Experience Level: Expert
I am a lawyer and my company incorporates businesses. I have an existing website but I'm creating a new site with a new name. The distinguishing feature of my service is that I'm one of the only lawyers providing affordable online incorporation services. Other services are "document filing" services NOT run by attorneys. I need to let first time visitors know immediately that this is a lawyer-created and operated site providing better services at about the same cost as non-lawyer sites. How do I do this? My solution is to use animation in my homepage header block to graphically emphasize this difference. My initial thoughts for your consideration and creative improvement are this: the header block is black when the home page loads. The sound of a pull chain being pulled is heard and a light bulb lights up a room. Using a stick figure-type character (we'll call him Slim) and simple lines to show a home office with a desk and computer screen, Slim walks over to his desk and sits down. The wall behind the desk shows that Slim is starting up his new business--maybe a sign reading "Slim Enterprises World Headquarters" or ? The computer screen lights up. The visitor sees that Slim is doing a Google search for "form a corporation or LLC." (ideally, the computer screen would have a real looking computer screen superimposed on it and we would see that Slim is typing in each character of his search). We see the hits list "LegalZoom" prominantly at the top (they're the big player in the U.S. for incorporation services). The description for LegalZoom says "formed by attorneys from top law firms." Slim looks at the fees and looks delighted. He stares at the screen a moment. He gets a magnifying glass and looks closer. We see that the fine print has a disclaimer saying "LegalZoom is not a law firm and is not a substitute for an attorney." Slim looks disappointed and modifies his search: "incorporation services by an attorney." We see the hits listing law firm attorneys and showing hourly rates of $250-300 per hour, fees of $1,500-2,000, etc. Slim shakes or scratches his head and modifies his search again to read: "incorporation services by an attorney at document-filing prices." A few seconds goes by indicated by elipses (...) and suddenly a hit...the only match (my site). This is my imagination. I'm looking for someone to run with it and be creative and clever in communicating this message in a simple but entertaining fashion. I suggested a stick figure because it downplays the character and emphasizes the message, but a simple cartoon character should work as well. The point is to not make the setting so involved as to distract the visitor or cause them to focus more on the entertainment than what Slim is doing and what he's trying to find in his search.
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