Website & Funnel Design.
A website that takes instructions, not one that just describes you
Most estate planning and adviser websites are brochures. A few pages that explain who you are, then a polite request that the visitor rings you during office hours. The person who was ready at half past nine on a Sunday night simply goes somewhere else. We build the other kind: a site that ranks, that a paid ad can point at, that AI assistants can quote, and that lets the client start the work and pay for it on the spot.
What we build for you
- A modern, responsive site on your own domain, built on your brand or a brand we create for you
- A home page and service pages written to convert, not to pad out a word count
- Live Wills, LPA, Executor Toolbox and probate quote journeys wired straight into the pages
- Card payments and payment plans that settle into your own merchant account
- Booking calendars, so a visitor can take a real slot in your live diary
- Enquiry forms, quizzes and quote tools that feed the CRM rather than an inbox
- A blog built for search, with the schema and structured data handled
- Pricing pages that actually state a price, so you stop losing the price shoppers
- A landing page per campaign, so paid traffic never lands on a home page
- Legal pages, cookie consent and privacy compliance, done properly
- Speed, mobile and accessibility handled at build time, not bolted on later
- Hosting, SSL and ongoing updates, so the site never quietly goes stale
What it does after launch
- Answers a visitor in seconds through the assistant sitting on the page
- Captures the enquiry out of hours, at the weekend and over the holidays
- Books the appointment into your diary without a single email being traded
- Starts the Will or LPA in the same session, while the intent is still there
- Takes the payment on your domain, in your name, on your merchant account
- Chases part finished applications until they are completed
- Tracks which ad, keyword or page produced the instruction
- Publishes content on a schedule, so the site keeps earning its rankings
- Asks for a review at the moment the client is happiest
- Reports on cost per enquiry and cost per instruction, not on visits
A site only pays for itself when it is joined to the system behind it. A beautiful website that drops its enquiries into an inbox is still just a brochure with better photography. Because we build your site on the same platform that runs the estate planning journeys and the CRM, every enquiry, every payment and every half finished application is already in one place on day one. Nothing has to be exported, re-keyed or plugged together later, and nothing gets lost between the page and the person who was meant to follow it up. Talk to us about your site.
A website nobody finds is just an expensive brochure
Design is the easy half. The firms that win instructions online are the ones that show up in three places at once, the Google results, the AI answer a client now reads instead of the results, and the paid ad that puts them at the top on the day they decide. We build for all three from the first page.
Search, the traditional kind
Keyword and intent research per service and per town, with page structure and internal links built to match. Technical SEO, speed, mobile, indexing and sitemaps are handled at build, not bolted on a year later.
AI answers, the new kind
AEO and GEO built in, with structured data, clear factual answers, entity and FAQ schema. So when somebody asks an AI assistant who writes Wills near them, or what an LPA costs, your firm is the source it quotes and links to.
Paid ads that land somewhere sensible
Meta, Google and LinkedIn campaigns pointed at a purpose-built landing page per campaign, never at a home page. The offer, the price and the form the advert promised are all there on arrival.
Local and trust signals
Google Business Profile, local schema and review generation all feeding the same pages. The firm looks established in the towns it actually serves, which is where the enquiries come from.
Content that keeps earning
A blog that publishes on a schedule, written for the laws of England and Wales. Meta tags, schema and internal links are done for you, so the site gets wider every month without you writing anything.
Tracking that tells the truth
Every enquiry is attributed to the advert, keyword, page and campaign that produced it. You know your cost per enquiry and your cost per instruction, rather than guessing which half of the budget worked.
From first call to a site that takes instructions
No six month project, no agency retainer, no waiting on a developer to change a price. Here is the whole thing.
Discovery call
Thirty minutes on what you sell, who you sell it to, the towns you cover and what your current site is doing, or failing to do.
We map the site
Services, pages, the keywords and questions real clients search, and the route from every page to an enquiry or a transaction.
Copy and structure written
Written for England and Wales, for search and for AI answers, with the headings, schema and internal links planned before anything is designed.
Design on your brand
Your logo, colours and tone, or we build you a brand if you do not have one worth using. Clean, modern, fast, and it works on a phone first.
The transactional layer wired in
Wills, LPAs, Executor Toolbox and probate quote journeys embedded on your domain, in your name, at your prices, taking payment into your own merchant account.
CRM and follow up connected
Forms, calendars, pipelines, the on-page assistant, and the email, SMS and WhatsApp sequences behind them, all live before launch rather than after it.
Technical sign off
Speed, mobile, accessibility, SSL, redirects from the old site, sitemap, indexing, tracking and conversion events all checked.
You review, then it goes live
You see it on a staging link, we make your changes, and we handle the domain and the launch.
It starts earning
Ads, content and search bring people in, the assistant catches them, the journeys take the instruction and the payment, and the CRM chases the ones who stopped halfway.
Most builds are live in weeks, not quarters
One call to start it, one review before it launches, and a site that sells rather than sits there. Tell us what your firm does and we will show you the version of it that takes instructions.
Book your discovery callYour website is probably losing more than it costs you
Nobody notices a website failing. There is no alert, no bounced email, no angry client. The enquiry simply happens on somebody else's site, and the only symptom is a quiet month. The loss is invisible, which is exactly why it never gets fixed.
The ten defects we find in almost every firm's site
What we do about it
A build, not a redesign. The point is not a smarter looking site, it is a site that produces instructions.
- We audit what the current site earns and where it leaks, page by page, so the work starts from evidence.
- We rebuild the structure around what people actually search and ask, not around your internal departments.
- We put the price and the start button on the page, so a decision can be made without a phone call.
- We wire the journeys and payments in, so the visit can become an instruction the same evening.
- We connect the Ai Wills CRM, so nothing sits unanswered and every enquiry gets chased automatically.
- We track every pound in and every instruction out, so you can finally see what the site is worth.
The commercial point. Put a figure on your own average instruction and the arithmetic is quick. A site that produces two extra instructions a month has paid for itself several times over before you have finished reading the invoice. The real cost of your current site is not the hosting bill and it never was. It is the enquiries that went to the firm down the road who did put a price on the page, answered the question, and let somebody start at nine in the evening. That firm is not better than you. Their website just works harder. Book a website audit and we will show you, on your own site, where the money is going.
Almost nobody enquires on the first visit
People research estate planning at night, on a phone, half watching something else. They read your Wills page, get as far as the price, think about it for a second, and close the tab. Your site does not need to catch the one person who was going to ring you anyway. It needs to catch the other nine. An assistant on the page answers them while they are still reading, and a follow up sequence goes after the ones who go quiet, without anyone in your office lifting a finger.
If they leave without booking, the follow up starts on its own
Every visitor who enquires and then goes quiet, or starts a Will and stops halfway, triggers the same ladder. Nobody has to notice, remember, or chase.
The assistant on the page answers them while they are still on the site, then captures a name, an email and a mobile before they close the tab. The visit becomes a contact instead of a number in an analytics report.
On page chatAn email from your firm picking up exactly where they stopped, answering the question they asked, with a booking link to your live diary and a link back into the Will they half started.
EmailA short text in your firm's name offering two specific times. Short messages get replies that long ones do not, because they can be answered from a bus stop.
SMSA WhatsApp message, which is where plenty of people actually reply, and often where they are already asking a sibling whether they have sorted theirs out yet.
WhatsAppAn AI voice call offering to answer their questions or book time with an adviser, for the people who would far rather talk than type anything at all.
Voice AIThe sequence stops. The contact is marked cold and dropped into your reactivation list, so they are worked again in a few months rather than chased forever.
Handed back to youTrained on your services, not the internet
It is briefed on the pages we build for you. Your services, your prices, what each fixed fee includes, your opening hours and who the client would end up speaking to. It does not guess and it does not quote someone else's numbers.
It answers the things that actually stall people
How much is it. Is it legally valid. Do I need an appointment. How long does it take. Can my partner and I do ours together. These are the questions that close the tab, and they get answered on the page.
It explains, it does not advise
It says so plainly. What a service covers, how the process runs and how the law works in general terms is fair game. Anything that turns on this person's circumstances is handed straight to you, with the full conversation attached.
It books straight into your live diary
Real slots read from your calendar, honouring your working hours, your travel buffers and your round robin between advisers. Not a call back request sitting in an inbox until somebody opens it on Monday.
It sounds like your firm
Your name, your tone, your sign off, on your domain and from your number. The visitor never sees a third party badge and never sees ours. As far as they are concerned they are talking to you.
It works at nine on a Sunday
Which is when a good share of this research happens, usually the evening after a funeral, a hospital letter, or clearing out a parent's house and swearing never to put their own children through it.
The traffic is rarely the problem. Most firms are already getting visitors. What they are not getting is a conversation, because there is a gap between the visit at 21:40 and the first human reply on Tuesday morning, and almost nobody waits that long. Closing that gap costs less than a single month of ad spend, and it is the cheapest thing on the whole site to fix. Talk to us about your site.
While the site works, you get told what matters
The client sees a clean, fast website. You see a feed of things worth acting on, and nothing else. No dashboard to learn, no inbox to dig through, no wondering whether last night's enquiry was answered.
Captured at 21:42 from the Wills page. The assistant answered their questions in your firm's name, took the details and booked them in for Tuesday at ten. You read about it over coffee.
Mirror Wills, £395, paid on the website at your price and settled into your own merchant account. The instruction is open and the client has their receipt and next steps already.
They got as far as the executors step and stopped, which is where people usually stop. The follow up sequence has already started and picks them up again this evening.
The caller was sitting on the LPA page when they rang. Nobody picked up, so a text went back in your name inside a minute asking what they needed. They have replied.
Business assets came up part way through the questions, so the journey stopped taking money and handed the case over instead. Booked as a fee earning appointment, not an online form.
Enquiries, instructions, cost per enquiry by channel, and which pages produced them. One page, plain English, in your inbox on the first of the month whether you ask for it or not.
How it reaches you
Email, SMS, WhatsApp or in app
Set per alert type. A booked appointment can buzz a phone while payment confirmations and monthly reports stay in email where they belong.
Routed, not broadcast
Advisers get the enquiries, accounts get the payments, reception gets the missed calls. Nobody sits in a group inbox reading alerts that are not theirs.
Most of it needs nothing from you
Half of these are a courtesy. The chasing, the text backs and the reminders have already run by the time you read the line telling you they did.
Every alert traces back to a page
Each item carries the page, the advert and the search that produced it, so the feed doubles as the record of what your website is actually doing for you.
And at the end of the month, the argument is settled
Most firms cannot tell you which part of their marketing paid for itself. You can. Every instruction is tied back to the thing that produced it, with the cost next to the value.
Down to the campaign, the search term or the AI answer that sent them, not just "Google" or "social".
The Wills page, the LPA guide, the fees page. You find out which content earns and which only exists.
Cost per enquiry and cost per instruction by channel, so a £40 lead is never mistaken for a £400 one.
Fees billed against spend, month by month. Spend goes up on what works and off what does not.
See a site we have built, then talk about yours
Twenty minutes, screen shared. We will walk you through a live site we have built for a firm like yours, show you the enquiry landing on the other side of it, and tell you plainly what your own site would look like, what it would cost and how long it would take.
BOOK YOUR DEMO
Unity House, Westwood Business Park, Greater Manchester, WN3 4HE
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© 2026 - AI Wills is a trading style of ‘Estate Assist Ltd' - Company Number: 14495587 - Registered in England & Wales. Registered Office Address: 10/12 Upper Dicconson Street, Greater Manchester, WN12AD head Office: Unity House, Westwood Business Park, Greater Manchester, WN3 4HE ICO Registration no ZB470272
Unity House, Westwood Business Park, Greater Manchester, WN3 4HE
© 2026 - AI Wills is a trading style of ‘Estate Assist Ltd' - Company Number: 14495587 - Registered in England & Wales. Registered Office Address: 10/12 Upper Dicconson Street, Greater Manchester, WN12AD Head Office: Unity House, Westwood Business Park, Greater Manchester, WN3 4HE ICO Registration No: ZB470272
Subscribe to our Mailing List
Explore how Ai-Wills can add additional revenue to your exiating business with minimal effort or investment.