CUSTOMER STORY
How LegalZoom Gets Pages to Market 3x Faster With Builder
Learn how this leading legal technology and services provider consolidated its web stack, empowered non-technical teams, and accelerated time-to-market for new pages with Builder.
LegalZoom adopted Builder and saw
3x
increase in page creation speed
10x
increase in number of team members shipping pages
Daily releases
Decoupled content from code, enabling daily releases
Reduced dependence
Drastically reduced dependence on engineering for page updates
Industry
SaaS
Astro
About LegalZoom
LegalZoom is a leading online platform for legal services, transforming how individuals and small businesses navigate the legal system. By combining intuitive technology with access to experienced attorneys—whether through our vast independent attorney network or the LegalZoom-owned law firm—we offer the tools and guidance people need to confidently manage everything from business formations and compliance to estate planning and ongoing legal support.
With over two decades of experience and millions of customers served, LegalZoom helps individuals and small businesses navigate legal needs with confidence. For more information, visit www.legalzoom.com.
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Builder enables our team to move faster while keeping our components, content, structured data models, and visual editing tools in one place. Now, engineers can focus on complex work while marketing teams manage and test content autonomously.
— Tom Wolf, Staff Software Engineer at LegalZoom
Challenge
LegalZoom's existing web stack slowed execution and created developer dependence
LegalZoom’s digital presence spans thousands of landing pages and content-driven experiences that support its marketing, product, and legal teams. The problem? With its web stack spread across an open-source CMS, a low-code internal tool builder, and static site generators, managing and optimizing these experiences was no easy task.
LegalZoom would frequently encounter difficulties surrounding:
- Developer involvement required for every update. Even minor changes to LegalZoom’s site required engineering bandwidth. Whether it was tweaking a JSON object or troubleshooting a broken page in the CMS, marketing and creative teams needed to pull in developers for support, slowing execution and pulling their focus from performance optimization and new feature development–both of which were crucial to customer experience.
- Workflows that took days instead of minutes. Marketing, SEO, and product managers had to submit requests, wait for prioritization, and time their campaigns around engineering sprints. With content living across an array of disconnected tools, something as simple as updating a headline or price point took far more time than it otherwise would have with a more unified toolset.
- Frequent context switching drained productivity. With LegalZoom's content workflows linked to numerous SaaS tools, frequent context switching was a drain on productivity and focus. Plus, as its stack became more congested, LegalZoom needed to outsource tasks to contractors with expertise using specific tools.
Both LegalZoom's engineering and marketing teams knew this cycle couldn't continue if they wanted to produce the highest quality, most efficient digital ecosystem possible. They began searching for a solution that would unify content workflows, provide non-technical users with intuitive editing tools, and empower developers to focus their efforts on the most important initiatives.
After testing a few prototypes and weighing the tradeoffs, Builder stood out as the only solution that would deliver the flexibility engineers needed and the accessibility content teams were craving.
Solution
Builder’s Visual Development Platform centralized content workflows, enabling rapid execution
LegalZoom didn’t rip out its old systems overnight. Instead, the team took a methodical approach, testing Builder on smaller projects while keeping critical workflows running in parallel so as not to disrupt important services. Engineers experimented with components, content editors got used to the UI, and the teams slowly figured out where Builder fit best.
As confidence grew and more use cases proved successful, LegalZoom expanded Builder’s role and migrated thousands of pages to the platform. By adopting Builder’s Visual Development Platform, LegalZoom consolidated content workflows, freed engineering bandwidth, and empowered marketing teams to take control over their day-to-day tasks.
LegalZoom expanded Builder’s role and migrated thousands of pages to the platform
The transition led to measurable impacts across the organization, including:
- Greater autonomy for marketing teams. Using Builder’s drag-and-drop visual editor, marketers and SEO specialists can launch new pages, update copy, run A/B tests, and even reuse components, all without waiting for dev cycles or sprint planning.
- Improved developer efficiency. Builder’s custom component registration allowed engineers to quickly code, test, and iterate components using the tools and workflows they’re most productive with, while content teams gained access to an intuitive library of dynamic, branded components they can safely drag, drop, mix, and match to create high-converting experiences.
- Seamless stack consolidation. LegalZoom organized a largely disconnected set of tools by using Builder as the central platform for page creation. By integrating directly with its design system and supporting both structured data models and visual content workflows, Builder unified efforts across marketing, product, and engineering.
Together, these changes empowered LegalZoom to move faster, collaborate more effectively, and scale content creation without compromising control or quality.
Results
LegalZoom reduces shipping times for new experiences from days to hours
Instead of forcing all users into a rigid structure, Builder provided the right tools for the right teams, enabling engineers to use their preferred tools and workflows while maintaining an intuitive UI for non-technical users. Since implementing Builder, LegalZoom has transformed how it launches new pages, experiments, and campaigns:
3x
increase in page creation speed
10x
increase in number of team members shipping pages
Daily releases
Decoupled content from code, enabling daily releases
Reduced dependence
Drastically reduced dependence on engineering for page updates
Looking ahead, LegalZoom plans to expand its use of Builder to further streamline content workflows, improve scalability, and optimize page performance across its digital properties.
Builder hits this nice middle ground—structured enough for developers to stay in control, but flexible enough to let other teams move fast without creating chaos.
— Tom Wolf, Staff Software Engineer at LegalZoom
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