Many people are surprised and often overwhelmed when they find themselves in probate. Understanding which type of probate is needed, what the process entails, and how to find the right attorney can be an added stress to an already difficult time.

Provurb’s mission is to open the door to the probate process—connecting users with a vetted attorney within their community and providing a wide range of information, so people can feel more confident when the time comes to talk with a probate attorney.

Our Approach

This startup needed everything from the ground up. We worked closely with the founder to build a strategy for launch; building an identity that secures trust, developing an easy-to-navigate website that includes scheduling and a payment portal, as well as carefully crafting messaging for the two audience segments (people in need of probate attorneys, and probate attorneys looking to increase their caseload).

Execution

Through a series of exercises, the name Provurb was selected with tagline: Guiding You To Probate Attorneys. The use of a lighthouse serves as an iconic visual representation of guidance offered and created a strength and weight to anchor the logotype.

Because of the need to service two audiences, we began with content strategy. Provurb’s goal is to educate and support communities. Great care went into the content strategy to create an information source that opens door and helps reduce stress during an already difficult period of time.

Developing the voice required an inquisitive mindset and a breaking down of the standard operating procedure for probate. Terminology specific to any industry can alienate others. And if your target audience doesn’t understand the discussion, they may become frustrated and leave the conversation altogether. Through the website, ongoing blog posts, and social media presence; probate topics are discussed, terms defined, and FAQs addressed.

Equally important is the attorney audience. Those who take on probate cases regularly (rather than as “filler”) are a priority for the network, with the founder personally meeting with candidates to assure they practice with respect and compassion for their clients. Communications to prospective attorneys reinforce this ethos, in addition to underscoring the benefits for attorneys such as: maintaining control and flexibility over their schedule, knowing they have been personally selected by the user, and the referral has received a probate tool kit to help prepare for the initial consultation.

Visually, our team found an abundance of blue and gray in this sector. A broader palette was built to stand apart from competitor legal sites, with more generous use of color supported by compelling photos, graphics, and simple animations.