Specialist Marketing for Estate Planning & Elder Law Attorneys
Growing the practices that guide aging America's families
Silver Shield Media works exclusively with estate planning and elder law attorneys — and the broader elder care ecosystem that surrounds them. We understand the weight of the matters your clients are navigating, because we have walked that path ourselves. That lived experience shapes everything we do.
Americans will be 65 or older by 2030 — the entire Baby Boomer generation crossing retirement age simultaneously.
Source: U.S. Census Bureau
The projected value of the US long-term care market by 2030 — growing at 7.71% CAGR. The demand for the services you provide has never been greater.
Source: Grand View Research
Our Ecosystem
Built for the attorneys and practices that guide aging America's families
We don't work across every industry. We work within one: the interconnected ecosystem of practices and businesses that serve older Americans and the families who love them. That focus means we understand your world in ways a generalist agency never could — the crisis-driven nature of Medicaid planning enquiries, the referral dynamics that dominate elder law, the urgency that brings a family to your door at the worst moment of their lives. We know your clients' journey because those are journeys we have made ourselves.
Estate planning and elder law are our primary focus — the Medicaid planning urgency, the trust and asset protection conversations, the intake pressure that comes when every new matter must be earned rather than inherited from a long-stay relationship.
As publishers of HeritageCareNetwork.com, we connect attorneys with the care facilities, clinical practices, and families already navigating the elder care journey — referral relationships that benefit everyone in the network.
Every campaign we create reflects the profound decisions families are navigating — warm, trustworthy, and dignified. Never aggressive. Never exploitative.
Primary Focus
- Estate Planning Attorneys
- Elder Law Attorneys
- Probate Attorneys
- Special Needs Attorneys
- Guardianship & Conservatorship Attorneys
- Trust & Estate Litigation Attorneys
Why It Matters
Every missed call is a family you couldn't help — and revenue your practice cannot recover
Most practices in the elder care ecosystem have traditionally built their business on referrals, reputation, and relationships. The internet and AI have elevated people's expectations — and practices that don't respond in a timely fashion will continue to lose ground to competitors with better marketing and technology.
You're invisible when it matters most
When a family faces a Medicaid crisis, a sudden incapacity, or the urgency of estate planning after a diagnosis, they search online first. If your firm doesn't appear — or appears below a better-presented competitor — that matter is gone before you ever knew it existed.
Enquiries arrive at the worst moments
A family calls at 9pm because their father has just been diagnosed with dementia. A Medicaid planning question cannot wait until Monday. If no one answers — or if the voicemail isn't followed up promptly — that client calls another attorney.
You don't have time to become a marketer
Running a law practice is a full-time job. Learning Meta advertising, managing campaigns, and following up on leads is another. Most practice owners know they should be doing more. Very few have the bandwidth.
What We Do
Two services. Focused on the outcomes that matter.
We offer two services, each addressing a specific and measurable revenue problem. They work independently or powerfully together.
Lead Generation & Nurture
We design and manage targeted advertising campaigns that put your practice in front of people actively searching for the services you provide. You provide the budget, we provide the strategy, the creative, the campaign management, the follow-up and nurture of leads, and the reporting.
What's Included
- Campaign strategy tailored to your practice and location
- Ad creative designed for the elder care audience
- Landing page setup and optimisation
- Lead capture and appointment booking integration
- Monthly performance reporting with plain-English commentary
AI Receptionist — 24/7 Enquiry Capture
An AI-powered voice receptionist that answers every call, at any hour, with the warmth and professionalism of a trained member of your team. It captures contact details, answers common questions, and schedules appointments in real time — then hands off to your staff with a complete record of the conversation.
What's Included
- Custom AI voice receptionist trained on your practice
- Natural conversation flow tailored to your enquiry types
- Real-time appointment booking integration
- Call transcripts and follow-up summaries delivered to your team
- After-hours and overflow call handling
Our Process
How we work together
Discovery Call
We begin with a no-pressure conversation about your practice — your situation, your goals, the challenges you're facing, and what success would look like for you.
Strategy & Setup
If we agree to work together, we develop a tailored strategy and handle all technical setup — campaign architecture, landing pages, AI receptionist configuration.
Launch & Learn
We launch your campaigns and AI receptionist, then monitor performance closely. We optimise early and often, applying what the data tells us to improve results quickly.
Ongoing Management
Every month you receive a clear report: what we did, what it produced, and what we're doing next. We speak in plain terms. You always know exactly where things stand.
Our Difference
Why estate planning and elder law practices choose to work with us
We only work in elder care
We turned down every other industry to focus exclusively on estate planning, elder law, and the practices that serve older Americans. Every insight, every strategy, every piece of creative we produce is built on deep, specific knowledge of your world — not adapted from work we did for a roofing contractor last month.
Lived experience, not just professional knowledge
Our team has navigated the journey that many of your clients' families are taking — the care decisions, the legal arrangements, the end-of-life planning. That personal understanding shapes how we think about your marketing.
Full transparency on your advertising spend
Your advertising budget goes directly to Google or Meta — under your control, in your name, from your account. We don't take a margin on your ad spend. You always see exactly where every dollar goes.
Part of a trusted network
As publishers of HeritageCareNetwork.com — the directory connecting families with vetted elder care providers — our clients benefit from directory visibility, cross-referral opportunities, and a community of complementary practitioners.
You're never locked in
We earn your business every month. Our engagements are structured around delivering results, not long-term contracts designed to make it difficult to leave. If we're not delivering meaningful growth, you are free to leave.
Selective about who we work with
We typically take on two to three new clients per month to ensure every client receives the attention their practice deserves. We don't simply sell services — we build long-term partnerships with practices we believe we can genuinely help.
Common Questions
Questions we're often asked
If you have a question that isn't answered here, please ask us on your discovery call. We believe in plain answers and full transparency.
Schedule a Call →Our clients are US-based, as that is where the elder care market we understand best is located. We operate remotely and have no geographic restrictions on where our team works from.
This depends on your location, but as a general guide we recommend a minimum of $1,500 per month in ad spend for lead generation campaigns to generate meaningful data and results. We'll discuss what's realistic for your situation on our discovery call.
While you will often start to see enquiries within the first two to four weeks, lead generation campaigns typically require a minimum of eight to twelve weeks to optimise fully. The AI receptionist is operational from day one of setup.
Directory listings generate passive enquiries from people who are already searching. Active advertising creates demand from people who haven't yet started searching — or who haven't found you yet. The two approaches complement each other powerfully.
Voicemail creates friction — many callers won't leave a message. Our AI receptionist has a natural conversation, captures full contact details, answers common questions, and books appointments in real time. It behaves like a professional member of your front-of-house team, available at any hour.
Yes. Both services are available independently. Many clients start with the AI receptionist — it delivers immediate, measurable value — and add lead generation once they have their intake process operating smoothly.
We'll be transparent about this on your discovery call once we understand your practice and needs. Our fees vary by service and scope. What we can say is that for most practices in elder care, a single additional client per month more than covers the cost of working with us.
Get Started
Let's talk about your practice
Schedule a no-obligation discovery call. We'll take the time to understand your situation, share what we've seen work for practices like yours, and be honest with you about whether and how we can help.
We don't do high-pressure sales calls. If we're not a good fit for each other, we'll tell you — and we'll try to point you in the right direction regardless.
We typically take on two to three new clients per month. If you're considering reaching out, we'd encourage you to do so while we have capacity.