Project Details

Client

Kensington Doyle

Location

Sydney, AU

Engagement

Brand positioning + Content + SEO

Duration

12 months

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Legal

Brand positioning + Content + SEO

How a boutique employment law firm built a thought leadership presence that now generates 30% of new client inquiries

Client names are fictional. An anonymity clause applies to all engagements on request.

The Situation

Kensington Doyle, a specialist employment law firm advising employers on workplace disputes, dismissals, and enterprise agreements, had a strong reputation in their market and a healthy referral network. But when two senior partners retired within six months of each other, the referral flow thinned significantly. The firm's digital presence—a website last updated in 2021, no social activity, no content—wasn't going to fill the gap. Every other employment law firm in Sydney was saying the same things on their websites. The partners knew they had sharper views than their competitors. They just hadn't been sharing them.

What We Did

We started with positioning. A structured process of working out what Kensington Doyle actually believed that their competitors wouldn't say. It turned out they had strong, specific views about the way most employment disputes were mishandled early, and a track record of resolving matters faster than industry averages because of an approach their competitors didn't use. That became the positioning platform. The content program was built around two long-form articles per month, ghostwritten to the managing partner's voice after structured interview sessions. These cover the employment law topics their target clients (HR directors and business owners) were asking about. We submitted each article through the firm's compliance review before publication and never missed a clearance. We also built an SEO strategy targeting practice area terms and employer-specific search queries that the firm's ideal clients used when researching employment law questions before they called a lawyer. And a monthly email briefing to their existing client and referral network, keeping the firm front of mind as the referral flow slowly rebuilt.

Structured positioning process to surface what the firm believed that competitors wouldn't say
Two long-form articles per month ghostwritten to the managing partner's voice
SEO strategy targeting employer-specific search queries used before prospects call a lawyer
Monthly email briefing to existing clients and referral network to maintain visibility

Results

Seven new client engagements from content in 12 months.

30%

of new enquiries now from digital (up from ~0%)

Rank 1

for 8 target practice area terms

new client engagements from content in 12 months

The Outcome

Kensington Doyle now has a content program the managing partner describes as 'the best business development tool the firm has ever invested in.' Seven client engagements were directly attributed to content over the 12 months. Five from organic search, two from the monthly email. The firm's website now ranks on the first page for eight target search terms, including several highly competitive terms they had no previous visibility for. The partners have since invested in a second year of the program.

“

We were uncomfortable with marketing. We'd seen too many law firms produce content that made them look like they were trying too hard. What Adah produced was different. It sounded like us, it had a real point of view, and it passed every compliance review without a significant redline.

— Managing Partner, Kensington Doyle

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