Start, Build, Scale: marketing for will writers

Will writing is sold against two shadows: the solicitor, who carries regulation the will writer cannot claim, and the trade’s own reputation for upsells. The marketing answer to both is the same, prove everything, publish prices, and let honesty do the differentiation. The stages go Start, then Build, then Scale.

Start: proof before promotion

One sentence saying exactly what you are: SWW member, IPW member, or independent, with the member search linked if you have one. Your professional indemnity insurance stated with the cover level. Prices for a single will and mirror wills, published. Your storage terms and your executor policy in plain English. In an unlicensed trade, this page of proof is your licence, and the engines can only cite what you publish.

Build: one product, one page

Single wills, mirror wills, trusts, lasting powers of attorney: each a separate page, in plain language, each honest about what it does not cover and when a solicitor is the better answer. The when-you-need-a-solicitor paragraph feels like giving work away; in practice it is the sentence that makes the rest of the page believable.

Build: reviews at the signing table

Ask for the review when the will is signed, while the relief is present, and ask the client to name the product and the experience: home visit, speed, clarity. A review that says “mirror wills, explained clearly, no upsell” is a direct answer to the fear every customer brings to this trade.

Scale: partners who already hold trust

Funeral planners, financial advisers, estate agents and accountants all meet your customer before you do, and all of them are judged by who they refer. A will writer with published proof is easy to refer. Track which partners send work that signs, and feed them the same honesty you publish; a partner embarrassed once never refers again.

What not to do

Do not use the word regulated unless the SRA regulates you. Do not bury storage fees or executor charges for the estate to discover later; both eventually surface as reviews. And do not chase the solicitor’s language, chase their gaps: price, speed, home visits and plain English are yours to own.

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Questions

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Treat it as a claim to check. On 3 October 2026, 36 answers from ChatGPT, Gemini and Google AI Mode in 12

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