Turning 35 Years of Experience Into a 7-Page Website

Website Copy Case Study – Head Straight to the Website to See the Real Deal.

Let’s Start At The Very Beginning

(…a very good place to start!)

Dave Nicol has committed the last few decades of his life to helping individuals protect their future wishes. How? With detailed Wills, Trusts, and Lasting Power of Attorney, wrapped up in robust estate planning.

We’re all too guilty of leaving things to another day, or believing that ‘it will never happen to us.’ But when the worst does happen – death, divorce, or dementia – do you have the legal paperwork in place to fulfil your final wishes?

Building a substantial portfolio on positive word-of-mouth and referrals alone, Abington Estate Planning Services has grown into a trusted estate planning provider in Northampton and beyond. Looking to share his insights and encourage more individuals to protect their future before it’s too late, Dave wanted to create a website – his first ever!

Establishing APES’s Voice

The world of estate planning is one I’ve never ventured into professionally or personally. So, this was a real eye-opener. But this created the perfect platform for Dave to share his passion and experience directly with his audience.

Dave and I met several times to outline the different processes and documents, and how they interlink to ensure comprehensive protection for his clients. These meetings allowed me to question Dave’s approach and see firsthand his dedication to his area of expertise, helping me create a voice and message that truly reflected him.

And so, the writing began.

Assembling the Team

Creating a brand-new website involves more than copy. Behind the scenes, I teamed up with Velo Creative and James Warren Photography. With Kris overseeing the project, he coordinated the website build and layout, which helped me map out my content. The beautiful pictures from James, along with customer case studies, really enhance the friendly, family-first, and approachable tone I used for the copy.

As an Estate Planner, Dave works with many professionals to ensure all legal documents are properly coordinated. This was an essential factor for Dave, so we included sections on trusted partners to highlight their input.

The End Result

We’re delighted to launch Abington Estate Planning Service’s debut website! Along with the core website pages, including the Home Page, About Us, Services and Blogs, we also included an FAQ page. This is great from an SEO perspective, but it also creates a space to answer and reassure prospective clients.

Building on Dave’s passion for helping others and the Trusted Partner page, we also highlighted his continuous charitable efforts and love for his hometown, Olney. The photography throughout complements the original brand colours and fits seamlessly into the site's navigation.

With the aim of creating an online space for clients to learn more about estate planning and its importance, we believe we’ve built an informative, insightful, and authentic website for Dave and Abington Estate Planning Services.

Let me know what you think!

Lauren x