The Situation
Commercial law business development traditionally relied on in-person relationship building — dinners, golf, referral networks. This worked for the existing partner generation but was unavailable to junior partners building their practices. LinkedIn offered a way to demonstrate expertise at scale, but the firm had no content strategy and partners had no time or inclination to write.
The Turning Point
A competitor partner published a LinkedIn post on a recent M&A regulatory change. It got 4,200 likes, 310 comments, and three potential client enquiries in the comments section. The managing partner saw it and called Catherine the next morning.
What We Did — And Why
We interviewed each partner for 2 hours to extract their genuine expertise and perspective. A ghostwriting team produced weekly posts in each partner's authentic voice — real opinions on real legal questions. The firm page published 3 times weekly: case study breakdowns (anonymised), legal regulatory updates translated for business owners, and firm news. Training sessions taught partners to respond to comments genuinely, turning engagement into conversations.
Our Approach
- 1.Partner personal brand programme: weekly LinkedIn posts written in each partner's voice on topics they genuinely knew
- 2.Firm page content strategy: case study storytelling, legal update breakdowns, and industry commentary
- 3.Engagement protocols training partners to respond to comments and build genuine relationships
The Results
Within 9 months, the firm's LinkedIn following grew from 1,200 to 18,000. Partners collectively generated 340k monthly impressions. Most importantly, 22 partner-level enquiries per month were being directly attributed to LinkedIn content — with first meeting conversion rates significantly higher than cold outreach.
In Their Own Words
“LinkedIn thought leadership is the closest thing to a referral from someone who's never met you. Authority transfers.”