Challenge
The product solved a genuine compliance problem but the website led with features, not outcomes. Legal professionals were not converting because the funnel failed to address their risk aversion.
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Marketing - 2024
LegalTech SaaS Marketing Funnel Build
Designed and built a full inbound funnel for a legal document automation SaaS — from homepage narrative to conversion-optimised trial signup.
Inbound funnel for legal SaaS / Homepage to trial in a clear buyer journey
Overview / Client
B2B LegalTech Startup
Overview / Role
Marketing Designer + Web Developer
Overview / Year
2024
Overview / Stack
Next.js — SEO — Conversion Architecture — Analytics
Overview / Duration
8 weeks
Overview / Category
Marketing
Solution
Rebuilt the entire marketing layer around the buyer's fear of compliance failure, not the product's capability list. Created vertical landing pages for each use case, each with relevant legal social proof and a low-commitment trial path.
Gallery
Key visuals and system snapshots
Homepage narrative framework
Problem-first structure addressing compliance risk, then surfacing the automation promise with social proof from legal teams.
Use-case landing pages
Vertical-specific pages for contract review, NDA automation, and compliance reporting — each with tailored proof points.
Trial signup conversion flow
Low-friction signup sequence with progressive trust cues — legal badges, security callouts, and a 30-second value demo.
Trial signups
+44%
Month-over-month after full funnel launch.
Homepage bounce rate
−31%
From restructured problem-first narrative.
Organic traffic
+58%
Over 90 days from SEO-optimised landing pages.
Process & Design
- +Interview sales team and existing customers to extract actual buyer language and objections.
- +Redesign site architecture around buyer jobs-to-be-done, not product feature categories.
- +Write conversion copy aligned to compliance-risk framing, reviewed with a legal consultant.
- +Build site in Next.js with vertical page templates for rapid publishing.
- +Instrument funnel with GA4 and Hotjar for post-launch iteration.
Result & Impact
A conversion-focused marketing layer that turned a product-led site into a buyer-led journey — increasing trial volume and bringing organic search traffic from high-intent legal keywords.
“Ken understood the legal buyer's anxiety around new software. The copy and layout are exactly right for our ICP.”