A full-service law firm were looking to develop a new websitethat better represented how they worked in person. It needed to tie into their style guide, and represent the firm’s professional and efficient nature without appearing too formal.
As well as needing almost 100 pages of content to be produced within those guidelines, the content had to be produced at pace. The firm want to go live in less than 8 weeks and over the summer holiday period, when internal resources were reduced.
What we did
We provided and managed a team of highly experienced internal and external copywriters to efficiently and effectively deliver the project. Our team carried out a mixture of tasks that involved rewriting and editing existing content, alongside writing content from scratch. The project spanned the entirety of the firm’s new website, including all service line pages, through to their diversity and recruitment sections.
The copy we created had to be well balanced. It needed to be consistent, but without repetition. It also had to respond to the firm’s need for concise and professional content, without coming across as too technical or formal. Despite being written by several different people (due to the time pressures), the content we produced matched the firm’s style guide seamlessly, thanks to our project manager proofing and quality checking every page. We also worked closely with the firm, taking onboard all comments from the BD and marketing teams, as well as partners, to ensure the messaging was clear.
The firm gained a digital platform that represented their ethos accurately across 95 pages of tailored, digestible and engaging copy, making them stand out against competing firms.