Simplifying complex legal processes for a mixed client base
The Countrywide Tax & Trust Corporation’s website was unhelpful, unclear, and inciting unhappy customers
Countrywide Tax & Trust Corporation Ltd (CTTC) is a legal company offering advice on all aspects of estate planning and asset protection. Its services include will writing, estate planning, probate, and professional executor and trustee services. As such, the company caters to a broad client base with varying needs.
This range of expertise and complex legal matters are difficult to communicate – and the old CTTC site was very unclear in its messaging. Add to this grieving visitors who are searching for answers they can’t find, and you’ve got the perfect melting pot for some pretty ugly customer reviews.
Digital Revolution:
Services- Consultation
- Graphic design
- Branding
- Copywriting
- Web design and Development
- UX Design & User Testing
Establish Value Proposition (VP)
We helped CTTC ascertain who their clients are and what they want. We then honed the company’s VP and how they communicate their offering to their clients.
We established there are three main visitors to the CTTC site: those looking to make a will or estate plan; those looking for information on a loved one’s will, trust, or to start probate; and existing customers looking for assistance.
We broke Countrywide’s VP down into these three key client areas and used them to form the basis of the new site’s navigation. Now, visitors can self-select the category that best describes them and find information relevant to their enquiry quickly and easily.
Carefully Crafted Copy
Users come to the CTTC website looking for help, advice, and information, so we stripped the company’s messaging down to the bare bones to give their copy clarity. Some of the company’s legal services and industry jargon were hard for new users to understand, so we created simple glossaries that demystify these.
We also carefully crafted copy that speaks directly to each of CTTC’s three main client groups. As some processes, like probate, can be emotionally difficult, we worked hard to develop a brand voice that was helpful, empathetic, and reassuring.
Empathetic UX
One of CTT’s main problems was helping visitors understand the processes and restrictions that prevent them from sharing information on clients’ wills. This led to customers being frustrated about not getting the answers they wanted and misdirecting their anger towards CTTC.
To address this, we developed a thoughtful step-by-step user journey that focuses on educating customers, providing as much information and resources as possible to ensure transparency and promote trust.
Total Rebrand
CTTC’s old website was dated, and its branding was tired and uninspiring. We put our graphic design team to work to create a fresh, new look that’s friendly, approachable, and professional.
Designed to have a calming effect on the user, the contemporary colour palette and clever use of white space create a positive outlook. This makes finding information and digesting difficult subject matter an easier user experience.
The logo is simple and clear, just like the brand key message – ‘We make estate planning simple’. The ‘dot-to-dot’ line represents the direct route Countrywide provides its customers to help them find the information they need quickly and easily.
The logo is simple and clear, just like the brand key message - ‘We make estate planning simple’.
