Copywriting for accountancy and law firms
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Writing your partners will sign off
If you look after marketing or business development inside a firm, you need copy you can put straight in front of a partner. Clear, commercial, written for the market and in the firm’s own voice.
I have run marketing inside a firm. I write for accountancy and law firms, and for the international networks they belong to. I write regularly for Accountancy Ireland, and I wrote the Law Society of Ireland’s marketing and growth guidance for solicitors.
You will not have to explain the sector to me first.
What I write
Sector reports and research, and everything that comes out of them. Website copy and service pages. Sector propositions. Client newsletters and email campaigns. Partner profiles and firm background. Case studies and deal stories. Conference papers. LinkedIn content for the firm and for individual partners.
A sector report is the piece that keeps working longest. One report becomes articles, a webinar, partner conversations and a reason to ring every client in that market. Several of the ones I write come round every year.
A report is a big lift, and that is usually what stops a firm starting one. Most of the lift can be handed over. What the firm supplies is the expertise and a few people to talk to.
Proposals and award entries are a separate piece of work, set out on the Proposals, Tenders and Awards page.
What you can hand over
A half-formed idea and a date. I know what a partner will query before it gets to him, what a client actually wants to read, and where the commercial point sits inside a technical subject. That is usually the part that takes longest to explain to someone outside the sector.
How I work with an in-house team
You brief me and you see everything first. Partners see it when you are ready for them to see it, and the relationship with them stays yours.
If you are recruiting for a content role, I am glad to keep the writing moving while you look. The role stays yours to fill.
Writing for a network
Content written at the centre has to work in a dozen markets, for firms of very different sizes. The piece that lands is the one a member firm can put its own name on and its own market’s example into.
Where you’ll find my writing
I write under my own name in the publications your partners and your clients read.
Accountancy Ireland, the magazine of Chartered Accountants Ireland, where I write regularly.
Becoming known and trusted where you want to grow
The high cost of overlooking client feedback
AI is changing the way clients choose accountants
Law Society of Ireland. I wrote Marketing in Practice and Growth in Practice, the marketing and growth guidance published for solicitors as part of Practice Essentials.
Business Plus. How your firm builds visible expertise.
Chartered Accountants Ireland. What managing partners are prioritising.
If you want a partner’s own byline placed in the press, that is a different service, set out on the Thought Leadership Writing page.
How it works
I quote for the job. You get a fixed price before anything starts, so you know what it costs when you take it to your budget.
Some firms come with one piece and a deadline on it. Others keep a steady amount of writing moving every month, agreed at the start of a quarter.
Talk to me about it
Send me the thing you need written and I will tell you what I would do with it.