About LegalBuzz
LegalBuzz is a digital platform focused on helping law firms improve how they are discovered, trusted, and selected in an increasingly AI-driven search environment.
Today, people looking for legal services are no longer relying solely on traditional Google searches. Many are turning to platforms such as ChatGPT, Perplexity, and other AI-powered search engines to find and receive recommendations for legal professionals. However, many law firms are still unfamiliar with how these new search behaviors work or how they can improve their visibility within AI-generated results.
LegalBuzz addresses this challenge by combining established SEO strategies with AI search optimization. Its approach is designed to help law firms appear where potential clients are actively searching for legal services and convert that online visibility into genuine enquiries.
The platform works with law firms across the UK, Australia, the USA, and Canada, including firms recognized by Legal 500. Through its combination of traditional search optimization and emerging AI-focused strategies, LegalBuzz helps legal practices strengthen their online presence and connect with more potential clients.
Job Overview
LegalBuzz is seeking a Legal SEO Content Writer & Strategist who can combine strategic content planning with high-quality legal copywriting. The successful candidate will be responsible for developing content strategies that help law firm clients improve their online visibility, while also producing compelling and accurate content that meets professional legal standards.
Rather than simply working from pre-written briefs, the role involves taking ownership of the entire content process. This includes conducting keyword research, developing topic clusters, creating service and location pages, and identifying supporting content opportunities. The candidate will then write the content themselves, ensuring that it is accurate, persuasive, optimized for search engines, and designed to generate enquiries.
This is a specialized legal content role rather than generalist copywriting. Legal content needs to be precise, mindful of industry terminology, and compliant with relevant standards, while also being accessible and reassuring to people who may be searching for legal assistance during stressful situations. Previous experience writing for law firms or within the legal sector is therefore essential.
The primary measure of success will be the number of genuine enquiries generated for LegalBuzz’s clients. While website traffic and search rankings remain important indicators, the ultimate goal is to turn strong search visibility into meaningful leads and new business opportunities for law firms.
Core Responsibilities
- Develop comprehensive content strategies for a portfolio of law firm clients, including keyword research, search intent analysis, topic cluster development, and prioritized content calendars.
- Create and write high-quality legal content, including service pages, location pages, practice area hubs, supporting articles, and FAQ content.
- Review, refresh, and rewrite underperforming existing content to improve its search visibility, engagement, and overall performance.
- Structure and optimize content for both traditional search engines and emerging AI-powered search platforms, including ChatGPT, Perplexity, and AI Overviews.
- Manage on-page SEO elements such as page titles, meta descriptions, headings, internal linking structures, and schema markup recommendations.
- Monitor and analyze client performance, reporting on key metrics such as search rankings, organic traffic, and enquiries generated.
- Work closely with clients to gain a clear understanding of their legal practice areas, unique selling points, target audiences, and the types of clients they want to attract.
Skills & Requirements
- Proven experience writing for law firms
Candidates must have demonstrable experience creating content specifically for law firms. Experience in related industries or limited exposure to legal content will not be sufficient. Previous experience working with UK law firms is strongly preferred, as the role requires an understanding of how UK clients search for solicitors and the regulatory environment in which UK legal practices operate. - A strong portfolio of legal content
Candidates must be able to provide a portfolio containing published legal content they have personally written. During the recruitment process, they may be asked to discuss their portfolio, including the original brief, their approach to the content, and the results achieved. A relevant portfolio is therefore essential for progressing to the interview stage. - Strong understanding of lead-generating content
Candidates should understand that successful content is about more than achieving high search rankings. They should know how to create content that encourages potential clients to take action. This includes understanding search intent, conversion-focused content structures, effective calls to action, and how to communicate with people who may be stressed or uncertain while looking for legal assistance. Ideally, candidates should be able to demonstrate examples of content that has generated genuine enquiries, rather than simply increased website traffic. - Advanced SEO knowledge
Candidates should have a strong end-to-end understanding of SEO, including keyword research, search intent, topic clusters, on-page optimization, internal linking, content architecture, and the evolving role of AI-powered search. The successful candidate should be capable of developing their own content briefs and strategies rather than relying on detailed instructions from others.
Additional Requirements
- A good understanding of legal marketing compliance, including relevant guidance such as SRA requirements.
- The ability to work independently and take full ownership of both content strategy and execution without requiring constant supervision.
- Excellent written English, with strong attention to grammar, accuracy, clarity, and detail.
- The ability to produce professional, persuasive, and audience-focused content while maintaining accuracy and appropriate legal terminology.
Why LegalBuzz?
- At the forefront of AI search: LegalBuzz is positioned at the leading edge of the rapidly changing search landscape, where AI is transforming how potential clients discover and choose law firms. The role provides an opportunity to work on emerging SEO and AI search strategies that are still relatively new within the content industry.
- Meaningful client work: LegalBuzz works with a growing portfolio of law firm clients, including firms recognized by Legal 500. The successful candidate will have the opportunity to create content that is published, visible to real audiences, and directly connected to measurable business results.
- Genuine ownership: The role offers significant responsibility and autonomy. The successful candidate will have ownership of both content strategy and execution, with the opportunity to contribute ideas, implement them, and see the impact of their work.
- Direct access to leadership: The role provides a direct line to the founder, allowing for clear communication, quick decision-making, and minimal layers of management.
- Remote and flexible working: LegalBuzz offers a remote and flexible working environment, allowing the successful candidate to work from a location where they can remain productive and focused.
Success in the First 90 Days
- Establish comprehensive content strategies for their assigned law firm clients, supported by clearly prioritized content calendars.
- Develop and publish core service and location pages that are properly optimized and successfully indexed.
- Identify and refresh underperforming existing content, with measurable improvements in its performance.
- Establish a consistent reporting process covering search rankings, organic traffic, and, most importantly, client enquiries.
- Build strong relationships with clients and become recognized as someone who understands their individual practice areas, target audiences, and business objectives.