In progress: working with the client Case study, UAE legal
Integrity Legal: bringing a firm to the UAE.
An established firm, with clients and credibility, came to us to grow in the UAE. Its reputation was not yet visible online there. We are building the brand, the website and the visibility that turn that reputation into qualified enquiries.
- Go-to-market strategy
- Brand image and tone
- Website
- Social media: next
- Search visibility: next
Their problem
An established firm, unknown online in the UAE.
The firm already has clients and a record. What it did not have was a presence built for the UAE: a brand image that says what kind of firm it is, a tone that sounds the same on every channel, and a way for founders and families searching for counsel to find it and make contact.
Legal services are bought on trust, and trust is judged in seconds, usually before anyone picks up the phone. A firm that is hard to find, or hard to read, online loses the client before the first call.
What we saw in the market
Law-firm brands all look alike.
Most law-firm brands lean on the same few signs: scales, columns, a handshake in stock photography. They say the firm is a law firm. They do not say what it is like to be a client.
Clients want to be handled by a craftsperson, not processed. So the brand is built on craft: “Counsel is a craft.” The tone is formal but warm and plain-spoken, and the look is a firm you are admitted into.
The goal
Recognised, found, worth calling.
- 01
Be recognised
A brand image and a tone, set once and used everywhere: on the site, on social, in every message.
- 02
Be found
Visible for the legal searches that founders, businesses and families actually make in the UAE.
- 03
Be worth calling
Enquiries from the right clients, qualified before they take a lawyer's time. These are the sales-qualified leads the whole plan is aimed at.
The plan, step by step
Six moves, in order.
- 01In progress
Discover and position
Who the firm serves in the UAE, what sets it apart, and what founders, businesses and families need to see before they make contact.
- 02In progress
Brand image and tone
A look and a voice set once: deep burgundy, brass and parchment, written formal, warm and plain-spoken.
- 03With the client
The website
A site that opens like the doors of a chambers as you scroll, then lays out the practice areas, the cases and the questions people ask. Built, and with the client for approval.
- 04Next
Presence across social and online platforms
Profiles set up and a content rhythm written in one tone, so the firm reads as the same firm everywhere.
- 05Next
Search visibility
Pages built around the legal searches that come before an enquiry in the UAE, with structured data and a sitemap in place.
- 06Next
Qualified enquiries
Contact routes and tracking set up so every enquiry can be traced to its source and qualified before it reaches a lawyer.
The brand
A firm you are admitted into.
- Burgundy#3A0911
- Ink#1A0408
- Brass#D9B77E
- Parchment#F6F3E4
The website is the brand’s first room. It opens on the firm’s seal. Scroll, and a pair of doors open onto a library, and the page that follows reads like the inside of the chambers.
Dark burgundy and brass carry the weight, set in Gambarino and Cormorant Garamond. Parchment gives the pages somewhere calm to read. Nothing is loud, because the firm should not be.
Next
Going live, then being seen.
Once the client approves the website, it goes live. Then the work moves to where clients look: profiles set up in the firm’s tone, a content rhythm that shows how the firm thinks, and pages that answer the questions founders and families ask before they pick a lawyer.
Every enquiry will be tracked to its source, so the plan can be judged on the enquiries that fit, not on traffic.
Already established, new to the market?
Thirty minutes with a person. You leave with a plan for how to look, sound and be found in a market where nobody knows you yet, whether or not you hire us.
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