McLennan Ross: Content Marketing and Copywriting

As the preeminent commercial litigation and advocacy firm in Alberta and the Northwest Territories, McLennan Ross wanted to ensure their new website copy adequately conveyed the sophistication of their work for a wide range of clients. The firm engaged Cubicle Fugitive to develop a new site structure and brand positioning strategy, and with these in hand, the next step was to write all new content for the firm.

This portion of the project included new branded content for the firm’s Who We Are, Join Us, and refreshed content for the What We Do (practice areas) sections of the website. We worked with the firm to ensure the content accurately reflects its intuitive and modern approach, which has gained them the trust and respect of clients and fellow professionals.

The practice areas reflect the firm’s approach to client service and service standards while remaining concise, confident, and caring.

We also drafted new recruitment and student page content to help prospective employees to understand McLennan Ross’ employee brand proposition, clearly identifying the “why McLennan Ross” factor while providing critical career information.

Finally, we crafted new expertise page content focused on McLennan Ross’ pragmatic yet creative approach. We interviewed the firm’s practice group chairs across the country, researched and wrote new copy, performed extensive keyword research and optimized content for SEO, and provided draft practice and sub-practice copy for the firm’s 50+ services. As with the firm’s bios, we provided detailed recommendations for tone, content, and structure for each of the firm’s future service pages. The practice areas reflect the firm’s approach to client service and service standards while remaining concise, confident, and caring.

The result of this project is written content that aligns with the cornerstones of the McLennan Ross brand while articulating the critical information users desire when visiting the website.