Location: Remote Type: Full-time
What is LegalBuzz
LegalBuzz is a platform that's changing how law firms get found, trusted, and chosen in the age of AI.
When people need a lawyer today, they're not just searching Google; they're asking ChatGPT, Perplexity, and AI-powered search engines to recommend one. Most law firms have no idea this is happening, let alone how to show up in those results. That's the problem LegalBuzz solves.
We combine proven SEO with AI search optimisation to make sure our clients (law firms across the UK, Australia, the USA, and Canada, including Legal 500 firms) get found wherever their clients are looking, and turn that visibility into real enquiries.
The Role
We're looking for a Legal SEO Content Writer & Strategist who does both halves of the job: plans the content that will win, and writes it to a standard law firms are proud to publish.
You won't just be handed briefs. You'll build content strategies for law firm clients (keyword research, topic clusters, service pages, location pages, supporting content) and then produce the copy yourself: accurate, persuasive, and written to rank and convert.
This is not generalist content work. Legal copy has to be precise, jargon-aware, and compliant, and it has to speak to a stressed person looking for help, not a search engine. You must have written for law firms or the legal sector before.
The measure of your work is simple: enquiries for our clients. Traffic and rankings matter, but leads are the result we're paid for.
What You'll Do
- Build content strategies for a portfolio of law firm clients: keyword research, search intent mapping, topic clusters, and prioritised content calendars
- Write the content yourself: service pages, location pages, practice area hubs, supporting articles, and FAQ content
- Refresh and rewrite underperforming existing content with measurable improvements
- Structure content for both traditional SEO and AI search visibility (ChatGPT, Perplexity, AI Overviews)
- Handle on-page optimisation: titles, meta descriptions, headings, internal linking, and schema recommendations
- Track performance and report on rankings, traffic, and enquiries for your assigned clients
- Work directly with clients to understand their practice areas, USPs, and the clients they want to attract
Must-Haves (Non-Negotiable)
Please read these carefully before applying. If you cannot demonstrate all four, this role is not for you.
- Proven experience writing content for law firms. Not adjacent industries, not "some legal work." You have written content for law firms, ideally in the UK, and you can prove it. UK legal experience is strongly preferred because you'll need to understand how UK clients search for solicitors and how UK firms are regulated.
- A proven portfolio of legal content. You will be asked to share a portfolio of published legal content and walk us through it on a call: what the brief was, what you wrote, and what it achieved. No portfolio, no interview.
- A deep understanding of how content generates leads, not just rankings. You know the difference between a page that ranks and a page that makes the phone ring. You understand search intent, conversion-focused structure, calls to action, and how to write for a stressed person choosing a solicitor. You can point to content you've written that produced enquiries, not just traffic.
- A deep understanding of SEO. End to end: keyword research, search intent, topic clusters, on-page optimisation, internal linking, content architecture, and how AI search is changing all of it. You don't need briefs written for you; you build them.
Also required:
- Understanding of legal compliance in marketing copy (e.g. SRA guidance)
- Self-directed: you can own strategy and execution without hand-holding
- Strong written English and attention to detail
Why LegalBuzz
- We're ahead of the curve. AI search is reshaping how clients find law firms, and we're at the front of it. You'll be doing work most content writers don't even know exists yet.
- Real traction. We work with a growing portfolio of clients, including Legal 500 firms. Your content is visible and tied directly to results.
- Genuine ownership. You own strategy and execution; your ideas ship and your results show.
- Direct line to the founder. No layers between you and the person making decisions.
- Remote and flexible. Work where you're most productive.
Success in 90 Days
- Content strategies in place for your assigned clients, with prioritised content calendars
- Core service and location pages written, live, and indexed
- Existing underperforming content refreshed with measurable improvements
- A clear reporting rhythm showing rankings, traffic, and, most importantly, enquiries
- Recognised by clients as someone who genuinely understands their practice areas