A Website That Qualifies Prospects Before They Call.

The Problem

The firm's existing web presence read as generic estate planning. It didn't reflect the sophisticated, tax-forward wealth protection work the owner actually does — and it wasn't reaching the affluent families and business owners who needed exactly that.

Generic law firm positioning attracts generic clients. The firm needed a digital presence that filtered for complexity, estate value, and cross-border situations — before anyone picked up the phone.

What We Built

We built a branded microsite organized around a three-phase framework — Wealth Building, Preservation, and Transfer. Each phase positions the firm's work as part of a continuous strategy, not a one-time event.

The centerpiece is a seven-question Wealth Protection Risk Assessment that scores net worth, asset titling, liability exposure, and cross-border complexity. High-scoring prospects are routed directly to consultation booking. Lower-scoring prospects enter a nurture sequence.

“The old site made us look like every other estate planning firm. This one makes the right people immediately feel like we're the only firm that understands their situation.”

The System Architecture

Next.js microsite on Vercel with Supabase for assessment data. Seven-question risk scoring engine with weighted responses across four dimensions. HubSpot contact creation on submission with assessment score as a contact property. Workflow routing based on score bracket. SEO/AEO structured data for estate planning and wealth protection keywords.

The Results

A modern, premium digital presence that positions the practice against generic 'death planning' competitors. The assessment acts as a 24/7 qualification layer — warming prospects before they ever pick up the phone.

Prospects who complete the assessment arrive at consultations already understanding their risk profile and the firm's framework. The sale is half-closed before the first conversation.