Johnston Allison Hord

While speaking at an international ALA Conference on smarter law firm websites, Deborah McMurray met Johnston Allison Hord’s Firm Administrator. They connected easily and started planning what would turn into an important relationship for both the firm and Content Pilot. During our strategy meetings and research, we uncovered several important attributes of the law firm:

1. They are a one-stop-shop for privately-held businesses locally, regionally and nationally (and larger companies in key practice areas) – Johnston Allison Hord can handle all their business.

2. They are a perfect firm for a client seeking a strategic advisor.

3. While considered a mid-sized firm in the Carolinas, they are handling clients’ most sophisticated matters – BigLaw firms are often on the other side.

4. As a proud Meritas firm, they are a go-to firm in the Carolinas.

Content Pilot crafted a tailored positioning strategy that describes how they work – “Start here.” Clients contact them first to chart the best path, no matter the challenge or opportunity that lies ahead.

Logo design followed, plus the website – including rewriting all the lawyer bios and several of the practice descriptions.

About the firm

Johnston Allison Hord is over 100 years old and has a well-earned reputation of being innovative and entrepreneurial. Charlotte is their home, but major clients include businesses of all sizes around the U.S. and abroad, as well as high-net-worth individuals in trusts and estates planning and administration. Because they are so responsive and on-call, the “Start here” strategy is not an empty promise – clients count on them day and night.