Most people know they should have a will, yet many still put it off. For estate planners and will writing solicitors, that delay can be a real challenge.
So, why do people hesitate? And how can you help them change their mindset?
In this guide, we’ll look at the common reasons people delay writing a will and how you can reframe the conversation to encourage action. If you want to connect with more motivated clients, you’ll need to understand the psychology behind their hesitation, and know how to counter it with clear, reassuring advice.
What we’ll cover
Why people delay writing a will
There’s no single reason people avoid writing a will.
Often, it’s a combination of emotional, financial, and practical concerns.
1. Discomfort with death
Talking about death is uncomfortable for most people.
Even thinking about it can be enough to make someone avoid the topic entirely. For younger clients especially, the idea of planning for death can feel too far away to worry about.
The challenge here is to position a will not as a sign of expecting the worst, but as a smart step in taking control and protecting what matters.
2. “I’ll do it later” thinking
Procrastination is probably the most common reason people delay writing a will.
It’s easy to assume there’s always time to sort it out later. Unless they’ve experienced a recent life event – like the death of a loved one or a major health scare – there’s no immediate pressure to act.
This makes urgency a key part of your messaging. Help clients understand that writing a will isn’t just for old age. It’s something every adult should consider sooner rather than later.
3. Confusion about the process
The will writing process can feel intimidating.
Many people delay writing a will because they think it’s going to be complex, time-consuming, or filled with legal jargon. If they’re not sure where to start, they simply won’t start at all.
That’s where clear explanations and a simple, step-by-step approach can make a real difference. Taking time to walk someone through the basics shows them it’s more straightforward than they think.
4. Worries about cost
Some clients delay writing a will because they assume there’ll be big legal fees or hidden costs.
If they’re on a tight budget, this perception alone might stop them from even enquiring.
Being transparent about pricing and offering flexible packages or online options helps ease those concerns. It also makes your service more accessible to people who are ready to take action but unsure about affordability.
How to reframe will writing as urgent and relevant
Changing a client’s mindset starts with understanding their hesitation and offering clear, relatable solutions.
Use real-life situations to build relevance
Don’t just talk about what a will does. Talk about what happens when someone doesn’t have one.
Share stories (anonymised, of course) about families left in difficult positions due to lack of planning. Help them imagine what would happen if no one knew their wishes.
Relevance is especially powerful when selling to younger clients. It might not be about property or children, it could be about digital assets, pets, or charitable donations. These can be just as motivating when framed properly.
Keep your language clear and friendly
When someone’s already hesitant, heavy legal jargon only pushes them further away.
Speak plainly. Say what the will includes, why it matters, and how it helps their loved ones.
For example, instead of saying, “This clause allows for discretionary powers in asset distribution,” say, “This section lets you choose who gets what, so there’s no confusion or disputes later.”
This is also where effective messaging comes into play. The simpler and more human your message, the more people it reaches.
Position a will as an act of care, not fear
People don’t like to be scared into making decisions.
Rather than using fear-based messaging, focus on peace of mind. A will or estate planning isn’t about preparing for the worst, it’s about looking after the people you care about, even when you’re not around.
Remind them that writing a will is one of the most thoughtful things they can do for their family. It gives loved ones clear guidance, reduces stress, and avoids unnecessary conflict.
The role of urgency in prompting action
Creating a sense of urgency doesn’t mean being pushy; it’s about helping people understand the benefits of acting now, rather than later.
Link will writing to life milestones
Encourage clients to see writing a will as part of growing up, like getting a mortgage or taking out life insurance.
These moments naturally prompt people to think about the future. That’s why campaigns aimed at homeowners or new parents tend to convert well when you market will writing services to those audiences.
Make the process feel quick and achievable
The shorter and simpler the journey feels, the more likely someone is to take the first step.
Highlight how little time it takes to get started, especially if you offer phone appointments or online forms.
You could even offer a free initial consultation to reduce friction and show how easy it is to move forward.
Qualifying the right prospects makes it easier
Getting people over the line is much easier when you’re speaking to someone who’s already thinking about writing a will.
That’s why phone-verified leads perform better than cold outreach. Our will writing leads come from prospects who’ve already shown interest. They’re more likely to engage, book an appointment, and follow through with the process – saving you time and increasing your conversion rate.
How to turn interest into action
Once a prospect shows interest, it’s your job to guide them gently to the next step.
Ask the right questions early on
Start by asking about their family, their home, or any recent changes in their life. These are the kind of qualifying questions for will writing leads that make people reflect, and often lead them to realise just how important a will really is.
If they’re already thinking about it, a well-timed question can turn hesitation into action.
Keep the momentum going
Don’t let too much time pass between enquiries and follow-up.
When someone expresses interest, that’s the moment to move. Whether you offer a quick call or send over helpful info, keep the conversation alive.
If they delay again, remind them why they reached out in the first place, and gently bring the focus back to the benefits for their family.
Final thoughts
There’s no one reason people delay writing a will, but there are many ways to help them move past it. The more you understand their concerns, the better you can tailor your message to break through the hesitation.
Whether it’s through softer messaging, simpler steps, or relatable examples, the goal is the same: make writing a will feel like a smart, caring decision that’s easy to act on now.
If you’re looking to connect with more prospects who are already in the right mindset, working with quality leads is a great place to start. And once they’re in your pipeline, help them see that everyone should have a will. Not one day, but today.
