Blog Scale-Up Plan — 20 Prioritized Article Briefs

Current State

ezyWill has 6 blog posts (last updated January 2025) and 7 guides. Safewill and Willed each have 50+. This is the single biggest content gap.

Existing blog posts:

1. Why Every Australian Adult Needs a Will
2. Understanding Intestacy Laws in Australia
3. How to Choose the Right Executor for Your Will
4. Digital Assets: What Happens to Your Online Life?
5. Protecting Your Family with a Testamentary Trust
6. When Should You Update Your Will?

Existing guides:

1. Complete Guide to Writing Your Will
2. Understanding Executors & Their Duties
3. Protecting Your Digital Assets
4. Estate Planning for Families
5. State-by-State Will Requirements
6. Powers of Attorney Explained
7. What Happens After: Estate Administration

Publishing Cadence

Pace: 1-2 articles/week during sprints, 1/week ongoing. Gets to 20+ posts within 5 months, 40+ within 9 months.

Content Clusters (Internal Linking Strategy)

Cluster 1 — "Should I Make a Will?" (Top of Funnel)

• Cost (#1) ↔ Lawyer (#4) ↔ Will kit comparison (#6) ↔ Online will legality (#3) ↔ Renters (#17)

Cluster 2 — "Making Your Will" (Mid Funnel)

• Executor choice (#16) ↔ Superannuation (#5) ↔ Blended families (#11) ↔ Mirror wills (#13) ↔ Testamentary trusts (#14) ↔ Update your will (#19) ↔ NDIS planning (#20)

Cluster 3 — "After Death / Administration" (Adjacent)

• What to do when someone dies (#2) ↔ Death certificate (#9) ↔ Probate (#8) ↔ Executor duties (#18) ↔ Intestacy (#15)

Every article links to the "Complete Guide to Writing Your Will" guide as the central hub. Every article includes a CTA to ezyWill's will creation flow.

First-Mover Opportunities (No Competitor Has Good Content)

These topics have zero or weak coverage from Safewill and Willed — publish first to own the keyword:

1. Superannuation + wills complete guide — super fund sites dominate but don't connect to wills
2. Advance care directives state-by-state — government sites are impenetrable
3. What to do when someone dies (comprehensive) — Willed has a brief guide only
4. Mirror wills vs mutual wills definitive guide — Willed has a brief comparison only
5. Will kit vs online will vs lawyer honest comparison — nobody has a decision matrix
6. Estate planning for renters/non-homeowners — zero coverage anywhere
7. NDIS/disability estate planning — zero coverage from any will platform
8. Crypto/digital asset estate planning — ezyWill has basics, nobody has a comprehensive guide

20 Article Briefs

Article 1 — PILLAR (2,500+ words)

"How Much Does a Will Cost in Australia in 2026? Every Option Compared"

• Target keyword: how much does a will cost in australia (3,000-5,000 monthly searches)
• Competition: HIGH — Canstar, Willed, Safewill, Will Hero, law firms all rank
• Meta description: What does a will cost in Australia? We compare DIY will kits ($30), online wills ($99), solicitors ($440-$3,000+), and Public Trustees. Find the right option for your budget.
• Why #1: Highest search volume. Directly addresses the #1 conversion objection (48% think wills are too expensive). ezyWill has ZERO content here.

Outline:

• H2: What Does a Will Cost in Australia? (Quick Answer) — comparison table
• H2: DIY Will Kits ($20-$90) — what you get, risks, limitations
• H2: Online Will Platforms ($69-$199) — what's included, how ezyWill compares at $99/yr
• H2: Solicitor-Drafted Wills ($440-$3,000+) — simple vs complex, when you need one
• H2: Public Trustees (Free-$300) — eligibility, limitations
• H2: Hidden Costs Most People Don't Consider — updating, storage, probate fees
• H2: Which Option Is Right for You? — decision flowchart
• H2: FAQ (5 questions)

CTA: "Start your will for free — upgrade to store and update anytime for $99/year"

Article 2 — PILLAR (3,000+ words)

"What to Do When Someone Dies in Australia: The Complete Step-by-Step Checklist"

• Target keyword: what to do when someone dies australia (2,000-4,000 monthly searches)
• Competition: HIGH — Services Australia, Willed, state gov sites
• Meta description: A clear, compassionate checklist of everything you need to do when someone dies in Australia — from the first 24 hours through to estate settlement. Free printable PDF.
• Why #2: Massive traffic keyword. No will platform owns this comprehensively. Builds brand awareness. Readers often realise they need their OWN will.

Outline:

• H2: The First 24 Hours — medical certificate, funeral director, notifying family
• H2: The First Week — registering the death, locating the will, contacting executor
• H2: The First Month — death certificate, notifying banks/super/insurers, Services Australia
• H2: Estate Administration (1-12 months) — probate, gathering assets, paying debts, distribution
• H2: If There Was No Will (Intestacy)
• H2: Financial Support Available — bereavement payments, pension transfers
• H2: Printable Checklist (PDF download — lead magnet)
• H2: FAQ

CTA: Soft — "Going through this process shows why having a will matters. Make sure your family doesn't face this without one."

Article 3 — PILLAR (2,000+ words)

"Are Online Wills Legal in Australia? What You Need to Know in 2026"

• Target keyword: is an online will legal in australia (1,000-2,000 monthly searches)
• Competition: MEDIUM — Will Hero, State Trustees, Willed, Safewill
• Meta description: Yes, online wills are legally valid across all Australian states and territories — but only if they meet specific requirements. Learn exactly what makes an online will legal.
• Why #3: Directly addresses the #1 trust barrier. High conversion intent — searchers considering an online will. ezyWill has zero content here.

Outline:

• H2: The Short Answer: Yes, Online Wills Are Legal
• H2: Legal Requirements for a Valid Will — writing, signature, witnesses, capacity
• H2: What "Online Will" Actually Means — creation is online, document is physical. E-signatures NOT valid.
• H2: State-by-State Requirements — NSW, VIC, QLD, SA, WA, TAS, ACT, NT
• H2: When an Online Will Might NOT Be Enough — complex estates, international assets
• H2: How ezyWill Ensures Your Will Is Legally Valid
• H2: FAQ

CTA: "Create your legally valid will online in 15 minutes. Start free."

Article 4 — STANDARD (1,800 words)

"Do You Need a Lawyer to Make a Will in Australia? (Honest Answer)"

• Target keyword: do i need a lawyer to make a will australia (1,500-3,000 monthly searches)
• Competition: MEDIUM — Legal Aid NSW, Willed, law firms, Legal123
• Meta description: You don't legally need a lawyer to make a will in Australia. But some situations require one. Here's how to decide — and when a $99 online will is the smarter choice.

Outline:

• H2: No, You Don't Legally Need a Lawyer
• H2: The Real Question: Do You Need One for YOUR Situation?
• H2: When a Lawyer Is Worth the Cost — business, overseas property, blended families, trusts, disputes
• H2: When an Online Platform Is Better — straightforward estates, young families, renters, first wills
• H2: The Risks of DIY (Without Any Guidance)
• H2: The Middle Ground: Online Platforms With Legal Review
• H2: Cost Comparison Table
• H2: FAQ

CTA: "Most Australians don't need a lawyer for their will. Start yours online in 15 minutes."

Article 5 — PILLAR (2,500 words)

"Superannuation and Your Will: Why Your Super Isn't Automatically Covered"

• Target keyword: superannuation binding nomination / superannuation and wills australia (1,500-2,500 monthly searches)
• Competition: LOW-MEDIUM — super fund sites, ATO. Will platforms have weak coverage.
• Meta description: Your superannuation is NOT automatically included in your will. Learn about binding death nominations, who can receive your super, and the 3-year expiry trap.
• Why #5: First-mover advantage. Super funds explain nominations but don't connect to wills. Every Australian with super needs this.

Outline:

• H2: The Surprising Truth: Your Super Is Not Part of Your Will
• H2: How Superannuation Death Benefits Work — who decides, tax implications
• H2: Types of Beneficiary Nominations — non-binding, binding (BDBN), non-lapsing, reversionary pensions
• H2: The 3-Year Expiry Trap
• H2: Who Can You Nominate? (Eligible Dependants)
• H2: Superannuation Proceeds Trusts
• H2: Step-by-Step: How to Set Up a Binding Nomination
• H2: How Your Will and Super Work Together
• H2: FAQ

CTA: "Your will and super need to work together. Create your will with ezyWill — we'll remind you to check your super nomination too."

Article 6 — STANDARD (1,500 words)

"Will Kit vs Online Will vs Lawyer: Which Should You Choose in 2026?"

• Target keyword: will kit vs online will (500-1,000 monthly searches)
• Competition: LOW-MEDIUM — CHOICE, Safewill. Nobody has a comprehensive decision matrix.
• Meta description: Comparing will kits, online will platforms, and lawyers side by side. Costs, pros, cons, and which option suits your situation. Updated for 2026.

Outline:

• H2: Quick Comparison Table
• H2: Paper Will Kits ($20-$90) — pros, cons, best for
• H2: Online Will Platforms ($69-$199) — pros, cons, best for
• H2: Solicitor-Drafted Wills ($440-$3,000+) — pros, cons, best for
• H2: The Verdict: Decision Flowchart
• H2: FAQ

CTA: "Ready to skip the paper kit and avoid the lawyer bill? Start your online will with ezyWill."

Article 7 — PILLAR (2,000+ words)

"Enduring Power of Attorney in NSW: Complete Guide for 2026"

• Target keyword: enduring power of attorney nsw (2,000-4,000 monthly searches)
• Competition: HIGH — NSW Gov, Carers NSW, Local Court. But government sites are dense and hard to navigate.
• Meta description: Everything you need to know about setting up an Enduring Power of Attorney in NSW — forms, witnesses, costs, and how it works alongside your will.
• Note: Template for future state variants (VIC, QLD, SA, WA, TAS, ACT, NT — 7 additional articles).

Outline:

• H2: What Is an Enduring Power of Attorney?
• H2: Why You Need an EPOA (Not Just a Will)
• H2: General POA vs Enduring POA — Key Differences
• H2: How to Set Up an EPOA in NSW — step-by-step (form, choose attorney, conditions, witnesses, acceptance, registration)
• H2: EPOA Costs in NSW
• H2: When Does an EPOA Take Effect?
• H2: Can an EPOA Be Revoked?
• H2: EPOA vs Will: How They Work Together
• H2: FAQ

CTA: "Your EPOA protects you while you're alive. Your will protects your family after. Get both sorted — start your will with ezyWill."

Article 8 — STANDARD (1,500-1,800 words)

"How Long Does Probate Take in Australia? Timeline, Costs & What Causes Delays"

• Target keyword: probate australia how long (1,000-2,000 monthly searches)
• Competition: MEDIUM — Willed, law firms
• Meta description: Probate typically takes 4-8 weeks for court processing, but full estate administration takes 6-12 months. Here's the complete timeline and how to avoid delays.

Outline:

• H2: Quick Answer: Court Processing vs Full Estate Administration
• H2: State-by-State Probate Timelines
• H2: The Full Estate Administration Timeline (Visual)
• H2: 7 Things That Delay Probate — defective wills, missing documents, contested wills, complex/overseas assets, tax, disputes
• H2: How Much Does Probate Cost?
• H2: How a Clear, Valid Will Speeds Up Probate
• H2: FAQ

CTA: "The clearest way to speed up probate? Have a properly drafted, up-to-date will."

Article 9 — STANDARD (1,200-1,500 words)

"How to Get a Death Certificate in Australia: State-by-State Guide"

• Target keyword: death certificate australia how to get (1,500-3,000 monthly searches)
• Competition: HIGH — state BDM sites, Safewill
• Meta description: How to apply for a death certificate in every Australian state and territory — online, by post, or in person. Costs, processing times, and who can apply.

Outline:

• H2: What Is a Death Certificate and Why Do You Need One?
• H2: Who Can Apply?
• H2: State-by-State Application Guide — NSW, VIC, QLD, SA, WA, TAS, ACT, NT
• H2: Costs and Processing Times
• H2: Common Mistakes That Cause Delays
• H2: FAQ

CTA: Soft — "Make sure your own family doesn't face this unprepared."

Article 10 — STANDARD (1,500 words)

"Power of Attorney vs Will: What's the Difference and Do You Need Both?"

• Target keyword: power of attorney vs will (1,500-2,500 monthly searches)
• Competition: MEDIUM — State Trustees, Willed
• Meta description: A will protects your family after death. A power of attorney protects YOU while alive. Learn the differences and why every Australian adult needs both.

Outline:

• H2: The Key Difference (Simple Explanation)
• H2: What a Will Does
• H2: What a Power of Attorney Does — general, enduring, medical
• H2: Side-by-Side Comparison Table
• H2: Why You Need Both (Real-World Scenarios)
• H2: Can a POA Override a Will?
• H2: What Happens If You Only Have One?
• H2: FAQ

CTA: "You need both. Start with your will — create it in 15 minutes with ezyWill."

Article 11 — PILLAR (2,000+ words)

"Wills for Blended Families in Australia: How to Protect Everyone You Love"

• Target keyword: blended family will australia (500-1,000 monthly searches)
• Competition: LOW-MEDIUM — law firms, Willed has brief guide
• Meta description: Estate planning with step-children, ex-partners, and new spouses is complicated. Learn how testamentary trusts, life interests, and mutual wills protect blended families.

Outline:

• H2: Why Blended Families Need Specialist Will Planning
• H2: The Biggest Risks — surviving spouse changes will, joint tenancy, step-children missing out, super
• H2: Key Strategies — testamentary trusts, life interests, mutual wills, tenants in common, super nominations
• H2: Step-Children's Legal Standing
• H2: How to Handle the Family Home
• H2: Real-World Scenarios (3 examples)
• H2: Can an Online Will Handle This?
• H2: FAQ

CTA: "Start your blended family will with ezyWill. We'll tell you when a solicitor review is recommended."

Note: This blog post supports the /wills/blended-families life-stage page. The blog post is educational/SEO, the landing page is conversion-focused.

Article 12 — PILLAR (2,500 words)

"Advance Care Directives in Australia: Your Complete State-by-State Guide"

• Target keyword: advance care directive australia (1,500-3,000 monthly searches)
• Competition: HIGH from gov/health sites, but ZERO coverage from will platforms. First-mover advantage.
• Meta description: An advance care directive lets you decide your medical treatment if you lose capacity. Here's how they work in every Australian state — forms, requirements, and key differences.

Outline:

• H2: What Is an Advance Care Directive?
• H2: Advance Care Directive vs POA vs Will
• H2: What You Can Include — treatment preferences, life-sustaining treatment, pain management, organ donation
• H2: State-by-State Requirements and Forms — all 8 states/territories
• H2: How to Choose a Substitute Decision-Maker
• H2: Making It Accessible: My Health Record
• H2: When to Review Your Directive
• H2: FAQ

CTA: "An advance care directive is part of a complete estate plan. Start with the foundation — create your will with ezyWill."

Article 13 — QUICK HIT (1,000-1,200 words)

"Mirror Wills in Australia: Are They Right for You and Your Partner?"

• Target keyword: mirror wills australia (300-600 monthly searches)
• Competition: LOW
• Meta description: Mirror wills let couples create matching wills that leave everything to each other, then to children. Learn how they work, their limitations, and when mutual wills are better.

Outline:

• H2: What Are Mirror Wills?
• H2: Mirror Wills vs Mutual Wills — Critical Difference
• H2: Pros and Cons
• H2: When They Make Sense (and When They Don't)
• H2: Can You Create Mirror Wills Online?
• H2: FAQ

CTA: "Create matching wills for you and your partner with ezyWill."

Article 14 — STANDARD (1,800 words) — ENHANCE EXISTING

"Testamentary Trusts in Australia: Tax Benefits, Asset Protection & Who Should Consider One"

• Target keyword: testamentary trust australia (800-1,500 monthly searches)
• Competition: MEDIUM — law firms, Safewill, LegalVision
• Action: Expand existing blog post significantly.

Outline:

• H2: What Is a Testamentary Trust? (Simple Explanation)
• H2: 4 Key Benefits — tax for minors, asset protection, family law protection, vulnerable beneficiaries
• H2: Testamentary Trust vs Family Trust
• H2: Who Should Consider One? — young children, blended families, high-net-worth, children with disabilities
• H2: How Much Does It Cost?
• H2: Can You Set Up One in an Online Will?
• H2: FAQ

Article 15 — QUICK HIT (1,200 words) — ENHANCE EXISTING

"Intestacy Rules in Australia: Who Gets What If You Die Without a Will (State-by-State)"

• Target keyword: intestacy rules australia (1,000-2,000 monthly searches)
• Action: Expand existing blog post with state-by-state threshold amounts and comparison table.

Outline:

• H2: What Is Intestacy?
• H2: State-by-State Distribution Rules (detailed table with dollar thresholds)
• H2: What If You Own Property in Multiple States?
• H2: Letters of Administration
• H2: The Simplest Way to Avoid Intestacy
• H2: FAQ

Article 16 — QUICK HIT (1,200 words) — ENHANCE EXISTING

"How to Choose an Executor for Your Will: 7 Questions to Ask Yourself"

• Target keyword: how to choose an executor (800-1,500 monthly searches)
• Action: Expand existing blog post with "7 questions" framework for better CTR.

Outline:

• H2: What Does an Executor Actually Do?
• H2: 7 Questions to Help You Choose — trustworthy, willing, in Australia, younger, handle family dynamics, more than one, professional?
• H2: Common Mistakes to Avoid
• H2: Can Your Executor Be a Beneficiary?
• H2: FAQ

Article 17 — STANDARD (1,500 words) — FIRST-MOVER

"Do You Need a Will If You Don't Own Property? (Yes — Here's Why)"

• Target keyword: do i need a will if i don't own property (new keyword, zero competitor coverage)
• Meta description: You don't need to own a home to need a will. Super, savings, digital assets, guardianship, and personal belongings all need a plan. Here's what renters need to know.
• Why unique: ZERO competitor coverage. Addresses a massive misconception preventing younger Australians from making wills.

Outline:

• H2: The Myth: "I Don't Own Anything"
• H2: Assets You Haven't Thought About — super ($150K+ average), savings, vehicles, digital assets, crypto, sentimental items, life insurance
• H2: Guardianship for Children
• H2: What Happens Without a Will (Even for Renters)
• H2: Estate Planning on a Budget
• H2: FAQ

CTA: "A will isn't just for homeowners. Get yours sorted from $99/year."

Article 18 — STANDARD (1,500-1,800 words)

"Executor Duties in Australia: The Complete Checklist for 2026"

• Target keyword: executor duties australia (1,000-2,000 monthly searches)
• Action: New blog post targeting this keyword specifically (distinct from existing guide).

Outline:

• H2: What Is an Executor?
• H2: Complete Checklist — Phase 1 (first week), Phase 2 (first month), Phase 3 (probate), Phase 4 (debts/tax), Phase 5 (distribution)
• H2: How Long Does It Take?
• H2: Can You Refuse?
• H2: Executor Fees
• H2: Common Mistakes
• H2: Downloadable Checklist PDF (lead magnet)
• H2: FAQ

Article 19 — QUICK HIT (1,200 words) — ENHANCE EXISTING

"How to Update Your Will in Australia: Codicil vs New Will"

• Target keyword: how to update your will australia (800-1,500 monthly searches)
• Action: Expand existing blog post with codicil vs new will angle.

Outline:

• H2: 8 Life Events That Trigger a Will Update
• H2: Codicil vs New Will — When to Do Each
• H2: How Marriage and Divorce Automatically Affect Your Will
• H2: How Often Should You Review?
• H2: How to Update with ezyWill (included in $99/yr)
• H2: FAQ

CTA: "With ezyWill, updating your will is included. No extra fees, no lawyer visits."

Article 20 — STANDARD (1,500-1,800 words) — FIRST-MOVER

"Estate Planning for a Child With a Disability: Protecting NDIS and Centrelink Eligibility"

• Target keyword: special needs trust will australia / NDIS will estate planning (new keyword, ZERO competitor coverage)
• Meta description: If your child receives NDIS or Centrelink, a direct inheritance could disqualify them. Learn how special disability trusts and testamentary trusts protect their benefits.
• Why unique: No will platform covers this. Highly emotional, high-conversion. Parents of children with disabilities are motivated planners.

Outline:

• H2: The Hidden Risk: Inheritance Can Cancel Government Benefits
• H2: How NDIS and Centrelink Asset Tests Work
• H2: Special Disability Trusts — eligibility, benefits, limitations
• H2: Testamentary Trusts as an Alternative
• H2: Naming a Guardian vs Trustee
• H2: How to Structure Your Will
• H2: FAQ

CTA: "Every family's situation is different. Start your will with ezyWill — we'll help you understand when specialist advice is needed."

Summary Table

Implementation

Each article can be written by prompting Claude Code with the brief above. For the best results:

1. Feed the article brief + ezyWill's tone/brand guidelines
2. Include the target keyword and related keywords
3. Specify the internal linking targets
4. Request FAQ schema markup
5. Review for Australian legal accuracy before publishing

For articles enhancing existing content (#14, #15, #16, #19), read the existing post first and expand rather than rewrite.