Copywriting portfolio
Reed Smith LLP Abu Dhabi
Website copy project
About this project. This is a speculative copywriting project completed for portfolio purposes. It was not commissioned by Reed Smith.
The challenge
The current Abu Dhabi location page leads with the location rather than the value the firm offers. The opening copy relies on generic phrases like “trusted partner” and “in-depth understanding” without showing what makes Reed Smith different or why it should matter to clients. The writing is clumsy in places, with awkward sentence construction and grammatical issues that weaken the clarity and impact of the message.
The strategy
I focused the new page on Reed Smith’s strongest differentiator: the combination of international legal expertise and more than four decades of local knowledge. The new copy opens with this value, speaks directly to client needs and replaces abstract claims with clear, credible evidence of the firm’s local capability.
Before
Original page
ReedSmith
Home / Locations / Abu Dhabi
Abu Dhabi
Reed Smith’s Abu Dhabi office is a trusted partner to government and business clients operating in the GCC and wider Middle East region.
As one of the first international law firms to open an office in Abu Dhabi over four decades ago, clients benefit from our in-depth understanding of how business is conducted, deals are done, regulations are navigated, and disputes are resolved in the market. Our team includes native Arabic speakers who effectively engage with local stakeholders to streamline transactions and negotiations.
After
My proposed copy
ReedSmith Abu Dhabi
Global expertise.
Deep local understanding.
For more than four decades, Reed Smith has helped businesses and government clients navigate the complex legal and commercial landscape in the GCC and wider Middle East.
From negotiating transactions and navigating regulations to resolving complex disputes, our Abu Dhabi team combines international legal expertise with a deep understanding of how business operates locally. With native Arabic-speaking lawyers and established relationships across the region, we bring local insight and trusted connections to every legal matter.
Meet our Abu Dhabi teamWhy I made these changes
- 01
Lead with value, not location
The new headline communicates the firm’s core value: global expertise combined with deep local knowledge.
- 02
Replace claims with credibility
The new copy replaces generic claims instead highlighting four decades of experience and local expertise.
- 03
Speak to client needs
The new copy addresses the real challenges clients face: transactions, regulations and disputes.
- 04
Show a key differentiator
Native Arabic-speaking lawyers and established regional relationships with local stakeholders are positioned as a clear benefit to clients.
- 05
Clear next step
A prominent call-to-action guides visitors to explore the team and encourages further engagement.