Family Estate Planning Law Group: FEPLG

FEPLG came to MeanPug with a successful referral-driven practice but no meaningful digital presence. Their previous site was dense, visually outdated, and failed to reflect what made them truly different — their Generations client care program and lifelong approach to estate planning.

They wanted a full brand transformation: one that captured their warmth, professionalism, and enduring relationships with clients, while finally turning digital into a viable growth channel.

We built a new brand framework from the ground up — voice, visuals, and positioning — centered around FEPLG’s mission of “taking care of families for life.” This included developing new brand pillars that reframed estate planning as an ongoing relationship, not a one-time event, and repositioned the firm as the leader in lifetime client care.

We also designed a calm, trustworthy, and modern visual system, complete with:

• A new logo and color palette anchored in deep crimson and midnight blue (representing legacy and trust)
• Refined typography (Playfair Display + Open Sans) to convey both sophistication and approachability
• A full voice and visual guide to maintain cohesion across print, social, and digital touchpoints

We restructured the site architecture to feature the Generations program as a defining element of the FEPLG brand. The homepage and service pages highlight its five components — GENAccess, GENEducation, GENCollab, GENAlignment, and GENUpdates — making it clear that ongoing client care is the heart of the practice.

The new site was built to streamline the client journey. We reduced copy density, improved content hierarchy, and introduced a tone of voice that’s empathetic, professional, and jargon-free, ensuring prospects felt informed and supported, not overwhelmed.

Through improved structure, content optimization, and targeted keyword strategy, the new site began generating meaningful inbound leads for the first time in the firm’s history. Organic impressions jumped from 285K to 497K and total clicks rose from 2.39K to 2.55K within six months of launch.