In June 2023, I sent a cold pitch to Christopher Doyle & Co, an agency very well-respected amongst my design friends. In October 2023, I received an enquiry from James Fisher, referred by Christopher Doyle & Co, who was looking for a copywriter for his new law practice.
After getting to know the client and his goals, I refined Fisher Law’s tone of voice to be earnest (sincere not embellished), customer-centric (benefit-focused not emotional) and personable (relatable not formal).
I wrote some sample copy that was immediately approved — and then proceeded to create a tagline and write website copy.
One of my passions and strengths is to make traditionally dry content more human — and so I really enjoyed this project. Thank you to Christopher Doyle & Co and Fisher Law for trusting me with it.
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Tagline
A strong and clear tagline that deliberately steers away from the hyperbolic language typical in the industry. The use of alliteration was intentional to create rhythm and subtly evoke a cohesive, pleasing feel.
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Website Copywriting
To engage the reader, I wrote in second-person. Given the field, the language is appropriately complex; I incorporated technical terms and more intricate sentence structures, such as compound sentences to contribute a tone of professionalism and land the depth of expertise.
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Menu Labelling
I designed the website menu to align with the voice: “Our Practice” leans into the earnest and personable tone while “Our Expertise” conveys credibility.
