iTrust121 Increases Booked Consultations 89% With Trust-Led Web, Search, and Family Planning Content
iTrust121 helps UK families put wills, trusts, and lasting powers of attorney in place without legal fog. Trispace Media rebuilt the digital journey around peace of mind — clear service pages, education that ranks, and campaigns (including LPA on Meta) that send the right people into a consultation, not a scare advert.
iTrust121 Increases Booked Consultations 89% With Trust-Led Web, Search, and Family Planning Content
iTrust121 helps UK families put wills, trusts, and lasting powers of attorney in place without legal fog. Trispace Media rebuilt the digital journey around peace of mind - clear service pages, education that ranks, and campaigns (including LPA on Meta) that send the right people into a consultation, not a scare advert.
“Norman and his team went beyond my expectations. They provided excellent customer service and brought a highly talented team to the project. I was very impressed with the quality of the work and overall experience.”
Founder, iTrust121
Before working with Trispace Media
- Complex trust language that made everyday families bounce.
- Service lines (iWill, iTrust, LPA) competing on one undifferentiated page.
- Paid traffic landing without geography rules (England & Wales) or audience splits.
After the engagement
- A calm, solicitor-backed WordPress experience with distinct journeys per product.
- SEO content answering real questions: Do I need a trust? Can I change it? How long does it take?
- Meta LPA campaigns for 45–70s, adult children, business owners, and blended families - England and Wales only.
iTrust121 arranges wills, trusts, and lasting powers of attorney across 60+ UK locations, with solicitor sign-off and a client vault for updates. The marketing problem was trust at scale: educate without fear, capture consultations, and keep ads inside the right legal geography. Trispace Media connected website, organic search, and paid social to that brief.
The Challenge
iTrust121’s website used complex trust and legal language that caused everyday families to disengage before understanding the service. The three core products - iWill, iTrust, and LPA - shared a single undifferentiated page, creating confusion rather than clear paths to the right service. Paid advertising was driving traffic without geographic restrictions to England and Wales or meaningful audience segmentation, diluting both quality and compliance.
- Complex trust language that made everyday families bounce.
- Service lines (iWill, iTrust, LPA) competing on one undifferentiated page.
- Paid traffic landing without geography rules (England & Wales) or audience splits.
Our Strategy
A website that de-risks the first conversation
We separated iWill, iTrust, and LPA into understandable paths, put regulated-solicitor cues where they matter, and made booking the default next step.
- Plain-English service pages and FAQs
- Proof: family stories, locations, indemnity and legal review
- Mobile booking for people researching after a family conversation
Execution
SEO for life-planning questions
Families search symptoms, not product names. Content was mapped to ‘protect the home’, ‘LPA for parents’, and ‘will vs trust’ - then linked into the right product page.
- Information architecture for wills, trusts, LPAs
- FAQ schema and internal links from education to enquiry
- Local/national search support for the UK office network
Meta lead generation for LPAs
Campaigns followed the LPA brief: educate, create urgency without fear, and capture appointments. Audiences and copy were split by life stage; geo locked to England and Wales.
- Four audience segments with distinct messages
- Lead forms and site enquiries as primary conversions
- Retargeting for visitors who read but did not book
Results
Meta Ads Performance
LPA campaigns were built around education and life-stage relevance rather than fear-based messaging, with targeting restricted to England and Wales.
Audience Segments
45–70s
People planning ahead
Adult Children
Helping parents arrange an LPA
Business Owners
Protecting decision-making continuity
Blended Families
Planning for changing family circumstances
Organic Search Performance
SEO content was built around the questions families actually ask before arranging wills, trusts, and LPAs.
Consultation Performance
The website was redesigned to make consultation booking the natural next step after education and trust-building.
iTrust121 moved from a complex, fragmented digital experience to a clearer acquisition journey built around trust, education, qualified lead generation, and consultation booking.
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