Slater and Gordon

Slater and Gordon are an award-winning law firm with more than 85 years of experience. 

The firm is one of Australia’s largest consumer law firms and entered the UK market in 2012 with the with the acquisition of UK law firm Russell Jones and Walker.

During a major rebrand we were asked to provide copywriting expertise to simplify the way the brand communicated.

Return on investment

Opportunities to excel

Our work involved showcasing the background, skills and qualifications of 900 lawyers – all conforming to a specific style guidelines document. This included interviewing all staff and creating templated profiles. In addition we provided overviews on medical negligence, employment, family, property, defence and wills and trusts to explain processes and helps people establish if they have a claim and crafted case studies to help the firm showcase work.

staff profiles

Our Work

A key aspect of our work involved providing extensive copy for the website, transforming dense legal jargon into clear, accessible language that members of the public could easily understand.

The goal was to demystify the legal process and foster trust in the solicitors, ensuring potential clients felt confident in seeking their services. By simplifying complex terms and procedures, the website became a welcoming and informative resource for anyone navigating legal challenges.

One of the most significant undertakings was writing over 900 lawyer profiles. Each profile was meticulously crafted to maintain a consistent, concise, and professional tone, showcasing the individual expertise and human side of the solicitors.

This approach provided potential clients with a sense of familiarity and reassurance about the people who would represent them.

In addition to individual profiles, overviews were created for key legal areas, including medical negligence, employment law, family law, property transactions, defence, and wills and trusts. These overviews outlined the essential processes involved in each practice area, helping potential clients determine whether they might have a viable claim.

The clear, straightforward explanations empowered individuals to take the first step toward seeking legal advice.

Finally, a series of compelling case studies were written to highlight the firm’s successful outcomes and real-life client stories.

These case studies served to connect with prospective clients on a personal level, demonstrating the firm’s expertise and the positive impact their legal services had on people’s lives.

By sharing relatable scenarios and practical results, these stories reinforced the firm’s credibility and approachability.

This cohesive body of work not only enhanced the firm’s online presence but also played a pivotal role in building trust, clarity, and engagement with a diverse audience.

Results

A snapshot of success

Slater and Gordon completed a vast number of acquisitions of other law firms immediately following the rebrand exercise – including Fentons, Goodmans Law, Taylor Vinters, John Pickering and Partners, Pannone. This elevated the brand and it became one of the largest personal injury law firms based in the UK.

Ongoing support

The success of our work with the rebrand meant that with every new acquisition, Slater and Gordon approached us to rewrite the profiles of the new lawyers to fit their specific brand guidelines.

Let’s get the stat

900 staff profiles
30 service overviews
80 client case studie

“Satsuma’s ability to turn legal jargon into content that customers would actually understand and get value from was second to none. They quickly rewrote 900 website profiles, talking to key stakeholders across the business and devising a tone of voice that aligned with our new brand identity."

“The copywriter’s background as a journalist meant they could communicate in a way that explained why something is important and relevant to the reader, rather than just imparting facts.” 