As a legal marketer, you’re probably quite familiar with the idea of creating marketing personas, to provide you with a fictitious character that represents your ideal client. The persona is then used as a frame to craft content across your firm’s website and social media channels. But what you’re probably less familiar with is legal UX personas.
So in this blog, we’ll detail what UX personas are and how you can build them to target new clients and generate new business for your firm.
P.S. Download our step-by-step guide to building your legal buyer personas and ensure you have them right before constructing your UX personas.
What are legal UX personas?
From a high-level perspective, UX personas will look very similar to your legal marketing personas. They will outline demographics, interests, roles, company information etc. However where they differ from marketing personas is that this information is gathered through detailed field research to provide a representation of the goals and behaviour of a real group of users.
Your legal UX personas will have two main goals:
- To represent the findings of research into user behaviours.
- Provide guidance on decisions in the design and development process.
In essence a UX persona is not just who your firm wants to target as a client through the production of content and other inbound tactics but also an individual you want to design and develop your new business procurement process for, from the design of your website, the marketing channels you use and the content you produce.
How do you build your legal UX personas?
With your marketing personas, your firm will have a good idea of who your ideal client is; from here it’s about going out into the real world and putting a real face to that marketing persona while asking how do they interact with your legal firm?
Your goal is to understand exactly who that user is that your fictitious marketing persona outlines and just how they behave both on and offline.
One of the best ways to do this is to conduct interviews with current and prospective clients. Here you want your questions to focus on how that user behaves.
All of this allows you to get an understanding of a user’s behaviour, helping to focus the design of your firm's marketing strategy so as to meet their needs.
Utilise the knowledge above to ensure your firm doesn’t just have detailed marketing personas that represent your ideal client but also in-depth legal UX personas so you can ensure you design your marketing funnels with your users in mind.