Smart and Biggar: Copywriting and Professional Bios

The redesign and development of a law firm website can be an extremely daunting project. We work with our clients to make it as easy and seamless as possible.

With a significant number of large-scale projects already underway, the Smart & Biggar marketing team wanted some assistance with the development of their new website content. As part of our brand strategy and positioning process, we developed all-new messaging for the firm’s campaign, who we are, students, and careers sections, as well as landing page headlines and copy.

We worked in concert with Smart & Biggar to provide critical details around what the individual does, how that person carries out their practice, and why clients should choose this lawyer or professional.

When it came to the firm’s bios, while several were comprehensive and robust, others were lacking in substantive information about the person or their process. We worked in partnership with the firm’s talented writers to interview, write, and edit the firm’s lawyer and agent bios.

We started with a scan of the competitive marketplace to ensure we were properly positioning each professional and differentiating them from the competition without venturing too far from the industry norm. We worked in concert with Smart & Biggar to provide critical details around what the individual does, how that person carries out their practice, and why clients should choose this lawyer or professional.

As part of our engagement, Cubicle Fugitive also developed all new content for the firm’s robust and SEO optimized expertise and industry pages, much of which has been added to informative client brochures. With the firm’s copywriting, we carefully crafted messaging to appeal to the firm’s professional and sophisticated audiences without making it inaccessible to those outside of the legal, STEM, or academic fields.