IDR Law projects
The websites
IDR Law had two existing sites, and required a third B2C focused website with a different brand for PPC and SEO campaigns.
I designed the WillCheck site from scratch, with full branding, UX & UI, and made changes and improvements to the existing IDR Law websites.

Overall strategy

B2C Lead generation site
User needs
Initial fact finding
Can I do anything to solve this problem that occurred since my parent died?
Is it possible to change the inheritance arrangements?
Before contacting my family solicitor, I will have a quick look on Google.
Business objectives
B2C lead generation.
Destination for first SEO & PPC campaigns
Separate brand from IDR Law
Enquiries from Claim Checker form straight into HubSpot CRM.

Shop front B2C & B2B
User Needs
B2C I have a problem with my inheritance
Solicitor recommended they contact IDR
B2B New potential referrers looking for dispute lawyers because their client has an issue with inheritance
Business objectives
Highlight key benefits of IDR Law to both audiences
Contact channel for referrals who have been sent by their solicitor
Short contact from straight into HubSpot.
Direct potential referrers to IDRN

B2B engagement & referrals
User needs
Public pages My client has an issue with their inheritance
Client referral
Membership area Useful training resource for inheritance dispute
Industry news
Legal tech products
Business objectives
B2B lead generation
Grow referrer network
Engage with existing referrers via content strategy
Increase referrals
Establish credibility
Research insights
Disputes are emotionally sensitive situations
Inheritance disputes are sensitive and emotional situations, often with complex family dynamics at play. Siblings may be arguing, and tensions may be running high following the death of a family member.
The tone of the websites needs to account for this, striking an understanding, sympathetic and reassuring tone.
The benchmark for this tone was the approach the triage team take when speaking to clients on the phone. They pride themselves on taking a human approach to these conversations, the websites aimed to match that.
Users have no legal understanding
For most people, this will be the first and only time in their lives that they will be involved in an inheritance dispute, and as a result they have no understanding of inheritance disputes, or any of the legal terminology around this subject.
The website copy needs to speak in language that they understand, so they can recognise their situation quickly and immediately know they are in the right place to solve their problem.
They want to know if anything can be done
With limited understanding of inheritance law, their first motivation is to understand whether anything can be done to resolve what they are unhappy about.
They want to know if a legal challenge would be successful, and how much it would cost.
The website copy needs to answer these questions as soon as possible, providing reassurance while taking into account the legal realities of challenging inheritance.
They want to trust who they are talking to
Given the sensitive nature of family disputes, and the legal costs involved, they want reassurance that they can trust IDR Law.
They want to feel confident that their lawyer will give trustworthy advice and make the right decisions.
The website needs to provide this trust and reassurance.
The reviews show what matters
Google reviews have the same comments showing up over and over again – what matters is the compassionate and empathetic approach.
Our appointed solicitor was brilliant – supportive and empathetic throughout a very difficult time for our family.
Absolutely wonderful service, particularly from KA whose kindness and compassion shone through in every aspect of her work
Very professional, took time to listen to me, empathetic with my situation and delivered what was needed to help me in a courteous, sympathetic manner, thank you
From the very beginning, she was attentive, compassionate, and incredibly knowledgeable.
DP was very, very helpful and presented me with reassurances and comforting guidance, at a very strained and strenuous time, Thank you so much.
Extremely courteous helpful and considerate
Thank you to LR for her compassion towards me and my situation.
I would not hesitate to recommend IDR Law. I dealt with LR and RP and they were both super understanding, compassionate and kind. They reassured me and dealt with matters quickly. Thank you so much!
She remained a constant support through difficulties which continued for over two years. Many of which were emotionally distressing and draining. During this time whilst remaining the ultimate professional she dealt with the issues with balanced diplomacy doing so with warmth, compassion and understanding
As these quotes from the internal survey says…


Wireframes
The IDR Law site and the Will Check site have similar audiences with the same problem, so the Information architecture, site structure, and content was designed together on one wireframe.
The design of the sitemap provides people facing inheritance disputes with all the information they would need to understand their situation, and what can be done.
The content topics are categorised into clear pillars and clusters for SEO optimisation. Content for each page includes top ranking keywords and phrases identified in the SEO audit.

Will Check UI
Will Check is a brand new WordPress site with the objective of hosting the Claim Checker tool, that gives people an immediate answer on whether they have the legal right to make an inheritance claim.
Budget constraints meant the site was built from an adapted theme, so the UI was a simple generic layout that focused on solving the users problem as quickly as possible with clear, informative, and relatable content.
Screenshots taken from live WordPress site. Full size pdf here.


Results
The site had 6000 unique visitors in the first 8 weeks, with a form conversion rate of 2.7%, 160 new leads and substantial dwell time on the written content.
IDR Law updates
The existing IDR Law site had B2B focused messaging, but needed to account for the B2C traffic.
The homepage and site structure were updated with the same content design from the wireframes, with slight variations based on the different use case. The existing theme constraints meant there were limited visual changes to the original UI.


IDR Network
The IDR Network B2B site undergoes regular updates and iteration, I am currently carrying out the following projects:
- Launch of paid membership tiers
- Creation of new legal tech products
- Mapping journeys to integrate these products into the paid tiers
- Briefing agency on required dev
