Heritance Wills — Case Study · Asher Alexander Khoo

The Brief

Estate planning is dense, anxious, and easy to put off. The job was to make it feel clear enough to act on.

Heritance Wills International advises expatriates in Malaysia on multi-jurisdiction wills and estates — necessary, high-stakes, and full of jargon most readers would rather avoid. My role was to translate that complexity into content people could actually follow.

Across digital articles, educational resources and promotional material, I designed and iterated UX layouts that sharpened readability and information hierarchy, turned legal and technical language into plain, accessible reading, and kept a consistent brand voice from first impression to enquiry.

Exhibit A

The long-form article

A two-column editorial feature for expats weighing whether their overseas will still protects them. The layout does the heavy lifting: a drop-cap entry point, a clear reading path, and the consultation offer held in a coloured panel so it is never lost in the text.

Editorial article layout: The Essential Local Will for the Expat in Malaysia — Digital article layout · readability & hierarchy

Entry point

A drop-cap and a strong headline give the eye one clear place to begin, lowering the barrier to a daunting subject.

Reading path

Two measured columns and tight paragraph rhythm keep dense legal detail scannable rather than overwhelming.

The ask, in view

Contact details and author credentials sit in a maroon panel — trust and next step anchored to the page, not buried at the end.

Plain language

Statute references (MM2H, EPF, intestacy) are framed in everyday terms without losing legal accuracy.

Exhibit B

The social campaign

A set of single-message posts that lead with a plain question, hold one idea each, and keep the contact line and wordmark constant — so the feed reads as one consistent, trustworthy voice.

Social post: Is it time to revise your will?

Social post: Estate planning with proven results

Social post: Let us safeguard your estate

Exhibit C

Events & webinars

Promotion for in-person seminars and online webinars, built so the details that decide attendance — what, who, when, where — are scannable in a glance, with a clear path to register.

Design Decisions

§ 01 — Hierarchy

Make the page choose for the reader

Dense copy was restructured into clear levels — headline, sub-point, evidence — so an anxious reader could find the one thing that applied to them without reading everything.

§ 02 — Translation

Legal language, human reading

Technical and statutory detail was rewritten in plain, accessible terms, keeping legal accuracy intact while removing the friction that makes people stop reading.

§ 03 — System

One voice across every format

Repeatable layout patterns for articles, resources and promo meant each new piece looked and behaved like part of a single, coherent content strategy.

§ 04 — Alignment

Design tied to the business

Decisions were made with stakeholders to stay aligned to business objectives, client communication goals and the firm's positioning as multi-jurisdiction estate specialists.

§ 05 — Funnel

A clearer path to enquiry

Partnering with business development, I mapped cleaner pathways from awareness post to article to consultation, smoothing the customer-experience funnel.

§ 06 — Engagement

Clarity that holds attention

Each layout was optimised for visual clarity and engagement — generous spacing, a single focal message, and contact details always within reach.

What changed

Content that meets worried readers where they are — and points them somewhere.

Clearer pathways

A consistent route from social post to article to consultation, designed alongside business development.

A coherent brand

Articles, resources and promo share one visual language and tone, reinforcing the firm's specialist positioning.

Lower barrier

Plain-language layouts make a dense, easily-avoided subject approachable enough to act on.