Content strategy and development for one of Canada’s largest law firms.

Brilliant. Precedent-setting. Peerless. Global law firm McCarthy Tétrault’s work is anything but mundane. They needed a brand voice that reflects their extraordinary members and winning practices.

McCarthy Tétrault was planning a new website to better represent the laudable experience and expertise their 300+ lawyers bring to bear on their clients’ issues. Every member of the team is remarkable in their own right. So why did their executive biographies sound so professionally pedestrian? Though visionary in crafting briefs that change the legal landscape, they found writing about themselves to be a challenge.

Launching a new site allows you to review and update all your copy at once for “go live” – but what happens when you want to create new bios, expertise pages or other content 6 months or 6 years from now? How do you avoid losing that unique voice? With the use of a Voice Brief, we provided a roadmap for future copywriting at McCarthy Tétrault that includes (among other items):

• Audience focus
• Values
• Tone
• Personality
• Pacing
• Word Usage with “Dos and Don’ts”
• SEO/keyword guidance
• Content constructs for specific elements, such as bios and practice expertise pages

Working together, we were able to craft a voice that uniquely represents who they are to their clients in words, tone and personality. From there, the bios and expertise pages for their new site were born. Documenting the characteristics helps ensure that there is voice print for the future.

This vibrant law firm can now represent themselves properly, expressing the value they bring to the table, now and in the future.