Insights

Practical thinking on content, SEO, podcasting and AI for professional services firms.

Content Strategy Accounting Law Firms

Your LinkedIn profile says Director… and that’s about it

Director at [Firm Name] is the headline on a lot of principals' profiles, because it's what LinkedIn fills in if you never touch it. Here's what to put there instead, without becoming a "LinkedIn person".

02
Nov

Content Strategy Accounting Law Firms

Your professional bio reads like a CV (here’s how to fix it)

Twenty years' experience and a passion for client service sits under almost every photo on almost every firm website. Here's what a client is really reading your bio to find out.

12
Oct

Content Strategy

Personal branding for professional services: how your clients pick you

Clients pick a person well before they pick a firm, and most firm websites hide that person behind a logo and the word "we". The fix is a lot less cringe than the word branding [...]

05
Oct

Law Firms Content Strategy

Why law firm video matters more the better AI gets

The better the machines get at answering legal questions, the less the answer decides anything. What decides it is whether somebody feels they have already met you.

28
Sep

Law Firms Content Strategy

How to write law firm content that an AI will actually quote

There are five things that make a page quotable, and a firm can apply all five to an existing article in about twenty minutes. None of them ask you to say anything you would not [...]

21
Sep

AI & Technology Content Strategy Law Firms

What Google Actually Says About AI Search Optimisation

Somebody is trying to sell your firm a technical fix for AI visibility. Google's own documentation says the fix does not exist, which leaves you with a much cheaper problem.

14
Sep

Law Firms AI & Technology Content Strategy

Why AI search visibility now matters more than your traffic report

Your traffic report is measuring a door that fewer people are walking through every quarter. The number that replaces it is whether the answer people are given has your firm's name in it.

07
Sep

Law Firms Content Strategy

The Five Questions Every Client Asks Before They Hire You

Every client who walks into your office arrives with roughly the same five family law questions, and you have answered every one of them hundreds of times. That is precisely why it has never occurred [...]

31
Aug