Kingwell Immigration Law: Professional Bios and Expertise Copywriting
Project
When designing and developing a new website for Kingwell Immigration Law, the team at Cubicle Fugitive also crafted new content for the firm’s professional bios and expertise pages that incorporated the firm’s new brand identity. Following a brand positioning exercise, Kingwell Immigration Law had a clearer understanding of its unique approach to client advocacy; the firm invests the necessary time in client relationships, going deep into the problem at hand to find a suitable solution. With this new brand identity, we established a distinct tone of voice for the firm when developing its brand content.
We then translated the firm’s new tone of voice into effective bios and expertise pages, helping clients understand who the firm is and what it can offer while simultaneously highlighting its deep commitment to client satisfaction and advocacy.
To create the bios, our team first conducted one-on-one interviews with the lawyers to accurately identify their unique professional backgrounds, approaches to client service, and areas of expertise. Once these insights were gathered, we constructed personalized bios that effectively portrayed each lawyer’s distinctive skills and experience while concurrently integrating the firm’s new brand identity. Our team also provided the firm with a template to use when drafting bios for future hires. This template includes detailed guidelines outlining the contents of each bio section to assist the firm in maintaining consistency with all new bios.
The firm’s expertise pages included “Urgent Matters,” “Applications, Permits, and Visa Services,” “Inadmissibility,” “Hearings, Appeals, and Judicial Reviews,” and “Citizenship.” We performed extensive keyword research for Kingwell Immigration Law to ensure that clients could easily find them and that the firm provided the best information on its expertise pages. Similar to the bios, each expertise page effectively communicated the firm’s unique brand positioning, highlighting its value to current and potential clients. These pages help the firm establish credibility and demonstrate the firm’s dedication to providing exceptional legal services, thereby reinforcing its brand identity.
With website content that supported Kingwell Immigration Law’s new brand positioning, the firm was satisfied with the results. Our team continues to support the firm with updates or recommendations for its website content.
