What LegalZoom changed

• Removed sections about "Attorney guidance," "Experience you can trust," and "Predictable pricing."
• Added over 50 detailed customer testimonials focusing on LLC formation, Nonprofits, and DBAs.
• Replaced professional attorney bios with specific customer names and dates from 2025 and 2026.
• Shifted the main message from "vetted attorneys" to "simple, clear, and easy" user experiences.

The site shifted from highlighting attorney expertise and flat-fee pricing to showing social proof. By adding dozens of specific customer stories, they are trying to make the complex process of starting a business feel less scary for new entrepreneurs.

• The expiration date for the 20% discount on wills and trusts moved from 8/31 to 9/10.
• The promotional text changed from "don't wait" to "sale extended."

The competitor is extending a discount period for their estate planning products. This suggests they are seeing high demand or are pushing to hit specific sales targets for the early September period.

• Added bold formatting to the promotional banner text for "20% off a will or trust."
• Added bold formatting to the "Save now" call-to-action link.
• Increased the repetition of the promotional banner at the top of the page.
• Added a detailed legal disclaimer regarding attorney advertisements and state-specific disclosures at the bottom of the content.

The company is using stronger visual emphasis to drive traffic toward their 20% off sale for wills and trusts before the August 31 deadline.