Brand Creation and Legal Marketing Services

From fearing death to FOMO,
repositioning a Brand.

Will and Probate Services operate in a highly competitive marketplace where the selling propositions are similar across the industry. Making this company stand out from the competition was key to gaining market share. This legal services company were also about to embark in a bold new franchising plan which required a full marketing strategy.

legal-services-marketing

The need:

The Will Writing and Probate area of legal services has an image problem, having a business which mainly deals in what happens after you die is not an easy sell. It's part of our nature to shy away from things which make us uncomfortable, and getting people to interact with uncomfortable feelings from a sales perspective is a challenge.

 

Like many other businesses in the legal sector, Will and Probate Services had been using fear-based advertising for many years to pull in the customers. Relying on negative emotional call to actions based on losing your home or investments without proper guidance and legal documentation. While this had worked to a point to generate customers from the 55+ market, these types of messages completely turned off the younger segment who also required this service.

 

After conducting extensive competitor research, market research and looking at similar industries such as the insurance sector, we found that to capture a younger market and engage generally with a wider audience we needed to connect with positive emotions which would resonate with potential customers and motive them to buy from this company.

 

We also discovered that the largest section of customers and buying influencers are female, with mothers, daughters and wives being the largest driving force behind making sure Will and Probate services are in place for their family. The existing branding was very masculine and traditional and needed to appeal to women and a younger audience generally.

legal services marketing

Our Creative Approach to
Legal marketing services

We simplified the brand and wordmark into the initials W and P to help create a strong, dependable logo and looked at a colour scheme which reflected emotive feelings of wisdom, strength, peace and trust.

This logo would be used across both consumer and business facing services such as the new franchise opportunity, so had to be flexible enough to work across both agendas.

 

A brand message was developed ‘for the big things’ to encapsulate that this company dealt with the largest life issues. This branding was to be presented in tandem with images that tapped into the wants and needs of people to protect and provide for their loved ones, using strong positive feelings of love and intimacy over grief and loss.

 

The new branding was rolled out across internal communications and marketing collateral for print, digital and social media channels.

legal-services-marketing-image-3
Will and Probate Website on ipad-800pxH
legal-services-marketing

Simplify and Amplify the
digital marketing strategy

Will and Probate Services had several websites focussing on individual services attached to multiple domain names, all of which received little to no traffic and required a complete overhaul to come in-line with the new branding.

 

We completed an audit of all the digital assets and formulated a strategy for combining these multiple sites into a simplified and smoother customer experience which worked across multiple devices and screen dimensions. A new hosting environment and website was built from the foundations up to include strategic keywords and content to gain organic SERPS in Google and Bing. Subdomains where also set up with microsites aimed at the franchise area of the business which was optimised for that target market.

 

Through our legal marketing services over a six month period, Will and Probate rank on page one of Google and Bing for several search terms which drive regular converting traffic to their B2B and B2C services. We have also managed to attain the company two featured snippets in Google for high traffic keywords.

legal marketing services

0

national franchisees gained

0+

organic SERPS in Google

0+

qualified leads for legal services in six months

test us out!

If you are a law firm or legal services company, call us for a free discovery consultation. We will look at your business and suggest some approaches on how we could work together to gain you market share.

homefind-block-logo

"Couldn't recommend Dan & Joe at Orchard House Media enough! We as a company wouldn't be where we are today if it wasn't for the advice, guidance & time that they have spent creating our website and boosting our business through various online marketing platforms. Cannot thank you two enough for what you have done for Homefind Solutions!"

Homefind Solutions

Will-and-probate-logo-500px

"We have worked with Daniel Speed and his team for over three years. He has overseen a complete re-brand of Will and Probate Services, from web through all of our printed materials. His work is always excellent, he is not afraid to challenge preconceptions and established practice. He also is strong enough to rein in my wilder ideas. A Highly Recommended creative team."

Will and Probate Services

facial-palsy-logo

"We worked with Orchard House Media on an animation to raise awareness of a heath condition. We've had 30,000 views on Facebook in 6 days and over 900 views on YouTube so far. We were guided by Orchard House Media about what would work best. We didn't always agree with them but we went with their advice. They asked us to trust them as experts in design. It was the right decision for us as we have had 100% positive feedback."

Facial Palsy UK

test us out!

Call us for a free discovery consultation.
We will look at your business and suggest some approaches on how we could work together to gain you market share.

homefind-block-logo

"Couldn't recommend Dan & Joe at Orchard House Media enough! We as a company wouldn't be where we are today if it wasn't for the advice, guidance & time that they have spent creating our website and boosting our business through various online marketing platforms. Cannot thank you two enough for what you have done for Homefind Solutions!"

Homefind Solutions

Will-and-probate-logo-500px

"We have worked with Daniel Speed and his team for over three years. He has overseen a complete re-brand of Will and Probate Services, from web through all of our printed materials. His work is always excellent, he is not afraid to challenge preconceptions and established practice. He also is strong enough to rein in my wilder ideas. A Highly Recommended creative team."

Will and Probate Services

facial-palsy-logo

"We worked with Orchard House Media on an animation to raise awareness of a heath condition. We've had 30,000 views on Facebook in 6 days and over 900 views on YouTube so far. We were guided by Orchard House Media about what would work best. We didn't always agree with them but we went with their advice. They asked us to trust them as experts in design. It was the right decision for us as we have had 100% positive feedback."

Facial Palsy UK