Case Study: Web Copy Optimization

Translating Tech Terms to Business Value

Small and medium businesses often face challenges with evaluating and implementing blockchain technology into their business processes. When introducing a novel technical solution to a business crowd, website copy should to provide solutions in business context, showcase solutions, and provide examples without overwhelming the reader. It is also important to be brief, concise, and neutral.

OpenLaw - Blockchain for the Legal Industry

OpenLaw is a blockchain-based protocol for the creation and execution of legal agreements. Using OpenLaw, lawyers can efficiently engage in transactional work, digitally sign and store legal agreements in a highly secure manner, all while leveraging next generation blockchain-based smart contracts.

As OpenLaw was the first project to comprehensively stitch together traditional legal agreements with smart contracts, it was imperative to succinctly translate dense blockchain technology definitions to direct business value, and provide a plethora of examples.

On this webpage, “Blockchain in the Legal Industry,” I collaborated with the legal team, product owners, and the SEO team to create an informative yet webpage that introduces a new solution to an institutional industry.
I wrote the text, received sign off from all appropriate stakeholders, optimized the copy for SEO, readability, style, tone, and brevity. I included relevant use cases to show industry adaptations, and embedded important back links.

The webpage begins with an answer to the general searched phrase, “what are the blockchain use cases in the legal industry?” By answering in a list format, we managed to rank in Position Zero (P0) as a bullet list feature snippet.