A case study for one of my favorite product launches.

LLC product @ legal zoom

Though Legal Zoom offers a suite of legal services, LLC is the highest grossing product at Legal Zoom, and as a result the product that gets by far the most attention, and traffic, at the company.

The ‘trick’ is making the intimidating and nebulous process of starting a business feel easy and time efficient, like your grandmother can do it.

Customers typically come to Legal Zoom because they are excited to start a new business. The energy, audacity, and passion of that pursuit is at the very core of the Legal Zoom ethos and brand.

Working with a team of designers I helped develop a strategy, and wrote all of the copy for the LLC flow at Legal Zoom, including all tiles, headlines, and web pages.

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Though LLC is not the main home page for Legal Zoom, it is often the first touch point users will see because many of Legal Zoom’s customers arrive from a search engine after they look for information about starting a new business.

Three basic educational tiles greet the user when they land on the LLC homepage, beginning the user journey.

This next tile is crucial, in many ways it encapsulates the purpose-driven mindstate of the customer better than any other.

Once a customer has ‘named’ their business, a few other basic questions are established, including location, contact info, and what the business will do.

Now the fun part: state-specific legal obligations and paperwork. The aim is to put the customer at ease, to let them know that Legal Zoom can be a trusted partner along the new business journey, making life easier for any new business owner.

Legal Zoom offers several other services that simplify the process of getting a business approved by your local government, including providing all the necessary licenses and permits, a business attorney plan, a business bank account, in partnership with BofA, and the option for expedited setup to officially launch the business.

The user-journey is almost complete, and the new business is just about ready to launch. By the time they arrive here, the customer should feel supported. 🚀