EQUALAW · Dev Log
Live — v2.1.0 ← Back to product
Build Journal

How Equalaw
gets built.

Zero to product — in public. Every sprint, decision, mistake, and insight. The real story behind putting access to legal guidance in everyone's pocket.

⚡ 14 days old 🌐 2 domains live 📊 12 funnel events 🔁 22 deploys 🔥 v2.1.0
▶ In Progress

Analytics Layer + PostHog Integration

Wiring the full conversion funnel with real-time behavioural data. Moving from dark-room operation to full observability — every drop-off point visible, every conversion path tracked. PostHog replaces placeholder GTM/GA4/Meta stack for immediate insights without waiting on property setup.

✓ analytics.js — central config: GTM · GA4 · Meta Pixel · PostHog
✓ 12 funnel events wired: chatbot_load → case_secured
✓ Two-payload lead architecture: initial capture + enrichment
◉ PostHog snippet + session recording activated
○ Connect real GTM / GA4 / Meta Pixel IDs (pending account setup)
analytics posthog gtm unit-economics
✓ Shipped

v2.1.0 — Full Funnel Analytics

First version with end-to-end event tracking. Before this: complete blind spot — no idea where users dropped, which legal categories converted, or what urgency signals predicted case_secured. Now we see everything.

chip_click → query_submit → chatbot_load → action_selected
→ lead_form_shown → lead_submitted → lead_captured 🔥
→ funnel_step_* (×4) → case_secured 🔥 → whatsapp_share_click
✓ Shipped

Dual Domain Setup — .tech + .in

equalaw.in was dead — parked on Hostinger's ns1.dns-parking.com. Diagnosed: wrong A record pointing to 2.57.91.91. Fixed DNS → Vercel in under 20 minutes. Both domains now serve identical content with www.equalaw.in as canonical via 307 redirect.

equalaw.tech
✓ Valid · Vercel CDN
equalaw.in
✓ Valid · 307 → www
✓ Shipped

v2.0.0 — Conversion-First Rewrite

Complete UX and funnel rewrite. The founding insight: capture the lead first, enrich after. v1.x asked 5 qualifying questions before collecting contact details — users dropped out before ever becoming leads. v2.0 flips it: action selection → contact form → then the qualifying questions (now enrichment, not gatekeeping).

✓ Lead-first funnel: 5-step enrichment moved post-capture
✓ 9 legal categories with category-specific insights and options
✓ WhatsApp-first contact preference with WA referral CTA at completion
✓ DPDP consent checkbox · DOMPurify XSS protection · mobile validation
✓ Two-payload formsubmit.co architecture: initial lead + enrichment POST
✓ Progress stepper, WhatsApp share card, accessibility (ARIA, reduced-motion)
✓ Delivered

GTM Strategy v1 — 13-Slide Deck

McKinsey-style go-to-market strategy. North Star equation: EPL > CPL. ₹1L/month test budget split across Google Search, Meta, YouTube, Retargeting. Lead pricing framework by category (Tier 1: ₹500–2,000 · Tier 2: ₹2,000–8,000). Decision rule: pause channel if CPL > EPL for 3 consecutive days.

pptxgenjs 13 slides 444KB
✓ Shipped

PM Audit Pass — Legal Compliance, Brand Trust, UX

Systematic product management pass: legal disclaimer hardening (not a law firm, no attorney-client relationship), brand consistency, mobile edge cases, form validation improvements, DPDP consent. Fixed 5 funnel leaks: mobile validation, name extraction, retry UX, post-completion CTA.

✓ Shipped

v1.x — First Working Funnel (8 deploys)

First production version. Initial funnel: qualify first, capture second. Learned: users bail before giving contact details when asked qualifying questions upfront. The core product insight emerged here — the sequence matters more than the questions.

→ edb65eb Fortify lead funnel: multilingual hero, reordered flow
→ d1da1f5 Premium UI, improved conversational flow, flattened structure
→ 448777d Multi-step Actionable Insights + robust lead form
→ 7608e01 Initial production deploy · first user hits
◈ Origin

The Founding Hypothesis

Access to justice in India is broken. Most people don't know where to start when they have a legal problem — they either overpay for a lawyer they found on a referral, or they do nothing and get exploited. Equalaw bets that a structured triage chatbot that correctly categorizes a legal situation and connects users to qualified specialists will create a two-sided market: users get free guidance, lawyers get qualified leads. The business model is simple: CPL vs EPL — the daily equation this entire product is built to answer.

On the Horizon

⟳ Building

CPL vs EPL Daily Dashboard

PostHog funnels → daily lead volume per channel. CRM layer (Airtable) tracking which leads convert to paid consultations. Looker Studio view: CPL by channel/category vs EPL. Decision engine: pause if CPL > EPL for 3 days · double if EPL > 2× CPL.

⟳ Researching

Bootstrap Global NRI Strategy

35.4M NRIs globally. UK lawyers bill £150–500/hr. Australian lawyers AUD $200–800/hr. Their legal problems are Indian (property, succession, family law) but they're sitting in expensive jurisdictions with no affordable alternative. Equalaw can solve Indian legal problems for NRIs at Indian cost — zero-budget via NRI Facebook groups, WhatsApp communities, Reddit. EPL target: $100–300/qualified NRI lead.

○ Planned

Backlog

○ Lawyer-side portal: lead inbox, accept/decline, pricing controls
○ Multi-language support: Hindi, Tamil, Telugu, Marathi (11 planned)
○ Lead quality scoring: urgency × category × location × documents = lead score
○ WhatsApp Business API: automated follow-up sequences post-case_secured
○ A/B test framework: headline variants, CTA copy, urgency triggers
○ Stripe payments for premium lead tiers (verified, documents attached)

Building in public.

This log updates with every significant sprint. Check back — or watch the GitHub repo directly.