Don’t Bin It – Reheat It: Why Old Blogs Deserve a Second Serving
An old blog post is a bit like a forgotten tub of frozen leftover five bean chilli at the bottom of the freezer drawer. And just for fun, here’s a link to a super tasty recipe, just in case you don’t have a portion already in the freezer.
At first glance, that frozen chilli is unexciting. Dated. Possibly ignored for months. You might even wonder whether it’s worth bothering with at all.
But warm it up, sprinkle on some grated cheese, maybe add a generous dollop of guacamole, a dash of hot sauce, and with a side of nachos suddenly you’ve got a comforting, satisfying lunch.
Your old blog content works in exactly the same way.
Busting The Myth of “Out With the Old and In with the New”
There’s a common belief that blogging success depends on constantly producing new content. New ideas, new posts, new keywords, new everything.
While fresh content certainly has its place, this mindset often leads to a growing graveyard of old posts that are stale, out-of-date, and achieving little other than using up your precious crawl budget. These are articles that once performed well but are now quietly gathering digital dust.
The truth? Many of those older blogs already have something incredibly valuable:
Authority
Age
Existing search visibility
Throwing them away and starting again is like tipping perfectly good chilli into the bin just because you fancy something different.
Why Old Blogs Are SEO Gold
Search engines love content that’s been around for a while and especially if it’s been regularly updated and improved.
An older blog may already have:
Backlinks from other websites
A history of user engagement
Established keyword relevance
Trust signals that brand-new posts simply don’t have yet
Refreshing that content tells search engines: “This is still relevant. This still matters.”
That gentle reheating can be far more effective than cooking from scratch.
Adding the Cheese: Update the Substance
Start with the basics. Read your old post as if you’ve never seen it before.
Ask yourself:
Is the information still accurate?
Has the law, guidance, or best practice changed?
Are there gaps you could now fill with more confidence or experience?
Add depth where it’s thin. Replace vague statements with clearer explanations. Expand sections that readers might want more detail on.
This is your cheese. A small addition that improves texture, appeal, and satisfaction.
Sprinkle the Spice: Improve Readability
Even good content can feel stale if it’s hard to read.
Look for opportunities to:
Break up long paragraphs
Add clearer subheadings
Simplify overly complex sentences
Remove unnecessary jargon
A dash of hot sauce doesn’t change what chilli is, it just makes it more inviting. The same goes for better formatting and cleaner language.
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.
No matter how good the chilli tastes, presentation counts.
Refreshing an old blog is the perfect time to:
Rewrite the introduction so it speaks to today’s reader
Update the meta title and meta description
Update Alt Text for any images
Add internal links to newer, relevant content
Ensure the tone matches your current brand voice
This helps both readers and search engines understand why the content is still worth serving.
Comfort Food Builds Loyalty
There’s something reassuring about familiar, well-made food. Readers feel the same way about reliable content.
Updated blogs show that:
You care about accuracy and relevancy
You maintain your expertise
You don’t abandon your audience once the post is published
That consistency builds trust and trust is far more valuable than novelty alone.
Work Smarter, Not Harder
Creating brand-new content takes time, energy, and research. Refreshing an existing blog is often faster and delivers quicker results.
You already have the base ingredients. You’re simply improving what’s there.
So before you rush to write another post from scratch, take a look at what’s sitting quietly at the back of your content cupboard.
That forgotten tub of chilli might just become the most comforting — and effective — dish you serve all year.
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!
Crawl budget refers to the number of pages search engines like Google will crawl on your website within a given time. Managing it well ensures important pages are indexed quickly, while low-value or outdated pages don’t waste the crawl effort. Refreshing old content can help make your site more crawl-efficient.
What is Website Authority?
Website authority is a measure of how trustworthy and influential a website is in its niche. High-authority sites usually rank higher in search results because they have quality content, backlinks from reputable sources, and strong user engagement. Updating old blogs can boost your authority by keeping content accurate and relevant.
What is a Meta Title and Meta Description?
A meta title is the clickable headline that appears in search engine results, while a meta description is the short summary underneath it. Both help search engines understand your page and influence whether people click through. Refreshing old blogs with new meta titles and descriptions can improve visibility and click-through rates.
Why should I update old blog posts?
Updating old blogs keeps your content accurate, relevant, and engaging. It can improve search rankings, attract more traffic, and show readers that your website is trustworthy and up to date.
How do I refresh an old blog post?
Start by checking accuracy and relevance, improving readability, adding new information, updating links, and rewriting the introduction or meta details. Small tweaks — like better formatting or extra examples — can make a big difference.
Can refreshing old content improve SEO?
Yes! Search engines favour updated content. Refreshing old blogs can boost keyword relevance, increase engagement, and signal that your site is active and authoritative — often faster than creating new content from scratch.
Joined-up digital marketing for law firms that makes life simpler
Running a law firm is demanding. You are managing clients, compliance, deadlines and people. Marketing should support that work, not add another layer of coordination.
Many firms find themselves working with multiple suppliers for website development, hosting, SEO, social media, and design. Each provider may be capable, but when they operate separately, progress can slow down. Questions get passed around. Updates take longer than expected. Small changes require multiple conversations. This doesn’t necessarily mean poor performance, but it can cause fragmentation. Having everything under one roof changes that experience, and that’s where Accesspoint makes the difference.
By bringing your website, hosting, SEO, content, and ongoing digital strategy together into one cohesive service, we remove the friction that slows firms down. You gain a single, accountable partner who understands your goals, keeps everything aligned, and delivers consistent progress without the back-and-forth. If you are ready for a more streamlined, effective approach to marketing your firm, Accesspoint’s complete digital marketing service is built to support you.
Choosing a single law firm marketing agency means fewer conversations and less back and forth
When your website, hosting, maintenance, SEO, social media and design are handled together, everyone is working from the same understanding of your firm. Your tone, priorities, and objectives are shared from the outset. Decisions are made with the full picture in mind.
Instead of coordinating between different providers, communication becomes simpler. One team understands how your website functions, how your marketing activity is planned, and how your online presence should develop over time. That shared understanding allows progress to happen more smoothly and reduces the need for repeated explanations or duplicated work.
HSR Law: a client that uses Accesspoint’s website maintenance and hosting, SEO, social media and design.
We build secure law firm websites that stay up to date
Your website, for example, is often the first impression a potential client has of your practice. It needs to feel professional, reliable and current.
When website development, hosting and maintenance are managed together, updates can be implemented quickly and issues resolved without unnecessary delay. Many firms choose to have their websites hosted and maintained by the same team responsible for development, ensuring that technical updates, security monitoring and performance improvements are handled proactively.
Maintenance requests can usually be submitted through a simple ticket or email process, with clear response expectations so firms know when changes will be addressed. You are not left wondering who to contact or how long something will take.
A single, unified marketing team where law firm SEO and social media support each other
The same joined-up thinking applies to visibility. Choosing a single, unified law firm digital marketing agency brings together these core elements helping deliver a consistent and cohesive message.
The topics your audience searches for can inform the content on your website. That content can then be shared across social channels in a consistent and considered way. When someone clicks through, they land on a page that reflects the same message and tone.
In practice, this often means SEO planning, website content and social media activity are developed together. Content ideas may begin with search insights, become articles or website pages, and then be adapted for social media posts that reinforce the same message. When these activities are coordinated, the firm’s online presence grows more consistently and in a more structured way.
Emma Putney, Digital Marketing Executive at Accesspoint
“Having a strong social media presence is important for any firm, but creating a cohesive digital marketing strategy that focuses on the full spectrum, from initial ideas all the way to execution is where you can make the difference. Not only does this provide consistency across platforms, it can also build trust and brand identity for your firm.”
A consistent, professional brand strengthens your law firm’s position
In legal services, trust is built over time through clarity and professionalism. When design, web and social activity are managed together, your visual identity and voice remain aligned across every touchpoint. The same team that understands the structure of your website can also shape how your firm communicates on social media, ensuring tone and presentation remain consistent.
Clients may not consciously analyse that consistency, but they notice it.
Less friction, more focus
Most importantly, having everything under one roof reduces friction.
You are not repeating your objectives to multiple providers or managing separate timelines. Communication becomes simpler. There is one coordinated direction, built around your firm’s goals. Behind the scenes, this often means website hosting, maintenance, SEO planning and social media coordination are managed together within the same workflow. Tasks can be prioritised more easily, updates can be scheduled with fewer dependencies, and the overall marketing strategy becomes easier to maintain.
A joined-up law firm marketing solution without the noise
For a busy law firm, cohesion matters, and marketing becomes steadier, more predictable and easier to manage. Instead of feeling like a collection of separate tasks, it becomes a connected system supporting the growth of your practice.
Joined-up marketing is about clarity, consistency and confidence in how your firm presents itself online.
And that makes everything else feel that little bit easier.
Digital Marketing for Law Firms Frequently Asked Questions
What does “everything under one roof” mean in marketing?
It means that website development, hosting, maintenance, SEO, social media and design are managed together by the same team rather than by multiple separate suppliers.
Why do many law firms work with multiple providers?
Different services, such as website development, SEO, and social media, are often sourced separately over time, leading to fragmented coordination.
What are the advantages of having one provider manage everything?
It simplifies communication, improves consistency and allows decisions to be made with a complete understanding of the firm’s digital presence.
Does joined-up marketing improve efficiency?
Yes. When the same team manages multiple marketing areas, tasks can be coordinated more easily and updates implemented faster.
How does this approach help with website management?
Development, hosting and maintenance can be handled together, allowing updates, security monitoring, and improvements to be managed more efficiently.
Does this affect SEO and content planning?
Yes. Search insights can inform website content, which can then be shared across social channels consistently.
How does this help with branding?
When design, website and social media activity are coordinated, the firm’s tone, visual identity and messaging remain consistent across all platforms.
Does having everything under one roof reduce workload for the firm?
It often does, because the firm communicates with one coordinated team rather than managing multiple suppliers.
Is this approach suitable for smaller firms?
Yes. Smaller firms often benefit from simplified communication and clearer coordination across their marketing activities.
What does success look like with joined-up marketing?
Marketing activity becomes clearer, more consistent and easier to manage, allowing the firm to focus more on its clients and legal work.
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!
Legal aid lawyers play a vital role in ensuring access to justice across the UK. Often working under intense pressure and with limited resources, they support individuals navigating legal challenges that can shape the course of their lives.
Each year, the Legal Aid Lawyers of the Year Awards (LALYs), organised by the Legal Aid Practitioners Group (LAPG), shine a light on the dedication, expertise, and humanity of practitioners working across the legal aid sector. These awards offer a rare moment of recognition for work that is essential yet frequently unseen.
As a long-standing supporter of the legal aid community and a sponsor of the LALYs, Accesspoint is proud to celebrate the practitioners who uphold the principle that justice should be available to everyone. Through its partnership with LAPG and its commitment to strengthening the operational foundations of legal aid practice, Accesspoint aims to help ensure that firms can continue delivering vital services to the communities that rely on them.
Why Legal Aid Lawyers Matter
Legal aid lawyers rarely seek the spotlight. Much of their work takes place quietly in courtrooms, community offices, and advice centres where they stand alongside individuals facing some of the most challenging moments of their lives.
Every day, legal aid practitioners support people dealing with housing insecurity, family breakdown, immigration difficulties, criminal allegations, and other life-altering issues. For many clients, these lawyers are the only barrier between them and navigating the justice system entirely on their own.
This work demands legal expertise, emotional resilience, and a deep commitment to fairness. It also requires practitioners to operate within a system marked by financial constraints, complex compliance requirements, and increasing administrative pressure.
Despite these challenges, legal aid lawyers continue to deliver an essential public service. Their contribution to the justice system is profound, even if it is not always widely recognised outside the profession.
Recognising Excellence: The LALYs
The Legal Aid Lawyers of the Year Awards exist to celebrate the individuals and organisations working tirelessly across the legal aid sector.
Organised annually by LAPG, the LALYs recognise practitioners whose skill, compassion, and determination have made a meaningful difference to their clients’ lives. Covering areas from criminal defence to family law and social welfare, the awards highlight the breadth and depth of work undertaken by legal aid professionals.
For many practitioners, the LALYs represent more than an awards ceremony. They offer a moment of shared pride for the legal aid community and an opportunity to recognise the commitment that practitioners bring to their work every day.
For many practitioners, the LALYs represent more than an awards ceremony. They offer a moment of shared pride for the legal aid community and an opportunity to recognise the commitment that practitioners bring to their work every day.
By spotlighting excellence within the profession, the LALYs help reinforce the importance of legal aid within the wider justice system and celebrate those working on the social justice frontline.
The Role of the Legal Aid Practitioners Group
The Legal Aid Practitioners Group plays a central role in supporting and advocating for the legal aid community.
LAPG has long been recognised as a trusted voice for practitioners, representing the interests of firms and lawyers who provide publicly funded legal services. Through guidance, training, policy engagement, and community-building, the organisation helps practitioners navigate the evolving challenges of legal aid practice.
In addition to organising the LALYs, LAPG contributes to national conversations about access to justice and the sustainability of the sector. By bringing together practitioners from across the profession, it ensures that their experiences and insights are represented in discussions about the future of legal aid.
For many firms, LAPG provides not only practical resources but also a sense of solidarity within a demanding and often under-resourced area of legal practice.
Accesspoint’s Relationship with LAPG
Accesspoint’s relationship with LAPG is built on shared values and a mutual commitment to strengthening the legal aid sector.
As a long-standing sponsor of the LALYs, Accesspoint is proud to help recognise the practitioners whose work upholds the principle of equal access to justice. Supporting the awards is one way of acknowledging the dedication and expertise of lawyers working in some of the most challenging areas of law.
Accesspoint has also collaborated with LAPG on the redevelopment of its website, helping to provide the organisation with a modern, accessible digital platform through which it can continue supporting practitioners across the UK.
These collaborations reflect a broader alignment between Accesspoint and the legal aid community: a shared belief that strong infrastructure, both human and operational, is essential to sustaining legal aid practice.
Supporting Legal Aid Through Better Systems
Supporting access to justice involves more than recognising the work of legal aid practitioners. It also means strengthening the systems that enable firms to operate effectively.
This thinking has shaped the development of Legal Aid Manager, Accesspoint’s file-management platform designed specifically for legal aid firms. The platform helps practices manage their work more accurately, streamline administrative processes, and operate efficiently within an increasingly demanding environment.
By helping firms build stronger operational foundations, solutions such as Legal Aid Manager contribute to the long-term sustainability of legal aid practice. In doing so, they support the broader goal shared by practitioners, LAPG, and the wider legal community: ensuring that access to justice remains available to those who need it most.
The Ongoing Importance of Legal Aid in Ensuring Access to Justice
Legal aid lawyers perform an essential role within the justice system, often working under considerable pressure to ensure that individuals can access professional legal representation.
Initiatives such as the Legal Aid Lawyers of the Year Awards provide an important opportunity to recognise the dedication and expertise of practitioners across the sector. Through the work of the Legal Aid Practitioners Group, the legal aid community continues to have a strong voice advocating for the importance of access to justice.
As a supporter of the LALYs and a partner of LAPG, Accesspoint is proud to stand alongside organisations and professionals committed to strengthening the legal aid sector. By supporting both the people and the systems that underpin legal aid practice, the goal remains the same: ensuring that access to justice continues to be available to the communities that rely on it.
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.
HSR Law Solicitors’ branding
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.
“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.”
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.
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.
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 reviewsto 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.
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!
In 2024, 82% of practitioners surveyed by the Law Society reported that Legal Aid work was loss-making. The challenge wasn’t skill or dedication; it was that the digital tools built for private-practice billing didn’t fit the complex, rule-bound world of Legal Aid. We saw an entire sector working in fragments: spreadsheets here, portals there, disconnected systems everywhere.
So we set ourselves a simple but audacious goal: make Legal Aid viable again through intelligentautomation and guided design.
Listening before building: we started with research, not code.
We interviewed lawyers, cost drafters, cashiers, rep bodies, and Legal Aid Agency contacts. We hosted workshops with partners, ops leads, and IT teams to map every breakdown trigger from client onboarding to final billing. Those sessions revealed the heart of the problem: lawyers weren’t short of data, they were short of time and tools that understood Legal Aid logic.
Our brief became clear: turn expertise into an experience, not just another administrative task.
Designing a guided journey
From that insight came the Legal Aid Manager (LAM), a standalone SaaS platform that helps firms manage budgeting, cost control, time capture, and compliance in one connected workflow. It doesn’t just record numbers; it thinks alongside the lawyer, prompting the right actions at the right time. LAM front-loads prediction — anticipating enhancements, funding limits, and fee changes — so firms recover more of what they earn and reduce WIP lock-up.
Built with empathy and precision
Behind the interface lies months of structured R&D.
AI agents that learn from paid bills to suggest future enhancements.
Middleware that bridges legacy PCMS systems and modern cloud tools.
Conditional logic trees that model how real Legal Aid cases evolve day to day. Each feature originated from collaboration: engineers working closely with lawyers, reimagining what “cost management” could mean when it’s simple, visual, and intuitive.
A community approach to innovation
Eight pilot firms representing every type of PCMS helped test each sprint. Their feedback shaped the product as much as the code did. That partnership model is now a core Accesspoint principle: every build is a shared build.
The Legal Aid Manager isn’t about replacing people. It’s about giving Legal Aid lawyers their time back. By letting the software handle the complexity, lawyers can again focus on the reason they joined the profession in the first place: helping clients find justice.
Technology built for law firms. Not adapted for them.
Since 2012, Accesspoint has worked side-by-side with law firms to design technology that fits the way legal professionals actually work. What began as a small consultancy helping firms modernise their systems has grown into a sector-leading team of developers, consultants and creatives all focused on one industry and one goal: making legal technology smarter, simpler and more human.
We have end-to-end expertise for every firm.
Our team of over 30 specialists covers the full digital spectrum, from legal consultancy and project management to software architecture, UI/UX design, and digital marketing. That breadth means we can map out a firm’s entire workflow, identify the bottlenecks, and deliver a complete solution that works from day one. Whether we’re integrating a PCMS, building custom middleware, or training staff post-go-live, we stay involved until every click makes sense.
Each solution is developed in-house using a modern cloud-native stack and evolves through continuous feedback from the firms who use it. That’s how we turn real-world challenges into working software and keep our clients ahead of change.
We’re proud to be certified ISO 27001, ISO 9001 and Cyber Essentials, assuring clients that security and quality sit at the heart of our delivery. Our partnerships span the leading names in legal tech, from NetDocuments (EMEA Partner of the Year 2024) to Actionstep, Verify365 and Ochresoft. And our annual Accesspoint Innovators Forum brings together more than 100 delegates to share ideas and shape the future of legal technology.
We turn complex problems into everyday efficiency.
At Accesspoint, we don’t build technology for technology’s sake. We build it to break barriers: between systems, between people and process, between what firms have and what they need next.
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:
How do I Choose the Right Solicitor for Buying a House?
What Questions Should I Ask Before Hiring a Solicitor?
How Much Does a Property Solicitor Cost?
Do I Need a Solicitor for a Cash Purchase?
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.
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!
We’ve given our Conveyancing Calculator a major upgrade
Let’s face it: manual quoting is a pain. Spreadsheets, double data entry, missed follow-ups… not exactly the dream. That’s why we’ve built a tool that cuts through all that noise. No more manual inputting, no duplication, just quick, accurate, fully tracked quotes in seconds.
With our enhanced Conveyancing Calculator, you can:
✅ Generate instant, branded, compliant quotes straight from your website ✅ Manage everything right from your PCMS — no juggling between systems ✅ Track every enquiry, set reminders, and follow up with ease ✅ Get insights into what’s working with real conversion and pricing data
And because your clients expect clear, transparent pricing at their fingertips, the calculator delivers that too on any device, any time.
But that’s not all. We’ve added a brand-new Admin Dashboard that gives you total control. Now you can:
✅ Update fees or apply global price changes in seconds ✅ Customise PDF quotes, attach documents, and tweak your branding ✅ Edit existing quotes whenever you need to — no external support required
It’s fast, flexible, and fully built around how you work.
We’ve designed this update with law firms in mind; making it easier than ever to respond quickly, build trust, and convert more enquiries into instructions.
💡 Explore all the new features here
Feature
Description
Instant, Self-Served Quotes
Users visiting your website can get a personalised conveyancing quote quickly and automatically, without waiting for someone to manually calculate it.
Customisable Quote Calculators/Fee Scales
Firms can set up different fee scales for more precise, fair quotes that reflect the firm’s internal cost structure.
Customisable Design
Customisable design for you to upload your firms logo, colours, privacy policy & legal information (Company Reg/SRA ID etc.)
Customisable Price Adjustments
Firms can easily adjust conveyancing fees, additional fees and third party fees either individually, or globally.
Multiple Branches
The tool accommodates firms with multiple branches directly within the tool. These are easy to maintain and edit via the Admin interface.
Connected to your Website
The calculator attaches to your website as a subdomain, so that leads are captured directly.
Customisable PDF Quote
The generated PDF quote is self-customisable to your firms branding. You can also prepend/append additional PDF documents to the quote, such as introductory letters & policies.
PCMS Holding Bay Technology
Completed quotes are stored in our holding bay that lives in your firms PCMS. It provides a safe zone to store completed quotes, allowing you to duplicate check/edit/view and process the quotes into Clients & Matters.
Easy to Deploy
The Calculator tools is extremely easy to use, maintain and rollout firm-wide with minimal effort. You can immediately start benefitting from streamlined quotes.
Compliant with Regulation (SRA, Price Transparency)
The system supports the legal obligations around price transparency, showing fees and required information in a compliant manner.
Pipeline & Lead Management
Once a quote is made, the tool can track leads, allow monitoring of active vs lost quotes, where they came from and conversion rates. This gives firms insight into their quoting efficiency.
Client Emails
Integrated Emails with clients, for them to receive the quotation via email.
Conversion Tools
It includes features to help move a quote to an instruction, e.g. follow-ups, reminders, integrations (so that once a quote is accepted, the case/matter creation can be smoother).
Integration with Practice Management Systems
Deep integration with on-premise and cloud PCMS systems.
Deborah Kirk Jones moves from Account Management to Head of Customer Success
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Overview
A Proven Track Record in Legal Tech Relationship Management
Deborah joined the Accesspoint team in May 2021 as an Account Manager, where she quickly distinguished herself by proactively managing client needs and guiding organisations to make the most of their practice and case management systems.
With 25 years of experience in legal technology, Deborah is passionate about ensuring that clients have the best experience. As she herself puts it, “what I enjoy most in my work is providing outstanding customer service, and building long-standing relationships.”
Elevating the Client Experience
In her new role as Head of Customer Success, Deborah will continue to nurture existing client relationships, while deepening client engagement and satisfaction across the board. She will act as a central advocate for clients within Accesspoint, listening to feedback, resolving concerns, and working cross-functionally to ensure clients get the most from their investments in legal technology.
Her responsibilities will include:
Overseeing client onboarding, support, and ongoing relationship development
Acting as the liaison between clients and internal teams (development, training, product, etc.)
Proactively identifying opportunities to enhance client value
Ensuring that clients feel heard, supported, and empowered to succeed
Deborah’s move into Customer Success signals Accesspoint’s commitment to strengthening client outcomes, not just as customers, but as partners in innovation and growth.
A Personal Touch
Outside of her professional endeavours, Deborah resides in Hampshire with her husband and their dog (who occasionally appears in Teams meetings). She enjoys life surrounded by woodland and coastline, and is passionate about music, dogs, and community engagement — including singing in a local choir.
Deborah’s approach, blending technical understanding with empathy and relationship focus, makes her a natural fit for the Customer Success role. “My goal,” she says, “is to make sure our clients are happy, and satisfied that they have what they need to get on with their jobs.”
Please join us in congratulating Deborah in her new role. If you’d like to contact her, she looks forward to connecting and supporting clients to drive sustained success.
Testimonials
Don't just take our word for it...
Working with Nesar has been a positive experience for our website. His technical expertise, proactive approach and attention to detail ensure that our site runs smoothly at all times. He is always quick to resolve issues, implement improvements, and offer practical solutions that enhance user experience. Nesar is a pleasure to work with, and I am impressed with his communication and client service skills.
Hayley Leslie, TV Edwards
Working with Accesspoint’s website team was reassuring and easy. They kept us updated with everything that was going on from start to finish. We’re very happy with the new website. It’s clean, refreshing, and provides a great user experience with its fast speed and easy navigation.
William Rowley, HSR Law Solicitors
We’ve been really impressed with Accesspoint and Rich’s SEO support. Rich is extremely proactive in suggesting and carrying out work that genuinely helps improve our rankings, and he’s always there whenever we need advice or support. We’ve already seen great results from the work they’ve done, and it’s reassuring to know our SEO is in such capable hands. Highly recommended.
Molly Thornton, Thornton Jones Solicitors
I’ve really enjoyed working with Rich and have seen first-hand the positive impact he has had on our website. His in-depth knowledge of SEO is inspiring, and I’ve learned so much from him through our email exchanges alone! Anyone who works with Rich will gain valuable knowledge that they can then carry forward. Thank you Rich for all your hard work and support.
Paaris Kazmi, GT Stewart Solicitors
Working with Accesspoint has been an absolute pleasure. Their passion for what they do and supporting their clients is clear in every interaction. Scott, Olivia, Rich, and others are consistently approachable, and willing to go the extra mile. Our project with them was complex and highly bespoke, yet they rose to the challenge effortlessly. Thanks to them, our website and brand has seen a significant increase in visibility, engagement, and traction.
Brett Shaw, Chronicle Law
Rich has been absolutely fantastic in helping us improve our SEO efforts. He has always been proactive in optimising our pages and ensuring they perform the way we need them to. He has been great at offering valuable guidance on how to strengthen our rankings and his monthly reports have been elaborate and really useful. I’ve very rarely had to reach out to Rich. He has always actively suggested improvements and identified opportunities to ensure we stay on track.
Paaris Kazmi, GT Stewart Solicitors
The warmth and generosity of the Accesspoint team is amazing – you are a lovely bunch of people and a real pleasure to work with.
Rebecca Faulkner, Enoch Evans
Our website looks really fantastic! Well done to all of you!
We are so happy with all the social media on Goodman Ray! It’s so exciting every time I see something on there. Olivia and Emma are doing a great job and make everything so easy!
Louise Payne, Practice Manager at Goodman Ray Solicitors
I love working with Accesspoint because they are always available to help with any query big or small and have the expertise to ensure the issue is sorted.
Clifton Ingram Solicitors
What we love most about Accesspoint are the people.
Tracey Thorpe, Hunt & Coombs
Accesspoint have been so incredibly supportive in achieving desired objectives – including creation of platforms, website design and lead generation. Big thanks in particular to Olivia Fishwick and Scott Brown who continue to help make a difference for the business.
Thushara Polpitiye, Founder and Managing Director of Astute Law
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