Lipman Zener Waxman (LZW): Copywriting and Lawyer Bios
As part of our brand strategy and positioning project, we developed all new messaging for the firm’s website. From carefully crafted headlines and brand campaign, to new copy for the firm’s home page, “About us”, “Client focus”, “Join us”, “How we help”, and “Your team” sections of the website.
We wanting a strong and succinct campaign that would stand out from competing messaging.
We also developed new ad copy and brand campaign that is used across the firm’s main website banners and can be rolled out into the firm’s advertising campaign. We wanting a strong and succinct campaign that would stand out from competing messaging. We developed the “Out” concept that focused on the firm’s ability to out deliver, outdo, outperform, outmatch, outpace, and outsmart their competition. It also highlighted their outstanding client service, the determination of their output, and the outlook they provide their clients.
Through our interviews with the firm’s lawyers, we were able to develop professional new bios that aptly capture the personality, expertise, and point of differentiation for each professional. The firm’s previous website included minimal content for each of their key areas of expertise. We worked closely with the firm to develop more robust, descriptive content for each of their practice areas that is both client and SEO friendly.