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 for you to clear
- 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, with its own agency.
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
Your partners give us their insight, we put it into words, prepare it for your approval 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.
Step through what the page does
We interview, we draft, we submit it to your risk process. Partners approve. They do not write.
And how it runs
A live intelligence layer behind the hub showing partner visibility, audience behaviour, organisation visits and earned coverage. Always available and never buried in a monthly deck.
Goals, brand guidelines and your house style agreed before anything gets written. Nothing is published that you haven't signed off. .
Where we secure coverage for legal clients
What you get
Everything a partner needs, catered to them.
One conversation captures the expertise behind all of this. We handle the writing and distribution, with every piece landing back on their 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's it. One recorded conversation and a read of the draft, which is a single billable hour a month.
A conversation
Recorded, with an editor who understands the subject well enough to turn expert thinking into a clear answer.
A read and a yes
We draft content that sounds like them and hand it to your own risk process with the sources laid out. Your team signs it off and the partners don't need to write a thing.
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. The output is clear from day one.
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
Pick the nicheStep 1 of 5
Once, before anything is published
Content strategy
Agreed with Sarah and with BD before a word is written, so there is clarity on scope from the beginning- Where Sarah can own a practice area, and how narrow she should go. Directors' duties before a filing can be won, but restructuring is far too broad
- 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
Its one of the last things firms keep up to date, but its the first place in-house lawyers find themselves after a recommendation- 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.
First on the recordStep 2 of 5
Every month
3 insight extractions, one a month
A single recorded interview, lead by an experienced editor who knows when to push back, is all it takes to build the foundation below- The argument Sarah makes to every director who calls too late
- How lawyers should adapt to the new rules
- The mistakes Sarah keeps seeing, and why they keep happening
3 newsletters, one a month
Built from the interviews, shared with Sarah’s network, and republished on the hub so the specialist profile and client audience 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
The first story is shaped around Sarah's expertise, not forced into whatever the media agenda happens to be- “The pre-pack reforms have not fixed the thing directors get wrong”, in the Law Society Gazette
5 video clips filmed
A whole bank of videos recorded in one sitting on interview day- 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
Shared with each new piece and whenever the news creates a natural reason for Sarah to contribute, rather than forced to stick to a schedule- 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. A new hub won't be ranking just yet, and anyone promising it will is speculating. 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.
Build the body of workStep 3 of 5
Every month
3 insight extractions, one a month
The programme evolves with the market: new developments, new client questions and Sarah's response to them- 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. After six pieces, separate posts start becoming a connected area of expertise- 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
We pitch Sarah off the back of a live story, so she is the name a journalist 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 with each published piece, and whenever a relevant story gives Sarah something to add- 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.
Called before the story runsStep 4 of 5
Every month
3 insight extractions, one a month
We film one of these while we extract the insights, giving us clips without any extra asks- 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 one added to the hub. After nine pieces, the core questions in the niche are largely 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
The first two quarters build towards being a trusted source. When journalists need an expert in the same day, they turn to Sarah- Radio or podcast comment on a live administration in the news that week
5 more clips filmed
A quarter three recording captures the next wave of questions without disrupting the partner’s time- 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
The audience expands from clients reading to journalists keeping an eye out- 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 begin reaching out directly, 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.
Own directors' dutiesStep 5 of 5
Every month
3 insight extractions, one a month
The final three extractions help us answer the question: what does Sarah want 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
Published at the point when market outlook pieces are being commissioned, with Sarah positioned as a familiar expert voice- “Where distress lands next year”, pitched to a national
Video running
From the quarter three sitting, sticking to the fortnightly rhythm- One clip a fortnight, on the hub and on LinkedIn
- The annual guide cut down into a two-minute explainer
LinkedIn, as it comes
Every piece adds to Sarah's presence, with the year-ahead view becoming the flagship piece of the year- 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.
Different client questions lead to different partners. A private client partner and a real estate partner are found through separate searches for distinct concerns.
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.