BACKGROUND
This project was for a client in the UK commercial legal services space. The goal was to diagnose why the firm's content was not generating inbound enquiries from target clients, and to build a content strategy directly traceable to the audit findings rather than to assumptions.
I audited 118 pieces of content across five content types, covering the blog archive, practice area landing pages, case study summaries, six months of LinkedIn posts, and a year of email newsletters. The central finding was that the majority of the firm's content was written for a legal professional audience rather than a client audience, and the data made the consequence of that visible: client-facing posts generated 28 times more organic traffic per post than legal-professional-audience posts and ranked an average of 47 positions higher. Every strategic recommendation in Part 2 was built directly from a specific audit finding, covering a new blog content framework, a practice area page rebuild template, a LinkedIn content mix shift with a partner-led personal profile program, and a restructured newsletter with a new subject line formula.
The result was a strategy that could be challenged, defended, and implemented because every recommendation had a clear evidential basis behind it.
