The challenge: complex legal jargon and low customer completion
Estate planning is notoriously complicated. MyTrustWills.Com found that users would start drafting their wills but abandon the process when confronted with complex legal jargon. They lacked an intuitive interview flow to guide users to completion.
Additionally, competing with established law firms in search results was highly expensive. They needed a cost-effective, organic strategy to build backlinks and establish domain trust for high-value keywords.
The approach: AI-guided interviews, Stripe, and Reddit conversations
We engineered a custom document generator on React/Vite. We built a multi-language, conversational AI interview wizard that translates complex legal concepts into simple questions. The application compiles legal templates based on user responses and processes checkout via Stripe.
For marketing, we focused on entity optimization (marking up legal terms via JSON-LD) and executed an organic off-page campaign. We engaged in high-quality estate planning discussions on Reddit, answering user questions and earning valuable context-rich backlinks.
The results: high document completion and organic growth
The conversational AI interview was a massive success, driving document completion rates to 94% as user hesitation evaporated. Stripe payment integrations processed thousands of checkout requests flawlessly.
Our on-page entity optimization and Reddit conversation building delivered an 85% growth in qualified organic traffic. By being cited in active community discussions and ranking for core legal terms, MyTrustWills.Com established itself as a trusted digital resource.