Personalising Content for Law Firms: B2B vs B2C Approaches to Engage Your Clients
9 June 2025
If your law firm’s blog posts, service pages or LinkedIn content still take a one-size-fits-all approach, you’re missing a huge opportunity. Today’s clients, whether individuals or corporate decision-makers, expect more. They want content that speaks directly to their situation.
This is where personalising content for law firms becomes essential. It’s no longer a nice-to-have; it’s what clients expect. 76% of consumers get frustrated when website content isn’t tailored to their interests.
In this guide, we explore how law firms can tailor their content marketing to B2B and B2C audiences across blogs, landing pages, service content, video, and social platforms, with practical examples.
Why Personalisation Works – and Why It’s Different for B2B and B2C
You already know your firm works with different kinds of clients. But when it comes to your content, it’s easy to slip into the habit of writing as if you’re talking to everyone, and end up connecting with no one.
B2C Legal Clients: Emotional, Urgent, Trust-Seeking
Imagine a first-time homebuyer, someone going through a messy divorce, or a person recently injured at work. These clients are navigating legal issues that are often deeply personal and emotionally charged. They’re not conducting formal RFPs or comparing credentials side by side. They’re stressed, looking for reassurance, and searching for someone who understands what they’re going through.
Personalised content helps bridge that emotional gap. It shows empathy, offers clear answers, and gives a sense of what working with you might feel like. Content that anticipates and addresses their fears or frustrations is more likely to lead to an enquiry than a generic overview.
B2B Legal Clients: Strategic, Informed, ROI-Driven
Now think about a compliance lead at a fintech scale-up or an HR manager at a growing employer. These clients often consume content as part of a broader procurement process. They’re evaluating whether your firm understands their sector, their pressures, and the risks they’re trying to avoid.
Here, personalisation means more than addressing their legal needs, it’s about reflecting their industry landscape, referencing relevant legislation, and using the kind of language they use internally. A whitepaper on employment risks for hybrid teams or a blog post breaking down sector-specific reforms goes much further than a generalist approach.
In short, personalising content for law firms starts by recognising the different drivers, priorities, and expectations of your audience. Let’s look at how to do that across each content format, starting with one of the most overlooked opportunities: your blog.
Blogs: Create Targeted Content That Feels Tailored
A well-written blog can attract search traffic, support your SEO goals, and position your firm as an expert. But if it reads like it could have been written by any law firm for any client, it’s unlikely to convert. Personalising content for law firms starts with your blog, because it’s where most clients go to get a feel for your expertise.
For B2C clients
Your content needs to be relatable, practical, and empathetic. You’re often writing for people who are under stress or facing something for the first time.
Instead of publishing another post titled “Understanding Family Law in the UK,” try: “Worried About Custody After Divorce? Here’s What You Need to Know”
Or instead of a dry explainer on personal injury, go with: “Injured in a Road Accident? 5 Steps to Take in the First 72 Hours”
This kind of content doesn’t just answer legal questions; it reassures, guides, and builds trust. Use natural language, avoid legal jargon, and be local when it matters. A post titled “Tenant Rights in Manchester” will outperform “UK Housing Law Overview” when someone searches for help in your area.
For B2B clients
Your blog is where you demonstrate insight and industry understanding. Don’t just talk about services, show how your expertise helps them navigate change.
For example:
- “What the 2025 Working Time Reforms Mean for UK Employers”
- “M&A Due Diligence Tips for CFOs of Mid-Size Companies”
This content reflects the reader’s role and speaks their language. Go deeper with sector-specific insights, include data and recent legal developments, and frame your advice around commercial outcomes, not just legal process.
Don’t be afraid to niche down. Creating blog hubs for different verticals (e.g. “Legal Insights for Startups” or “Property Law for Landlords”) makes your content easier to navigate and more relevant.
Finally, don’t forget the call to action. Personalised CTAs like “Download our M&A checklist for CFOs” or “Get a free guide to navigating your divorce” convert far better than generic “Contact us” buttons. Match the CTA to the topic and the reader’s likely intent, and you’ll see a noticeable difference in your results.
Landing Pages: Match the Message to the Visitor
Landing pages often work as the bridge between your marketing and your enquiries. Whether someone clicks through from a Google ad, social post or newsletter, the page they land on should feel like a natural continuation of that journey.
When personalising content for law firms, this is one of the highest-impact areas because it’s where decisions are made.
For B2C
Create standalone pages that speak to specific scenarios and legal issues. A landing page about unfair dismissal should look and sound completely different to one about road traffic accidents. Use emotional resonance in your headlines and provide bite-sized answers to urgent questions.
Example headline: “Fired Without Warning? Find Out If You Could Claim for Unfair Dismissal”
Structure the page with short copy blocks, helpful icons, and testimonials from similar clients. Add a simple form with an inviting CTA like “Get Quick Advice on Your Options” instead of just “Submit.”
For B2B
The content should be focused, efficient and demonstrate domain understanding. Use role-specific language and proof points. Avoid fluff and get to the value quickly.
Example headline: “Legal Support for HR Directors: Stay Ahead of 2025 Employment Changes”
Include callouts with links to relevant case studies, sector-specific guides, or client results. Highlight credibility through experience, outcomes and professional partnerships.
Quick wins for personalisation:
- Match page copy with ad/email copy to boost conversion
- Use testimonials that mirror the reader’s situation
- A/B test language depending on the target audience
Personalised landing pages can increase conversions by up to 80%. If you’re investing in lead generation, this is where ROI is either made or missed.
Service Pages: Speak to Different Audiences on One Page
Your core legal service pages are some of your most visited, but often the least tailored. Fortunately, personalising content on these pages doesn’t have to mean writing everything twice.
Instead, build in smart structural elements that allow you to talk to more than one audience on a single page.
Here’s how:
- Segmented copy blocks: Add sections titled “For Employers” and “For Employees,” or “For Individuals” and “For Businesses.” Use role-relevant language in each section so it’s clear who you’re speaking to.
- Case examples: Weave in short, real-world examples that demonstrate your experience with both types of clients.
- “We helped a Manchester-based retail employer successfully defend a tribunal claim.”
- “Our team supported a young father in securing a favourable custody arrangement during lockdown.”
- Tailored testimonials: Display different quotes that reflect your audience segments. Don’t show a commercial property testimonial on a page about personal injury.
If you serve a highly niche audience, such as schools, medical professionals, or charities, create separate pages entirely. That allows for more detailed personalisation, better keyword targeting, and stronger UX.
Also consider adding toggles or drop-downs where users can select their situation, e.g.: “I am a: [Landlord] [Tenant] [Letting Agent]”, and reveal relevant content underneath.
These simple UX tweaks allow your service pages to work harder without overwhelming visitors. Remember, you’re not writing for everyone. You’re writing for someone.
Video: Show, Don’t Just Tell
If blogs and landing pages do the heavy lifting in search, video is your chance to build trust fast. It gives your firm a human voice, shows what it’s like to work with you, and brings clarity to topics that are often complex or emotionally charged.
And when it comes to personalising content for law firms, video lets you adapt tone, delivery, and format for different types of clients, something text can’t always do as effectively.
For B2C
- Keep it short (under 90 seconds) and direct.
- Use a warm, empathetic tone, think guidance, not lecture.
- Focus on FAQs and reassurance, not legal process.
Examples:
- “3 Things to Do If You’ve Been Injured at Work”
- “What to Expect in a Child Custody Hearing”
Add these videos to relevant service pages, or share them on Instagram, Facebook, and your FAQs. Caption them for silent viewing and make sure they use simple, clear language.
For B2B
- Focus on insights, frameworks, and trends.
- Speak to pain points using business language: risk, compliance, cost, reputation.
- Slightly longer is fine (2–5 minutes), especially for explainer or thought leadership content.
Examples:
- “New Tribunal Trends: What HR Leaders Need to Know in 2025”
- “How to Future-Proof Your Supplier Contracts: Legal Tips for UK Manufacturers”
Distribute on LinkedIn, include in email newsletters, or embed in sector-specific blogs. Don’t forget to include branded intros/outros and a clear CTA like “Book a discovery call with our commercial team.”
Social Media: Know Who You’re Talking To
Social media is where many of your potential clients first encounter your firm. It’s also one of the easiest places to start personalising content for law firms without heavy investment or redesign.
The key? Match the message, the tone, and the platform to the audience.
For B2C
Use a friendly, human tone and focus on helpful micro-content. Think real-life tips, checklists, and short-form video. Use imagery that reflects your clients’ lives, not stock photos of gavels.
Best platforms: Facebook, Instagram, TikTok
Post ideas:
- “Landlord refusing to return your deposit? Here’s what to do.”
- “What to bring to your first family law consultation.”
- Client testimonials and behind-the-scenes content can help build rapport.
For B2B
Be more strategic. Share thought leadership, insights, and practical content designed to spark discussion or solve problems.
Best platforms: LinkedIn, Twitter/X
Post ideas:
- “Is your business prepared for the new 2025 data protection standards?”
- “How we helped a UK manufacturer reduce compliance risk by 40%.”
LinkedIn in particular is powerful for B2B content personalisation. Segment your posts by industry vertical or job function, and use hashtags intentionally (e.g. #RetailLaw #GeneralCounselUK).
Also, consider starting a LinkedIn newsletter targeted to a niche audience. Titles like “Legal Briefing for HR Leaders” or “Quarterly Compliance Update for Nonprofits” give your content an edge and keep your firm top of mind.
Content That Connects
There’s no shortage of content out there. But the content that truly converts, the kind that drives enquiries and builds long-term trust, feels personal.
Personalising content for law firms isn’t about producing more content. It’s about making the content you already create work harder by speaking directly to the people who need your help. Whether that’s a parent seeking advice about custody, or a COO looking for support with an upcoming merger, your content should say: We understand you, and we’ve helped people like you before.
Ready to Make Your Firm’s Content Work Harder?
At Ruche Marketing, we specialise in personalising content for law firms so it connects with the right clients and converts.
We’ll help you:
- Build blog plans that reflect your audience’s priorities
- Create segmented landing pages and service content
- Launch newsletters and video campaigns tailored to specific personas
- Optimise your content using analytics and personalisation tools
Let’s talk about how we can personalise your content strategy.
All content in this article was correct at the time of publication.
