Mark N.

Clean user interface (maybe even cool for the simplicity of naviagation).
I could only find out the name of their herbal concoctions. I don't know what is in it, I don't know if it is legal in my state, city. I also don't know whether I am allergic to anything in it withour a list of herbs used.

This industry is full of scum bags ripping people off so they will need to do something to demonstrate integrity. Like join a known organization that is trusted, (like BBB) to make me comfortable sending my money.

It had a decent look and feel. Navigation was pretty straightforward. I saw links for common legal documents but they didn't cross the line into UPL. The only advice I saw was to get into contact with a lawyer.
It seems to generate revenue through referrals, but they do not have a listing fee for attorneys. Or maybe it is free for now until they get some SERP love.

One thing I would do to add credibility is to get a BBB online button. Or some button that shows 3rd party verification of their site and services.