Cohen & Cohen

Overview

Cohen & Cohen is a boutique estate planning firm serving high-net-worth families in the San Francisco Bay Area. They specialize in complex trust structures, business succession planning, and multi-generational wealth transfer strategies.

The Challenge

The firm's website looked like every other estate planning site - stock photos of happy seniors, generic messaging about "protecting your legacy." It attracted price-shoppers looking for simple wills rather than the sophisticated clients who could benefit from their advanced planning expertise. Consultations were plentiful but rarely converted to the high-value engagements they sought.

Our Approach

We repositioned Cohen & Cohen as advisors to the affluent, not just attorneys who draft documents. The design language shifted to sophisticated minimalism - clean lines, premium typography, subtle animations that convey attention to detail. Content focused on complex scenarios their ideal clients face: business succession, charitable giving strategies, dynasty trusts. We added a resource library gated behind a simple form to capture leads and demonstrate expertise.

The Results

The transformation attracted an entirely different clientele. Consultation requests increased 125%, but more importantly, average case value jumped 40% as they began attracting families with $5M+ estates rather than those seeking basic wills. Time on site increased 65%, indicating visitors were engaging deeply with the educational content. The gated resources now generate 30+ qualified leads monthly.

Key Takeaways

• 1Premium positioning attracts premium clients - design signals who you serve
• 2Educational content builds trust and pre-qualifies sophisticated buyers
• 3Gated resources capture leads while demonstrating expertise
• 4Estate planning clients spend significant time researching before reaching out