This series of videos was created in order to boost LegalZoom's presence and authority on youtube, and push handy internet searchers to organically find Legalzoom's products.
Process
These videos introduce the public to each and every one of LegalZoom's 35 distinct products while differentiating between different product categories and potential users. I utilized two stage constructions to create a "business WOrld" and "personal world" -- each embodying the character of personal life and work life.
Business products setting
Personal Products setting
Actors were cast and selected according to marketing analytics about our target age and demographics for each product. Younger actors from a specific demographic were utilized in categories where research had shown customer affinity for a particular type of authority figure.
In order to increase our search-related expert score, and then drive organic, search-driven traffic , we decided to continue to incorporate attorney interactions into the content. I wanted to emulate the specific circumstances by which a customer would be interacting with an attorney, and so placed the attorney into a screen on our stage set. Attorneys were carefully selected from our network utilizing consumer studies on trustworthiness linked to age and gender demographics by product.
upwards of ten products had state-specific requirements -- and SEO triggers required state-specific targeting -- so we had to templatize our scripts so as to not be stuck recording the same thing 50 times. Instead, we only had to record a master take, and then do each of the one-line state-specific moments quickly and efficiently.
