Somebody has assumed for years that a will costs a four figure sum and involves an hourly rate that runs while somebody thinks. He has no basis for this. He has simply never seen a number.
The actual fee is a fraction of what he imagined and he would have paid it in 2019.
A worked example
A couple with a house and two children, priced openly.
Line 1: a single straightforward will
Fixed fee, with what it includes. This is the number people are looking for and its absence is why they postpone.
Line 2: mirror wills for a couple
The pair price, and the saving against two separate wills. Couples are the most common enquiry and they need the joint figure.
Line 3: what straightforward means
The circumstances the fixed fee covers, described plainly. People need to know whether they fit before they enquire.
Line 4: what makes a will more complex
Business interests, property abroad, blended families, trusts or someone with particular needs. Naming these, with an indication of how fees change, is honest and reassuring.
Line 5: the appointment structure
How many meetings, whether the fee covers all of them and what happens if something changes between draft and signing.
Line 6: the signing appointment
Whether it is included, whether witnesses are arranged and whether a home visit costs extra. Older clients need this figure specifically.
Line 7: storage
Whether it is included, an annual charge or a one off, and what happens if the firm changes hands. It is a small recurring number and it should be visible.
Line 8: the review
Whether a future update is included, discounted or charged fresh, which is the ground in starting a will and what it actually involves.
Line 9: related documents
Powers of attorney and anything else commonly prepared at the same time, priced individually and as a package, as in lasting power of attorney questions families ask.
Line 10: the honest total for a couple
Mirror wills, storage and the related documents most couples want. It is the real decision and presenting it openly is what gets it made.
Say when the fixed fee would not apply
Before anybody books. Discovering at an appointment that the published price does not cover your situation is worse than never having seen it.
Explain what the fee buys
Advice, drafting, revisions, the signing and the formalities. People who cannot see the work assume the fee is for a template.
Publish whether there is a free first conversation
A short call to establish whether the fixed fee applies. It removes every remaining reason to postpone.
Handle the urgent and sensitive cases separately
Illness or bereavement needs a person and a different route rather than a price list.
Answer the cost question at any hour
People think about this late at night after something has prompted it, which is why proactive support answering questions before customers ask applies, and the same openness converts in pricing questions patients ask before any detail.
Getting started
Publish fixed fees for single and mirror wills, what complexity adds and the honest couple total, building the page with the AI FAQ generator, then book at any hour. SpideyChat for law firms answers from your published pages, plans are on the pricing page, and the chatbot ROI calculator works through the numbers.