Who They Are
Talking Wills is an estate planning company based in Warrington, helping individuals and families protect their assets and plan for the future through Wills, trusts, and related estate planning services.
They already had a strong reputation locally and delivered a high-quality service, but their growth relied almost entirely on referrals. While this kept the business ticking over, it limited how predictable and scalable their lead generation could be.
The Problem
The main challenge wasn’t a lack of demand — it was a lack of structure.
Talking Wills had no consistent system in place to attract new enquiries online. Leads arrived when referrals happened, but there was no reliable way to generate interest, capture details, or follow up with people who weren’t ready to proceed straight away.
This made future growth difficult to plan and left a lot of potential business on the table.
Our Strategy
Rather than trying to push people straight into booking a consultation, we built a lead generation system designed to educate first and convert later.
The core of the strategy was a downloadable guide that answered common estate planning questions and provided genuine value upfront. This allowed Talking Wills to position themselves as experts, build trust early, and capture contact details from people who were actively researching estate planning — even if they weren’t ready to act immediately.
This approach created a sustainable pipeline rather than one-off enquiries.
The System We Built
We designed and launched a Facebook Ads campaign that promoted the free guide to a targeted audience.
To support the ads, we also designed and built:
- A professional website that clearly explained Talking Wills’ services
- A dedicated landing page built specifically to convert paid traffic
Users could download the guide in exchange for their name and email address. From there, they entered a nurturing sequence that gradually introduced Talking Wills, addressed objections, and encouraged them to book a consultation when the time felt right.
Even if someone didn’t book straight away, their details were captured, allowing Talking Wills to continue nurturing and retargeting them in the future.
Results
In the first full month after launch, the campaign delivered:
- 270 leads generated
- £4.14 cost per lead
More importantly, Talking Wills now has a growing database of engaged prospects they can communicate with over time — rather than relying solely on referrals or immediate conversions.
Why It Worked
This system worked because it met people where they were.
Instead of forcing a decision, it allowed prospects to learn, build confidence, and take the next step when they were ready. The combination of Facebook Ads, a strong lead magnet, a conversion-focused landing page, and ongoing email nurturing created a predictable and repeatable way to generate leads.
The Outcome
Talking Wills now has a reliable online lead generation system in place.
They’re no longer dependent on referrals alone and have full visibility and control over how new enquiries enter the business. Whether leads convert now or later, the system continues working in the background to support long-term growth.
