01The challenge
Confusing legal jargon and low completion rates
Estate planning is notoriously complicated. MyTrustWills.Com found that people would start drafting their wills but give up partway through when they hit confusing legal language. They needed a simple, guided process that actually got people to the finish line.
On top of that, competing with established law firms in search results was expensive. They needed an affordable way to build real links and earn trust for the terms people actually search.
02The approach
AI-guided interviews, secure payment, and Reddit conversations
We built a custom document generator. It includes a multi-language, AI-guided interview that turns complex legal concepts into simple questions. The tool fills out legal templates based on the answers and processes payment through Stripe.
For marketing, we added clear behind-the-scenes details around the legal terms used on the site, and ran a genuine outreach campaign. We took part in real estate-planning discussions on Reddit, answering people's actual questions and earning valuable, relevant links along the way.
03The results
High document completion and organic growth
The AI-guided interview was a big success, pushing document completion rates to 94% as people's hesitation disappeared. Stripe processed thousands of checkouts without a hitch.
Our on-page work and Reddit conversations delivered an 85% growth in qualified organic traffic. By being mentioned in real community discussions and ranking for core legal terms, MyTrustWills.Com established itself as a trusted resource.
