Client testimonials are among the most effective tools an estate planning or elder law firm can use to build trust. When people share their positive experiences, it helps potential clients feel more confident and reassured about reaching out. A thoughtful, well-placed testimonial can do more to convey your firm’s values, service quality, and professionalism than any sales pitch ever could. Yet too often, firms underuse them or tuck them away on a page that few visitors see. To truly benefit, testimonials need to be collected, presented, and shared with intention.
Why Client Testimonials Matter
For many prospective clients, choosing an estate planning attorney isn’t just a transactional decision—it’s emotional. They’re planning for the future, caring for aging loved ones, or trying to navigate the aftermath of a death. In these moments, trust is everything.
Client testimonials provide the social proof needed to build that trust. Studies show that most consumers read reviews before making decisions, and they often value them as much as personal recommendations. When your website features real, positive experiences from people who’ve been in similar situations, it puts new clients at ease and strengthens your reputation.
Research consistently shows that:
- 72% of consumers say positive testimonials make them trust a business more
- 88% trust online reviews as much as personal recommendations
- Websites with testimonials convert at a significantly higher rate
In short, showcasing client testimonials isn’t just nice, it’s essential.
Gather Testimonials Strategically
If you’re waiting for testimonials to appear in your inbox unprompted, you’re likely missing opportunities. Instead, integrate the request for feedback into your regular client communication process. Here are three ways to collect testimonials:
- Follow-up after key milestones: When you deliver an estate plan or help a family through probate, follow up with a brief email asking for feedback. Include a link to your Google Business Profile or a short form on your site.
- Incorporate it into your process: Train your team to ask for testimonials during closing meetings or follow-up calls. You might say, “Would you be open to sharing a few words about your experience for our website?”
- Make it easy: It also helps to give clients some structure. Instead of a blank “Leave a testimonial” form, ask a few guiding questions like: What made you seek legal help? How did the firm help? What stood out about your experience? These prompts often lead to more specific and compelling responses.
If appropriate, consider offering the option to keep the testimonial anonymous or to use first names only, especially in sensitive areas like elder law or guardianship.
Placement Matters: Display Testimonials Throughout Your Website
The biggest mistake firms make is isolating testimonials on a single page that visitors rarely see.
Instead, weave them into the fabric of your site:
- Homepage: Include a rotating slider or a “What Our Clients Are Saying” section to capture attention right away
- Practice Area Pages: Add relevant testimonials to trust, probate, Medicaid planning, or special needs planning pages. Make sure the testimonial speaks to that service
- Contact Page: Reassure prospects at the decision-making moment with a short testimonial near your contact form
- Attorney Bio Pages: Personalize your team’s bios by including a quote about that individual’s professionalism, compassion, or responsiveness
By distributing testimonials strategically, you reinforce trust at every step of the client journey.
Format for Impact
Once you have testimonials, how you present them matters. A block of text or a plain list won’t capture attention. Instead, aim for clear, concise quotes that are easy to skim.
Tips for formatting testimonials:
- Keep them short and scannable. Aim for 2–4 sentences
- Use headings or pull quotes. A bolded summary like “They made the whole process simple and stress-free” grabs attention
- Add visual elements. Use a client’s photo (with permission), initials, or even a short video for more credibility
- Include the location if applicable. Example: “Ryan and his team helped my parents in Redlands create their estate plan—quickly and with real compassion.”
Pro tip: If you use third-party platforms like Birdeye for testimonials, embed them using a plugin or widget for added legitimacy.
Leverage Testimonials Beyond Your Website
While your website is the foundation, testimonials shouldn’t live there exclusively. They can and should be used across your broader marketing efforts. Here’s how to amplify them:
- Social Media: Turn quotes into branded graphics or short testimonial videos to post on Facebook, LinkedIn, or Instagram
- Email Campaigns: Include a client quote in your welcome email series, monthly newsletter, or as a postscript in a prospect follow-up email
- Printed Materials: Add client testimonials to brochures, seminar handouts, or event signage
- Presentations: If you offer community education or webinars, weave in a quote or slide showing client feedback to build credibility
By reusing testimonials across multiple platforms, you reinforce your reputation and stay top of mind.
Stay Within Ethical Boundaries
Attorneys must always be mindful of ethical advertising standards, and client testimonials are no exception. Be sure all testimonials are accurate and avoid suggesting that you can guarantee results. Stay away from language like “specialist” or “expert” unless it meets the qualifications set by your state bar.
It’s a good idea to keep documentation of the testimonials you use, and if you’re ever unsure about what’s permissible, consult your bar’s advertising guidelines or have your content reviewed by a compliance team.
Keep Testimonials Fresh
A testimonial from 2012 isn’t going to build much confidence in 2025.
Make testimonial collection part of your regular workflow. Aim to gather a few new quotes every quarter and rotate them in to keep your content current. New testimonials reflect an active, thriving practice and help boost local SEO when tied to your Google Business Profile or other directories.
Client testimonials are more than a website feature—they’re a form of social proof that can directly influence your firm’s ability to attract and convert new clients. By approaching them thoughtfully—collecting them consistently, displaying them where they’ll make the biggest impact, and leveraging them across channels—you create a more credible, trustworthy online presence.
Your clients already know the value of your work. Make sure their voices are part of the story you’re telling online.
Rita Chaires
Director, Web and Online Marketing Services
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
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