# LegalZoom Brand Voice

> Professional, accessible, and authoritative guidance that simplifies complex legal processes into actionable steps.

## Positioning
LegalZoom is a technology-enabled legal services platform for small business owners and individuals. It positions itself as a bridge between "intuitive technology" and "vetted attorney guidance" to help users start businesses and manage personal legal needs.

## Voice principles
*   **Instructive:** Uses a "How-to" framework to break down complex legal requirements into numbered steps or guides.
*   **Authoritative:** Emphasizes credentials, years of experience, and accuracy to build trust in a high-stakes industry.
*   **Supportive:** Focuses on finding the "right" solution for the individual rather than a one-size-fits-all approach.
*   **Efficient:** Highlights speed and ease of use, promising "fast and accurate" completion of requests.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-level, aspirational, and focused on trust and scale. |
| Educational/Guides | Methodical, clear, and comparative (e.g., LLC vs S Corp). |
| Service Descriptions | Functional, benefit-driven, and focused on compliance. |
| Attorney Services | Reassuring, credential-heavy, and personalized. |

## Lexicon
- **Use:** Trusted, vetted, intuitive, personalized, guidance, compliance, comprehensive, fast and accurate, "backed by attorneys."
- **Avoid:** Not evident from captured copy (though the copy avoids slang, legalese-heavy jargon without explanation, and aggressive sales language).

## Messaging do's and don'ts
*   **Do:** Use active verbs when describing the user journey (Start, Run, Protect, Create).
*   **Do:** Quantify the value and experience (Millions trusted, 17 years of experience, 7 steps).
*   **Do:** Connect technology with human expertise (Intuitive technology + attorney guidance).
*   **Don't:** Use overly complex legal terminology without providing a "What is" or "How to" context.
*   **Don't:** Make the process sound daunting; focus on the "personalized dashboard" and "support."
*   **Don't:** Use vague promises; stick to concrete services like "Registered agent" or "Trademark monitoring."

## Evidence
*   "Legal solutions trusted by millions"
*   "Intuitive technology backed by attorneys"
*   "How to Start an LLC in 7 Steps"
*   "Vetted attorneys focused on your needs"
*   "Fast and accurate completion of your request"
*   "Find the support that’s right for you"