Launching Your Legal Product

In the last article, we discussed the steps to take before launching your legal application. Now, we’ll look at what happens after launch. Spoiler alert: the work doesn’t stop once your app goes live.

Just because you’ve built and launched your application doesn’t mean your job is done. In fact, much of the work you did before launch—especially user testing—should continue to ensure you're meeting your clients’ needs over time.

Post-launch, your focus should include gathering and incorporating ongoing user feedback, fixing bugs, keeping the application up to date with changes in the law, developing a marketing strategy, and offering reliable customer support.

1. Testing And Feedback Is Crucial After Launch

User feedback is the lifeblood of the app you’ve built.  It’s vital to have users test your product and provide in-depth feedback.  There are several ways to do this, and you should consider all of them.  It’s one of the best investments you can make as you go forward.

• Continue To Refine Your “User Personas”

As we discussed in a previous article, creating user personas helps you anticipate what your clients will want and need from your product. After launch, continue refining these personas—and create new ones as you expand into different client segments or markets.

The goal is to build the product your users actually want, and to solve the problems they truly need solved—not the ones you assume they have. Staying user-focused is key to building a product that remains relevant, valuable, and trusted.

• Start Your User Experience (“UX”) Testing

Now that your product is live, it's time to begin User Experience (UX) testing. While part of UX testing involves identifying bugs, its purpose goes far beyond that. The goal is to evaluate every aspect of how users interact with your legal application, so you can refine the experience and improve functionality.

One of the most effective ways to conduct UX testing is to observe real users as they navigate your tool. Sit behind them, take notes, and watch closely to see which parts are intuitive and where they encounter confusion or friction.

In addition to direct observation, leverage analytics tools to gain deeper insights. Platforms like Google Analytics, Apple Analytics, and Firebase can help you track where users are dropping off or getting stuck. These tools provide valuable metrics—especially in the early post-launch phase—that help you make data-informed decisions about improving your app’s performance and user satisfaction.

• Keep Your Focus On The Functionality Of Your App

At the core of your legal app is its functionality—what it does and how well it solves the user’s problem. Pay close attention to which features users find most valuable—and which they rarely use. The analytics tools mentioned earlier (like Google Analytics, Firebase, and Apple Analytics) are helpful here, as they reveal usage patterns over time. This data can show you which features are gaining traction and which ones may need to be improved or phased out.

Focusing on functionality is critical for two main reasons:

1. It gives you a clear roadmap for future updates and iterations.
2. As discussed below, strong functionality contributes directly to effective marketing and long-term client loyalty.

Alongside functionality, consider your app’s user interface (UI)—the overall look and feel. UI and functionality should work together seamlessly. A well-designed interface makes it easier for users to understand and engage with your app’s features.

Ask yourself:

• Could changes to the layout or navigation help users better understand the app’s core functions?
• Could reworking the UI workflow make the app more intuitive—especially for users who aren’t tech-savvy?

In a legal context, clarity and ease of use are essential. Even small tweaks to your UI can have a big impact on how effectively your app delivers value.

2. Other Launch And Post-Launch Essentials

With any product—especially a legal app—customer support is an essential part of the post-launch strategy. But what does that support look like in this specific context?

The Two Primary Types of Support: Email and Documentation (Including Video)

Ideally, your app should be intuitive enough that users require minimal support. Still, some level of assistance will always be needed, and it’s important to plan for that from the beginning.

Support typically falls into two categories:

1. Email support, for personalized assistance.
2. Documentation, which includes written guides and instructional videos.

In this section, we’ll focus on documentation.

Documentation: Written and Video-Based

Modern legal apps should offer both written and video documentation to support users effectively. This might take the form of a searchable knowledge base, an in-app help center, or even embedded tutorials within workflows.

For example, platforms like Documate allow you to embed documentation and help videos directly into your automated workflows, enhancing usability and reducing friction.

To keep users confident in the accuracy of your content, always keep your documentation current. Consider adding a clear “Last Updated On [Date]” label on public-facing workflows. Where relevant, you can even include a short note about the reason for the update—such as a change in the law or process—especially for legal professionals who rely on up-to-date compliance.

Support as a Feedback Tool

Support requests also offer valuable insight into what users find confusing or difficult. Track these questions to identify patterns and feed that information back into your product improvements. Tools like Google Analytics, Firebase, and in-app support metrics can help you capture this feedback efficiently.

Delivering Above-and-Beyond Service

Be prepared to support clients whose needs extend beyond what your app currently offers. For instance, if your Documate-powered app initially handles only uncontested divorces, you may encounter clients who require additional help. In these cases, have a system in place to route them to related services—such as custom flat-fee packages or traditional hourly services.

Always think of your legal app not just as a standalone tool but as a gateway to deeper client engagement. A well-supported app can be a powerful lead generator, opening doors to additional services and long-term relationships.

3. Marketing Flows From The Above

Everything discussed so far—refining user personas, gathering user feedback, tracking customer support inquiries—feeds directly into your marketing strategy. This information helps you tailor messaging, identify your audience’s needs, and build a compelling story around your legal app. From there, it’s simply a matter of how you deliver that message.

Your marketing should aim to do two things:

1. Retain the loyalty of your current clients.
2. Attract new clients.

Start with a Strong Landing Page

Your first priority is a well-crafted landing page on your website. This is your app’s storefront—the place where your pitch needs to be clear, direct, and user-focused. It should quickly communicate what your app does, who it’s for, and why it matters.

Expand to Social and Email Marketing

Next, maintain a presence on key social media platforms—particularly business-oriented channels like LinkedIn, Twitter (X), and even Facebook. These platforms help you build visibility and foster engagement with your target market.

Complement your social strategy with direct email marketing using tools like Constant Contact or Mailchimp. This is especially effective for updates, promotions, or announcements. Just like your app, your email content should reflect your users’ interests and needs, based on your personas and user feedback.

Establishing Two Types of Credibility

When marketing a legal app, you need to build and maintain two types of credibility:

1. Legal credibility: Be transparent about what your app can and can’t do. Clients must trust that your app is legally sound and up to date.
2. Tech credibility: Your digital presence should reflect reliability and professionalism. At a minimum, your landing page should be mobile-friendly—since mobile is the new default. A seamless, modern experience enhances user confidence in your tech.

Clients as Stakeholders

Think of your clients as stakeholders. Your goals are aligned: they want the app to succeed because it solves a problem for them, and you want it to succeed to grow your business.

Client feedback plays a key role in shaping future versions of your app. While users may not care how the app was built, they do care about what it does for them. Market to that: highlight how your updates and improvements are driven by their needs and experiences. The same logic applies to future clients—always think about how to capture leads, build loyalty, and expand into new markets by scaling your app over time.

Updates Are Marketing Opportunities

Each product update is more than just a functional improvement—it’s a marketing opportunity.

• Updates show your product (your "robot lawyer" as some call it) is active, evolving, and reliable.
• They keep your app top-of-mind, helping to build "mindshare" among your users.
• They demonstrate that you're listening to client feedback, which builds trust and loyalty.
• They naturally generate buzz—leading to new users through word of mouth, both online and offline.

Updates aren’t just technical milestones—they’re proof of your commitment to your clients. When clients see that you care about delivering ongoing value, they’re more likely to stay engaged, recommend your app, and return for future services.