Vail Williams LLP

Writing website copy, with SEO and keywords in mind.



We were appointed by property advisers, Vail Williams LLP, following a competitive tender process, to supply copywriting and copy editing services for the redevelopment of the firm’s website.

Client requirements

A commercial property adviser based across the south and in the Midlands, Vail Williams wanted to redevelop its website to better meet the needs of its clients, whilst reflecting the aspirations of the business to become one of the leading property advisers in their field.

HAN Communications was appointed to supply new website copy to support a new website structure.

How we met their needs

Working together with the website designers, Huddle Digital Ltd, we carried out a working session to establish the new website structure, and establish what new website copy would need to be supplied.

To ensure a solid understanding of each aspect of the business, interviews were carried out with the heads of each practice, and copy was written up to describe their services in simple, digestible terms.

Property advice can be complex at the best of times, so key to the copy development, was keeping it simple and jargon free, with effective calls to action on each page to drive leads in to the new website.

The copy was also SEO maximised, to ensure improved rankings with Google, without being persecuted for keyword ‘stuffing’.

New website profiles were also written for the firm’s 100+ staff, to ensure consistency of style, and that prospective clients would fully understand the expertise that they could expect from the firm.


The new website copy has allowed Vail Williams to better communicate what it does to its target audiences, in a simple yet authoritative way.

The level and depth of content has been reduced, and the calls to action are much clearer, leading to an increase in the overall number of leads generated through the contact form.

The writers at HAN Communications craft information into copy that really captures something irresistible…plus additional info gained from reading around the subject. The acid test is how quickly the fee earners normally sign off the content, because it is so much better than they could have done themselves.

David Owen, Head of Marketing, Vail Williams LLP.