The wins, the quirks, and the content that clicked
You ever notice how some months just click? April was one of those for us—and for our clients. Sure, the algorithm played its usual game of peekaboo, but still… the right mix of stories, videos, and those perfectly timed birthday shoutouts managed to cut through the noise.
Now, we work with a whole range of estate planning and elder law firms. Big personalities, deeply rooted communities, different voices. But when we pull back and look at the numbers (and the reactions, which matter more), there are some clear themes that bubbled up across the board.
Let’s walk through what actually worked this past month—without fluff, but with just enough flair.
Real Moments > Polished Scripts
Let’s talk about Client #1. They’re consistent. They’ve got a loyal base. But last month? One candid video—talking about a recent trip and an action figure (not kidding)—blew everything else out of the water. Engagement rates spiked 20–30% per reach. Why? Because it felt like a conversation, not a commercial.
Client #2? Same vibe. A 668% increase in video views after posting a few thoughtful, human-centric Reels. And no, we’re not talking Super Bowl-quality production. Just a real person talking about real stuff that matters to their clients.
The takeaway? You don’t need polish; you need presence.
Give Them Something to Feel
Client #3 had a birthday shoutout. Client #4 showed off their new office space. Client #5 posted a team celebration with photos that were—technically speaking—a little fuzzy. But guess what? Those posts had engagement rates as high as 40%. Because people connect with people, not perfection.
And while we’re at it: community wins, small milestones, goofy behind-the-scenes moments—they’re not filler. They’re gold. That’s the kind of content that turns followers into fans.
Email Is the Sleeper Hit
Now, let’s not sleep on email. Several clients—Client #6, #7, #8—had newsletter open rates well over 40%, with a few touching the 50%+ mark. That’s not just good; that’s impressive in an inbox that’s probably drowning in promos and pharmacy coupons.
Even better? The blog emails that got the most clicks had something in common: clear subject lines, personal tone, and a reason to care. When we reuse that same content on social (just framed a little differently), it still performs.
Honestly, if you’re not pulling content ideas from your top-performing emails… you’re missing an easy win.
Instagram’s Still Got It—But Only if You Work It
Let’s not pretend Instagram’s an easy game. It’s not. But the clients who leaned into Reels, casual carousels, and “soft” storytelling—think values, legacy, and real-life examples—held their ground.
Client #9’s Instagram saw a 40% bump in engagement by doing less, not more. Instead of throwing out graphics just to stay active, we narrowed the focus to emotion-forward visuals and warmer captions. Fewer posts. Better posts. That’s the strategy.
So… What’s Next?
Here’s what we’re telling our team (and what we’ll say to clients who ask):
- Short-form video? Keep it coming. Doesn’t need to be perfect—just thoughtful.
- Milestones, office photos, staff birthdays, you name it—keep them casual, and keep them coming.
- Don’t ignore your emails. If people open and click, that’s a sign. Use it.
- Recycle, reuse, reframe. Good content has more than one life.
- And one more thing: social is social. If the post feels too stiff, it probably won’t stick.
Final Thought
April reminded us that authenticity isn’t just a buzzword—it’s a strategy. People crave connection more than information. They want to feel something, even from a law firm. Especially from a law firm.
And that’s where we come in—not just to “manage content,” but to make sure every post, every caption, and every email feels like it came from a real person who really cares.
Because let’s face it—algorithms come and go. But relationships? They’re built post by post.
Do you need help creating a plan that checks these boxes? Book a Discovery Call and let’s see how we can help you!