Jurable, which initially approached us as Bestemmingsplanbezwaar, is an online legal advisory platform specializing in environmental law. A few years after the founding of Bestemmingsplanbezwaar, the website attracted plenty of visitors, yet assignments remained scarce. The firm knew that something needed to be done in terms of marketing, but the question was: what exactly?
The start of the positioning process
In 2016, Bestemmingsplanbezwaar had already been around for a few years, but the desired growth had yet to take off. When success lags, it’s tempting to dive straight into communication tools, such as launching campaigns via email, social media, or direct mail. However, without a solid foundation, these efforts can incur significant costs without delivering the desired results. Using our Marketing Performance Model, we assessed where the biggest opportunities lay and what needed to be improved in order to seize them.
CHALLENGE: Repositioning in the market to grow into the go-to content platform for all questions regarding zoning plans, within 5 years.
Conversion issue
The route to obtaining a building permit is complex and cumbersome, but with a solid plan and a clear presentation, the permit process moves faster, and the chances of success increase. Bestemmingsplanbezwaar adds legal expertise to this process, and there is certainly demand for that. Our research showed that the content platform was already attracting around 4,000 visitors per month for positioning, so that wasn’t the issue. In fact, it indicated that the topics being written about were relevant. So, where did it go wrong?
Within the website, it wasn’t immediately clear to visitors what the added value of Bestemmingsplanbezwaar actually was. While it could be found, it was buried within the text. The average visitor doesn’t take the time to look for this. Additionally, incorrect expectations about the services were created among visitors. There was a lack of clear communication about costs, so potential clients only realized this late in the process, leading to disappointment and drop-offs.
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Positioning in the market and a new name
Based on our analyses, we were able to implement a number of improvements: We created clear advisory packages; set up a new pricing strategy for better margins; adopted a new tone of voice for greater clarity; launched a Facebook ad campaign to build brand awareness, and developed an SEO strategy for increased brand recognition. Equally important is that we shifted the focus to the questions that resonate with the target audiences, rather than an offer-related message. In the first months of 2016, they handled an average of four assignments per month. After the positioning project, they were already managing sixteen cases in October of that year.
After repositioning in the market, a few years later, in 2019, a rebranding process followed, during which we launched Jurable.
Continuously refining the positioning
After the platform achieved good results as Jurable for a few years, we revisited the current positioning in 2021. We assessed their status and where we could further refine the positioning. The employees at Jurable expressed a desire for more challenge. They were often focused on advising about submitting an application, while the real challenge lies in the complex procedures. Not only is this more engaging work for the legal professionals, but it would also generate higher margins for the platform. With this goal in mind, we once again conducted a competitive analysis.
Based on the results, we updated the positioning strategy. We rewrote the vision and mission to better align with Jurable’s goals, integrated Feedback Company as an external platform to enhance credibility, and added concrete services. With the addition of new services, the legal professionals were given more interesting cases, and the target audience had a clearer understanding of what to expect from Jurable. To give the new services a strong start, we began advertising on Google in 2022, in addition to the SEO strategy. This process continued until 2024, as we worked on refining the platform’s position in the market.
The result
In the end, we had the privilege of contributing to the growth and success of Jurable for 8 years, and we can confidently say that the goal has been achieved: Jurable has become an authority and is known as the specialist in environmental law. Everything comes to an end, and so does this journey. Since January 1, 2025, Jurable has become part of BrandMr. We look back on a great collaboration with Jurable. Our final analysis was a brand valuation, which enabled the platform to be sold at the right price.
By regularly evaluating and continuously refining Jurable’s positioning in the market, we have increasingly enhanced its effectiveness. As a result, our efforts over 8 years have led to:
- a clear and straightforward product offering;
- significant growth in assignments, reaching a peak of 277% after the completion of the initial positioning in 2018;
- a significantly better margin on assignments;
- a continuous flow of assignments through an ongoing monthly Facebook ad campaign.
- A growth from 4,000 monthly website visitors in 2016 to over 18,000 unique visitors per month (since the first quarter of 2021).
- Revenue doubled in both 2017 and 2018 and steadily continued to grow. After the second repositioning, it doubled again in 2021, before stabilizing well until the point of sale.
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