Prenups vs. Wills – Which Would You Develop?

I just picked up two pretty strong legal domain names. Chances are good that I will develop one of them using a legal affiliate relationship and possibly a directory, and I will probably sell the other one. Both domain names are common legal terms, and they both have fairly strong search numbers according to Aaron Wall’s Search Tool. Which do you think is the better domain name?
1,200,000 Google results for “prenuptial agreement
Many top and side advertisers several pages deep
Aaron Wall’s Keyword Tool – 173 daily count
1,120,000 Google results for “last will and testament
Many top and side advertisers several pages deep
Aaron Wall’s Keyword Tool – 340 daily count
LegalZoom has a great affiliate program for these legal agreements
Which would you keep and which would you sell?

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn
  1. I like the Prenup one, but I think there are more affiliate opportunities for wills (prenups probably require lots of customized legal work). So I would sell prenup and develop last will.

  2. I’d develop I don’t think I know anyone who has a prenup. On the other hand everyone I know who has kids gets a will done, if only so they can grant custody they way they want. I’m guessing a lot of those people haven’t had a need for an attorney yet either, so they would be actively searching.

  3. go with WILLS… bigger market…
    all adults should have a will…
    but not all adults need a prenup…

    Where do you find the Legal Affiliate Programs ??

    Good Luck with your project…

    ~Patricia (DomainBELL)


  4. Wills – even though it is a long domain, it is a much larger market.

    Where did you find the domains?

    Private transaction from original registrant. I contacted him and worked out a deal.

  5. The prenup name is the better generic, the other one seems long and awkward to me.
    One the questions I would want to answer before picking which name to keep & develop is to take a look at the existing traffic. This decision shouldn’t only be based on the existing traffic, but on the intention of the traffic as well.

  6. By my stats – LastWill wins hands down…especially based on KW Discovery stats. Yes, Prenup may seem to have a bit more type-in, but lets be real…the monthly type-in diff if maybe 100 clicks tops. The money is in development, SEO ranking and Last Will has much more potential via market size and even saleability of product. I can’t imagine LegalZoom as a solution for Prenups – if you want one, you have money to pay a pro while Last Will reaches everyone.
    Regarding the Aff Program question in #4…here are some places to start for anyone interested in Rev Share…
    Major Aff & CPA Networks – (now Google)
    (MANY MANY others as well, but that will get you thousand of offers to start)
    You will be able to find any product you want to market from these networks. You can usually but out the hyperlink and go straight to the product/merchant as well and redirect through your server without using their tracking pixel. Don’t want to get over-techie on that here though.
    Back to selection – LastWill is the winner (and would not have been my guess) based on the market size, KW searches, available relationship with LegalZoom and the reality that development/good content turning into SEO ranking is what makes this win – and the KWs in the domain as an exact phrase domain will help ranking.

  7. Go with With the exception of the coasts (as they say), Prenups are not a big issue. Although, I guess they are both related to being belly-up.

  8. I would develop both and have them linked to each other. I think anyone interested in the Prenuptial Agreement might also end up visiting the Last Will And Testament site and vice versa out of curiosity.
    Plus, I think that you could probably develop both in tandem with similar formats and save yourself some money on development costs.
    I could see you getting alot of free PR from the Prenup site because of the human interest element.. It’s a perfect, ready- made topic for all the Women’s magazines etc…

  9. In an earlier life I practiced law in two medium-sized cities (80-100,000) and I would bet good money that the wills site will do better. The number of people who do prenups is relatively small. Those who have the money and inclination to do so will be much less likely to get one from Legal Zoom or any website.

  10. I would develop the prenup. You never can find time to get that will togethor, but I guarantee, if you were getting married and had substantial assets to protect, you would get the prenup put together. It boils down to which is more pressing. We all follow the path of least resistance. You can always find time to do the will later. Just my thoughts.

  11. Elliot, I think they can both be great, prenups is more niche oriented IMO and everyone needs a will. However without doing the research if the space is flooded with will sites and there is not many that specialize in prenups you could get better bang for your buck there even though the market overall is smaller.
    Good luck!!

  12. This will definitely be a long term project. Look at the # of inlinks for the top listings: – 180,000 – 17,000
    wikipedia – lots
    ibiblio – 500,000 – 912 – 812 – 4921
    now those may not all be real links, but it gives you an idea of the competitive nature of the term. To break into the top 10 will take a lot of work, and you’ll definitely need to buy a lot of links. When you make it though, you could make a ton of money.

  13. I’d develop prenup. is too long, too many words, and is not the natural term that people use for “will”. Prenuptial Agreement is the natural term that people use for this product and it’s only 2 words. Plus, as Gordon points out, there is intense competition for this space – prenup is more of a niche and you’ll have a better shot at getting top SEO spots.
    The larger demand for wills might also make it easier for you to sell LWAT at a better profit.

  14. Unless you have a wide knowledge about both that domains, you might wanna skip them and develop something else. Find something that you really have passion about.

  15. Elliot,
    Good blog and like all your posts especially the ones where you update us on your development efforts…..very informative.
    I like both names. I would think that more people make ‘Wills’ than prenups but that is slowly changing these days. May be develop the Wills one first imo.

  16. I am leaning towards selling and keeping I’ve done some research, and it seems that there are more legal affiliate sites that have opportunities in wills and estates. Prenuptial agreements are better suited for lawyers, so I might either sell it to an end user lawyer or sell it to someone else who has the time do do that.
    Thanks all for your opinions!

  17. While prenups might be a targeted audience, there is a lot of controversy whether they actually hold in court so people might be searching but more for interest. Also, those who use a prenup, are interested in protecting their assets have an attorney to directly deal with directly. Wills on the other hand affect everyone and I see a lot of growth as more and more people are learning the benefits of having a will to avoid probate. I vote for, Elliot.

  18. May look to target Los Angeles lawyers for buyers. I’m fairly sure this is a good market for big money pre-nup’s coming from technology-using clients and their lawyers that could develop a useful domain.
    From what I notice from these comments, a pre-nup is not common in many places, but I think in LA it probably has a higher ratio.

Leave a Reply

Recent Posts UDRP Decision is Upsetting

Last night, I saw that WIPO had posted an update regarding the UDRP. is a domain name registered in 1996, and I...

CEO of Shares Domain Name Acquisition Learnings

Jordan Fried is the owner of some exceptional domain names. A few of the domain names he owns include,, and This...

Taking a Blog Break

I have been writing articles on my blog since 2007. I have been fortunate to have the advertising support of many domain industry companies...

Some Thoughts About 2023

As the year winds down, I have been thinking about what to expect for the upcoming year. I am hopeful that it will be...

How I Am Preparing for the New Year

Less than a week remains in 2022. This is generally a quiet week in terms of domain name sales, so I tend to spend...