McManus & Co Lawyers:
Content for community connection
Consistent content that builds trust and visibility.
Overview
McManus & Co Lawyers is a local Inner West Melbourne firm specialising in conveyancing and Wills & Estates. Their audience is time-poor and trust-driven; the brand voice is clear, friendly and practical. Our role is to create steady, client-focused content that builds trust, strengthens local visibility, and keeps the brand front of mind.
The challenge
McManus & Co needed a sustainable way to:
Show up consistently without sounding ‘legalese’.
Turn subject-matter expertise into content people actually read and act on.
Align to local search (e.g. ‘property contract review Melbourne’).
Measure what’s working and avoid posting the same thing everywhere on the same day.
The solution
We use a monthly system that compounds over time. Each cycle starts with one hero piece — a practical guide (blog, video or downloadable) answering real client questions, built with on-page SEO (primary keyword, meta and internal links).
We then produce one newsletter that distils the key points with clear CTAs (e.g. “Get your purchase/contract review started” and “Get your sale started”).
Next come the social posts — seven each for Instagram, Facebook and LinkedIn — tailored by platform and staggered so the same message never lands on all three in a day. Finally, we manage scheduling and analytics: optimal posting times, scheduling, and Google Analytics tracking.
The results
LinkedIn engagement: 10× above benchmark.
Email open rates nearly 50% — well ahead of industry norms.
Click-throughs stronger than legal average, matching top performers.
Blog readers engage 6× longer than standard.
Facebook reach doubled in just one month.
The benefits
Consistency without duplication: steady weekly presence, zero same-day cross-posting.
Clearer pathways to action: dual CTAs concentrate clicks on priority services.
Search-aligned content: hero pieces map to high-intent queries and feed ongoing SEO.
Better use of effort: one hero asset fuels a full month of channel-specific content.
Measurable performance: posts, newsletter and hero page tracked against traffic, engagement and enquiry metrics.
Services
Content strategy
SEO
Social media marketing
Web publishing
Email marketing
Copywriting
Creative direction
Analytics
“Marketing always fell to the bottom of my list. Now it’s consistent, professional, and effective — with more enquiries and a polished brand presence.”
Gabrielle McManus | Principal Lawyer
McManus & Co Lawyers