ezyWill SEO Weekly Report
Week ending March 19, 2026 | Report period: Last 28 days
⚠️ Critical Issue: Organic search visibility is extremely low. Average position 39.2 means ezyWill is rarely appearing on page 1 for target keywords. Only 1 click from 566 impressions shows severe ranking weakness.
📊 Key Findings
1. Ranking Performance — Minimal Visibility
- Only 1 keyword generated clicks: "easy will" (5.2 avg position, 1 click from 9 impressions)
- Zero clicks from priority keywords: All high-volume target keywords ("how much does a will cost", "online will australia", "make a will") generated zero clicks despite some impressions
- Deep positioning: Most keywords rank between positions 40-95 — essentially invisible to searchers
- State-specific queries appearing: NSX, QLD, VIC, WA variations showing impressions but no clicks (positions 38-98)
2. Page Performance — Homepage Carrying Everything
| Page |
Clicks |
Impressions |
CTR |
Position |
| / (Homepage) |
28 |
131 |
21.4% |
5.7 |
| /pricing/ |
1 |
36 |
2.8% |
9.8 |
| /how-it-works/ |
1 |
34 |
2.9% |
4.3 |
| /faq/ |
1 |
44 |
2.3% |
3.7 |
| /wills/wa/ |
1 |
97 |
1.0% |
29.8 |
Analysis: Homepage dominates with 87.5% of clicks (28/32). Service pages rank well (positions 3.7-9.8) but generate minimal traffic. Blog posts have ZERO clicks — indicating they're not ranking for target keywords yet.
3. Organic Traffic Sources (GA4)
Only 28 organic sessions in 28 days from a total of 622 sessions (4.5% of total traffic).
Traffic breakdown by source:
- Direct: 127 sessions
- Paid Social: 115 sessions
- Cross-network: 98 sessions
- Display: 65 sessions
- Paid Search: 56 sessions
- Organic Search: 28 sessions ⬅️ Bottom performer
Reality check: ezyWill is currently running on paid traffic. Organic is contributing almost nothing to the funnel. This is the biggest growth opportunity — SEO could 5-10x traffic at zero marginal cost.
🎯 Priority Keyword Opportunities
Currently Ranking But Not Converting
| Keyword |
Impressions |
Position |
Opportunity |
| easy wills |
10 |
7.8 |
HIGH — Already page 1, optimize for click-through |
| digital will australia |
3 |
50.3 |
MED — Article #3 target keyword, needs dedicated content |
| how to make a will in nsw |
6 |
47.3 |
MED — State content opportunity |
| make a will qld |
5 |
58.8 |
MED — QLD-specific content |
| making a will in south australia |
1 |
28.0 |
HIGH — Best state-specific position, optimize page |
💡 Quick Win: "easy wills" already ranks #7-8. Homepage title tag optimization + meta description rewrite could push this to position 3-5 and generate immediate traffic.
🚀 Content Strategy — Next 4 Weeks
Immediate Priorities (Sprint 1 from blog plan)
According to the blog plan, we're in Sprint 1 (Weeks 1-4) targeting highest-impact articles. The plan calls for:
- Article #1: "How Much Does a Will Cost in Australia in 2026?"
- Article #3: "Are Online Wills Legal in Australia?"
- Article #5: "Superannuation and Your Will"
- Article #2: "What to Do When Someone Dies in Australia"
Rationale: These articles target the highest search volume keywords (3,000-5,000 monthly searches each) and directly address conversion barriers (cost concerns, legality doubts) plus first-mover opportunities (super + wills).
📝 Content Briefs — This Week's Recommendations
Content Brief #1 (Priority: CRITICAL)
"How Much Does a Will Cost in Australia in 2026? Every Option Compared"
Target Keywords:
- Primary:
how much does a will cost in australia (3,000-5,000 searches/mo)
- Secondary:
cost of will australia, lawyer will cost, online will price, solicitor will fees
Search Intent: Commercial investigation — users are researching pricing to make a decision. High conversion intent.
Why This Article First:
- Highest search volume keyword we're not ranking for
- Directly addresses #1 conversion objection (PostHog shows 48% think wills are "too expensive")
- Perfect positioning for ezyWill's $99/yr competitive advantage
- Zero current content — leaving traffic on the table
Competitor Analysis:
- Canstar ranks #1-3 with comparison table format
- Willed and Safewill rank with brand pages (not comprehensive guides)
- Law firm sites rank with $440-$3,000 pricing (plays into our hands)
- Opportunity: Nobody provides an honest, unbiased decision matrix
Recommended Structure:
- H1: How Much Does a Will Cost in Australia in 2026? Every Option Compared
- 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.
- H2: What Does a Will Cost in Australia? (Quick Answer) — Comparison table (DIY $20-90 | Online $69-199 | Solicitor $440-$3,000+ | Public Trustee $0-300)
- H2: DIY Will Kits ($20-$90) — What you get, major risks, when they work, when they fail
- H2: Online Will Platforms ($69-$199) — Feature comparison, how ezyWill compares at $99/yr, updates included, vault, POA
- H2: Solicitor-Drafted Wills ($440-$3,000+) — Simple vs complex estates, when you actually need one, hidden costs
- H2: Public Trustees (Free-$300) — State-by-state eligibility, limitations, typical wait times
- H2: Hidden Costs Most People Don't Consider — Storage ($50-100/yr), updates ($150-500 each), probate fees
- H2: Which Option Is Right for You? — Decision flowchart based on estate complexity, assets, family situation
- H2: FAQ (5 questions) — "Is the cheapest option always the worst?", "Can I switch from online to lawyer later?", "What does ezyWill's $99/yr include?", "Do I have to pay to update?", "What if I have property interstate?"
Target Word Count: 2,500-3,000 words (Pillar content)
Internal Linking:
- Link to: /pricing/ (ezyWill's pricing page)
- Link to: Article #4 "Do You Need a Lawyer?" (publish next sprint)
- Link to: Article #6 "Will Kit vs Online Will vs Lawyer" (publish next sprint)
- Link to: Complete Guide to Writing Your Will (existing guide)
Schema Markup:
- FAQPage schema for the 5 FAQ questions
- HowTo schema for "How to Choose the Right Option"
CTA Strategy:
- Primary CTA (bottom): "Start your will for free — upgrade to store and update anytime for $99/year" → Link to signup
- Inline CTA (after solicitor section): "ezyWill gives you legally valid wills at a fraction of solicitor costs. Try it free."
Conversion Optimization:
- Emphasize that ezyWill includes unlimited updates (vs $150-500/update with lawyers)
- Show total 10-year cost comparison: DIY ($30 one-off but risky) vs Online ($990 total) vs Lawyer ($2,500+ initial + updates)
- Include trust signals: "legally valid in all states", "reviewed by estate planning lawyers"
Content Tone: Helpful educator, not salesperson. Acknowledge when a lawyer IS needed. Build trust by being honest about limitations of online wills for complex estates.
Content Brief #2 (Priority: HIGH)
"Are Online Wills Legal in Australia? What You Need to Know in 2026"
Target Keywords:
- Primary:
is an online will legal in australia, are online wills legal (1,000-2,000 searches/mo)
- Secondary:
online will validity australia, digital will legal, legal requirements will australia
Search Intent: Trust barrier — users want reassurance before committing. High conversion intent once trust is established.
Why This Article Second:
- Addresses #1 trust barrier ("is this even legal?")
- High commercial intent — searchers are actively considering an online will
- GSC shows impressions for "digital will australia" (position 50) — we're in the index but need dedicated content
- Competitor content is weak — mostly brief "yes it's legal" pages, not comprehensive guides
Competitor Analysis:
- Will Hero has a short page (500 words) — opportunity to outrank with depth
- State Trustees page is government jargon — hard to read
- Willed and Safewill have brand-focused pages, not educational content
- Opportunity: Comprehensive, state-by-state legal requirements guide
Recommended Structure:
- H1: Are Online Wills Legal in Australia? What You Need to Know in 2026
- 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.
- H2: The Short Answer: Yes, Online Wills Are Legal — Immediate reassurance, then explain nuances
- H2: Legal Requirements for a Valid Will — In writing, signed by testator, witnessed by 2 adults, testamentary capacity, free will
- H2: What "Online Will" Actually Means — Creation is online, document is physical. E-signatures NOT valid. Print, sign, witness in person.
- H2: State-by-State Requirements — Table with NSW, VIC, QLD, SA, WA, TAS, ACT, NT requirements (age, witnesses, specific rules)
- H2: When an Online Will Might NOT Be Enough — Complex estates ($5M+), international assets, business ownership, family provision claims expected, testamentary trusts
- H2: How ezyWill Ensures Your Will Is Legally Valid — Guided question flow, plain English, state-specific rules built in, witness instructions included, legal review option
- H2: FAQ — "Can witnesses be family?", "What if I live in one state but own property in another?", "Do online wills need to be registered?", "Can I handwrite changes?", "What makes a will invalid?"
Target Word Count: 2,000-2,500 words (Pillar content)
Internal Linking:
- Link to: Article #1 "How Much Does a Will Cost" (publish this week)
- Link to: Article #4 "Do You Need a Lawyer" (next sprint)
- Link to: State-by-state will requirements guide (existing)
- Link to: /how-it-works/ page
Schema Markup:
- FAQPage schema
- Article schema with author and datePublished
CTA Strategy:
- Primary CTA: "Create your legally valid will online in 15 minutes. Start free."
- Inline CTA (after state-by-state section): "ezyWill automatically applies the legal requirements for your state. No guesswork."
Content Tone: Authoritative but accessible. Use plain English. Cite legislation where necessary but don't be a law textbook. Goal is reassurance + education.
🔍 Technical SEO Observations
- ✅ Pages are indexed: GSC shows 50+ queries with impressions — site is crawlable
- ⚠️ Low authority: New domain with minimal backlinks — content strategy must compensate
- ⚠️ Thin content on service pages: Pages like /pricing/, /how-it-works/ rank well (positions 4-10) but generate minimal traffic — possibly too thin or wrong keywords
- ⚠️ Blog posts not ranking: 6 existing blog posts have zero GSC clicks — either not targeting the right keywords or lacking depth
- ❌ Missing content for priority keywords: No dedicated pages for "how much does a will cost", "are online wills legal", "superannuation will", etc.
📋 Action Items — This Week
- Content Writer (Sam): Write Article #1 "How Much Does a Will Cost" (2,500 words, comparison table, FAQ schema) — Target publish: March 21
- Content Writer (Sam): Write Article #3 "Are Online Wills Legal" (2,000 words, state-by-state table, FAQ schema) — Target publish: March 24
- Growth Lead (Jordan): Optimize homepage title tag and meta description for "easy wills" keyword (currently #7-8, opportunity for quick win)
- SEO Specialist (Maya): Review existing blog posts for keyword targeting — identify if they need rewrites or better internal linking
- SEO Specialist (Maya): Set up GSC keyword tracking alerts for priority terms to catch ranking improvements immediately
📈 30-Day Projection
If we execute Sprint 1 content (4 pillar articles by end of April):
- Expected organic clicks: 150-300/month (up from 32 currently)
- Expected impressions: 5,000-10,000/month (up from 566)
- Target keywords in top 20: 8-12 (up from 1 currently)
- Conversion impact: 10-20 additional will signups/month from organic at zero marginal cost
Timeline expectation: Content published in Week 1 typically takes 4-8 weeks to rank. We'll see movement in late April, meaningful traffic in May-June. This is a compounding investment — every article strengthens domain authority for the next one.
Report generated March 19, 2026 | Next report: March 26, 2026