Meridian Group · 2025
Turning a quiet law firm into a cited authority
A content and digital PR programme that took a mid-market commercial law firm from invisible to the most-cited source in its practice area.
- Non-branded organic sessions
- 9x
- Trade and national press citations
- 34
- New instructions from organic
- 41%
Where it started
Meridian had forty partners publishing nothing, and a website that ranked for its own name and almost nothing else. Every new instruction came from referral, which capped growth at the size of the partners' address books.
What we did about it
- 1
Mine the expertise that already existed
Partners were not short of insight, they were short of a publishing process. We ran structured 45-minute interviews and turned each into a briefing note, so the writing cost a partner under an hour rather than an evening.
- 2
Publish on the regulatory calendar
Legislative change is a predictable events calendar. We built the content plan around consultation dates and commencement orders, so the firm was live with analysis the morning a change landed instead of a fortnight later.
- 3
Rebuild the site around findability
A flat, unindexable structure was replaced with practice-area hubs, proper schema markup and a fast server-rendered stack. Time to publish dropped from four days through an agency queue to twenty minutes in-house.
What changed
Within eighteen months the firm was being called by journalists rather than pitching them, and organic overtook referral as the largest source of new instructions.
- Non-branded organic sessions
- 9x
- Trade and national press citations
- 34
- New instructions from organic
- 41%
“We were told for years that law firms cannot do content marketing. What we actually could not do was find an hour of partner time. They fixed the process, not the ambition.”
