Overview

When building an online presence, how do you know where to start? 

As a law firm, you may find yourself asking Google questions such as: 

• How do I know if my branding is good? 
• Do I need a new logo? 
• Does my website need refreshing? 
• How many blogs a month should I write? 
• Do I need to invest in SEO? 
• Is it important for me to post on social media? 
• Why do I need to post on social media? 
• How do I remove bad Google reviews? (this is a common one!) 
• And the list continues… 

In this article, I want to discuss the most important digital touch points that when powerfully combined, create a strong online presence across the entire board. We’re talking your identity, content creation (blogs), social media, your website, and most importantly–what all this stuff orbits around–your branding. So let’s start there. 

Branding: brand guidelines are the rule book of your law firm’s appearance. 

Branding is the first impression in everything you do. It’s not just a pretty logo with nice colours, it’s your tone of voice, what you stand for and who you are, wrapped up in a beautiful aesthetic that draws people in, then makes them want to come back for more when they understand just how brilliant you are. 

Why might I need a Creative Designer?

To ensure your branding is spot on, you could do with instructing a Creative Designer to set out some brand guidelines for you (or tweak your existing ones). This covers everything from your logo and the rules around using your logo, your font and the different font weights used for headings versus body text, your ‘style’ such as shapes used throughout your branding and the exact colour palette you use. Eventually, your clients will begin to associate you with certain colours and appearances, but only if you remain consistent.

For example, your website may use ‘Poppins’ font and was designed by Accesspoint. Then you hire an internal Marketing Assistant and they start posting on social media using ‘Impact’ font and decide to invert your logo so it’s black on a white background. All these inconsistencies happen when there is no ‘rule book’ in place. Aka, brand guidelines. And in turn, you look unprofessional and untrustworthy to the public eye. 

Why are Brand Guidelines important?

Branding is a vital first step in securing the foundation of exactly who you are, what you’re trying to say and what you’re all about, all while ensuring professional presentation and consistency. If there’s ever a need to out-source promotional items such as business cards or flyers, having a well-defined and accepted set of brand guidelines is necessary to maintaining your desired branding and look. It gives you full control of who you are and how you portray yourself to your clients. 

Your identity: let’s talk tone of voice 

In the last 12-months, what we’re finding at Accesspoint is a shift from corporate, formal language to professional but friendly and approachable voices*. The psychology behind this always links back to our favourite phrase of people buy from people. 

I know it’s not always possible to put everything in the language of your clients. Some terminology is just complex by nature. However, your tone of voice should be approachable and friendly, whilst still reflecting the values of your brand. It’s a tricky balance, but with the right help, is definitely achievable.

E.g. You want to get a client to contact you. Which sounds better? 

• If you are looking to instruct a solicitor, contact us today. 
• Looking for a law firm to help you? We’d love to chat. 

Option 2 is approachable and less intimidating, but not so informal to the point it hurts your professional brand image. Make sure your tone of voice is right and consistent throughout your entire website. This must also match up with your tone of voice across social media. 

Your tone of voice is for you to decide, but if you find yourself going through a re-brand or instructing an agency (hopefully us) for a new website, you may want to consider re-branding it. 

*Identity is not a one-size fits all approach for law firms. We see firms that formed 150 years ago and have retained their corporate voice for consistency throughout their years of practicing. And that is absolutely FINE! That tone of voice may suit their branding and their positioning in the market, and they may find that that’s always worked for them and changing it now would be really strange. If this example applies to you and your firm, be proud of your legacy and the way you do business. 

Your website: knowing when to get a new one is tough 

You’re not an expert in websites and you’re not expected to be. That’s why there are specialists like us here to help you with this decision so you know when it’s the right time to invest in a new website. 

If you’re noticing your website is slow, looks like it doesn’t belong in 2026, and you’re struggling to bring in any business through it, you need to do a full audit. The word audit can seem rather daunting, but in simple terms, all you need to do is visit your website in a client frame of mind, put your client hat on, and ask yourself the following questions: 

• Is my website fast loading? 
• Is my menu easy to navigate? 
• Is the mobile version of my website responsive? 
• Does my website use the tone of voice of lawyers or clients? 
• Is my site SEO friendly and optimised? 
• And finally, does my website look modern and like it’s ready for 2026? 

This is always the first and easiest step to knowing whether you’re in need of a new site. Unfortunately, we shop with our eyes. We always have! Aesthetically pleasing shop windows, pretty book covers, vibrant and detailed packaging, slick branding… And your website’s aesthetic is the first stop clients make before venturing deeper into your ‘about us’ section or your ‘our people’ pages. But if it doesn’t look the part–if it’s outdated and looks like it belongs in the era of Windows ’98–how do you expect people to take you seriously? If you’re not taking your brand or online appearance seriously and moving with the times, you’re at risk of being left behind–at risk of clients leaving you behind. 

Content Creation: how many blogs should you be writing? 

You are the expert in your legal specialism: prove that you are through writing articles about subjects that clients want answers to. E.g. why do I need a Will? Who is the legal owner of a grave? How are gifts treated in divorce? These are a few of many queries that clients will be searching on Google, and you can bring those potential clients onto your website by writing articles about the questions they search. 

We recommend aiming for one article per week but understand this is tough for busy fee earners. Therefore, start off small: one article per month, then one every fortnight and then one per week. Showcasing your expertise through articles helps strengthen your online position. Articles not only help boost your credibility, but they also boost your discoverability on Google’s Search Engines. And if you were to ever consider an SEO Expert, our very own Rich Holgate specialises in identifying the top-searched queries that you can capitalise off, write content for, and reach the top of the SERP (Search Engine Results Page) through his guidance.

Rich Holgate, SEO Specialist at Accesspoint

“Keywords are king when it comes to making sure your articles are discovered. Optimising your content so that it aligns with what people are actually searching for is paramount. For example, if a person searches in Google for “divorce solicitor leeds” and your content mentions “divorce solicitor leeds” then you have just boosted your chances of being noticed! Keywords are just the tip of the iceberg though – there’s so much more you can do. Find out more and check out my article below on how to get your blogs seen.”

Enhancing your online presence (SEO) 

This leads nicely into the topic of SEO. You’ve now got your consistent branding, you’ve invested in a new website, you’re posting blogs once a fortnight… now what? How do you know people are finding you? Or that your investments are working? 

Once you’re doing all the right things, it’s time to get an expert to boost your efforts and guide you in the right direction. As touched on above, posting articles is brilliant and having a beautiful consistent brand is also brilliant. However, how do you know where people are finding you from? How do you know what keywords your article is showing under? And how do you monitor your position on the SERP (Search Engine Results Page) when you don’t even know what keywords you’re ranking for?

How can an SEO expert help?

An SEO expert will act as your advisor and researcher to guide you in the right direction and boost your online presence. Your visibility will increase, your monthly searches will increase, and your quarterly bespoke reports will detail and prove all the efforts your firm and your chosen SEO expert have worked on together. With this said, SEO doesn’t stop at keywords and achieving number one positions. It’s a constant technical audit too to ensure your website isn’t littered with broken links or slowed down by large, un-optimised images. Things like this just make visitors irritated. 

You want to provide your website visitors with a brilliant user-experience that encourages happy clicks and continuous navigation. An SEO expert can help with just that, and more.

Social Media 

Your social media profiles are yet another digital touchpoint to build your integrity and personality online. Your clients/future clients will search you on socials. Whether that be Facebook or LinkedIn or Instagram, they will hunt you down and have a nosey at what you’re about. 

This is where your brand guidelines come in. Your social media branding should be a consistent extension of your website: identical logos, consistent creatives and a logo that is used in accordance to your rule book (guidelines). 

What should you post?

With this in mind, social media isn’t a place to simply pump out corporately designed posts of your contact information or a link to your website. It’s an opportunity to create a perfect blend of personality and professionalism. We highly encourage law firms to share raw pictures of the people that make up the business. After all, you are who your client will be dealing with. So ask yourself: 

• Have you had a recent work event? 
• Roof-top drinks at your London office? 
• How about one of you was awarded at a recent legal event and you attended? 
• Do you have a staff sports day? 
• What about a staff BBQ? 
• Is it the Managing Partner’s birthday? Are you celebrating? 
• Do you donate to charity? 

All of these situations are opportunities for you to share what the people at your firm get up to. This, coupled with consistent branding, humanises you as a firm. It places you in a relatable light, where potential clients don’t see you as intimidating legal professionals, but rather a professional who is friendly and HUMAN. 

A strong social media strategy combined with a fresh website, expertly written articles, a consistent tone of voice across all platforms AND consistent branding all creates a strong online presence. 

Google Reviews

You know how good you are at what you do, but nothing will truly communicate your perceived worth with as much impact as the paying customer’s feedback. Encourage clients to leave Google reviews by linking them to your  Google My Business  page once you’ve closed their case. You can also add this step to the bottom of closing letters to create a less admin-heavy task in collating reviews. 

Consumers rely heavily on Google reviews to make informed purchasing decisions, and it’s a critical step in the decision-making process for our online clients. So the more good reviews you receive, the better your online reputation and the more sway you have over clients shopping around online. But what happens when you get a bad review? 

Can you remove the bad reviews?
Yes, but I wouldn’t, and here’s why…

Many of our clients have been approached by ‘online reputation management’ companies that claim they can remove your Google reviews, which is a rather tempting invitation when you’re biting your nails down to the cuticle over a review slandering the firm. But did you know it’s physically impossible to remove specific reviews unless they violate  Google’s policies? These companies forget to inform you in their initial pitch that to remove said negative review, they purge your entire Google listing so you can start again on a blank canvas. This consequently does more damage than good to your online presence. You go from having a mix of (majority) 5 star and (some) 3 and 1 star reviews, to none at all. Your trust is gone, future clients will be sceptical as to why you have no reviews, and to omit the bad, you’re erasing all the good. 

In summary, make sure you follow the below steps to effectively manage your Google Reviews, maintain trust with clients, and keep your online presence strong: 

• Encourage google reviews by sending the link to clients once a case is closed, or adding the link to closing letters. 
• Don’t ignore ANYONE. Thank your cheerleaders and then fight your corner in the politest way to anyone trying to damage your online reputation. Try and fix it. Reach out to the client. Openly leave your contact details on the review to show that you want to sort this issue. 
• Report any reviews that violate guidelines. If members of your staff are being personally attacked or a 1-star review is left with no additional comments, these should be easily removed under grounds of harassment or lack of information. 
• Treat your reviews like a thousand people are judging you. Always reply politely, but in a way that gets your point across to the reviewer and the social listener that you believe the review is either fake, or you are deeply sorry for their bad experience and wish to resolve it. 

To summarise… 

• First, get your branding sorted and establish (or re-visit) your brand guidelines. 

• Establish your tone of voice and write this into your guidelines. Check that your TOV is consistent across your website, social media, and printed marketing collateral such as brochures and flyers. 

• Conduct an audit on your website and ensure it’s modern and appealing. Then cross-check your website with your brand guidelines to make sure everything is synergised. 

• Create a content strategy: decide which fee-earner is responsible for what blogs every fortnight (or every month if you wish to start small). Then consider instructing an SEO expert to help you capitalise off your content and more. 

• Audit your social media and check if it is in line with your guidelines and whether it’s genuinely a fun and exciting platform to look at. Consider instructing a social media specialist to conduct your social media plans, write captions in your TOV and schedule for you. This is a good idea if you don’t have time for social media and need guidance. 

• Ensure you respond to the good AND bad Google reviews. There’s nothing worse than a business that respond to the good and ignore the bad. Do it for those who could be watching HOW you respond, which in turn could impact their decision to instruct you. 

If there’s one word that comes to mind when considering your online presence, it’s consistency. Establishing a strong online presence isn’t an overnight task. It requires organisation, planning and lots of patience. But if you remain consistent in your efforts across all digital platforms, you have yourself a holistic presence that increases your integrity, credibility, visibility and client trust in you.

Contact Olivia today

If you want to chat about anything in this blog or you want to discuss digital marketing for your law firm and how Accesspoint can help, then email me today. And don’t forget to check out our client case studies below!

Email Olivia

Overview

If you’ve ever written a blog post, news article, or service page and wondered why it doesn’t attract as much traffic as you hoped, you’re not alone. The problem often isn’t your writing, it’s often how niche and narrow your article might be, especially when it comes to Law Firm SEO or other specialist content. That’s where a simple idea called “Query Fan-Out” comes in.

Don’t worry, this isn’t another bit of SEO jargon. “Query Fan-Out” is just a practical way of making sure your article covers everything people might search for around a topic, not just one phrase which is a crucial skill for effective Law Firm Search Engine Optimisation. When you use this approach, you can reach a wider audience without stuffing your page full of keywords.

Now is the time to level up your law firm SEO. Let’s break it down step by step.

What does “Query Fan-Out” mean?

In plain English, “Query Fan-Out” means branching out from one main search query into several related ones.

For example, if your main idea is “how do I change a tyre?”, people might also search for:

• “how long does it take to change a tyre?”
• “can I change a tyre without tools?”
• “how much does it cost to change a tyre?”
• “how do I change tyre safely at home?”

All those searches are variations of the same theme. If your article includes short, clear sections that touch on each of them, it’s more likely to appear in search results for all of them, not just one. That’s “fan-out” in action.

Why does Query Fan-Out matter for your content?

Search engines like Google try to match pages with what people actually want to know. That’s particularly important in Law Firm SEO, where clients search for legal advice and services in many different ways. If your article only answers one narrow question, it might miss out on dozens of similar searches.

By using a fan-out approach:

• You cover more ground without repeating yourself. For Law Firm Search Engine Optimisation, this approach means reaching potential clients searching different legal terms.
• You make your content more useful for readers.
• You increase your visibility for a variety of search terms.

It’s not about guessing what people might type into Google. It’s about thinking more broadly about how your audience might ask the same question in different ways, or what question they might ask next.

Step-by-step guide on how to apply “Query Fan-Out” to your next article

Here’s how to do it, even if you’ve never touched an SEO tool in your life.

Step 1: Start with your main topic

Write down the main idea you’re covering. For example:

“How to choose the right solicitor for buying a house.”

That’s your core query. The starting point for your fan-out, and it’s a great starting point for Law Firm SEO content.

Step 2: Think about what else people might ask

Imagine you’re the reader. What other questions might you type into Google when researching that same topic?

You might come up with things like:

• “What questions should I ask a conveyancing solicitor?”
• “How much does a property solicitor cost?”
• “Do I need a solicitor to buy a house with cash?”
• “What’s the difference between a solicitor and conveyancer?”

Each of these is a branch of your main query.

Step 3: Use free, simple tools to find real examples

You don’t need fancy software to expand your fan-out. Here are a few easy ways to discover related queries:

• Google’s “People Also Ask” boxes – Type your topic into Google and note the questions that appear in this box.
• Related searches at the bottom of Google results – These are real searches people make.
• Autocomplete suggestions – Start typing your phrase into Google and look at what pops up.
• AnswerThePublic (free version) – Type your keyword and see a visual web of related questions.

Jot down 5–10 variations that feel most relevant to your audience. These tools are particularly helpful for planning Law Firm Search Engine Optimisation content, where phrasing can vary widely.

Step 4: Group your ideas into sections

Don’t try to cram every query into one long block of text. Instead, use headings to group related questions.

For example, your article could look like this:

1. How do I Choose the Right Solicitor for Buying a House?
2. What Questions Should I Ask Before Hiring a Solicitor?
3. How Much Does a Property Solicitor Cost?
4. Do I Need a Solicitor for a Cash Purchase?
5. Conveyancer vs. Solicitor – What’s the Difference?

This approach makes your writing easier to read and it helps search engines understand what your page is about and it boosts your Law Firm SEO by helping search engines clearly understand each topic’s intent.

Step 5: Answer each question briefly and clearly

Each section doesn’t have to be long. A few clear sentences or a short paragraph per question is enough. The key is to answer the query directly, using plain language.

For instance, for the question “Conveyancer vs. Solicitor – What’s the Difference?” the succinct answer might be:

“A conveyancer handles property transactions, while a solicitor can offer a wider range of legal services. For straightforward purchases, a conveyancer is usually fine, but if your sale involves complex legal issues, a solicitor may be better.”

That’s one neat paragraph that answers a specific search query. Job done.

Step 6: Add natural variations of your main keyword

When writing, it’s fine to use natural variations of your key phrase like “property lawyer,” “conveyancing solicitor,” or “legal advice for homebuyers.”

This isn’t keyword stuffing. It’s just using the same idea in different ways, so your content matches how people really search. This principle is the same in Law Firm SEO, where using natural variations like ‘family lawyer’, ‘divorce solicitor’, or ‘legal advice for clients’ improves reach.

Step 7: Review your “fan-out” coverage

Before publishing, skim through your article and ask yourself:

• Have I covered a range of related questions?
• Does each section clearly answer something a reader might search for in Google?
• Have I avoided repeating myself or overusing one phrase?

If the answer is yes, you’ve successfully created a piece of content that fans out naturally and all without needing to be an SEO expert.

Pillar and Cluster content for SEO: What it is and why it matters

Whether you’re a legal professional, small business owner, or marketing manager, understanding and implementing this model can have a transformative impact on your organic traffic. Find out how to build E-E-A-T through Pillar and Cluster content by reading Rich‘s recent blog.

Read the blog here

Law Firm SEO and Query Fan-Out – Key takeaways

You don’t need to be an SEO professional to benefit from Query Fan-Out. All it takes is curiosity about your audience’s questions.

Remember:

• Start with one main topic.
• Brainstorm related questions.
• Use Google suggestions for inspiration.
• Organise your content into helpful sections.
• Write simple, clear answers.

By following these steps, you’ll naturally create articles that rank for more searches, attract more readers, and feel more useful and all without diving into SEO jargon.

In short: Query Fan-Out is just smart, thoughtful writing that recognises your readers have more than one question. The broader (yet focused) your answers, the wider your reach.

When it makes sense to bring in an SEO specialist

If you’re writing legal content, this is where professional support in Law Firm Search Engine Optimisation can make a measurable difference. While Query Fan-Out is something you can do yourself, there are real benefits to recruiting an SEO professional, especially if you want to take your content to the next level.

Here’s what an SEO specialist can add:

• Data-driven insights: They can identify exactly which queries have the most search volume and which ones your competitors rank for, saving you the guesswork.
• Content strategy planning: An SEO professional can help you map out a content plan that ensures each page complements the others, improving your site’s overall authority.
• Technical optimisation: Beyond writing, SEO includes technical tasks like improving page speed, using structured data, and optimising meta tags. These are things that directly affect rankings but aren’t obvious to most writers.
• Monitoring and adaptation: SEO isn’t a one-time job. Specialists track performance, tweak content, and ensure your articles continue to reach new readers over time.
• Maximising ROI: By combining your expertise with their SEO knowledge, you get articles that are both useful to readers and highly discoverable online.

In short, learning basic strategies like Query Fan-Out can help you write better content today, but pairing your efforts with an SEO expert ensures your work reaches its full potential. When applied consistently, Law Firm SEO strategies like Query Fan-Out can transform visibility and client engagement online.

Contact Rich today – Our Law Firm SEO Expert

If you want to chat about anything in this blog or you want to discuss your law firm SEO and how Accesspoint can help, then email me today. And don’t forget to check out our client case studies below!

Email Rich