Comparison Hub Page — Implementation Plan

Overview

ezyWill needs a /compare hub page targeting "best online will service australia 2026" — the highest-volume comparison keyword. Currently Will Hero and Legasy own this space. ezyWill has individual compare pages (/compare/safewill, /compare/willed) but no central hub ranking all services.

Competitor Landscape (All AU Online Will Services)

What Top-Ranking Pages Do

Will Hero (/blog/best-online-will-services-australia-2026/):

• Blog format, long-form editorial review
• Compares Will Hero, Willed, Safewill, State Trustees
• Claims editorial independence ("no payment received")
• Year in title tag

Legasy (/wills/platforms/):

• Genuinely neutral aggregator (doesn't sell wills)
• Hub + sub-pages for head-to-head matchups
• Clean URL structure, informational intent

CHOICE (/articles/will-kit-reviews):

• Reviews 6 will kits, most trusted consumer brand in AU
• Does NOT include ezyWill — opportunity to get listed
• Distinguishes DIY kits from interactive platforms

Pattern: Top pages use "best" + "compare/compared" + year + "Australia" in titles.

ezyWill's Competitive Advantages (Honest)

1. $99/yr with everything included — POA, digital vault, executor notification, unlimited updates
2. Subscription = always current — competitors charge $15/yr renewal after 12 months, and without it you lose editing access
3. Digital vault + executor notification — most competitors just generate a PDF
4. Free tier exists — unlimited drafts at $0, no credit card required
5. ezylegal integration — bridge from simple will to complex legal needs

These advantages hold up under honest scrutiny — no spin needed.

Page Specification

URL: /compare/

SEO Meta

• Title: "Best Online Will Services Australia 2026 — Honest Comparison | ezyWill"
• Description: "We compared every online will platform in Australia on price, features, legal review, digital vault, and updates. See how ezyWill, Safewill, Willed, and 8 others stack up."
• Keywords: best online will service australia, online will comparison australia, cheapest online will australia, online will review australia 2026

Page Structure

Section 1 — Hero

• bg-gradient matching other pages
• H1: "Best Online Will Services in Australia (2026)"
• Subtitle: "We compared every platform on price, features, legal review, and what happens after you hit 'download'. Here's what we found."
• Trust note: "We're ezyWill — so yes, we're biased. But we've kept this honest. Check every claim yourself."
• No aggressive CTA in the hero — let the comparison do the selling

Section 2 — Quick Comparison Table

• All 10-12 services in a responsive table
• Columns: Service | Price | Lawyer Review | POA Included | Digital Vault | Unlimited Updates | Our Take
• ezyWill row highlighted with subtle brand background (not obnoxious)
• "Our Take" column: one-line honest summary for each
  • ezyWill: "That's us. $99/yr, everything included."
  • Safewill: "Well-established, strong charity program. Watch the $15/yr auto-renewal."
  • Willed: "Solid platform, expanding into funerals. $159 + renewal fees."
  • Will Hero: "Good value at $99. Less clear on vault and POA."
  • Gathered Here: "Genuinely free. Great if you want basics, no vault or POA."
  • State Trustees: "Government-backed, VIC-focused. $69 for simple wills."
  • Legal123: "Template kit, not interactive. Fine for very simple estates."
  • EveryWill: "Free. Newer platform, less track record."
  • Your Wills: "Cheapest paid option at ~$60. Limited to 3 edits."
• Mobile: table scrolls horizontally, or collapses to cards

Section 3 — "How We Compared" (Transparency)

• Short section explaining the criteria
• "We evaluated each platform on: price transparency, whether a real lawyer reviews your will, whether Power of Attorney is included or costs extra, whether your documents are stored securely, and how updates work after the first year."
• "All pricing was sourced from each platform's website in March 2026. Visit their sites for current pricing."

Section 4 — Individual Service Breakdowns Each service gets an H2 section (~200-300 words):

For each:

• Service name + logo (if available/permitted)
• Price + model summary
• Pros (3-4 bullet points)
• Cons (2-3 bullet points, factual not nasty)
• Best for: one-line audience fit
• Link to dedicated compare page if it exists (/compare/safewill/, /compare/willed/)

Order: ezyWill first (it's our page), then alphabetical or by market share.

Suggested breakdowns:

ezyWill (own section, slightly more detail)

• Pros: $99/yr all-inclusive, free tier available, digital vault, executor notification, POA included, all states
• Cons: subscription model (annual), newer platform
• Best for: anyone who wants a complete estate plan, not just a PDF

Safewill

• Pros: 100k+ users, 250+ charity partners, lawyer review, established brand
• Cons: $160 upfront + $15/yr auto-renewal to keep editing, POA costs extra
• Best for: people who want a well-known brand and charity gift integration

Willed

• Pros: comprehensive platform, video messages feature, funeral planning integration
• Cons: $159 + $15/yr renewal, diversifying into funerals (less will-focused)
• Best for: people who want will + funeral planning in one platform

Will Hero

• Pros: $99 one-off, AI-assisted guidance, professional review
• Cons: newer platform, less information about vault and POA
• Best for: budget-conscious users who want a one-off payment

Gathered Here

• Pros: 100% free, 300+ charity partners, free for life
• Cons: no digital vault, no POA, basic feature set
• Best for: simple wills with a charity bequest

State Trustees (VIC)

• Pros: government-backed, $69, will storage in VIC registry
• Cons: couples appointments $600+, POA separate at $330+, VIC-focused
• Best for: Victorian residents wanting a budget government-backed option

Legal123

• Pros: $99, includes POA templates, well-known legal document brand
• Cons: template kit (not interactive guided process), no lawyer review, no vault
• Best for: DIY-confident people who just need a template

EveryWill

• Pros: free, unlimited updates
• Cons: newer platform, limited track record, limited feature information
• Best for: people who want a no-cost basic will

Your Wills

• Pros: cheapest paid option (~$60), 15min free legal advice
• Cons: only 3 edits within 12 months, no vault
• Best for: very simple estates on a tight budget

Section 5 — Feature Deep Dives Three sub-sections with their own H2s:

"Which services include Power of Attorney?"

• Quick table: Service | POA Included | Extra Cost
• Note that POA requirements differ by state

"Which services include a Digital Vault?"

• Compare vault features: encrypted storage, executor access, document types
• Note that most competitors just email you a PDF

"Free vs Paid: What do you actually get?"

• Honest comparison of Gathered Here/EveryWill free models vs paid platforms
• When free is fine (simple estate, no dependents, no property) vs when you need more

Section 6 — "When You Should Use a Lawyer Instead"

• Not every estate suits an online will
• Complex scenarios: international assets, business succession, testamentary trusts, contested estates
• Position ezyWill's ezylegal connection as the upgrade path
• This section builds trust — shows you're not trying to sell to everyone

Section 7 — FAQ (with FAQPage JSON-LD) 6 questions:

1. "What is the cheapest online will service in Australia?" — Your Wills at ~$60, Gathered Here and EveryWill are free, ezyWill's free tier lets you draft unlimited wills at $0.
2. "Are online wills legally valid in Australia?" — Yes, provided they meet state-specific requirements for signing and witnessing. All platforms listed here produce legally valid documents.
3. "Do I need a lawyer to make a will?" — For simple estates, no. For complex situations (business interests, blended families, international assets), consider legal advice. ezyWill partners with ezylegal for complex matters.
4. "What happens if I need to update my will after making it?" — Varies by platform. ezyWill includes unlimited updates. Most one-off platforms offer 12 months free updates, then charge annual renewal fees.
5. "Can I include Power of Attorney in my online will?" — Not all platforms include this. ezyWill, Legal123, and some others include POA. Safewill and State Trustees charge extra.
6. "Which online will service is best for couples?" — ezyWill includes couples/mirror wills in the subscription. Willed offers 50% off the partner's will. Safewill charges ~$250 for two.

Section 8 — CTA

• Gradient section matching FinalCTA.astro
• Heading: "Ready to get started?"
• Subtext: "Create your Will for free. Upgrade to Premium for $99/year when you're ready."
• Primary CTA: "Create My Will Free" → app.ezywill.com.au/register
• Secondary CTA: "View Pricing" → /pricing
• Trust indicators: Legally Valid All States, Bank-Grade Security, Money-Back Guarantee

Structured Data

• FAQPage schema (6 questions above)
• Product schema (ezyWill Premium, $99 AUD/year)
• BreadcrumbList (auto from Breadcrumbs.astro)

Breadcrumbs.astro Update

Already has compare: 'Compare' from the individual pages. Verify it works for the index page.

Internal Linking Strategy

• Link FROM every state page (/wills/nsw, /wills/vic, etc.) → /compare/
• Link FROM /pricing → /compare/
• Link FROM each individual compare page (/compare/safewill/) → /compare/ hub
• Link FROM blog posts about wills → /compare/
• Link TO individual compare pages from the hub (Safewill, Willed sections)
• Link TO /pricing and /features from the hub

Additional Compare Pages to Build

ezyWill currently has /compare/safewill/ and /compare/willed/. Add:

Implementation Prompt

Use this prompt with Claude Code in the ezywill marketing repo:

Build a comparison hub page at /compare/index.astro following the exact patterns from the existing /compare/safewill/ page (Layout.astro, Breadcrumbs, data-animate="fade-in-up", Tailwind brand classes, structured data).

Page sections:

1. Hero — gradient background. H1: "Best Online Will Services in Australia (2026)". Subtitle: "We compared every platform on price, features, legal review, and what happens after you hit 'download'." Small trust note in muted text: "We're ezyWill — we're biased, but we've kept this honest." No aggressive CTA.

2. Quick comparison table — responsive table with all 10 services. Columns: Service, Price, Lawyer Review, POA Included, Digital Vault, Unlimited Updates, Our Take. ezyWill row has subtle bg-brand-accent/10 highlight. Use tick/cross SVG icons matching the safewill compare page pattern. Table should scroll horizontally on mobile.

Services data:
- ezyWill: $99/yr, Yes, Yes, Yes, Yes, "That's us. Everything included."
- Safewill: $160 + $15/yr, Yes, Extra cost, Yes, 12mo free then $15/yr, "Well-established. Watch the auto-renewal."
- Willed: $159 + $15/yr, Yes, Yes, Yes, 12mo free then $15/yr, "Solid platform. Expanding into funerals."
- Will Hero: $99 one-off, Yes, Unknown, Unknown, 12mo free, "Good value. Less clear on vault/POA."
- Gathered Here: Free, Consultation, No, No, Free for life, "Genuinely free. No vault or POA."
- State Trustees: $69, Expert-backed, $330+ extra, VIC registry, Unknown, "Government-backed. VIC-focused."
- Legal123: $99, No (template), Kit included, No, Unlimited, "Template kit, not interactive."
- EveryWill: Free, Unknown, Unknown, Unknown, Free for life, "Free. Newer platform."
- Your Wills: $59.95, 15min free, Available, No, 3 edits/12mo, "Cheapest paid. Limited edits."
- My Will Online: ~$130-150, Phone support, Separate, No, Free edits, "Mid-range. Free edits forever."

3. "How We Compared" — short transparency section explaining criteria. Note all pricing sourced March 2026.

4. Individual breakdowns — H2 for each service with: price, pros (3-4 bullets), cons (2-3 bullets), "Best for" one-liner, link to individual compare page if exists. ~200 words each. Order: ezyWill first, then alphabetical.

5. Feature deep dives — three H2 sub-sections:
   a. "Which services include Power of Attorney?" — mini comparison table
   b. "Which services include a Digital Vault?" — mini comparison table
   c. "Free vs Paid: What do you actually get?" — honest breakdown

6. "When You Should Use a Lawyer Instead" — when online wills aren't enough (international assets, business succession, contested estates). Mention ezylegal as upgrade path.

7. FAQ — 6 questions using <details> pattern from safewill compare page:
   - "What is the cheapest online will in Australia?"
   - "Are online wills legally valid in Australia?"
   - "Do I need a lawyer to make a will?"
   - "What happens if I need to update my will?"
   - "Can I include Power of Attorney in my online will?"
   - "Which online will service is best for couples?"

8. CTA — gradient section matching FinalCTA.astro. "Ready to get started?" + free tier mention + $99/yr Premium. Primary: "Create My Will Free", Secondary: "View Pricing"

SEO meta:
- Title: "Best Online Will Services Australia 2026 — Honest Comparison | ezyWill"
- Description: "We compared every online will platform in Australia on price, features, legal review, digital vault, and updates. See how ezyWill, Safewill, Willed, and 8 others stack up."
- Keywords: best online will service australia, online will comparison australia, cheapest online will australia, online will review 2026

Include FAQPage + Product ($99 AUD/year) structured data.

Verify Breadcrumbs.astro handles /compare/ index correctly.

PR / Outreach Opportunity

Once the hub page is live:

1. Submit to CHOICE — email their editorial team, note ezyWill isn't in their will kit review. Provide pricing, features, and offer a free review account.
2. Submit to Legasy — they're a neutral aggregator, likely to add ezyWill if asked.
3. Submit to Will Hero — they may add ezyWill to their comparison (though they're a competitor).
4. Share on forums — Reddit r/AusFinance, Whirlpool Finance forum — "I compared all the online will services in Australia" style post linking to the hub.