Website messaging for The Ashby Firm
Developing clear and compassionate messaging in a complicated industry
Project Overview
When Drew Ashby decided to part ways with a large law firm to start his own practice — The Ashby Firm — he needed a website to support his new business. But catastrophic injury cases are nuanced and complicated and Drew understood that those who have endured a catastrophic injury needed someone they could trust.
Instead of risking riddling his new website with legal jargon visitors wouldn’t understand or be overwhelmed by, he sought someone to help him carefully craft his message: Murphy Marketing.
As an experienced trial lawyer attorney, Drew had a wealth of legal experience and specializations that he needed to communicate to his potential clients. But he didn’t just want others to know how he would fight for them, he wanted them to know that he would do so with the utmost compassion. For Drew, his clients are like family.
Having walked this road with individuals and their families many times before, it was important that his firm’s website articulate how he could help other victims of catastrophic injuries, while reassuring them he would shoulder the burden of their case so they could focus on their healing.
The issue?
Drew needed to communicate the compassion and tenacity his potential clients need from their wrongful death and catastrophic injury trial lawyer.
“While I was handling countless other things, Katie shouldered the heavy burden of discovering and organizing the complicated message we needed to communicate. What she has provided will be helpful far beyond the website, and will allow us to focus and tailor our messaging well into the future. Katie not only jumped on it quickly, but knocked it out of the park!”
↠ Drew Ashby | trial lawyer
Our Approach
After sitting down with Drew to understand his unique needs and services, Murphy Marketing took him through the StoryBrand framework. Messaging master Katie Lantukh, a certified StoryBrand Guide*, always puts empathy at the forefront of her work, so she immediately connected with what Drew was trying to accomplish.
They collaborated in an all-day messaging strategy session, and Katie got right to work on developing the right messages to reach his potential clients.
*Note: Katie was a Certified StoryBrand Guide 2019- 2023
GOALS
✔ Develop a new website
✔ Generate more leads to add to clientele
✔ Build trust with potential clients
THE RESULTS
Drew walked away with more than just a website. He had a new lead-generating machine that helped his law firm get off the ground faster, all while authentically portraying the compassionate and elevated level of service he provides. With Murphy Marketing’s guidance, he also secured new photos and enhanced the banner video on his website to ensure he had the right visuals to help him tell his story.
In progress
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