Legalzoom.com offers online legal document preparation to consumers and small businesses. Historically, the site has required customers to create their own documents without the help of an attorney. LegalZoom has recently created a new division, LegalZoom Attorney Services Division (ASD), to offer more comprehensive legal solutions with the assistance of an attorney either through consultation or actual fulfillment of a legal product.
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Our LegalZoom Attorney Service customers are a diverse group of individuals and small businesses. Their needs are generally more complex than the typical LegalZoom customer, both in the nature of their problems and in the products they require (our more complex products have been designed to incorporate the advice of an attorney to answer technical legal questions and to assist in the drafting of any special language requirements).
The site should incorporate the overall look and feel of LegalZoom.com, but with its own identity. Because we are generally dealing with more complex matters and in particular including the addition of an attorney (either directly or indirectly) this group of pages should be identifiable as something different from LegalZoom’s core products. We want to provide additional comfort by emphasizing the attorney drafting and consultation included in the product purchase (see: http://www.legalzoom.com/attorneys-…view.html). Additionally, there may be client testimonials placed on the page as well as links to educational content that reinforce the customer’s confidence in purchasing the product. While the static testimonials should be easily visible to the customer, links that take a visitor away from the purchase path should be kept to a minimum. There should be a strong call to action on each of the product pages with a button that is easily accessible and prominently displayed for the customer to initiate the purchase path. On lead generation pages, there will be a web form embedded in content rich pages related to the subject matter. For example, a content page that discusses auto accidents will also host a form that a customer may fill out for a Free Case Evaluation from a auto accident attorney (http://lawyer.legalzoom.com/automob…accidents/).
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