Marketing for family and succession firms
Nobody announces a divorce or an inheritance dispute. They read at night, in private, for weeks, and then they choose the lawyer whose explanations made the most sense. This vertical is won by being the one who explained it well, early, and without a hint of drama.
A 30-minute video call. The audit document and the 90-day plan.
What changes
The decision takes weeks and leaves no trail: the client reads a great deal and asks nobody.
The searches are emotional and specific, and generic pages about divorce answer none of them.
Referrals still dominate, and the firm has nothing published to confirm the recommendation.
Discretion cuts both ways: no client wants to appear in a testimonial, so the usual proof is unavailable.
A long, private decision: the client reads for weeks before anyone calls.
Here the content does the selling, because the client will never call to ask a first question. The work is a library of calm, precise answers to the questions people actually type at eleven at night: what happens to the house, what a custody arrangement really involves, how long a contested estate takes. Written in the firm’s voice, without alarm and without promising anything about how a judge will rule.
How it runs
The library of first questions
One page per real question, written to be read alone at night by someone who has not decided anything yet.
The named lawyer
In this area a client chooses a person. Partner profile, a photograph that is not a stock image, and a byline on everything published.
Discreet, well-signposted intake
A first contact that does not demand a life story in a form field, and that says clearly what happens after it is sent.
A newsletter that survives a long decision
The reader who is three months away from acting stays in touch with the firm without being chased.
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
Can we publish client testimonials?
In this area almost nobody will agree, and pressing for it is a bad idea. We build credibility from published explanations and documented, anonymised cases instead. We will never invent one.
Is social media appropriate for family work?
Yes, handled with care. Instagram and LinkedIn work here because the client is choosing a person. What does not work is treating other people’s worst months as content.
How long before enquiries arrive?
The searches are less contested than personal injury, so pages tend to move sooner, but the reader takes weeks to act. The 90-day plan separates the two timelines so nothing is judged too early.
Can we give legal answers in the content?
We publish general information, clearly framed as such, never advice on a particular case. Every piece is signed off by a lawyer from the area before it goes out.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.