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RETAINED COPYWRITING FOR A REGIONAL LAW FIRM

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SUMMARY

Camberley-based law firm Herrington Carmichael is well known for its high quality, jargon-free legal advice and representation across a full range of legal services. Everybody knows that good lawyers tend to have their fingers in lots of pies, but this can sometimes be a problem when the firm’s marketing gets put on the backburner. When Herrington Carmichael gets busy, that’s when they turn to us.

WHAT WE DID

We work as Herrington Carmichael’s retained copywriter of choice. This can be copywriting for anything, although we do a lot of work with the family and litigation teams. Every month we look out for hot topics, make some recommendations and then write up those the partners choose.

For the last two years we’ve also written the firm’s annual report and review, a task which really took the weight off the fee earners and marketing team.

When it comes to effective marketing, Herrington Carmichael clearly understands the importance of quality content – which is why they call us in when heavy legal workloads build up. After all, why have a dog and bark yourself? But it isn’t about palming off your work onto someone else. Having another team to ghost write content is a massively important part of gaining perspective on your tone and message. Because our team is sufficiently distant from the firm, we can offer a fresh way of seeing how you present your content to clients. Lawyers do, sometimes, have a tendency to say what they want to say, rather than what a client needs to hear.

Copywriting may not sound as glamorous as the cases the lawyers of Herrington Carmichael are often involved with, but the devil really is in the detail. Having good content can be the difference between make or break when it comes to promoting your firm and keeping clients interested.