Comprehensive marketing research for a law firm

Task

Before developing a landing page for a law firm, it was necessary to understand:

who exactly is seeking help;
why people postpone decisions;
what fears prevent them from leaving a request;
how strong competitors look;
what can differentiate us from them.
What was done
segmentation of the audience;
creation of detailed customer profiles;
analyzing motivations and barriers;
analyzing competitor websites;
evaluating positioning;
recommendations for the structure of the new landing page.
Project feature

Instead of standard characteristics ("male, 35 years old"), psychological behavior models were built.

For each segment, the following were defined:

emotional state;
fears;
decision-making logic;
trust triggers;
objections;
arguments that encourage leaving a request.

These data became the foundation for the future structure of the site.

Result

The client received not just a document with audience characteristics, but a ready marketing base for creating the landing page, advertising campaigns, and content.

The research allowed for positioning to be formed, key trust triggers to be identified, and the page structure to be built based on the real needs of potential clients.