Scaling Legal Lead Generation at Justix
Justix was a LegalTech venture and subsidiary of ARAG.
Under the consumer-facing brand HelloLaw, the company offered digital legal services for individuals facing concrete legal problems.
This project focused on scaling acquisition and qualification across both sides within a short tenure.
Context
HelloLaw monetized by generating and qualifying legal leads, which were forwarded to partner lawyers and paid per successful case. Growth depended on the ability to quickly launch new legal services while maintaining trust, clarity, and lead quality.
Before this initiative:
- •Each legal service page was designed and built individually
- •Page structures and UX patterns were inconsistent
- •Scaling new services required repeated redesign and development
- •Conversion performance and lead quality varied significantly
Impact
Results are framed using industry benchmarks for LegalTech lead generation and internal directional improvements.
Conversion rate
Improved from an estimated ~5% to ~10%, aligning with strong LegalTech lead-generation benchmarks through clearer structure, trust signals, and guided qualification
Lead quality
Higher qualification rates by filtering ineligible or low-intent cases earlier in the funnel
Speed to market
Enabled the rollout of multiple legal services within days to weeks instead of months
Operational scalability
Reduced design and engineering effort per new service by replacing bespoke pages with a reusable system
Approach
The work focused on replacing one-off page design with a reusable, system-driven acquisition and qualification model.
Standardize entry, differentiate qualification
All legal services shared a consistent entry-page structure, while downstream flows adapted dynamically based on the user's legal situation.
Design for trust under stress
Legal issues often involve uncertainty and emotional pressure. Pages emphasized clarity, predictability, and transparent communication around eligibility, insurance, and chances of success.
Modular system over bespoke pages
A standardized page and funnel system allowed new legal topics to be introduced by exchanging content modules, rather than redesigning UX from scratch.
Early qualification as a quality lever
Step-by-step flows clarified eligibility and constraints early, protecting both users and downstream processes from mismatched expectations.
Execution
- •Standardized lead-generation page structure across legal services
- •Modular content framework for rapid rollout of new topics
- •Guided, step-by-step qualification flows
- •Clear expectation setting around eligibility, insurance, and outcomes
Team & Role
Team
Senior Product Designer · Senior UI Designer · Junior UX Designer
Responsibility
UX decision owner for the acquisition and qualification system, responsible for strategy, system design, mentoring, and cross-functional alignment.