Marketing for commercial and tax firms
A company does not choose its commercial adviser from a search result. It chooses the firm whose partner it has been reading for a year, that a colleague mentioned twice, and whose material arrived at the right moment. This vertical is played over long periods, and it rewards the firm that never went quiet.
A 30-minute video call. The audit document and the 90-day plan.
What changes
The sales cycle runs for months and involves three or four people who never meet you at once.
Search volume is low and generic content is worthless: the reader is a finance director, not a consumer.
The incumbent adviser is rarely dismissed; they are replaced at a moment of change.
Everything looks the same in a proposal, so the decision drifts towards fee unless something else has done the work first.
A long sale to a board: the retainer is decided months before anyone asks for a proposal.
Here we stop optimising for volume and start optimising for the right forty readers. Deep pieces on the operations that actually generate fees — restructurings, tax inspections, corporate governance, succession in a family business — published under a partner’s name, carried by LinkedIn and trade press, and followed up with material a partner leaves behind. Slow, unglamorous and the only thing that works when the buyer is a board.
How it runs
Depth over volume
Fewer pieces, far longer, on the operations that generate real fees. One good analysis is worth thirty summaries of legislation.
The partner on LinkedIn
The channel where finance directors and general counsel read. Three posts a week under a real name, not a company page nobody follows.
Trade press and commentary
Being the firm quoted when a reform lands is worth more here than any position in a search result.
Material that survives the meeting
A credentials deck, a one-pager per practice area and documented cases, so the firm is still in the room after the partner leaves.
Every service
Content & SEO
Eight pieces a month, reviewed to legal standards, and the rankings that carry them.
Newsletter & CRM
A fortnightly newsletter, a segmented CRM and three automations that stop enquiries going cold.
Social
LinkedIn three times a week for the partner and the firm. Measured in enquiries, never in likes.
PR & Media
One article a month in the house media, one third-party appearance a quarter.
Branded & Cases
One documented case a quarter, anonymised or with express authorisation.
Strategy & Data
A live dashboard, a quarterly plan and one number: cost per signed instruction.
Questions
Is SEO worth it with so little search volume?
For the head terms, rarely. For the specific operation a finance director searches for at the exact moment it lands on their desk, yes. The audit shows which searches exist in your areas before anyone commits to them.
How long does this take to pay?
Longer than personal injury and longer than family. The cycle is measured in quarters, and the plan is written in quarters so nobody judges it in week six.
Should the partner or the firm be the public face?
The partner, in this vertical almost always. Companies retain people. The firm page confirms; the profile persuades.
Can you help with proposals and pitches?
That is the Branded & Cases item: credentials deck, one-pagers and documented cases. We do not sit in the pitch, but nothing should walk into one unarmed.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.