Kelsey O'Halloran

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Copywriting for a Law Firm: Larbi Legal

Website Copywriting, Brand Messaging, & Case Study writing

Larbi Legal is a veterans benefits appeals law firm founded by an attorney and U.S. Army veteran with a 22-year honorable service history. The firm helps veterans secure benefits they've been denied for decades, so they can finally move forward in life.

Founder Tamesha Larbi was attracting clients through referrals but was struggling to create a website that would welcome new clients warmly while communicating her expertise in a male-dominated market.

Our job was to help Larbi Legal blend empathy and authority so Tamesha and her team could effortlessly engage prospective clients and instantly put these veterans at ease.

Larbi Legal’s Brand Voice

Humble / Knowledgeable / Approachable / Southern

Larbi Legal’s Ideal Clients

Larbi Legal’s clients are veterans with disabilities. They're easygoing, sincere, optimistic, trusting, and full of integrity. They've been fighting for more than a decade to get their benefits and are struggling to live well in the meantime. They need someone who will believe their story, find the evidence to back it up, and navigate the legal system to finally make their case a success.

After years of being discouraged by denied claims, they're unsure how an attorney could help, and they're hesitant to invest in one. They don't want some "city slicker lawyer" — they want an advocate they can feel comfortable confiding in.

These veterans value justice and want to see it served in their case. They care about their family and community, and they believe securing their benefits would help them better serve both. They dream of moving forward and living life on their own terms.

Learn more about my messaging strategy process →

Brand Messaging & Custom Copywriting

The firm's clients are more than their disabilities — they're incredibly resilient people who have shown grit and tenacity through decades of difficulty. It was important to me to use empowering language toward them and about them throughout our copy.

Drawing on interviews with Tamesha and her clients, we positioned the firm as warm, down-to-earth, and responsive. We traded legal jargon for clear language, blending knowledge and humility to give prospective clients a sense of relief and support from the start. Through clear, concise, and caring copy, we answered prospective clients' questions, guided them to schedule a consultation, and warmly welcomed them into a partnership with their new attorney.

I also conducted additional interviews with the firm's clients about their challenges, disabilities, and successful appeals and created a series of case studies to show prospective clients how the firm could help them.

With clarity on how to connect with prospective clients and meet them where they are, Larbi Legal is on track to launch its full website later this year.

See what brand messaging can do for you →

“Working with Kelsey was a relief; I finally have a complete set of web copy and a messaging guide to steer all future written copy. Her organization and guidance made the words flow more freely and allowed my ideas and thoughts to come together.”

– Tamesha Larbi, Larbi Legal

Special thanks to my go-to gal Ellen Edits for her proofreading support on this project!

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