A free 5-minute diagnostic that tells you what would happen to your estate if you died today — and what you can do about it. Personalised report, specific gaps, a clear route into making or updating a will. The cheapest acquisition mechanism in the Sorted cluster and the single highest-converting top-of-funnel piece feeding the £79 Will product. The promise. "5 questions. 5 minutes. Find out what would happen if you died today — and exactly what to do about it."

AAt a glance

BCustomer input — what we ask the user

B.1The conversation shape

Ultra-short interview, ~3–5 minutes. Plain English, conversational tone — not a "complete this form" interaction. The framing is curious and matter-of-fact: "let's see where you stand." No upsell tension during the interview itself — the user only sees the recommendation surface at the end.

The interview branches early. The first question — do you currently have a will? — splits the flow into Track A — No will yet (~70% of users; we map intestacy exposure) and Track B — Has an existing will (~30%; we check whether it's still appropriate). Both tracks produce the same output format.

B.2The fields we collect

Section A — Where you are now

• Do you currently have a will? required — Yes / No / Not sure (treated as No)
• Last updated conditional — within 12 months / 1–5 years ago / 5+ years ago / don't remember
• Where stored optional — with solicitor / bank / at home / will-storage service / don't know

Section B — About you

• Age band required — drives risk emphasis
• Marital status required — single / married / civil partnership / cohabiting / divorced / widowed / separated
• Does your partner have a will? conditional
• How long have you lived together? required for cohabitees — Inheritance Act 1975 trigger

Section C — Your family

• Children? required — Yes / No
• How many; any under 18? conditional
• Stepchildren? conditional — critical for blended families
• Other dependents? required

Section D — Your assets, roughly

• Approximate estate value required — bands (under £100k → over £1m). £325k nil-rate band threshold drives IHT narrative.
• Home ownership required — solely / jointly with partner / renting
• If jointly: joint tenants or tenants in common? optional — with helper text
• Business / shareholding? required
• Overseas assets? required
• Specific items of value? optional

Section E — Your wishes (open questions)

• Anyone you'd want to inherit who isn't a default heir? optional — cohabitees, charities, friends, stepchildren
• Anyone you'd want to exclude? optional — just whether, not detail
• Charitable wishes? optional
• Funeral wishes? optional
• Guardians for minor children? conditional, optional

B.3Evidence & verification

• No verification at this stage. The diagnostic is based on the user's stated facts.
• Email required for the full PDF report. In-app summary is shown without email. This is the lead-capture moment.

B.4Branching & edge cases

1. No will, married, no children, simple estate — lowest-risk; report focuses on speed and ease.
2. No will, married, with minor children — highest-urgency narrative; guardian + minor trust + intestacy gap.
3. No will, cohabiting (not married) — highest-exposure narrative; cohabitee inherits NOTHING under intestacy. Single most surprising result; strongest conversion trigger.
4. No will, blended family / second marriage — stepchildren don't inherit under intestacy; complex spouse-vs-prior-children balance.
5. Existing will, outdated — has-a-will-but-it's-stale narrative; specific call-out on what's changed since the last update.

B.5Drop-off risks

• The estate-value question. Users hesitate to give a number. Mitigation: broad bands + "we never see your finances" reassurance.
• The "exclude" question. Emotionally loaded. Mitigation: optional, framed as "not accusatory."
• Cohabiting-length question. Can feel intrusive. Mitigation: plain-English explanation of why it matters (Inheritance Act 1975).
• Email gate. Some users bounce. Mitigation: show in-app summary first; email gate is for the full PDF, not the result.

CProduct output — what the customer receives

C.1The deliverable

A personalised Will Readiness Report — a 4–6 page PDF generated from the user's inputs, with a headline score, a plain-English "what would happen today" narrative, and a specific recommendations panel with CTAs into the relevant LegalHelp products.

See the Specimen Output at the bottom of this document for a fully-rendered 4-page A4 example: David Mitchell, 48, divorced, cohabiting, two minor children, runs a small plastering business, no will. Score: 2/10 — URGENT.

C.2Document mock-up — skeleton

Page 1 — Your Will Readiness Score
  ★ "Will Readiness Report" wordmark + accent strip
  Headline: Your Will Readiness: [X]/10 · Status: [URGENT / NEEDS WORK / SOLID]
  One-line summary in user-specific language
  Hero CTA: "Make your Will — £79 · 15 min · Solicitor-reviewed"

Page 2 — What would happen if you died today
  Intestacy or current-will exposure narrative
  Specific names: who inherits, who doesn't, what's at risk
  Plain-English flow showing the gaps

Page 3 — Where the gaps are
  3–6 specific gaps in priority order
  Each with: title · severity · explanation · how to fix

Page 4 — Your recommendations
  Action list with CTAs:
  - Create a Will £79
  - Consider an LPA £99
  - Add a Letter of Wishes (free with Will)
  - Talk to a solicitor about [specific complex item]
  - Review in 5 years

Footer on every page
  "Self-help diagnostic · Not legal advice"
  Reference number · Page x of y

C.3What's included alongside the document

• The PDF report — emailed and stored in the account.
• Short summary email with headline result, top 3 gaps, and a CTA to make a will.
• 7-day reminder — top gap focus.
• 30-day reminder — intestacy reminder if not actioned.
• 5-year refresh prompt — re-take the diagnostic free.

C.4The visual treatment

The report should feel like a personalised, slightly stark health check — closer to a doctor's report than a marketing brochure:

• Cover page — branded with orange accent but understated. The headline number (the score, X/10) is the visual anchor. Status word colour-coded.
• Body pages — sans-serif (Inter), contemporary and direct, not heavy/legal.
• Specific names highlighted — the user's partner, children, stepchildren in bold accent colour to drive personal recognition.
• Section headings — DM Sans, with orange rule underneath.
• CTA buttons in the PDF — orange filled blocks linking to LegalHelp product pages.
• No legal jargon visualisation — narrative is everything.

C.5Handoff & follow-up

• Immediate email delivery of the PDF report.
• Account storage — re-downloadable.
• Triggered email sequence — day 0, day 7, day 30, day 365.
• 5-year refresh prompt.
• Life-event trigger updates — if user buys a Will / LPA, the report shows progress on the recommendations.

DPricing & commercial shape

D.1Headline price

Free. Always. No payment moment in the diagnostic itself. This is the freemium feeder — its job is to acquire registered users and convert them into Will / LPA / Estate Planning Bundle customers. The diagnostic IS the marketing.

D.2Unit economics

D.3Upsell hooks

The report itself is the upsell:

• Will G3 at £79 — primary CTA, on page 1 and page 4 of every report.
• LPA at £99 — secondary; recommended for everyone 50+.
• Estate Planning Bundle — for higher-value estates or complex family situations.
• Letter of Wishes (free) — for users with specific wishes.
• Kwil storage referral — for users with existing wills who don't know where they are.
• 5-year refresh prompt — drives return visits.

ECompliance guardrails

E.1Why this is 🟢

A diagnostic that asks a user about their circumstances and produces a personalised educational report is not regulated activity under LSA 2007, the FCA regulated activities order, or the FCA CMC regime. The report provides general educational information, personalised application of those rules to user-stated facts, and specific recommendations. None of those is "legal advice" in the regulated sense — the closest analogue is a self-help health checker (e.g. NHS symptom checker).

The framing must always be conditional ("based on what you've told us, here's what would happen…") not definitive ("here's what will happen…"). One design choice away from regulated territory if we started advising on specific tax planning or making definitive statements about specific legal outcomes.

E.2User-as-actor framing

• We ask the user about their circumstances.
• We apply general legal rules to the user's stated facts (the diagnostic logic).
• We report the result back with educational explanations.
• The user decides what to do about it.
• The user acts if they choose — through our products or another route.

E.3What the AI explicitly does NOT do

• Does not give bespoke legal advice on your specific estate planning needs.
• Does not provide tax advice — for IHT planning you need a qualified tax adviser.
• Does not verify the facts you supply.
• Does not assess testamentary capacity.
• Does not act on your behalf.
• The report is not a substitute for advice from a qualified solicitor where circumstances are complex.

E.4Required disclosures

E.5What we don't say — danger words

• "You will inherit / not inherit" (definitive) — say "would"
• "Your will is invalid" (definitive) — say "may not work the way you expect"
• "We guarantee your readiness score is accurate" — never; based on user's own inputs
• "Tax-efficient" — never; we don't advise on tax
• "Your family is at risk" — manipulative; say "here's what could happen"
• "Avoid solicitors" — never; we're a starting point
• "100% legally accurate" — never
• "We've reviewed your will" — never; we haven't seen any existing will

FMarketing & SEO essentials

F.1Search intent

• The "am I covered" search. "Do I need a will quiz" / "am I covered if I die" — pure top-of-funnel curiosity.
• The "what happens if I die without a will" search. Highest-volume search in the wills cluster. Intestacy explainers convert at very high rates.
• The life-event search. "Just had a baby, do I need a will" / "just bought a house, do I need a will" — high intent.
• The cohabitee search. "What happens to my partner if I die not married" — extraordinarily high intent and conversion.
• The blended-family search. "Will rules for stepchildren" — high intent, often surprised by the answer.

F.2Keyword cluster

Primary keyword: do I need a will (huge volume, top-of-funnel)

Secondary cluster:

• will checker uk · will readiness check · am I covered if I die
• what happens if I die without a will uk
• intestacy rules uk explained
• do cohabitees inherit uk · stepchildren inheritance uk

Long-tail / intent variants:

• do I need to update my will
• is my will still valid
• what happens to my partner if I die without a will
• who inherits if I die without a will uk
• intestacy rules uk married no children
• intestacy rules uk cohabiting

F.3On-page must-haves

• H1: "Do You Need A Will? Take The Free 5-Minute Will Readiness Check"
• Meta title (≤60 chars): "Will Readiness Check · Free · 5 Minutes · LegalHelp"
• Meta description (≤155 chars): "Free 5-minute diagnostic. Find out what would happen to your estate if you died today — and exactly what to do about it. Self-help, not legal advice."
• Schema markup: Quiz + Service + FAQPage
• FAQ section answering top 8 PAA questions
• Internal links to: Wills · LPA · Estate Planning Bundle · Personal Legal MOT · Letter of Wishes
• Trust signals + free CTA above the fold + completion count when we get there
• Sample report page preview embedded (anonymised)
• Mobile-first layout — diagnostic traffic is heavily mobile

F.4Page title & meta — compliance-safe drafts

Title candidates:

• A: "Will Readiness Check · Free · 5 Minutes · LegalHelp"
• B: "Do You Need A Will? Free Will Readiness Check · LegalHelp"
• C: "What Would Happen If You Died Today? Take The Free Check · LegalHelp"

Meta candidates:

• A: "Free 5-minute diagnostic. Find out what would happen to your estate if you died today — and exactly what to do about it. Self-help, not legal advice."
• B: "Take the free 5-minute Will Readiness Check. Personalised report. See where the gaps are. Then act — or don't."

F.5Compliance-safe content programme

Twelve supporting articles — the diagnostic is the entry point but content is the SEO authority:

1. "What happens if you die without a will in the UK? The intestacy rules in plain English." Highest-converting top-of-funnel piece.
2. "Do cohabitees inherit anything in the UK? The harsh truth." Massive volume, conversion gold.
3. "Do stepchildren inherit if there's no will?" Blended-family piece.
4. "Who inherits if I die without a will and have no spouse or children?" Surprising answer (distant relatives, then the Crown).
5. "When should I update my will? Eight life events that should trigger a review."
6. "What is testamentary capacity and how is it tested?" Authority-building.
7. "Do I need a will if I have nothing?" Common search; nuanced answer.
8. "What happens to my children if I die without naming a guardian?" High emotional resonance.
9. "Intestacy rules in Scotland — they're different." Underserved sub-market.
10. "How much does it cost to make a will in the UK?" Sets up £79 anchoring.
11. "Will checker vs solicitor — when do you need real advice?" Honest disambiguation.
12. "Five real-life scenarios that show why everyone needs a will." Story-led.

F.6Off-page / amplification

Rob fit. Excellent. The Will Readiness Check is the most editorially honest piece in the suite — it presents factual information and lets the user decide.

Charity partner fit. Strong. Diagnostics are the natural lead-in to charity-legacy conversations — a charity-partnered version with co-branded results is the obvious mechanic. The diagnostic can be white-labelled for charity partners. Targets: Cancer Research UK · Macmillan · Age UK · British Heart Foundation · Royal British Legion · Refuge.

MSE / Which? fit. Excellent. MSE has long-running "should I make a will" content — free diagnostic slots in naturally. Will Aid (November) is the obvious moment.

PR angle. Data story: "6 in 10 UK adults wouldn't pass a 5-question will-readiness test — and most are surprised by what they don't know." Plus segment stories (cohabitees, blended families, minor children).

Affiliate / partner channels.

• Mortgage brokers — new-buyer triggers
• IFA / wealth managers — wealth-client diagnostics
• Employee benefits — corporate-wellness will-readiness
• Workplace giving — diagnostic + charity legacy combo
• Funeral directors — opt-in legacy channel

F.7The marketing "do not say" list — product-specific additions

• "Pass / fail" framing — never; informational, not judgemental
• "We've assessed your will" — never; we haven't seen any existing will
• "Your family won't inherit" (definitive) — say "may not inherit"
• "Take the will quiz to find out if your family is protected" — emotionally manipulative; say "find out what would happen"
• "Get your free will worth £79" — never; diagnostic is free, will is paid
• "Guaranteed accurate" — never; based on user-supplied inputs

GBuild dependencies & open questions

G.1What we need before launch

• Diagnostic logic engine — decision-tree + AI narrative-rendering pipeline. Owner: Pablo. Status: not started; reuses flow-engine infrastructure with a new output renderer.
• PDF report generation — branded template, dynamic fields, CTA buttons. Owner: Pablo. Status: requires brand sign-off.
• Email sequence infrastructure — day-0/7/30/365 emails. Owner: Rachel + Pablo. Status: requires content drafted and compliance-reviewed.
• Intestacy logic — rules-engine mapping circumstances to intestacy outcomes. Owner: Pablo + reviewer panel.
• Reviewer panel sign-off on diagnostic logic and report wording. Owner: Ed + senior-practitioner panel.
• Compliance copy sign-off — product page, report wording, conditional narrative branches. Owner: Ed.
• Content programme — 12 articles (the SEO moat). Owner: Rachel + Jemima.
• Charity partnership programme — white-label conversation with 2–3 pilot charity partners pre-launch. Owner: Ed + Rob.

G.2Open questions

1. Email gate placement. Email-gate the in-app summary, the full PDF, or both? Trade-off: lead capture vs friction.
2. The score (X/10) — what's the right scale? 5-point? 10-point? Letter grade? Status word only?
3. Cohabitee diagnostic — separate landing page? Cohabitee exposure is the highest-conversion sub-narrative; worth its own SEO landing page.
4. Scottish version of the diagnostic. Scottish succession law is materially different. Phase 1 or 2?
5. Feedback loop with existing Will customers. User who completed a Will with us 3 years ago should get an updated assessment.
6. Charity white-label scope. Logo only, full skin, or charity-specific landing page? Phase 2.
7. The "exclude" question — sensitivity vs accuracy of diagnostic.
8. Returning users — save history? Show "you've improved" comparison? Useful but operationally complex.