Authority content for decision-makers
Written for someone who understands their own business well and is assessing whether you understand it too. Substance over accessibility — this audience is not put off by depth.
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Business law marketing
Search volume is thin and lead counts are small, which makes conventional lead-generation metrics useless. The goal is credibility with a narrow audience of decision-makers — being the obvious call when something goes wrong.
Small numbers, large consequences.
Business law does not behave like the rest of legal marketing, and applying the same playbook to it produces confident nonsense. Search volume is low. Enquiries per month may be countable on one hand. A single retained client can be worth more than a year of volume work in another practice area, and may arrive through a referral that no analytics package will ever attribute.
With small numbers, a good month and a bad month are statistically indistinguishable. Optimising against that noise is how firms end up changing a strategy that was working.
The audience is different too. Founders, general counsel and finance officers are experienced buyers who evaluate credibility on entirely different signals from a consumer client — who the individual partner is, whether the firm demonstrably understands their industry, and whether the material reads as though written by someone who has actually handled the matter. Consumer-style urgency and free-consultation messaging actively damages credibility with this group.
Where the cases come from.
Credibility with few people beats visibility to many.
Industry-specific positioning
“Construction contract disputes” means something to a construction firm. “Commercial litigation” means nothing to anybody. Industry pages beat service pages here consistently.
Named partner visibility
Business clients hire individuals, not brands. LinkedIn presence, speaking, writing and commentary attached to actual partners does more than firm-level marketing.
Narrow, high-intent paid search
Small volumes of genuinely commercial terms, tightly targeted. Broad B2B campaigns burn budget on researchers, students and competitors.
What we run for you.
The same five disciplines, weighted for this practice area.
Practice and industry mapping
Which matter types are worth pursuing, and which industries you have genuine depth in. Industry specificity is the strongest available differentiator in this practice area.
Substantive content
Written at a level that survives a general counsel's scrutiny. Thin content is worse than none here, because the audience is qualified to notice.
Partner-led presence
Thought leadership attributed to named individuals rather than the firm, because that is who the client is actually evaluating.
Tight paid search
High-intent commercial terms only, with aggressive negatives against research and job-seeking traffic that would otherwise dominate.
Long-cycle attribution
Tracking built for multi-touch, referral-blended decisions that unfold over months and often start with a conversation nobody logged.
Why the usual metrics mislead here.
Every reporting convention in legal marketing assumes volume. Cost per lead assumes enough leads to average. Conversion rate assumes a denominator large enough to mean something. Month-on-month comparison assumes the difference between months is signal. In business law none of those assumptions hold, and reports built on them will confidently point in the wrong direction.
Two enquiries in a month against four the month before is not a fifty per cent decline. It is two enquiries. Reacting to it — changing the strategy, cutting the budget, rewriting the positioning — is how firms abandon something that was working.
So we report differently: longer windows, absolute numbers rather than percentage swings, pipeline value rather than lead counts, and explicit acknowledgement of what cannot be attributed. Referrals influenced by the firm’s visibility are real and largely invisible to analytics, and a report that pretends otherwise is worse than one that admits it.
The right question in business law is not what a lead cost. It is whether the right people have heard of you.
What you get told, every month.
One number leads. The rest explains it.
- Enquiries and retained matters in absolute numbers, over rolling windows
- Pipeline value rather than lead volume, because one matter can outweigh a year
- Which industries and matter types the enquiries came from
- Content and visibility for named partners, tracked individually
- What could not be attributed — stated, not quietly excluded
We will not bid you against another client.
Agencies that sign every firm in a metro end up running the same keywords for competing clients. It inflates both firms’ costs and it is quietly indefensible — you are paying an agency to bid against another of its own clients.
If your city is taken, we will say so on the first call rather than sell you a diluted version of the same service.
So we take one firm per practice area per market. Availability is genuinely limited, and that is a constraint on our growth as much as a promise to you.
Business marketing questions.
Because the numbers are small and the values are large. A practice may take a handful of enquiries a month where a consumer firm takes hundreds, and a single retained client can outweigh a year of volume work. That makes conventional metrics statistically meaningless and shifts the objective from lead generation to credibility with a small, identifiable group of decision-makers.
Yes, but success looks different. You are not chasing traffic — you are trying to be found by a few dozen people a year who search something highly specific. A page ranking first for a narrow industry-specific query might attract very little traffic and produce the most valuable client the firm signs that year. Judged on traffic it looks like failure.
Individual partners, mostly. Business clients hire people whose judgement they trust, and they research those people specifically. Partner-attributed writing, speaking and commentary generally outperforms firm-level marketing here — which is the reverse of what works in consumer practice areas.
It is usually the highest-value social channel available, because it is where the decision-makers already are and where partner credibility can be built visibly. It rewards consistent substantive posting from named individuals rather than firm page updates, which is a real time commitment from partners and the main reason most firms do not sustain it.
By being demonstrably specific where they are general. A large firm's commercial litigation page has to serve every industry at once; yours can be about contract disputes in one sector, written by someone who has handled them. Depth in a narrow area is the one advantage that does not require matching their budget.
Honestly, which usually means partially. Referrals are frequently influenced by visibility the referrer encountered months earlier, and no analytics package captures that. We ask new clients directly, track branded search as a proxy for awareness, and report what cannot be attributed rather than assigning it to whichever channel happens to be measurable.
Is your market still open?
A free growth plan: we assess which industries you have genuine depth in, review how visible your partners are to the people who hire them, and set out what realistic volume looks like.
The other practice areas we work in.
Each has different economics, and a different plan.
Personal InjuryThe most contested inventory in legal search
Criminal DefenseUrgent, mobile, decided in hours
ImmigrationBilingual, and often national
Family Law & DivorceMonths of private research first
EmploymentMost claimants never search at all
Bankruptcy & TaxA thin ceiling on cost per case
DUI & TrafficStatutory deadlines compress everything