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This project was undertaken to answer a business need expressed by Solocal, a company specialising in advertising, communication and digital marketing, to enter the market of platforms connecting law firms with users looking for such services.

Strategy

In order to offer the best digital experience and answer the client brief, we worked along the following lines:

1. Comparative analysis and market study: An in-depth analysis of the legal services market was carried out to identify the gaps in accessibility and in the connection between users seeking legal advice and law firms. That study identified opportunities for our platform to position itself as a modern, effective solution. A list of the different features per competitor was also drawn up in order to determine our strategic positioning.

2. User interviews: in-depth interviews were conducted with potential users, as well as with law firms, to understand their needs, their challenges and their expectations when it comes to finding or providing legal services. That information was crucial in guiding the development of the platform.

3. Defining the user persona: based on interviews and market data, we developed a detailed user persona. Our user profile is a person aged 30 to 40, looking for reliable and accessible legal advice, but who may feel intimidated by the complexity of the process of searching for and selecting a lawyer.

4. Defining the KPIs: Key performance indicators were defined to evaluate the success of the platform, in particular the conversion rate of B2C users into consultations with lawyers, the number of consultations carried out, the various click-through rates at each stage of the journey, the cost per acquisition and B2B professional satisfaction (NPS).

The strategy and product definition phase represented roughly 3 weeks of work.

Execution

5. Visual identity and mockup design: A modern, professional visual identity was developed, with restrained colours and clean visual elements to reflect trust and reliability. The mockups were designed in Figma to offer a fluid, intuitive user experience, focusing on how easy it is to search for and book an appointment with a lawyer.

6. Platform development: The site was developed on Drupal using best practice in web design and development. A user-friendly, responsive interface was created to guarantee an optimal user experience on every device. Landing pages were also built in HubSpot for the paid acquisition channels. The emphasis was on simplicity and clarity, with advanced search and filtering features to make finding a suitable lawyer easier. Since the purpose of this site is conversion, a tracking plan was put in place to measure conversion at each stage of the journey and so improve those KPIs. Development of the platform represented roughly 9 weeks of work.

Results

The platform now allows Solocal to connect individuals and law firms effectively. Since going live, it generates an average of 95 consultation requests per month, with a conversion rate of 6.5% on the B2C journey.