Life-Stage Landing Pages — Implementation Plan

Overview

6 life-stage landing pages targeting distinct demographics with unique will considerations. Neither Safewill nor Willed has dedicated, conversion-optimised landing pages for most of these — Willed has a basic couples discount page and some blog posts, but no proper landing pages. This is a major content gap.

Key stats:

• 52-60% of Australian adults don't have a valid will
• 64% of parents with minor children don't have wills
• 48% delay because they think it's too expensive (ezyWill's free tier solves this)
• 44% think it's too complicated (15-minute completion solves this)
• Only 11% of wills are made online — massive growth runway

ezyWill Differentiators to Use Across All Pages

Pages Ranked by Conversion Potential

Launch Recommendation

Build all 6 but launch Parents and After Divorce first — highest combined search volume + conversion intent and weakest competitor coverage.

Page 1: Wills for Parents

URL: /wills/parents

SEO Meta:

• Title: "Will for Parents Australia | Appoint Guardians Online | ezyWill"
• Description: "64% of Australian parents don't have a will. Appoint guardians for your children, set up trusts, and protect your family in 15 minutes. Start free."
• Keywords: will for parents australia, parents will online, guardianship in will australia, appoint guardian in will, who looks after my kids if I die

Target Audience: Age 28-42, first-time parents or parents with children under 12, recently had a baby or child starting school.

Unique Will Considerations:

• Testamentary guardian appointment — without one, a court decides who raises their children
• Backup guardians — what if your first choice can't serve
• Testamentary trusts for minors — children can't inherit directly, assets held in trust until specified age
• Life insurance coordination — proceeds go into the trust
• Superannuation binding nominations — super is NOT part of the estate
• Digital assets — photos, accounts, subscriptions

Emotional Triggers:

• "Who would raise my children if something happened to both of us?"
• Fear of family conflict over custody
• "I don't want a court deciding my child's future"
• News stories about parents dying in accidents
• Guilt about procrastinating

Page Structure:

1. Hero

   • H1: "Protect Your Children's Future — Make Your Will in 15 Minutes"
   • Subtitle: "Appoint guardians, set up trusts, and ensure your children are cared for — no matter what."
   • Primary CTA: "Create My Will Free" → app.ezywill.com.au/register
   • Secondary CTA: "Learn More" → scroll
   • Stat: "64% of Australian parents with young children don't have a will."

2. The Stakes

   • What happens if parents die without a will
   • Court-appointed guardians — potentially triggering disputes between grandparents/relatives
   • Intestacy distribution that may not match your wishes
   • Visual: before/after comparison (without will vs with will)

3. What Parents Need in a Will (expandable cards)

   • Guardian appointment — who raises your children
   • Backup guardians — plan B
   • Children's trust — assets managed until they're old enough
   • Super nominations — your biggest asset probably isn't covered
   • Executor choice — who manages everything

4. How ezyWill Handles This

   • Step-by-step walkthrough showing the guardianship and trust sections
   • "Our guided process asks the right questions — no legal jargon"

5. State-Specific Notes

   • Tabbed or accordion for NSW, VIC, QLD, WA, SA, TAS, ACT, NT
   • Key differences in guardianship law by state

6. Digital Vault for Parents

   • Store guardian instructions, medical info, school details, emergency contacts, insurance policies
   • Trusted Deputies: up to 5 family members can access in an emergency

7. Pricing Comparison

   • ezyWill: $99/yr (includes guardianship, trusts, vault, unlimited updates)
   • Solicitor: $600-$2,000+ (testamentary trust wills cost $2,500-$5,000)
   • "Start free — no credit card required"

8. FAQ (6-8 questions with FAQPage schema)

   • "Can I appoint my parents as guardians?"
   • "What if both guardians can't serve?"
   • "What's the difference between a guardian and a custodian?"
   • "At what age should the trust distribute?"
   • "What if the surviving parent remarries?"
   • "Do I need to update my will when my child turns 18?"
   • "Can grandparents contest guardianship?"
   • "What about my superannuation?"

9. CTA Section

   • Gradient section matching FinalCTA
   • "Your children can't wait. Create your will before bedtime."
   • Primary: "Create My Will Free"
   • Trust indicators

Page 2: Wills for Couples

URL: /wills/couples

SEO Meta:

• Title: "Couples Wills & Mirror Wills Australia | From $99/yr | ezyWill"
• Description: "Create mirror wills for couples online. Marriage revokes your will — protect each other today. De facto partners included. Start free, complete in 30 minutes."
• Keywords: couples will australia, mirror wills australia, wills for couples online, joint will australia, de facto will australia

Target Audience: Age 25-55, married or de facto couples. Recently married, moved in together, or bought property.

Unique Will Considerations:

• Mirror wills vs mutual wills — different legal consequences
• Joint tenancy vs tenants in common — property that passes outside the will
• Marriage revokes existing wills in ALL Australian states (unless made "in contemplation of marriage")
• De facto recognition — inheritance rights exist but can be contested
• Superannuation nominations — must be done separately by each partner

Page Structure:

1. Hero

   • H1: "Couples Wills — Protect Each Other, Protect Your Family"
   • Subtitle: "Create two legally valid wills together in under 30 minutes. Start free."
   • Primary CTA: "Start Our Wills Free"
   • Urgent hook: "Recently married? Your old will is void."

2. Marriage Revokes Your Will (urgent explainer)

   • In ALL states, marriage automatically revokes your will
   • If you recently married and haven't made a new will, you're currently intestate
   • Visual: timeline showing marriage → will voided → need new will

3. Mirror Wills Explained

   • What they are (separate documents that "mirror" each other)
   • How they're different from mutual wills (legally binding not to change) and joint wills (not recommended)
   • When mirror wills are right vs when mutual wills are needed

4. De Facto Partners

   • De facto partners have inheritance rights in all states
   • But proving de facto status can be contested
   • A will removes ambiguity — especially important without marriage

5. Joint Tenancy Explainer

   • Property held as joint tenants passes automatically to survivor (outside the will)
   • Tenants in common passes through the will
   • Bank accounts, investments — what does/doesn't pass through a will

6. Superannuation Warning

   • Your super isn't in your will
   • Both partners must make separate binding nominations
   • BDBNs expire every 3 years with most funds

7. How ezyWill Works for Couples

   • Each partner creates their own account and will
   • Guide through mirror will structure
   • Both protected under one household

8. Pricing

   • ezyWill: $99/yr per person for Premium
   • Compare: Willed $238 for couples, Safewill ~$250, solicitor $1,200+ for a pair
   • Free tier available for both partners to start

9. FAQ (6 questions)

   • "What's the difference between mirror wills and joint wills?"
   • "What if we separate — does the will still stand?"
   • "Can we have different beneficiaries?"
   • "Do de facto couples need wills more than married couples?"
   • "Does marriage really void my will?"
   • "What about our superannuation?"

10. CTA

    • "Start Our Wills Free — Both Partners Protected"

Page 3: Wills for Blended Families

URL: /wills/blended-families

SEO Meta:

• Title: "Blended Family Wills Australia | Testamentary Trusts Online | ezyWill"
• Description: "1 in 5 Australian families is blended. A simple will isn't enough. Create a will with testamentary trusts to protect your partner AND your children. Start free."
• Keywords: blended family will australia, will for step families, second marriage will australia, testamentary trust blended family

Target Audience: Age 30-55, second marriage or long-term de facto, children from previous relationship and/or step-children.

Unique Will Considerations:

• Testamentary trusts essential — simple will leaving everything to new spouse risks disinheriting children from previous relationship
• Life interest in family home — spouse can live there, but property ultimately passes to biological children
• Family provision claims — step-children who lived in household CAN contest
• Separate vs shared assets — pre-relationship vs jointly acquired
• Binding financial agreements — work alongside wills

Page Structure:

1. Hero

   • H1: "Wills for Blended Families — Protect Everyone You Love"
   • Subtitle: "Ensure your partner is cared for AND your children's inheritance is protected."
   • Stat: "1 in 5 Australian families with children is a blended family"

2. Why Simple Wills Fail Blended Families

   • The re-marriage risk scenario (partner inherits everything, remarries, children get nothing)
   • The disinheritance scenario
   • Family provision claim risks
   • 3 real-world examples

3. Testamentary Trusts Explained Simply

   • What they are, how they protect children
   • Cost comparison: lawyer $2,500-$5,000 vs ezyWill $99/yr
   • Visual: how assets flow through a testamentary trust

4. Life Interest Strategy

   • How to let your partner live in the home while preserving it for your children
   • When this works and when it doesn't

5. Family Provision Claims

   • Who can contest (biological children, step-children who lived in household, current spouse, former spouse)
   • How to minimise risk
   • State-by-state differences

6. Step-Children's Rights

   • Legal standing in each state
   • When step-children can and can't claim

7. Checklist: "5 Things Every Blended Family Will Must Include"

   • Testamentary trust
   • Life interest provisions
   • Superannuation alignment
   • Clear asset separation
   • Updated beneficiary nominations

8. Pricing

   • ezyWill: $99/yr — this page has the strongest price story ($99 vs $2,500-$5,000 for testamentary trust will from solicitor)
   • "For complex estates, we'll recommend a legal review"

9. FAQ (6 questions)

10. CTA

    • "Start My Blended Family Will Free"
    • Offer: "Book a will review with our partner lawyers" for complex estates

Page 4: Wills After Divorce

URL: /wills/after-divorce

SEO Meta:

• Title: "Will After Divorce Australia | Update Your Will After Separation | ezyWill"
• Description: "Separated but not divorced? Your old will still benefits your ex. Create a new will in 15 minutes. Update beneficiaries, guardians, and executors. Start free."
• Keywords: update will after divorce australia, will after separation australia, does divorce affect my will, new will after divorce

Target Audience: Age 30-55, recently separated or divorced, often a parent, emotionally charged and seeking control.

Critical Hook: Separation does NOT change your will. This is the most powerful urgency driver across all 6 pages.

Unique Will Considerations:

• Separation has NO effect on the will — if you die while separated, your ex could inherit everything
• Divorce partially revokes — gifts to ex-spouse and executor appointment revoked, BUT rest of will stands ("Swiss cheese" will)
• Need a completely new will, not just an update
• Super and life insurance may still name ex-spouse
• Enduring POA — divorce revokes POA to ex-spouse, but separation does NOT
• Children's guardianship — other parent has automatic custody, but guardian nominations matter if other parent is unsuitable

Page Structure:

1. Hero

   • H1: "Divorced or Separated? Your Old Will Could Still Benefit Your Ex."
   • Subtitle: "Separation doesn't change your will. Protect yourself and your children now."
   • Urgency CTA: "Create My New Will Free"

2. The Separation Trap

   • Separation alone has NO effect on your will
   • If you die tomorrow while separated, your estranged partner inherits
   • Visual: timeline showing separation → will unchanged → risk

3. What Divorce Actually Does to Your Will

   • State-by-state breakdown
   • Gifts to ex-spouse revoked
   • Executor appointment revoked
   • BUT the rest of the will stands — gaps everywhere
   • You need a completely new will

4. Your Complete Post-Divorce Checklist

   • Will — new one, not amended
   • Superannuation — update binding nominations
   • Life insurance — change beneficiary
   • Power of Attorney — revoke old, create new
   • Advance Care Directive — update decision-maker
   • Bank accounts — review joint accounts and beneficiaries

5. Single Parent Provisions

   • Guardian nominations
   • Children's trusts
   • What to do if the other parent is unsuitable (DV, addiction)

6. Digital Vault for Post-Divorce Life

   • New passwords, new accounts, new beneficiaries
   • Store everything securely
   • Trusted Deputies — give your parents/siblings access

7. Pricing

   • "You're already spending thousands on lawyers. Your new will costs $99/yr."
   • Free tier to start immediately

8. FAQ (6 questions)

   • "When should I update my will — during separation or after divorce?"
   • "Does separation affect my superannuation?"
   • "Can my ex contest my new will?"
   • "What about the property settlement?"
   • "Do I need a new Power of Attorney too?"
   • "What if I'm in a new relationship?"

9. CTA

   • "Start My New Will Free — Move Forward"

Page 5: Wills for Business Owners

URL: /wills/business-owners

SEO Meta:

• Title: "Wills for Business Owners Australia | Estate Planning for SMEs | ezyWill"
• Description: "Your personal will doesn't cover business assets. 70% of business owners lack a succession plan. Start your personal will free — protect your family today."
• Keywords: will for business owner australia, business succession planning will, what happens to my business if i die

Target Audience: Age 30-65, sole traders, partnerships, company directors. Higher net worth, time-poor.

Critical Hook: A personal will has NO power over assets owned by a company, partnership, or trust.

Page Structure:

1. Hero

   • H1: "Business Owners: Your Will Probably Doesn't Cover Your Business"
   • Subtitle: "Your personal will can't control company assets. Here's what you actually need."

2. The Business Asset Myth

   • Personal wills don't control business-owned assets
   • Company constitution determines what happens to shares
   • Partnership agreements govern partner exits

3. What You Need Beyond a Will

   • Buy-sell agreements (funded by insurance)
   • Updated company constitutions
   • SMSF binding nominations
   • Key person insurance

4. Sole Traders vs Companies vs Partnerships

   • Different structures = different estate planning needs
   • Table showing what applies to each

5. SMSF Estate Planning

   • Binding death benefit nominations
   • Reversionary pensions
   • Business real property in SMSF

6. Protecting Your Family's Income

   • Ensuring the business can continue operating or be sold at fair value
   • Not forcing a fire sale

7. Digital Vault for Business

   • Store business passwords, banking details, supplier contacts, insurance, partnership agreements
   • Trusted Deputies: give your business partner emergency access

8. Pricing

   • Personal will: $99/yr with ezyWill
   • Recommend professional buy-sell agreement separately
   • "Handle the personal side now — we'll tell you what needs a specialist"

9. FAQ (6 questions)

10. CTA

    • "Start My Personal Will Free — Protect My Family and My Business"

Page 6: Wills for Retirees

URL: /wills/retirees

SEO Meta:

• Title: "Estate Planning for Retirees Australia | Update Your Will Online | ezyWill"
• Description: "Your superannuation isn't in your will. Update your estate plan in 15 minutes — includes Power of Attorney. Unlimited updates for $99/year. Start free."
• Keywords: estate planning retirement australia, update will retirement, retiree will australia, superannuation estate planning

Target Audience: Age 55-75, approaching or in retirement. Highest net worth demographic. Often prompted by retirement, health scare, spouse's death, downsizing, entering aged care.

Critical Hook: 93% of over-70s have a will — but many are outdated. Your super (often your biggest asset) probably isn't covered.

Page Structure:

1. Hero

   • H1: "Retiring? Make Sure Your Will Keeps Up With Your Life."
   • Subtitle: "Your biggest asset — superannuation — probably isn't in your will. Fix that today."

2. The Super Gap

   • Most retirees' biggest asset isn't covered by their will
   • BDBNs expire every 3 years
   • Reversionary pension nominations
   • Tax implications for different beneficiaries

3. When to Update Your Will

   • Life events checklist: retirement, health changes, grandchildren, downsizing, aged care, spouse death, second marriage

4. Will + POA Package

   • Enduring POA is essential for retirees (cognitive decline protection)
   • Advance Care Directive
   • ezyWill includes POA in the $99/yr

5. Tax-Efficient Inheritance

   • Testamentary trust basics
   • Adult children and grandchildren receiving through trusts
   • Tax advantages

6. Digital Vault for Retirees

   • Super fund details, pension information, insurance, medical directives, funeral wishes
   • Trusted Deputies: up to 5 family members can request access

7. Pricing

   • $99/yr for will + POA + vault vs $600-$2,000 for a solicitor
   • Unlimited updates — never pay for a codicil again

8. FAQ (6 questions)

   • "How often should I update my will?"
   • "Does my superannuation go through my will?"
   • "What's a binding death benefit nomination?"
   • "Do I need a new will after my spouse dies?"
   • "What about aged care and asset testing?"
   • "Can I include funeral wishes in my will?"

9. CTA

   • "Update My Will Free — Secure My Retirement Legacy"
   • Consider offering phone support prominently for this audience

Implementation Prompt (Template)

Use this prompt with Claude Code in the ezywill marketing repo, substituting the page-specific content:

Build a life-stage landing page at /wills/[slug] following the exact patterns from the existing /wills/nsw page (Layout.astro, Breadcrumbs, data-animate="fade-in-up", Tailwind brand classes, structured data).

[Paste the relevant page structure from above]

Follow the same component patterns, gradient styles, and responsive design as /wills/nsw and /compare/safewill.

Include FAQPage structured data with the FAQ questions listed above.
Include Product structured data for ezyWill Premium ($99 AUD/year).

Add to Breadcrumbs.astro nameMap:
  parents: 'Wills for Parents',
  couples: 'Couples Wills',
  'blended-families': 'Blended Family Wills',
  'after-divorce': 'Wills After Divorce',
  'business-owners': 'Business Owner Wills',
  retirees: 'Wills for Retirees',

Cross-Linking Strategy

• Each life-stage page links to relevant state pages (/wills/nsw, /wills/vic, etc.)
• Each state page links back to relevant life-stage pages
• Blog posts link to life-stage pages (not the other way — pages link to blog as supporting content)
• Compare hub page links to life-stage pages where relevant
• Pricing page links to life-stage pages as "See why [audience] choose ezyWill"
• Each life-stage page links to 1-2 other life-stage pages where relevant (parents ↔ couples, blended families ↔ after divorce, business owners ↔ retirees)