Exhibit A
Estate Planning work in Madison
Madison carries steady estate planning demand. The city holds a large university, a state government workforce and a set of long established neighbourhoods where people own their homes outright, and that mix keeps a regular flow of wills, trusts, powers of attorney and probate work moving through the local market. A number of firms practise here, from solo attorneys working out of small offices to multi attorney practices with a broader footprint, and the paid search on the main estate planning terms carries real value because a single matter can be worth a good deal to the firm that wins it. Owner operators make up much of the field, with a smaller number of larger practices and no meaningful franchise presence in this trade. The demand is there to be published into, and the firms that show up in the results for the searches people actually type are the ones that get the calls.
