Brand voice and website copy for on-demand lawyers

The client

ALMA Consulting provides on-demand legal professionals to law firms and in-house legal teams that need specialist support. Their expertise lies in commercial property – everything from wind farms to warehouses to office buildings – helping clients with acquisitions, lease negotiations, and other high-stakes transactions.

Coming from a big law firm background, ALMA’s founders built the business on the idea that there’s a better way to work: one that prioritises flexibility, expertise, and a people-first approach. They’re not just another legal resourcing firm; they’re specialists, bringing deep sector knowledge and a personal touch to an industry that often lacks both.

The project

ALMA has grown a lot since the business first began, and it was high time for a brand refresh – one that kept the essence of what made them different while making their positioning clearer, sharper, and more compelling.

They weren’t looking for a radical visual overhaul; the logo and core colour palette still felt right. What they needed was a complete rethink of how they talked about themselves – how they positioned their services, how they stood out, and how they communicated their value to potential clients. It was about brand building, improving visibility in search, and making it easier for the right clients to find and engage with them.

Citra was a natural fit for the project. ALMA needed a team that understood B2B brand voice, website copy, and content strategy. They also wanted a collaborative approach – someone who would take the time to understand their business and get the nuances right.

The work

To shape ALMA’s refreshed brand voice, we started by getting under the skin of the business, working closely with the leadership team to uncover the details that mattered. Through workshops and in-depth discussions, we helped them articulate their mission and define a messaging framework that felt true to who they were.

The result was a tone that was more personal and conversational than their competitors – one that reflected their people-first approach. Their messaging pillars focused on what truly set them apart: their bespoke, managed service, their deep property expertise, and their commitment to flexibility and relationships.

From there, we rolled this voice and messaging out across their new website, shaping the sitemap, structuring the content, and providing visual identity guidelines for the web development team. We created client pitch documents designed to introduce ALMA’s offering clearly and concisely to different customer segments. And we continue to produce long-form content and social assets that help position them as thought leaders in their space.

“We're so happy to have found Citra Content. It's not easy to find writers able to take on niche areas like ours. They’ve taken our expertise and turned it into a compelling proposition and a pipeline of engaging social content.”

James Earl, Operations Director, ALMA Consulting

The outcome

The impact was immediate. With a refreshed brand identity, a full suite of marketing materials, and a website that communicates exactly what they stand for, ALMA was in a stronger position than ever. Now, they confidently and clearly stand out from their competitors.

Since the launch, they’ve seen a significant increase in engagement, growing their social following by 3000% in just a few months. They’ve also started ranking for key search terms, making it easier for potential clients to find them. More importantly, they now have a brand that truly reflects who they are – one that feels authentic, distinct, and built for the next stage of their growth.

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