For law firms
Content marketing for law firms, built on your partners.
Your clients are hiring the lawyer, not the letterhead. We give every partner a findable page for the niche they actually own, and we write it for them.
- A hub, and the team that fills itSoftware on your domain with a page per partner, written and cleared by us
- Partners who get foundRanking on Google, quoted by journalists, named in AI answers
- From £1,000Per lawyer a month, six month minimum, no setup fee
What Findwell is
A content platform for law firms, and the agency that runs it.
Two things that are usually bought separately, and that only work together. Here is the whole proposition in one line.
The work
An agency that makes the content
We interview your partners, write in their voice, prepare it for your own sign-off and pitch it out.
The place
A platform of your own to hold it
A hub on your subdomain with a page per partner, structured so search and AI can read it.
Findwell
The platform, with the people who feed it
Live in about two weeks, on an hour a month from each partner.
What it is
A page for every partner, built around their practice.
On a subdomain of your own site. Their view, their matters, their commentary, structured so that search engines and answer engines can tell who does what.
Pick one to find it on the page
And how it runs
A dashboard behind the hub: what each partner ranks for, who is reading, which organisations are visiting and what the coverage earned. Nobody waits for a monthly deck.
Goals and brand guidelines agreed before a word is written, your house style, and a named sign-off. Nothing publishes that you have not seen.
Where we secure coverage for legal clients
What you get
Everything a partner needs, made for them.
One conversation with a partner turns into all of this. We make it, we place it, and every piece lands back on their own page.
Shapes everything below
Published, then on the hub
Lives on the hub
Posted, then links to the hub
Sent, then kept on the hub
Cut, then hosted on the hub
See what your partners would rank for.
A thirty-minute walkthrough on your own firm. We will show you where your partners sit today, and what the first quarter would produce.
How it works
One hour a month. We do the rest.
The whole commitment from each partner, in one picture.
That is the whole ask. One recorded conversation and a read of the draft, which is a single billable hour a month.
A conversation
Recorded, with an editor who knows the practice well enough to push back when the answer is that it depends.
A read and a yes
We draft in their voice and hand it to your own risk process with the sources laid out. Your team signs it off. Partners approve rather than write.
Everything after
Published on your hub, pitched to the legal desks that cover the practice, then cut for LinkedIn, the briefing and video.
A worked example, not a client
What a year looks like for one partner.
The plan we would put in front of a restructuring partner in week one, quarter by quarter. No firm has to imagine what the retainer produces.
The specialist
Fifteen years of formal processes, and almost nothing published under her own name.
The niche
Directors’ duties in the run-up to a formal processNarrow enough that one partner can own it, broad enough that directors, lenders and their advisers all search it under pressure.
Why that one
1,900searches a month across the cluster, and almost no partner-level pages answering any of it
Once, before anything is published
Content strategy
Agreed with Sarah and with BD before a word is written, so nobody is arguing about scope in month three- Which practice area Sarah owns, and how narrow to go. Restructuring is far too broad to win, directors’ duties before a filing is not
- The questions worth answering, ranked by what is actually searched
- The terms we are going after, and the ones we are deliberately not
Biography and partner page
Not the sixty-word directory entry and not a Chambers submission, both of which are written for a different reader- The matters Sarah can talk about, and the sectors she actually works in
- What Sarah is known for, in the words a client would use
- Structured so search and answer engines can tell one restructuring partner from another
Social refresh
It is the first thing an in-house lawyer checks after a recommendation, and usually the last thing anybody updates- Headline and about section rewritten around the niche rather than the firm
- Featured section pointing back at the hub
- Banner and profile consistent with the partner page
Live in about two weeks, with no IT project and nothing for your web team to do. Nothing is published yet, and nothing has been near risk and compliance, which is deliberate. We agree what Sarah is claiming to be expert in before anyone has to approve a word of it.
Every month
3 insight extractions, one a month
Forty minutes, recorded, with an editor who knows the practice well enough to push back. Everything below comes out of it- The argument Sarah makes to every director who calls too late
- What the new rules changed in practice rather than on paper
- The mistakes Sarah keeps seeing, and why they keep happening
3 newsletters, one a month
Written from the interviews and sent to Sarah’s own contacts, then republished on the hub so the cluster and the client list grow together- What the courts actually look at in the fortnight before a filing
- Wrongful trading, and the week it stops being a judgment call
- Directors’ duties once the company is in the zone of insolvency
1 media piece: an op-ed
We start where Sarah controls the argument, so the first one is placed on our own timing rather than chased into a news cycle- “The pre-pack reforms have not fixed the thing directors get wrong”, in the Law Society Gazette
5 video clips filmed
One sitting on an interview day, so the whole year of video costs no extra partner time- The two decisions directors get wrong in the last month
- What wrongful trading actually means, in plain English
- When a director’s duty shifts to the creditors
- Should you keep trading, and the questions to ask first
- What happens in the first forty-eight hours of an administration
LinkedIn, as it comes
Posted off the back of each piece and whenever the news gives Sarah a reason, rather than to a schedule nobody believes in- A post for every piece we publish
- A reaction on the days the insolvency statistics land
- Comment on a judgment while people are still reading it
Indexed within the month. Nothing ranking yet, and anyone promising otherwise on a new hub is guessing. What usually happens first is internal: another partner asks why their name is not on it, which is how the second and third get signed off.
Every month
3 insight extractions, one a month
The conversations keep going. New matters, new rules, whatever Sarah is arguing that month- What the reforms have done to the market a year on
- Where lenders are losing patience, and what that looks like early
- The cross-border question Sarah gets asked most
3 newsletters, one a month
Each republished on the hub. Six pieces in, and the cluster starts to join up rather than sit as separate posts- Pre-packs after the 2026 rules, and what actually changed
- When a lender says it is supportive, and how to read the letter
- The UK director of a group that is failing somewhere else
1 media piece: an interview
Pitched off the back of a live story, so Sarah is the name the desk already has when it runs. A harder format to earn than an op-ed- Interview with The Lawyer on what the reforms have done to the market a year on
Video running
Published from the quarter one sitting, one every fortnight or so, cut back to a single question each- One clip a fortnight, on the hub and on LinkedIn
- Each one answering one question and nothing else
- Subtitled, because most of it is watched on mute
LinkedIn, as it comes
Posted off the back of each piece and whenever the news gives Sarah a reason- A post for every piece we publish
- Reaction on the days the numbers or a judgment land
- The occasional short answer to a question Sarah keeps being asked
The first enquiries tend to come from advisers rather than directors. An accountant or a corporate finance contact finds the wrongful trading piece while checking something for a client, and Sarah is the name attached to the answer.
Every month
3 insight extractions, one a month
Filmed on one of these days, so the second sitting of clips costs no extra partner time- What an administrator can and cannot unwind
- The guarantee conversation directors have too late
- What the quarterly numbers actually show, under the headline
3 newsletters, one a month
Each republished on the hub. Nine pieces in, and the niche is most of the way covered- What an administrator can unwind, and how far back they can go
- Personal guarantees, and the conversation directors have too late
- Reading the quarterly insolvency statistics properly
1 media piece: broadcast
Pitched in response to breaking news, on a story where a reporter needs a name today. This is the slot the first two quarters earn and the one no firm can buy- Radio or podcast comment on a live administration in the news that week
5 more clips filmed
The second sitting, six months on, to carry the rest of the year- Personal guarantees, and what you are actually signing
- Can an administrator undo a deal you did last year
- The insolvency figures, and what they really show
- Pre-packs, and what a connected buyer has to prove now
- Talking to your lender before they call you
LinkedIn, as it comes
By now the posts are getting picked up by journalists as often as by clients- A post for every piece we publish
- A same-day reaction when a big administration is announced
- The clips, one at a time, as they come out
Journalists start calling rather than being pitched, usually in the week the quarterly insolvency statistics land. And when a director is searching this at eleven at night, close to the point of no return, Sarah’s is a name that comes back.
Every month
3 insight extractions, one a month
The last three of the year, and the one where we ask what Sarah wants to own next- What the Budget did to distressed deals
- Where Sarah thinks the pressure lands next year
- The question Sarah wants to be known for in year two
3 newsletters, one a month
Including the annual guide, which pulls the whole year onto one page and becomes the piece that ranks hardest- Directors’ duties in a distressed business, the annual guide
- What the Budget did to distressed M&A
- Where the pressure lands next year, sector by sector
1 media piece: a year-ahead op-ed
Placed as the year turns, when every desk wants a forecast and almost nobody will commit to one. By now Sarah is a name the City desk recognises- “Where distress lands next year”, pitched to a national
Video running
From the quarter three sitting, still one a fortnight- One clip a fortnight, on the hub and on LinkedIn
- The annual guide cut down into a two-minute explainer
LinkedIn, as it comes
Posted off the back of each piece, and the year-ahead piece will do more than anything else Sarah has published- A post for every piece we publish
- The year-ahead argument, in Sarah’s own words, ahead of the op-ed running
The cluster answers the whole question rather than one part of it. That is the point at which it starts pulling instructions rather than traffic, from directors who arrive already knowing who Sarah is instead of through a beauty parade.
What that adds up to
12 hours
Of the partner’s time across the year. Twelve insight extractions, one a month, and a read of the drafts. The filming happens on two of those same days, so it costs nothing extra.
Across your practice areas
The model is the same. What we publish is not.
A private client partner and a real estate partner are found by different people asking very different questions.
Private client questions get searched long before they get asked
We work with private client and tax partners, supporting them with inheritance tax explainers, trust and probate commentary, Budget analysis and the client briefings that follow it.
Individuals and families search a worry in plain words months before they speak to a solicitor, and usually more than once. Whether it is a family weighing up a gift, an executor facing a dispute or a business owner planning a succession, your partner is the one who has already answered the question, in their own words, on your own site.
The team behind it
You are hiring people, not software.
Findwell is a product of Profile, an award-winning thought leadership and PR agency. So is the team.
“Every law firm I work with has a partner who is genuinely one of the best in the country on something narrow, and the only public proof of it is a sixty-word bio and a directory ranking no client will ever read. We built Findwell because the fix is not more software. It is sitting down with that partner, getting the argument out of their head, and then doing the unglamorous work of publishing it, placing it and keeping it going.”
Jordan GreenawayFounder, Profile
Questions
What firms ask before they start.
+How much does content marketing for law firms cost?
+Who writes it, and how much partner time does it take?
+How does this get through our risk and compliance sign-off?
+Is this SEO, AEO, GEO, PR or thought leadership?
+How long before our partners rank for their practice areas?
+What happens to the content if a partner leaves?
+Can we start with a couple of partners rather than the whole firm?
+How would we report this to the board?
+Why not just hire someone to do this in-house?
+What if we already have an insights page?
See what your partners would rank for.
A thirty-minute walkthrough, on your own firm, of where your partners sit today and what it would take to move them.