The 6 winners.

The landing pages actually worth stealing from.

Winner #1: trustandwill.com

trustandwill.com/will

Estate Planning landing page example from trustandwill.com
  1. 1

    What works

    Headline says the product and the time

    The headline is ‘Make a Will online in minutes.’ The buyer sees what the product is and how long it takes.

  2. 2

    What works

    Three checkmarks under the headline

    The list says ‘Choose who inherits what you own’ and two more jobs the will does. The buyer sees what they get.

  3. 3

    What works

    Trustpilot rating under the button

    The page shows ‘Excellent’ with stars right under ‘Continue with Will’. The buyer sees a rating before the first scroll.

  4. 4

    What gets in the way

    Partner logos in pale grey

    SoFi, Fifth Third Bank, Navy Federal and American Express are in light grey. They are hard to read.

  5. 5

    What works

    Three plans with prices in one row

    The page lists a will at $199 and $299 and trusts at $499 and $599. The buyer can compare costs on one screen.

What to try

One question before the plan

Trust & Will asks ‘Do you have kids under 18?’ with Yes and No buttons. Add one yes or no question that points each visitor to the right plan.

See the original page

Winner #2: eforms.com

eforms.com/power-of-attorney/ca/california-general-power-of-attorney

Estate Planning landing page example from eforms.com

The search: financial power of attorney form california

Sponsored eforms.com

California General (Financial) Power of Attorney

  1. 1

    What gets in the way

    Ad says free, button doesn't

    The ad said ‘Free. Instant.’ The Create Document button at the top has no word about cost next to it.

  2. 2

    What works

    Headline repeats the search

    The search was for a financial power of attorney form in California. The headline says ‘California General (Financial) Power of Attorney’.

  3. 3

    What works

    Star rating under the headline

    The page shows ‘4.8 Stars’ and the number of ratings under the headline. The buyer sees the score first.

  4. 4

    What works

    Picture of the form next to the questions

    A picture of the finished form is beside the fields, with PDF, Word and ODT buttons under it. The buyer sees the output before starting.

  5. 5

    What works

    First question in the first screen

    The first field asks ‘Who is this Power of Attorney for?’ with First and Last name boxes and a Next button. The buyer can start straight away.

What to try

Start the form under the headline

eForms puts the first question and a Next button right under the title. Move your first form field into the first screen.

See the original page

Winner #3: formsearchr.com

formsearchr.com/forms/power-of-attorney

Estate Planning landing page example from formsearchr.com
  1. 1

    What gets in the way

    Headline is only the document name

    The headline says ‘Power of Attorney’ and has no state.

  2. 2

    What works

    Watermarked preview of the document

    A preview of the form is at the top right with a FormSearchr watermark. The buyer sees what the document looks like.

  3. 3

    What works

    One bright button under the intro

    ‘Create Power of Attorney’ is a blue button under the intro. The buyer has one clear next step.

  4. 4

    What works

    Key features list beside the text

    The list says ‘Can be durable or non-durable’ and ‘Should be notarized for added legal validity’. Five short lines cover the main facts.

  5. 5

    What gets in the way

    No price near the button

    The closing band says ‘easy-to-use form builder’ with a Create button. It doesn't show what the form costs.

What to try

Document preview next to the button

FormSearchr shows a watermarked sample of the form at the top right. Add a picture of the finished document beside your main button.

See the original page

Winner #4: legaltemplates.net

legaltemplates.net/form/power-of-attorney/california-ca

Estate Planning landing page example from legaltemplates.net
  1. 1

    What works

    Headline has Free, the state and the form

    The headline says ‘Free California Power of Attorney Forms’. Price, state and document are in one line.

  2. 2

    What works

    Form type dropdown next to the button

    The dropdown has a form type chosen and a ‘Create Document’ button beside it. The buyer can start without leaving the first screen.

  3. 3

    What works

    Three steps in one strip

    The strip runs from ‘Choose Your Form’ to a download. The buyer sees how short the process is.

  4. 4

    What works

    Lawyer fee next to the free form

    A note under the intro puts a lawyer's fee for a power of attorney at roughly $450 in California. A free form looks better next to that price.

  5. 5

    What gets in the way

    Long guide under the form

    The page continues with ‘Types of Powers of Attorney in California’ and a table of contents. A buyer who came to create a form scrolls past a long article.

What to try

Show what a lawyer costs

LegalTemplates puts a $450 lawyer fee beside its free form. Add the price of the paid option next to your offer.

See the original page

Winner #5: uslegalforms.com

uslegalforms.com/forms/us-01648bg/general-form-of-irrevocable-trust-agreement

Estate Planning landing page example from uslegalforms.com
  1. 1

    What works

    Form facts next to the preview

    The block lists the state, the category, the control number and the file format. The buyer sees what they would get.

  2. 2

    What gets in the way

    No price on the buttons

    ‘Buy now’ and ‘Create document’ have no price beside them. The buyer has to click to find out the cost.

  3. 3

    What works

    Attorney reviewer under the buttons

    The page says ‘Reviewed by Jayne Welch Content Attorney / Legal Editor, US Legal Forms’. The buyer sees a legal editor checked the form.

  4. 4

    What works

    Plain list of what the form covers

    The list has ‘Irrevocability of Trust’ and ‘Powers of Trustee’ with one line each. Every item says what a section does.

  5. 5

    What works

    Free preview of the whole form

    Under a ‘Free preview’ heading is a page of form text with a watermark. The buyer can read the wording before paying.

What to try

Free preview above the fold

US Legal Forms shows a free preview of the real form text. Put a preview of your document where a visitor sees it before the first scroll.

See the original page

Winner #6: legalzoom.com

legalzoom.com/personal/estate-planning/power-of-attorney-overview.html

Estate Planning landing page example from legalzoom.com
  1. 1

    What works

    Headline says durable power of attorney

    The headline is ‘Protect your family with a durable power of attorney’ over a photo of parents and a baby. The reason to buy is in the same screen.

  2. 2

    What works

    Price in the first paragraph

    The text under the headline says ‘packages start at $39’. The buyer sees a price in the first screen.

  3. 3

    What works

    Basic and Premium side by side

    Basic is $39 and Premium is $49. Each has a Get Started button and a list of what is included.

  4. 4

    What gets in the way

    Renewal fee inside the feature list

    One line in the Premium list shows a renewal at $25/month after 14 days. A buyer looking at the $49 price can miss it.

  5. 5

    What works

    Three big numbers about customers

    The band shows 800,000 power of attorney customers, 2 million estate planning customers and 1 estate plan every 6 minutes. The buyer sees how many people use it.

What to try

Lowest price in the first paragraph

LegalZoom writes ‘packages start at $39’ under the headline. Put your lowest price in the first line of copy.

See the original page

What the 6 winners do.

  1. Put a start button in the first screen

    6 of 6

  2. Show a document preview

    4 of 6

  3. Show a rating or count near the top

    4 of 6

  4. Name an attorney or a reviewer

    3 of 6

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: lawdepot.com

lawdepot.com/us/estate/power-of-attorney-form

Estate Planning landing page example from lawdepot.com

The search: california form power of attorney

Sponsored lawdepot.com

Free California Power Of Attorney - Download and Print

  1. 1

    What it gets wrong

    Ad says California, headline has no state

    The search was for a California power of attorney form and the ad said ‘Free California Power Of Attorney’. The headline says ‘Power of Attorney’.

  2. 2

    What makes it work

    First question and button in the first screen

    The page asks ‘What type of Power of Attorney do you wish to create?’ with Ordinary and Durable choices and a ‘CREATE MY DOCUMENT’ button. The buyer can start at once.

  3. 3

    What makes it work

    Review count under the form

    A strip shows ‘4.5 out of 5’ and ‘2,547 reviews’. The buyer sees the score and how many people gave it.

  4. 4

    What it gets wrong

    Trial price near the bottom

    The ad said free. The terms show ‘Free 7-Day Trial Subscription’ and ‘Renews at $49/month’ far down the page.

What to try

Put the ad's state in the headline

The ad said California and the headline says ‘Power of Attorney’. Repeat the state from the ad in the headline.

See the original page

Wildcard #2: uslegalforms.com

uslegalforms.com/guardianship/arkansas

Estate Planning landing page example from uslegalforms.com

The search: guardianship papers arkansas

Sponsored uslegalforms.com

Arkansas Guardianship Forms 2026 | US Legal Forms

  1. 1

    What makes it work

    Headline repeats the search

    The search was for guardianship papers in Arkansas. The headline says ‘Arkansas Guardianship Forms’.

  2. 2

    What it gets wrong

    Easy Order box has no prices

    The box lists order steps and has no price. The ad said $8/Month.

  3. 3

    What makes it work

    Money back offer in the first line

    The intro says ‘we offer a 100% money back guarantee’ and that attorneys drafted the forms. Both answers are in the first screen.

  4. 4

    What makes it work

    Links to each guardian form type

    Three columns list ‘Legal Guardianship’, ‘Minor Guardian’ and ‘Adoption’. The buyer picks their situation in one click.

  5. 5

    What makes it work

    Questions a searcher would ask

    The page answers ‘What is required for guardianship in Arkansas?’ and nine more questions. The buyer can read the steps before paying.

What to try

One link per situation at the top

US Legal Forms lists Legal Guardianship, Minor Guardian and Adoption in the first screen. Add a link for each situation your buyers are in.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

2 pages that waste the click.

  1. financial power of attorney form california

    Explainer text under a form button

    The headline is ‘Power of Attorney’ and the first screen has a state dropdown. Paragraphs of definitions fill the rest of the screen.

    • Generic headlineThe headline has no state and no word financial.
    • Wall of textParagraphs on what a power of attorney is fill the screen under the button.
    • Repeated types‘Healthcare Power of Attorney’ and ‘Medical Power of Attorney’ are listed as two types with the same description.

  2. ohio online will

    Reviews about life insurance on a will page

    A buyer who searched for an Ohio online will reads reviews about being insured and a policy coverage amount.

    • Insurance reviews‘insured instantly for 1.2 million’ is the first review shown.
    • No priceThe first screen has a ‘Get started’ button and no price.
    • Insurance linksThe footer links to ‘Life insurance 101’.

What we learned.

  1. Start the form in the first screen

    eForms asks ‘Who is this Power of Attorney for?’ with a Next button under the headline. LegalTemplates has a form type dropdown and a Create Document button beside its headline.

  2. Show the document before payment

    US a losing page Forms has a ‘Free preview’ with the form text. FormSearchr shows a watermarked sample of the power of attorney at the top right.

  3. Put the price in the first screen

    LegalZoom writes ‘packages start at $39’ under the headline and shows Basic at $39 and Premium at $49. Trust & Will lists a will at $199 and $299.

The bottom line

The estate planning pages here that win start the form or show a price in the first screen. The losers send a power of attorney search to a page of explainer text, or show life insurance reviews on a will page.

Postclick is live

What would we find on your page?

Paste the URL your own ads point at. Postclick reads it the way we read these 61 pages, shows what is costing you leads and sales and draws new versions to look at. Your first audit and two design directions are free.

Audit my estate planning page

No card required.

Visit the live page