I remember reading a blog post on our client’s website and thinking, “I would never say this to a client.” The tone was too stiff, the language was overly generic, and it felt more like a checklist than advice from an attorney who truly understands the nuances of this field. It was at that moment that I realized something important: the content on the law firm’s website was doing more harm than good. When you’re running a law firm, there’s no room for “one-size-fits-all.” We’re in a field where clients turn to us for guidance, reassurance, and confidence that we know what we’re doing. Yet, the content churned out by our agency sounded no different from what I’d seen on a dozen other sites. Not only was it failing to build our authority—it was actively undermining it. That’s when I decided we needed to take back control of our content.
Working with an agency to produce content seemed like the logical choice at first. I figured, why not leave it to the pros? But over time, the disappointments started piling up. The content felt recycled, the voice wasn’t ours, and, despite the monthly invoices, there was no noticeable boost in leads or client engagement.
And it wasn’t just the quality that was off. There was a big disconnect between the dollars we were spending and the value we were getting. For every generic article published, I couldn’t shake the feeling that we were drifting further away from what we stand for. Instead of helping us stand out, the content was blending us in. I started to see that relying on someone else to speak for us wasn’t just a financial drain; it was a drain on our brand’s authority.
Bringing content creation in-house was intimidating, I won’t lie. I wondered if we had the resources, the time, and—let’s be honest—the patience. But the more I thought about it, the more I knew this was the right call. We needed to speak directly to our clients in a way that reflected who we were, not what an agency thought would work based on a few keywords.
So, we started small. Our first few pieces weren’t perfect, but they were ours. They sounded like us, addressed real questions our clients ask, and focused on insights that mattered to the people walking through our doors. One of the biggest surprises? The response. I remember the day a client told me, “I read your article on [specific legal topic], and it really helped me understand my case.” That was all the validation I needed.
Creating content in-house wasn’t as simple as handing it over to an agency. It required commitment, structure, and consistency. We quickly realized a few hard truths:
1. Time Management: Quality content takes time. We had to block out dedicated time each week to plan, write, review, and optimize.
2. Resource Allocation: Not everyone on the team could write, and that’s okay. But we identified a few key players who had both the insight and interest to contribute regularly.
3. Quality Control: Consistency in voice, tone, and legal accuracy was essential. We established a review process to ensure everything that went live reflected our standards.
The learning curve was steep, but it was manageable. Over time, the process smoothed out, and we developed a workflow that allowed us to keep up with a regular publishing schedule without overwhelming anyone.
The journey wasn’t without its challenges. At first, there were stumbles—some articles didn’t get the traction we’d hoped for, and occasionally we’d overlook small details in the rush to publish. But as we refined our approach, the benefits became undeniable.
1. Authentic Voice: Our clients were hearing from us, not some faceless writer with no legal background. This authenticity began to resonate in ways we hadn’t expected.
2. Client Engagement: With every piece, we built a library of resources that clients could turn to. The questions we were hearing in consultations started changing—clients were more informed and confident because they’d done their research on our site.
3. Authority Building: The more we shared our unique perspectives, the more we stood out from competitors. Over time, we weren’t just another firm with a website; we were a trusted resource.
Stepping back from agency-produced content wasn’t just about avoiding subpar work. It was about creating a foundation for genuine authority—something that generic blog posts and paid links simply can’t provide.
What we initially thought was a cost-effective way to stay competitive turned out to be costly in ways we didn’t expect. Agencies often dilute brand voices to keep processes scalable, resulting in cookie-cutter content that chips away at your firm’s unique position. By taking control, we’ve been able to bring back consistency, relevance, and, most importantly, value to our clients.
In-house content creation allows for an authentic voice, deeper expertise, and a stronger connection with clients. Each article, each guide, and every FAQ now reflects our real experience and insights.
To make it work, we established a structure. We assessed our resources, set up tools, and created processes to keep everything running smoothly. Here’s what we focused on:
1. Resource Assessment: We identified team members who were passionate and knowledgeable about our field and invested in tools for content management and editing.
2. Process Development: From content planning to review protocols, we built a workflow that ensured quality and consistency without taking too much time away from our other responsibilities.
3. Content Standards: We established writing guidelines to keep our tone and style consistent, ensuring every piece felt like it came from a knowledgeable attorney, not an outside writer.
We started choosing topics that truly reflected our areas of expertise. We weren’t looking to produce “clickbait” or cover generic topics just because they were trending. Instead, we focused on creating value—articles that addressed real client concerns, showcased our knowledge, and filled gaps in the market.
Each piece we produced was checked for accuracy, relevancy, and readability. We included case examples, practical tips, and even step-by-step guides that clients could apply in their own situations.
Publishing was just the beginning. We wanted to make sure each piece had the best chance of reaching and helping our audience.
• Platform Selection: We prioritized our website and professional networks, where we could directly connect with our audience.
• Timing Optimization: We tested different publication schedules and found times that matched our audience’s reading habits.
• Lifecycle Management: Older posts didn’t go to waste. We updated and refreshed content to keep it relevant, repurposing high-value pieces across multiple platforms.
We kept track of metrics that mattered—client engagement, lead generation, and feedback. The impact on our business was clear:
1. Lead Generation: More leads came in through our content, and they were higher quality because these clients had already engaged with our materials.
2. Client Feedback: Clients often mentioned articles or guides during consultations, showing that they valued and trusted the information we provided.
3. Authority Growth: Our presence in the market grew stronger. We weren’t just another firm; we were becoming a trusted resource.
If you’re feeling frustrated with agency-produced content, here’s my advice: Take it one step at a time. Start small, get your team involved, and establish a workflow. You don’t need to produce a mountain of content overnight. Focus on quality, relevance, and staying true to your voice.
Choose a few topics that resonate with your client base. Test the waters with content that’s easy to produce but provides real value.
As your team grows comfortable, expand your process. Add review stages, refine your publication schedule, and keep measuring what works.
Taking control of our content was the best decision we made for our firm’s digital strategy. Yes, it took time, effort, and commitment, but the results have been worth it. We no longer sound like just another law firm. Now, we’re a distinct voice in our market—and that’s something no agency could ever replicate.
At The Basement Agency, we know the difference between filler content and authentic authority. If you’re tired of sounding like every other firm out there and want to build a digital presence that actually reflects your expertise, let’s talk. We don’t believe in cookie-cutter solutions or shortcuts; instead, we’re here to support your firm in crafting a voice that clients recognize and trust.
Whether you’re looking to transition away from generic content or need a partner who understands the legal industry’s complexities, The Basement Agency can guide you through each step. We’ll work with you to find your firm’s unique voice, create standout content, and build processes that align with your goals.
Don’t settle for recycled content. Partner with us, and let’s redefine what real authority looks like for your firm.
