Marketing for independent will-writing firms

A statement of service & commitment

§ 1. The purpose

30 will and estate-planning consultations in 90 days. Or we keep working for free.

1.1

We find homeowners ready to put their affairs in order, reply within a minute and book consultations into your diary. No cold calls and no pressure.

Check your area Read our commitment
1.2

For firms offering lasting powers of attorney, trusts and estate planning alongside wills. You keep the consultation capacity; we handle the enquiry and booking process.

Clause & Effect · Our commitment

The 30-consultation guarantee

30 will and estate-planning consultations in 90 days. Or we keep working for free.

2.1What counts

  1. The person making the will, not a relative booking on their behalf.
  2. A home or assets to plan for.
  3. Inside your area or happy to meet by video.
  4. They attend the consultation. No-shows are replaced, not counted.

2.2Your side of the deal

  1. Keep consultation slots open.
  2. Keep the ad budget running on your own Meta account.
  3. Follow up booked clients within one working day.
  4. Mark each consultation as attended or missed.

2.3The guarantee

If we don't reach 30 attended consultations in 90 days, we keep working, with no further fee, until we do. The 90 days start when the ads go live.

For Clause & Effect

A commitment to attended consultations.

OUR WORD30IN 90 DAYS

1 Full terms are set out in your client agreement. Read the website terms.

How the service works

3.1

Meta ads reach homeowners in your area who are thinking about wills, powers of attorney and protecting what they've built.

3.2

Every enquiry gets a reply within a minute, in a calm and respectful tone.

3.3

The AI confirms it's speaking to the person making the will, checks they have a home or assets to plan for, then books a consultation at home, in your office or by video.

3.4

Reminders cut no-shows, and anyone who misses is offered a new time.

3.5 · Example conversation

A calm first reply, within a minute

Planning for the future is personal. The first reply should give people room to ask questions and decide whether a consultation is right for them.

The exchange shown here is an example. Your firm provides the advice and takes the instructions.

Your firmEnquiries
Enquirer: My husband and I want to update our wills and look at powers of attorney
Firm: That's a sensible step to take. A consultation takes about an hour, at home or by video, and there's no obligation. Will you both be able to join?
Enquirer: Yes
Firm: Would Tuesday at 2pm or Thursday at 10am suit you both?
Enquirer: Thursday
Firm: You're booked for Thursday at 10am. We'll send a reminder and a short checklist of what to have to hand.

How enquiries are handled

3.6

We only contact people who've enquired. No pressure selling.

3.7

We check that we're speaking to the person making the will. Your firm takes their instructions directly.

3.8

Our role as the introducer is always disclosed.

References to the IPW Code of Practice describe our approach. They are not a claim of endorsement by the IPW.

Schedule 1: what's included
Included in the servicePurpose
Meta ad campaigns and creativeAdvertising to homeowners considering wills, powers of attorney and protecting what they have built.
A consultation landing pageA place for interested homeowners to make an enquiry.
Replies within a minuteA calm first response to every enquiry.
Checks on who's making the willConfirmation that the enquirer is the person making the will, with a home or assets to plan for.
Consultations booked at home, in the office or by videoThe meeting arrangements you choose to offer.
Reminders and rebookingReminders before the consultation and a new time offered after a missed appointment.
A live dashboardVisibility of enquiries and consultations.
One firm per areaAn area reserved for one firm, as agreed in your client agreement.

One firm per area. Check yours.

4.1

Check the district your office covers. We compare it with our area list, so you can see whether it is open or already taken.

Full UK postcode or district. No contact details needed.

Postcode lookups use Postcodes.io. Privacy policy.

What will-writing firms ask us first

5.1

Who this works for

Firms offering lasting powers of attorney, trusts and estate planning alongside wills. It is not a fit for firms that only sell basic wills, rely on pressure selling or lack consultation capacity.

Do you cold call?

No. We only speak to people who've enquired.

Who counts towards the 30?

The person making the will (not a relative booking on their behalf), with a home or assets to plan for, inside your area or happy to meet by video, who attends the consultation. No-shows are replaced, not counted.

Do you follow the IPW Code?

Our process is designed with it in mind, and the points above are how we work.

We mostly write simple wills. Is this for us?

It works best for firms that also offer powers of attorney, trusts and estate planning.

What if you don't reach 30?

We keep working, with no further fee, until we do.

Home visits or video?

Either. You choose which you offer.

How soon can we start?

Most firms are live within ten days.

5.2

Founding firms

We're taking on a small number of founding firms this season. Founding clients help shape the service. Ask about founding-client terms on your call.

Book a 20-minute call

6.1

Tell us about your firm and the area you cover. We'll talk through the service, check your area and see whether we're a good fit.

Arrange your call by email:

hello@clauseandeffect.co.uk

Signed:Book your 20-minute call