Content Marketing for UK law firms
We turn your expertise into new clients.
Clients research online long before they speak to a solicitor, and much of that research is a question typed into a search box. We write the answers in your firm’s voice, on pages built to turn a reader into an enquiry.
See the searches you could win in 90 days, by practice area
Generate your Client Acquisition Map- Free map
- 90 seconds to start
- Reviewed by a senior strategist
Is Content Marketing right for your firm?
This service is built for
- Law firms that want to grow specific practice areas, especially higher-value or complex matters
- Partners who are willing to have their expertise turned into structured, client-facing content
- Firms that already have a functioning website and basic marketing foundations in place
Probably not the right first step
- Firms with no clear positioning yet, or no practice area they want to grow first
- Firms with an outdated website, or no way to capture and track enquiries
- Firms outside the legal sector
If you are ready to turn your expertise into a consistent pipeline of qualified opportunities, this is for you.
How our Content Marketing programme works
Discovery and content strategy
We map your priority practice areas, ideal client profiles and commercial goals. Then we identify the topics, questions and search intents that matter most. The result is a content strategy aligned with revenue, not just traffic.
The map does the first pass, free. It reads 90 days of your own search data. Then it shows which searches are within reach in 90 days, cut by practice area. So the strategy starts from the questions your own data says clients are asking, not from a topic list. If family law has the most reachable demand and conveyancing the least, the first pieces go to family law. The report shows why.
Editorial calendar and asset plan
We build an editorial calendar that balances quick-win pieces, such as FAQs and explainer articles, with deeper guides, case studies and resources. Each piece has a format, a target audience and a place in the client journey.
Every piece is planned to support one practice-area or location page, never to compete with it. Where two of your pages already answer the same question, the map shows it, and the calendar makes one page the answer. You see the calendar before anything is written, with the search each piece is meant to win and the page it supports. Partners can see the commercial case for every piece before it costs anyone an hour.
Content creation and legal review
We draft every piece in your firm’s tone of voice, making sure it is accurate, practical and compliant with legal advertising rules. Your team reviews and approves each piece before it is published.
We work from your fee earners’ expertise, so a short call or a marked-up draft is usually all we need from them. Every draft is written inside the SRA Transparency Rules from the first line, and none of it promises outcomes. Nothing goes live that a partner has not read. The review is built into the calendar, so it does not hold publication up.
Publication, distribution and repurposing
We publish on your site in a way that supports SEO. Then we help distribute each piece through email, social media and, where relevant, paid promotion. Key pieces are repurposed into several formats so they reach further.
Each piece goes live with its title, description, headings and internal links already in place. It starts working for the page it supports from day one. A guide can become a short explainer, a LinkedIn post and an answer on the practice-area page. One piece of a partner’s expertise reaches a client in several places. We work with your developer or CMS team rather than around them.
Measurement and ongoing optimisation
We track engagement, rankings, enquiries and signed matters influenced by content. We report in plain language, and refine the strategy around what is generating the best work for your firm.
Reporting is weekly and written for the partners’ meeting. It says what was published, what it ranks for, and what it produced in enquiries and matters. Clicks and rankings are read from your own Search Console and Analytics, the same read-only sources the map used. There is no tool’s estimate between you and the number. A piece that is not earning its place is rewritten or retired, and the plan moves to the next question.
Outcomes you can expect
Our goal is simple: more and better matters from strategic content, measured on enquiries and signed matters rather than on traffic.
More enquiries from prospects who have already engaged with your content
A client who has read your answer to their question arrives knowing what you do and how you work. The enquiry is warmer, the first call is shorter, and it is tracked back to the piece that produced it.
Better qualified matters, because the content is focused on the exact issues and clients you want to attract
Content written for the matters you want draws the clients who have them. A guide on settlement agreements brings in employees with an agreement to sign, not general questions about employment law. Your fee earners spend less time on work you would rather not take.
Stronger rankings and visibility for core practice areas, with key pages supported by the right articles and guides
Every article links to the practice-area page it supports and answers a question that page cannot. Search engines see one clear answer for each search instead of several of your pages competing. The page that wins the instruction is the one that ranks.
A compounding library of content that keeps building awareness, trust and instructions over time
Paid promotion stops the moment the budget does. A piece that answers a question well keeps taking enquiries month after month, and every new piece adds to the library. That is why the programme is measured on signed matters rather than on traffic.
Results, from the firm's own numbers
I nearly fell off the chair on Friday when I did a search and we were number one in the organics.
Ashley Hunt Director & Senior Employment Solicitor, Lawson West
- +165%family law clicks
Written inside the SRA Transparency Rules from the first draft.
Packages from £2,800 a month, with a 50% lead-growth target and a service-credit guarantee from Tier 2.
See packagesQuestions firms ask about Content Marketing
How long before content brings in enquiries?
It depends on the practice area and on how far past page one the searches you want to win sit today. Explainers and FAQs that answer a question nobody else answers well can move quickly. Deeper guides in competitive areas take longer, because the firms already on page one have had longer to build their libraries.
That is why the map comes first. For content, it shows the searches you could win in 90 days, by practice area. It reads 90 days of your own search data. It shows how much demand sits past page one and which questions are within reach. It also shows where your own pages compete with each other for the same search. So the first pieces go where they can earn a result soonest. And the answer to this question is specific to your firm, not a general one.
The 90-day plan is written to that horizon. It includes a re-run of the map at day 90, so you can see what moved.
Who writes the content, and will it sound like us?
We write it, and it sounds like you. Every piece is drafted in your firm’s tone of voice. We work from your fee earners’ expertise and the questions clients actually put to them. Most of what we need comes from a short call or a marked-up draft, not hours of a fee earner’s time.
Your team reviews and approves each piece before it is published, so nothing goes live that a partner has not read. If a piece does not sound like your firm, it goes back. Each round of feedback makes the next piece quicker to approve.
Is the content compliant with the SRA rules?
Yes. Every piece is written inside the SRA Transparency Rules from the first draft, and your team approves it before it is published. We do not write copy that promises outcomes or overstates what the firm does.
Compliance is built into the process rather than checked at the end. The review step in the calendar is your firm’s own sign-off, so the partner responsible sees each piece before it goes live. Where a piece touches price or timescales, it says only what your firm has agreed to publish.
We already publish news and insights. How is this different?
Most firms publish occasional articles, news items and thought pieces with no clear plan. They rarely see a direct link between that effort and new instructions. This programme starts from the questions and searches that lead to matters in your priority practice areas. It gives every piece a job in the client journey. And it measures what each piece produced: engagement, rankings, enquiries and signed matters.
Four things make it worth doing now. Clients research extensively online before they speak to a lawyer. High-value, complex matters often go to the firm that demonstrates clear expertise. Strong content supports SEO, AI search, email and social, rather than sitting in a silo. And competitor firms are building libraries of useful content that capture early-stage demand.
You have already invested years building your knowledge and reputation. Strategic content turns that into visible authority that attracts the right kind of work, and your existing articles are not wasted. The map shows where your pages compete with each other for the same search, and which commercial pages nothing links to. The plan builds on what you have rather than starting again.
Does this help with SEO and AI search as well?
Yes. Each piece is published to support a practice-area or location page rather than compete with it. It is written to answer the question in plain English. It carries its own title, description and headings. Every internal link is placed with its anchor text, so the page it supports gains from it.
The map measures both. It shows your organic demand by practice area. It also records what ChatGPT, Gemini, Perplexity and Claude say when asked your clients’ questions. Do they name your firm, or a competitor? The same report scores the page each piece supports on its ability to turn a visit into an enquiry. So you can see where the content is doing its job.
If SEO or AI search turns out to be the bigger gap, the map shows that too. The related services below cover each on its own.
