If you’re in the business of offering Wills and Estate Planning to your clients and have done so for a while you might begin to think that your offering/image is getting a little stale and in need of reinventing.
Sorry to say but websites, like bread loaves tend to have a shelf life. The shelf life of a website will depend on many things. It could be the back end, how many times parts of the site are updated (including plugins etc) but ultimately will need refreshing/reviewing every three to five years, just like a Will.
The definition of rebranding according to Whatis.com is:
“Rebranding is the creation of a new look and feel for an established product or company. The usual goal of rebranding is to influence a customer’s perception about a product or service or the company overall by revitalizing the brand and making it seem more modern and relevant to the customer’s needs.”
When recreating your Will writing website you may wish to consider the CMA’s call for greater transparency when it comes to legal services. Whilst the website is only a small part of a website rebrand, you may wish to consider the following:
Keep it simple
Clear and unambiguous language or information is likely to engage a customer better than bowling them over with too much information that they might not understand. Whilst it’s important to place yourself as an authority on the subject transparency is key to building a successful business.
Look at competitors
Some simple market research will let you know what your direct competitors are doing. You’ll need to be careful what strategy you adopt from your findings but you should note what they are doing well, and what you would like to see your business doing. Looking at pricing of your competitors will also be useful to see where you sit in the market.
Understand you USP
Do you have a Unique Selling Point? This is something that makes you stand out from a competitor. It might be price, a specific service you offer, your document delivery times or your customer service skills. You should highlight this in your rebrand and let clients know what they can expect from you.
Identify gaps in the market
Your rebrand is an opportunity to let the market and prospective clients know that you’re still here, and moving forward whilst being committed to offering a quality service. In doing some market analysis which might start with a simple SWOT and then expend past a PEST analysis onto more detailed research you will be able to identify what makes you different (your USP) and whether you can settle yourself as a niche for a product or service in your area or locality.
The SWW provide web design support through our partnership with Solve Legal and have an in house graphic designer to support members with cost effective content, logo design, and stationery. If you would like more information on this then send me an email: [email protected]. I’d be glad to talk through how we can help you rebrand.
Written by Thomas Stansfield – Sales and Marketing Director – The Society of Will Writers and Estate Planning Practitioners
