Communication Plan
Digital Strategy
Web Design
Copywriting
SEO
Communicating specialised legal services requires a deep understanding of who the brand is speaking to, what that audience needs and how to transform complex concepts into clear messages.
For La Charito Legal, we developed a project that began with the creation of a communication plan and continued with the complete redesign of its website, working on both the visual side and the structure and content.
The aim was to build a more strategic form of communication, coherent with the firm’s personality, to make its services easier to understand and to create a digital presence capable of connecting with the different profiles that form part of the cultural and creative ecosystem.
Before approaching the new website, we worked on a strategic phase to analyse how La Charito Legal should communicate and which channels could help develop its positioning.
The communication plan allowed us to establish a roadmap based on the brand’s objectives, audiences, value proposition and the competitive environment in which it operates.
We analysed the project’s situation and defined the main pillars on which to build its communication, ensuring that all future actions would follow the same direction.
One of the central points of the plan was the definition of the target audience.
La Charito Legal speaks to different profiles linked to the world of culture, creativity, production and investment. Each of them comes to the firm with different needs, knowledge and concerns.
Understanding these profiles was essential in order to organise the communication, establish priorities and determine which messages they should receive at each stage.
Based on this analysis, we developed a strategy that made it possible to speak about law from a perspective close to the real context of its clients.
The communication plan also defined the main digital channels and tools that could form part of La Charito Legal’s communication ecosystem.
We studied the role of the website, blog, social media, newsletter and advertising campaigns, establishing the function of each channel within the overall strategy.
The aim was to create a structure in which the different touchpoints could complement one another: content that provides knowledge, channels that facilitate the relationship with the audience and actions aimed at increasing the brand’s visibility.
The project also included a competitor analysis.
Studying how other firms and professionals in the sector present themselves allowed us to observe their messages, positioning, services, channels and the way they address the market.
Based on this analysis, we identified opportunities for La Charito Legal and territories from which it could strengthen its differentiation.
Specialisation, knowledge of the cultural and creative ecosystem and clearer communication became important elements in building a distinctive personality.
A communication strategy also needs a recognisable way of telling who you are.
That is why we worked on La Charito Legal’s key messages, value proposition, values, differentiation and tone of voice.
The challenge was to convey specialised legal knowledge clearly, while maintaining the personality of a brand closely linked to culture and the creative industries.
This definition later served as the basis for developing the content of the new website.
The website occupied a central place within the communication plan.
Before starting the design, we analysed the existing structure and studied how it could be reorganised to offer more intuitive navigation and make it easier for each user to quickly find the information they needed.
We defined a new content architecture, establishing the main sections, the hierarchy of information and the user journeys.
We also incorporated elements such as SEO, the blog and frequently asked questions into the strategy, understanding the website as a tool that had to inform, position the brand and make it easier for potential clients to get in touch.
With the strategy defined, we developed the redesign of La Charito Legal’s website.
We created a visual proposal that could translate the firm’s personality into the digital environment and organise a large amount of information clearly.
Design, hierarchy, navigation and content were worked on together to create a more coherent experience across the entire website.
The new structure makes it possible to present the services in a differentiated way, explain the firm’s area of specialisation and facilitate access to content such as the blog, FAQs and the different advisory areas.
In addition to the design, we developed the content for the new website.
The copywriting work was based on all the analysis previously carried out in the communication plan: audiences, needs, value proposition, key messages and positioning.
We reorganised and wrote the content with the aim of making legal services easier to understand, as they can often be technical or complex by nature.
Headlines, introductions, benefits, services, calls to action and informative texts were built around the user and the questions they may have when they arrive on the website.
The new content structure also incorporated an SEO positioning perspective.
We worked on the organisation of information and the architecture of the pages, taking into account both user needs and the way people search for specialised legal services.
The blog and the frequently asked questions section form part of this strategy, making it possible to develop specific topics, answer common questions and progressively expand the website’s semantic universe.
In this way, content also becomes a tool for generating visibility and attracting qualified traffic.
The result of the project connects two areas that, for us, must always work in coordination: strategy and execution.
The communication plan established the objectives, audiences, messages, channels and opportunities. The new website made it possible to materialise much of that strategy in one of the brand’s main touchpoints.
From information architecture to design and copywriting, every decision is based on the same vision: helping La Charito Legal communicate more clearly who it is, what it offers and how it can help its clients.
The La Charito Legal project reflects the way we approach businesses that need to explain specialised services without losing personality.
At Símbolo IC, we combine analysis, strategy, design and content to build coherent communication ecosystems adapted to each brand’s objectives.
We analyse your brand, your audience, your competition and your channels to define a tailored strategy and then turn it into concrete communication tools.
Tell us about your project and we will design a strategy capable of connecting what you do with the people who need to understand it.
