Harbor & Finch LLP · Professional Services
Reducing a law firm's referral dependency with an expertise engine.
Partner-led content and practice-area SEO grew inbound consultations 3.1x and made digital the firm's top new-client source.
- Client
- Harbor & Finch LLP
- Industry
- Professional Services
- Duration
- 10 months
- Location
- Boston, MA
Harbor & Finch LLP
Professional Services · 20243.1x
inbound consultations
- inbound consultations
- 3.1x
- of new matters from digital
- 58%
- higher average matter value
- 22%
01 · The challenge
Where they started.
Harbor & Finch relied on referrals for 80% of new matters. Growth had stalled, partners had no time for marketing, and the website described services in the same language as every competing firm.
Objectives
- 01Grow inbound consultations without adding partner workload
- 02Rank for priority practice areas in Boston
- 03Build partner visibility on LinkedIn
02 · Strategy
The plan.
We turned 30-minute partner interviews into a steady stream of articles, guides and posts, then built practice-area pages around how clients actually search.
Expertise extraction
Monthly interviews converted into expert content.
Practice-area SEO
Deep, plain-English pages for each service.
Consultation funnel
Intake forms and follow-up that respond within an hour.
03 · Execution
How it unfolded.
Month 1–2
Positioning
Clarified the firm's differentiators and rewrote practice-area messaging.
Month 2–6
Content engine
Published 60 expert articles and 8 in-depth guides.
Month 3–10
Partner visibility
Ghostwritten LinkedIn programme for four partners.
04 · The work
Inside the campaign.
A look at the assets, pages and systems behind the results.
05 · Before & after
What changed.
| Metric | Before | After |
|---|---|---|
| Consultations / month | 21 | 65 |
| Share of new matters from digital | 12% | 58% |
| Partner hours on marketing / month | 0 | 2 |
06 · Business impact
The result.
Digital channels now generate the majority of Harbor & Finch's new matters, at a higher average value, with partners contributing just two hours a month.
Consultations / month
Monthly · engagement period
| M1 | 21 |
|---|---|
| M2 | 22 |
| M3 | 25 |
| M4 | 29 |
| M5 | 33 |
| M6 | 38 |
| M7 | 44 |
| M8 | 49 |
| M9 | 55 |
| M10 | 61 |
| M11 | 63 |
| M12 | 65 |
Our partners give two hours a month and digital is now where most of our new matters come from. I didn't think that was possible for a firm like ours.
James Whitford
Managing Partner, Harbor & Finch LLP
07 · Key learnings
What we'd tell anyone in their position.
Interviews scale expertise
Thirty minutes of partner time produced a month of content.
Plain language wins
Clients searched for problems, not legal terms.
Want results like Harbor & Finch LLP?
Let's map out the strategy that gets you there. It starts with a free 30-minute call with a senior strategist.