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CASE STUDY · LEGALBartier Perry: a full website rebuild for a 35-partner firm
Every page of a mid-tier Sydney law firm’s new website, written to give the firm one voice without flattening the partners who are its reason to exist.
The brief
Bartier Perry was repositioning: a new brand, a new website, and a firm of more than 35 partners who each had a view on how their practice should be described.
The existing content had grown practice by practice over years, so the site read like 35 small firms sharing a logo.
The brief was to write the whole thing - home, practice areas, sector pages, people and the firm story - working alongside the branding consultant leading the repositioning.
Finding the firm’s common story
The first task wasn’t writing pages. It was establishing what the firm stood for and how that should be expressed consistently across very different areas of practice.
We facilitated workshops with partners and practice groups to understand the clients they wanted to reach, the work they most wanted to be known for and the qualities they believed distinguished Bartier Perry from other firms.
That process gave us the foundations for the website: a common set of messages, a consistent voice and a page structure that could be applied across the firm without making every practice sound the same.
Writing the website
We interviewed partners and other subject-matter experts before drafting the individual pages. This allowed us to capture the detail that demonstrated genuine expertise such as the clients each team advised, the problems they solved and the kinds of matters they handled.
Each practice page followed the same underlying logic: who the team helped, what it helped them achieve, the work it performed and why clients chose it. That consistency made the website feel like the work of one firm, while the interviews preserved the specific and sometimes strongly held perspectives that made each practice credible.
The result was an extensive body of interconnected content covering the firm, its people, its services and the industries in which it worked.
Turning 35 perspectives into one common voice
A website project involving more than 35 partners also creates an unusual editorial challenge.
The lawyers reviewing the pages were responsible for highly specialised practices and understandably alert to technical distinctions. But they also had different ideas about tone, structure, audiences and the amount of detail a prospective client needed.
Some reviews introduced important context that had not emerged during the original briefing. Others involved substantial rewrites that reflected an individual lawyer’s preferred style but moved the page away from the approach used across the rest of the site.
Our role was to distinguish between the two: retaining the technical and commercial detail needed for accuracy, while editing each contribution back into a consistent structure and firmwide voice.
The objective was never to make every practice sound identical. It was to ensure that their genuine differences strengthened the website rather than pulling it apart.
The outcome
Bartier Perry launched a completely rewritten website that brought its many practices, audiences and lawyers together within one coherent structure.
Prospective clients could identify the services relevant to them and understand the experience behind them, while individual practices retained the depth and technical precision their work required.
The project demonstrated that writing a large professional-services website is partly an exercise in writing and partly an exercise in editorial judgement. The words must withstand scrutiny from subject-matter experts without becoming impenetrable to the clients the website exists to reach.
In 2025, the Law Society Journal selected Bartier Perry as one of its examples of a user-centric, easily navigable law firm website.
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