Lang Communications - Websites

Web writing

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Bedell Group
  • Client: Bedell Group
  • Project: Website
  • Services: Copywriting, Editorial strategy

Established client Bedell combines a leading offshore law firm and an independent, award-winning trust company. Together they provide a comprehensive, cross-border service to world class institutions, corporates, high net worth individuals and intermediaries. To do justice to its high profile in the legal and financial services sectors, the Group embarked on a refinement of its brand and a re-alignment of its traditional and online media.

Having written the Bedell annual report, and numerous brochures, articles, awards submissions and other literature for several years, Lang was asked to write all key sections of their new website – working in partnership with digital marketing and technology company Being Online. Using the previous website as a guide to content, together with drafts from partners and other key stakeholders, we re-wrote several sections, amounting to nearly 100 pages of copy. Our focus was on consistency, brevity and clarity – and of course SEO considerations.  The result is a substantial website that is easy to read, easy to navigate and reflects Bedell’s high standards, client-focused approach and burgeoning success.

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BDO - Graduate recruitment campaign
  • Client: BDO
  • Project: Graduate recruitment campaign
  • Services: Copywriting, Editorial strategy

Long-standing client BDO, the world’s sixth largest accountancy network, was looking for a more user-friendly campaign website to attract quality graduates to apply for its traineeships.

Lang Communications provided strategic editorial input to select four key campaign words that capture the attributes BDO looks for in its trainees, as well as navigational headings that are clear and appealing. We then developed the campaign words into explanatory paragraphs and wrote fresh, succinct copy for the whole site.

We also produced new copy for the accompanying graduate brochure to be used at graduate fairs and other events.

The visuals and brochure designer was SAS and the web designer was Court Three Graphic Design.

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PricewaterhouseCoopers, CIMA, Radley Yeldar
  • Client: Watson, Farley & Williams
  • Project: Graduate recruitment campaign
  • Services: Copywriting, Editing

For law firms, one of the greatest challenges is differentiating themselves from their competitors – not only for clients but also when attracting graduate applicants. Leading international practice Watson, Farley & Williams asked us to play a pivotal role in its graduate campaign by first identifying five key words to establish its brand originality, and then going on to apply these in the text for all its marketing collateral – as branding for the campaign.

We wrote a pocket-sized booklet – ideal for law fairs – as one piece of communication. It refreshingly explores what makes the firm different through candid first-person profiles by existing trainees. It also clearly guides the students through the application process.

We also wrote a more detailed, dedicated website for the same market.  

Lang worked with design agency Philosophy on this campaign.

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Chartered Institute of Marketing
  • Client: Chartered Institute of Marketing
  • Project: Website
  • Services: Copywriting

When the world's largest organisation for professional marketers decided to build a new website, it needed copy that demonstrated style as well as substance.

With an audience that ranged from school leavers to senior managers, CIM wanted to provide content that was clear and accessible to all, while also providing the depth and detail required by each target group. By putting two dedicated writers on the project and working closely with CIM's executive team and website manager, we were able to deliver over 150 carefully researched web pages within a tight deadline.

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PricewaterhouseCoopers, CIMA, Radley Yeldar
  • Clients/partners: PricewaterhouseCoopers, CIMA, Radley Yeldar
  • Project: Report Leadership - online corporate reporting
  • Services: Editorial strategy, Copywriting

Report Leadership was a series of innovative, practical guides to promote best practice in company reporting. Bringing together the expertise of accountants, company directors and designers, we were responsible for shaping the projects editorially and all the copywriting.

Following a set of guidelines on printed reports, together with a sample report for fictitious company – Generico – we produced two subsequent reports, one of which focused on online reporting. Our online reporting guide is also backed up by a sample online report for Generico.

The resulting work has been widely praised for its radical but pragmatic approach and was endorsed by the Hundred Group of FDs as representing best practice.

The report won a British Association of Communicators in Business (CiB) Award of Excellence.

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Thomas Cook
  • Client: Thomas Cook
  • Project: Online CR reports
  • Services: Copywriting, Editorial strategy

Thomas Cook had just merged with Airtours to become one of the world's largest leisure travel companies. We were working on its annual report with Merchant Corporate Design, and were asked to write its first-ever corporate responsibility report.

Working with the newly-formed CR team, we pulled material together from all over an organisation in the throes of post-merger restructuring. It was all done in some haste, to produce an online report to a demanding schedule – but the resulting framework proved robust enough for us to use in the 2008 report a year later.

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