What we were asked to do
Law is a field where nobody hires on impulse. For an entrepreneur, choosing a lawyer takes a high level of trust, and legal services are hard to tell apart from a list of competencies alone.
The challenge
Legal topics are complex and technical. The challenge was to turn legal expertise into content that is relevant to entrepreneurs, easy to understand, rigorous enough, and able to build authority over time.
Our approach
We built the communication on several levels, so the firm's brand and the personal brand of its coordinating lawyer support each other.
- LinkedIn as the main authority platform, with Facebook as secondary: legislative changes and legal topics turned into content written from the entrepreneur's perspective
- Legal content made relevant to entrepreneurs: themes built from real problems in the business world
- SEO as a tool for authority and discovery: the social strategy extended into SEO-optimized articles on the topics entrepreneurs and companies actually search for
- Newsletters segmented by industry and interest: Construction & Real Estate, Pharma, Tax & Accounting, Business & Entrepreneurship
Firm brand + personal brand
One of the most interesting parts of the project: we didn't just build the business page. We also managed the coordinating lawyer's personal LinkedIn profile, turning her professional expertise into a more human, recognizable presence:
- Personal opinions on legal and business topics
- Interpretations of relevant legal changes
- Perspectives drawn from professional experience
- Posts that show how she thinks, not just her legal skills
- A relevant network, grown through targeted connection requests
The firm's page builds the organization's authority; the personal profile builds trust in the person behind the expertise.
Three things that made the difference
Translating legal into business language We shifted the focus from purely technical explanations to the concrete consequences for entrepreneurs, which made the topics more relevant and easier to take in.
Personal brand + company brand We built the firm's authority and the coordinating lawyer's visibility in parallel. In a service built on trust, people want to know not just the firm, but the professional they might work with.
Segmentation, not generic communication Social media, SEO and newsletters were built for different audiences and interests, so every topic reaches the people it's relevant for.
