Lumsden Law Firm specializes in estate planning, probate, business planning, and legal maintenance plans. Eve Lumsden is the kind of attorney who cares deeply about her clients and has a clear vision for how her firm should be presented. But before she came to us, she had been let down. A previous agency could not connect with her vision — they told her it was not “lawyerly” enough. That is when she found Shergroup Digital.
When we first looked at the firm’s digital presence, the numbers were stark: the website was generating virtually no traffic. The design was outdated. Social media accounts existed but had not been actively managed in some time, and the original Facebook page had been lost entirely. There was no newsletter, no blog, no content strategy, and no SEO work in place. For an estate planning firm competing in a market where clients start their search online, that is not just a missed opportunity — it is a serious business problem. Digital marketing for estate planning law firms is not optional anymore. It is how clients find you.
Where Lumsden Law Firm’s Online Presence Stood Before We Started
The website looked like it belonged to a different era. The layout was cluttered, the content was generic, and the overall presentation did not reflect the professionalism or the personality of the firm. Eve had a specific vision for her brand — something that felt personal, approachable, and distinctive rather than the typical stiff, corporate law firm aesthetic. The previous agency had dismissed that vision. We took it seriously.
The social media situation was worse than inactive — it was fragmented. The firm’s original Facebook page was inaccessible, meaning whatever was built there was lost. Instagram and LinkedIn existed but had been dormant. There was no content pipeline, no newsletter, and no mechanism for staying in touch with existing clients or reaching new ones. The entire digital presence needed to be rebuilt, not just tidied up.
Redesigning the Lumsden Law Firm Website to Match Eve’s Vision
The law firm website redesign started with understanding what Eve wanted and what her clients needed — and building something that served both. Eve’s vision was for a brand that felt warm, personal, and distinctive. Not a template law firm site with gavels and handshake stock photos. Something that genuinely reflected her approach to client relationships and stood apart from every other estate planning firm in the market.
We refined the layout to create a polished, modern, and user-friendly experience. Every page was rewritten and Optimize for SEO, with content that explains estate planning, probate, business planning, and legal maintenance plans in language that actual clients would search for and understand. We updated the imagery and refreshed the brand logo based on Eve’s input, maintaining consistency with the existing color palette while elevating the overall visual identity.
The result is a site that looks and feels like the firm Eve built — professional but approachable, authoritative but human. When a potential client lands on the homepage, they immediately understand what the firm does, who it serves, and why Eve’s approach is different. That first impression matters enormously for law firms, where trust is the single most important factor in a client’s decision.
How Should an Estate Planning Attorney’s Website Be Structured to Attract Clients?
Lead with clarity about what you do and who you help. Most people searching for estate planning help are not lawyers — they are individuals and families dealing with something they find confusing and often uncomfortable. Your website needs to meet them where they are: plain language, a clear explanation of each service area, and reassurance that they are in capable hands. A strong personal bio for the attorney builds trust. Testimonials or case outcomes reinforce it. And every page should make it easy to take the next step — whether that is booking a consultation, calling the office, or downloading a guide. Structure the site around the client’s journey, not the firm’s org chart.
Rebuilding Social Media for a Law Firm — Including Replacing a Lost Facebook Page
One of the more unusual challenges in this project was the lost Facebook page. The firm’s original page had become inaccessible, and whatever the audience had been built there was gone. We created a new Facebook page from scratch and began rebuilding the following with consistent, branded content. We also took over management of the firm’s Instagram and LinkedIn accounts, bringing all three platforms back to life with a structured content calendar.
Social media marketing for lawyers is a particular discipline. The content must be educational, authoritative, dry, and personal without crossing professional boundaries. For Lumsden Law, we built content pillars around estate planning education, client relationship insights, and community-focused posts. One of the most valuable things we did was encourage Eve to create content and engage more actively on social media — something she was initially hesitant about. That personal presence has been a significant driver of the firm’s growing visibility.
Managing Legal Content, Blogs, and a Monthly Newsletter for a Law Firm
Legal content is different from any other industry we work with. Every blog post, social media caption, and newsletter must be accurate, appropriate, and carefully worded. We manage all content creation for Lumsden Law Firm and given the highly technical and sensitive nature of the material, every piece is reviewed and approved by Eve before publication. That review process is not a bottleneck — it is a quality control layer that ensures nothing goes out that does not meet the firm’s professional standards.
The blog targets search queries that potential estate planning clients are actively typing into Google — questions about wills, trusts, probate timelines, power of attorney, and business succession planning. Each post is written to be genuinely helpful, not just a keyword-stuffed filler. This content builds organic search visibility week by week and positions the firm as a knowledgeable, trustworthy resource.
We also introduced a monthly newsletter distributed to the existing client list. For a law firm, the newsletter serves a slightly different purpose than other businesses: it maintains the relationship. Estate planning clients often need the firm again as life circumstances change — marriages, births, business changes, property purchases. A monthly touchpoint keeps Lumsden Law top of mind and reinforces the ongoing nature of the client relationship.
Does Social Media Marketing Actually Work for Law Firms?
It does — but it works differently than for retail or service-trade businesses. Nobody is going to hire an estate planning attorney because of a single Instagram post. What social media does for a law firm is build familiarity, demonstrate expertise, and humanize the attorney. When someone eventually needs estate planning help, the firm that has been consistently showing up in their feed with useful, professional content has a significant advantage over firms they have never heard of. Social media for lawyers is a long-term trust builder, not a direct-response channel.
From Zero to 30,000+ Views: The Lumsden Law Firm Results
The numbers on this project speak clearly. The website at lumsdenlawfirm.com went from generating no traffic to surpassing 30,000 total views. The site is now producing a consistent number of monthly leads — a pipeline that did not exist before we started. For a specialist law firm, those are not vanity metrics. Each lead is a potential client seeking estate planning or probate services, which means real revenue for the firm.
Social media is active and growing across three platforms. The blog is building organic search visibility. The newsletter is keeping existing clients engaged. And the brand now looks and feels like the firm Eve envisioned — distinctive, professional, and unmistakably hers.
Eve put it best herself:
“I have had excellent experience working with Shergroup. I started working with Claire when another company could not connect with my vision; they said it was not ‘lawyerly’ enough. Claire and her team took my vision and turned it into something unique to our firm and the industry. Their team has consistently encouraged me to create content and engage more actively on social media, even when I was initially hesitant. As a result, we have seen significant growth in both my online traffic and overall brand awareness.
They are prompt, professional, and highly communicative, and I especially appreciate their honest, constructive feedback and thoughtful suggestions. The owner’s legal background is an added advantage, providing valuable insight when navigating what is appropriate and effective in our strategy.
I would confidently recommend Shergroup to anyone looking to strengthen their online presence and marketing efforts.” — Eve Lumsden
What This Means If You are a Lawyer Who Has Not Invested in Digital Marketing
If your firm’s website is outdated, your social media is dormant, and you are relying entirely on referrals; you are leaving clients on the table. The Lumsden Law project shows what happens when a proper system is put in place: zero traffic becomes 30,000+ views. No leads become a consistent monthly pipeline. An invisible brand becomes a recognizable one.
The Forever Traffic system works for law firms the same way it works for any professional service — with the added benefit that our CEO, Claire Sandbrook, has a legal background. That means we understand the compliance considerations, the tone requirements, and the ethical boundaries that legal marketing demands. We do not just produce content — we produce content that a law firm can confidently put its name on.
What Should a Law Firm Look for in a Digital Marketing Agency?
Look for an agency that understands the unique requirements of legal marketing. Content accuracy matters — a blog post with incorrect legal information damages the firm’s credibility. Tone matters — law firm content needs to be authoritative without being inaccessible. And compliance matters — there are rules about what lawyers can and cannot say in marketing. Beyond that, look for an agency that will work with your vision rather than imposing a generic template. Eve’s previous agency told her that her vision was not “lawyerly” enough. We turned that vision into a brand that is now generating over 30,000 views and consistent leads.
The Lumsden Law Firm Takeaway
Digital marketing for estate planning law firms starts with a website that reflects the firm’s actual identity, not a generic legal template. From there, it is about building a content system — social media, blog, newsletter — that keeps the firm visible, builds trust, and drives enquiries. Lumsden Law Firm went from zero traffic and an outdated brand to 30,000+ views, consistent monthly leads, and a digital presence that Eve is genuinely proud of. That is the system working.
If your firm is in a similar position, we would welcome the conversation.
- Book a free Digital Marketing Audit and we will show you what this system would look like for your firm.
- Download the Genie Solution Brochure to see the full Forever Traffic system step by step.
- Or get in touch — no pressure, just an honest conversation about your firm’s digital presence.
FAQ Section
How much does digital marketing cost for a law firm?
Shergroup Digital’s Forever Traffic system starts at $1,299 per month (US) or £999 per month (UK), plus tax, on a 12-month minimum. This includes the website, social media management, blog content, newsletter marketing, SEO, and monthly reporting. For law firms, this also includes the content review and approval process that ensures everything published meets professional and ethical standards.
What type of blog content works best for estate planning attorneys?
Content that answers the questions potential clients are searching for. Topics like “what happens if you die without a will,” “how much does estate planning cost,” “when should you update your trust,” and “what is probate and how long does it take” consistently generate search traffic. Write in plain language — your readers are not lawyers. Each post should be helpful on its own and include a clear path to contact the firm for personalized advice.
Should a law firm send a newsletter to clients?
Yes. Estate planning is an ongoing relationship, not a one-time transaction. Clients’ circumstances change — marriages, births, business changes, property purchases — and a monthly newsletter keeps the firm top of mind when those life events trigger a need to update their plans. It also maintains the professional relationship and makes referrals more likely. For Lumsden Law, the newsletter became a consistent touchpoint that did not exist before.
Can you rebrand a law firm without losing its professional identity?
Absolutely. Rebranding does not mean abandoning professionalism — it means aligning the visual identity and messaging with who the firm actually is. For Lumsden Law, we refreshed the logo and imagery while maintaining the existing color palette, creating something that felt warm and distinctive without sacrificing authority. The best legal brands feel both trustworthy and human. That is not a contradiction — it is a competitive advantage.
What makes legal content marketing different from other industries?
Accuracy and appropriateness. Legal content cannot be casual about facts, and there are professional and ethical rules governing what attorneys can say in marketing materials. Every blog post, social media caption, and newsletter for a law firm needs to be reviewed by the attorney before publication. A good legal marketing agency builds this review process into the workflow rather than treating it as an afterthought. At Shergroup Digital, our CEO’s legal background gives us a natural advantage in producing content that law firms can confidently publish.
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