Roberts & Ryan's original site copy languished in redundancy and disorganization. Its stiff tone held the reader at a distance, undermining the firm's personal approach, and its continuous restatement of the firm's core values obscured virtually every other topic.

The new copy's goal was to reflect Roberts & Ryan's new brand and set out their work and selling points succinctly.

Because the design team wanted the site to have content-driven architecture, my first task was to restructure the site's content.