Estate Planning Seminars and Workshops That Fill a Practice
A workshop playbook for estate planning, wills and probate practices: partner hosts, run of show, follow-up within the rules and conversion tracking.
Global Growth Playbooks · Part 7 · US · UK · Australia · Canada
The answer
Estate planning remains one of the few practice areas where in-person and webinar education reliably produces clients, because the decision is delayed rather than urgent. A workshop works when it is co-hosted with a trusted partner, teaches one decision clearly, and ends with an easy way to book a planning meeting.
Why workshops work for this practice
Most adults know they should have a will or estate plan and have not done it. The barrier is procrastination and uncertainty, not urgency. A 45-minute session that explains the options and the cost of doing nothing gives attendees a reason to act now, and a co-host such as a financial planner or community organization lends borrowed trust.
Run of show
| Minutes | Segment | Purpose |
|---|---|---|
| 0 to 5 | Welcome from co-host | Transfers trust |
| 5 to 15 | What happens without a plan | Makes the cost of delay concrete with a fictional, clearly labelled example |
| 15 to 30 | The three documents most people need | Teaches one clear framework |
| 30 to 40 | Questions | Builds trust and surfaces needs |
| 40 to 45 | Next step | Explains the planning meeting, the fixed fee and how to book |
Market differences
- US: seminars are generally treated as advertising, but follow-up must respect Rule 7.3 and state variants. Fixed-fee packages are common.
- UK: will writing is not a reserved activity in England and Wales, but probate is; solicitors should explain why regulation matters. Follow-up must respect the SRA’s rule on unsolicited approaches and UK GDPR.
- Australia and Canada: wills and estates rules vary by state and province, so present the jurisdiction’s framework, not a generic one.
Follow-up
- Collect booking requests on the day with consent to contact.
- Call every attendee who asked for contact within two business days.
- Send a one-page summary of the session to attendees who opted in.
- Do not contact attendees who did not ask to be contacted.
Guardrails
- Use fictional, labelled examples rather than real client stories.
- Be clear about who the co-host is and that no referral payment is made.
- Respect consent for all follow-up.
What to measure
- Attendees per session and booking requests per session.
- Planning meetings held and plans signed.
- Cost per signed plan including co-host costs.
30-day checklist
- Agree a co-host and date
- Write the 45-minute run of show
- Prepare the booking form with consent wording
- Run the session
- Follow up within two business days
Sources
- ABA Model Rules of Professional Conduct (Rules 7.1 to 7.3, 5.4)
- SRA guidance: Unsolicited approaches (advertising)
Want help putting this in place?
Book a 15-minute call with Sagar Pratap Singh, Founder and Host of WhoBringsTheBusiness, at sagar@whobringsthebusiness.com or pick a time online. Mention this playbook and I will come prepared with a starting point for your business. Implementation is delivered through Dizital Connect.
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Next in the series: Part 8: Criminal Defence: Being Found and Answering at 2 a.m.
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