Case study

How HM3 Legal built a trusted LinkedIn presence as the North West's challenger law firm

HM3 Legal partnered with noticed. on an organic LinkedIn content strategy across its company page and two senior accounts, aiming to reach more North West SMEs and attract talent looking for a different kind of law firm.

About HM3 Legal

What they do: Legal services for SMEs
Industry: Legal services
Headquarters: North West England
Engagement: Content

TL;DR

HM3 Legal is a purpose-led, B Corp certified law firm serving SMEs across the North West, known for clear, plain-English advice. noticed. built an always-on content cadence, turned the company page into a hub of practical commercial insight, and extended reach through two senior leaders.

Positioning: a consistent, go-to source of practical legal insight for North West SMEs.
Audience quality: regionally relevant and weighted toward senior decision-makers.
Talent: a clearer picture of a progressive culture for lawyers leaving the traditional firm grind.

Challenge

A genuinely different law firm, with a presence that did not consistently say so.

Posting was irregular and the company page lacked the steady flow of useful content needed to educate prospects and stay front of mind.

That meant missed opportunities on two fronts at once: SME clients who would value plain-English legal support, and talented lawyers who would thrive in a more progressive firm.

Consistency before cleverness

Consistently, rather than constantly.

The first priority was a dependable posting cadence. Irregular publishing teaches the platform that an account does not hold attention, which quietly suppresses the posts that would have worked. Reliability is worth more than any individual idea.

That moved HM3 from sporadic updates to a presence more SMEs in the region saw regularly.

Three jobs for the content

Each strand had a clear job, rather than everything trying to do everything.

Awareness. Introducing HM3's services and sharing the journey of the company and its people.
Education. Insight-driven service deep dives, behind-the-scenes content, and practical breakdowns that primed prospects for what working with HM3 is actually like.
Conversion. Client testimonials, case studies and book-a-consultation content that turned interest into paid work.

The company page carried practical, actionable material for SME owners rather than firm news, which is the difference between a page people follow and a page people ignore. Two senior leader accounts ran alongside it, adding personality and authority and extending the firm's reach through their own networks.

Results

Judged on who the content reaches, not how many it reaches.

We do not have headline figures published for this engagement, so the results below are stated as what changed rather than as numbers we cannot show.

Consistency: From occasional updates to a consistent, purposeful presence reaching more of the right people within a few months.
Commercially valuable audiences: Regionally relevant and weighted toward senior decision-makers, giving the activity real commercial value rather than vanity reach.