rate, against a 5.55% average for legal search ads.³
Why write to estate planning lawyer when we call ourselves wills and estates?
Because your clients type it more than four times as often. Keep your name on the door, and let the pages carry both names, so a client searching either one finds you.
The system is based on best practices that work across industries, so it adapts to any practice area with customised resources and messaging for your specific clients.
Mostly by working with them. In our Brisbane search, planners filled the first page, and they already hold the client's trust. Give them useful things to hand their clients, keep in touch on LinkedIn, and co-host with them, and their first page becomes a route to you.
If you want more of it, yes. Others in the market already do. A page for each side of the dispute, and ads that send each side to its own page, bring the right people in. We track each enquiry to the new matter, so you can see what the work costs.
Say it plainly on every page about the work it covers, in your lawyers' profiles, and in your directory listings, so a client and an AI answer both find it.
Yes, and this page is written for Australian estates practices. My work also covers firms in the US, the UK, and Canada.
By video, for the assessment and for each strategy call that follows.
No long-term contract holds you. I build every relationship expecting it to last for years, and if the work isn't helping, I don't want your money.
It depends on the work your firm needs and the share of it my team takes on. Once your assessment is done, we set the scope together.
¹ Aquila's research: Google's AI and ChatGPT, logged out, a contested-will question in Sydney and a planning question in Brisbane.
² Google Ads Keyword Planner, Australia, average monthly searches.
³ LOCALiQ, 2026 search advertising benchmarks: attorneys and legal services average a 5.55% conversion rate.
⁴ Case value estimated from average case value.
A 45-minute to one-hour video call with me. We map your firm's marketing together on a whiteboard, and you keep the map whether or not we work together.
Currently accepting a limited number of Fractional CMO relationships.