Trademark Marketing Pages

Role

Lead designer

Timeframe

Q4 2024

Project brief

In 2023, LegalZoom had 3% of the trademark application filing market. The remaining 21% going to DIY Filed and 76% going to low cost attorney assisted or high end premium law firms. We want to capture more of the market of trademark application, the biggest opportunity being taking share from “High End Premium Law firms”. Previously, customers saw us as an “online low cost option”. They picture us as having a bunch of non-legal agents working at a call center. The problem we set out to solve:

How can we position ourselves as one of the "High End Premium Law firms"?

We want to boast that our competitive advantage is that we provide the same service as a premium law firm, without the high price tag because we own a law firm and because we use technology that allows us to do things for customers for less money than traditional law firms and faster!

Current state

The page previously had……

Competitive analysis

I looked at social media platforms, websites of law firms with a tech-forward, online approach, and brick and mortar law firms to see how they draw in customers. I thought about what made these businesses successful and what LZ could leverage to shift our own image:

Show off our attorneys
Preview of the process
Emphasis on brand protection
Consistent entry points to get started
Resources that are actually useful
Why choose us
Price comparisons

I also looked for analogous examples to see how brands were positioning themselves as a reputable but affordable option to get an idea of how to show pricing transparency.

What went into the page

Lorem ipsum.

Results

In December 2024, the redesign of the Attorney Led Trademark overview page was launched launched, hypothesizing that elevating our attorneys and law firm on our overview page would improve conversion rates. This new design successfully increased PS to Txn CVR rates by +9% (based on pre/post measurement of Oct '24 to Feb '25) and Q1 Intellectual Property NBNF (new to the business new to the franchise) is pacing 11% ahead of annual operating plan based on strength in Attorney Led Trademark conversion, which we attribute to this effort.

Takeaways