Exhibit A
Estate Planning work in Athens
Athens is a university town in Clarke County, with a steady base of law practices that handle wills, estates and probate alongside the wider legal work that comes from a large student population and a surrounding rural county. Searches for estate planning here come from homeowners in the older in town neighbourhoods, from families settling a parent's estate, and from people connected to the university who are planning ahead. The paid search on these terms is modest compared with a metro market, and the firms bidding are mostly local practices rather than national brands. Most of the competing offices are owner operators, often small partnerships where one or two attorneys carry the estate work. That leaves room for a firm that publishes consistently to be the one people find first.
