In an era where clients turn to LinkedIn, social media, podcasts, and reviews to inform their choices, law firms face a pressing question: how can they create engaging, accessible content without undermining the technical authority that defines their expertise?

We asked Adam Hall (ReviewSolicitors) and Sarah Sanderson (Footprint Digital) to share their perspectives on how firms can build credibility, safeguard trust, and showcase their strengths through content.

Balancing Accessibility and Authority

According to Adam Hall, law firms shouldn’t overcomplicate the balance between engaging content and authority:

“The key? Client reviews. When firms share client feedback through testimonials or case stories, they humanise their expertise. Reviews show how strategies translate into tangible outcomes, making content relatable without losing credibility. Content only damages authority when it’s all style, no substance. Let clients tell your story; their reviews do more for your authority than jargon ever could.”

Sarah Sanderson agrees that credibility can be fragile if content isn’t carefully managed:

“It’s scary how damaging poor quality content could impact a law firm and your personal brand. If your content is highly opinionated or flippant about serious issues, this could undermine trust. Trust is everything in professional services. It takes years to build and a second to lose. To protect that trust, it’s best to have a carefully thought-out content strategy – by partner, by service, by location as a minimum.”

Showcasing Success Without Breaking Client Confidentiality

Case studies and testimonials are powerful tools – but client confidentiality is always a consideration in law.

Adam Hall recommends anonymity and aggregated insights:

“Collecting reviews anonymously is the easiest way. Many firms highlight themes, like responsiveness or clarity, without naming clients, or share aggregated insights that reflect consistent praise. Even anonymised, feedback builds trust and authority. It’s not exposure; it’s validation.”

Sarah Sanderson encourages firms to reframe the challenge:

“It’s not about showcasing the client; it’s about showcasing the firm’s approach and value. Try anonymised storytelling to show credibility while protecting identities. Where permission is given, let clients be part of the story – it makes content stronger and authentic, while ensuring it’s fully endorsed. Done well, these approaches build trust rather than risk it.”

Why Consistency Matters

Authority isn’t built overnight.

For Adam Hall, regular thought leadership paired with reviews is a winning formula:

“Consistency in thought leadership matters, but pairing it with client reviews is what makes it stick. Regular content builds visibility, while reviews prove that clients experience that expertise. Over time, that combination positions a firm as the trusted ‘go-to’ in its field.”

Sarah Sanderson stresses that consistency builds familiarity and trust:

“Thought leadership isn’t built from a single article or LinkedIn post – it’s the consistency over time, with useful, relevant insights. When firms commit to publishing consistently, it signals reliability and depth. This keeps the firm front of mind, so when services are needed, potential clients already feel connected. Again, it all comes back to trust.”

Choosing the Right Channels

Not all platforms serve the same purpose.

Adam Hall highlights the value of sharing client voices where they’re most visible:

“LinkedIn and firm websites are compelling because reviews and testimonials can sit directly alongside thought leadership. Webinars and podcasts also work well when anonymised client feedback is woven in. The decision should always come back to where your clients look for validation.”

Sarah Sanderson advises intentionality and audience-first thinking:

“Different channels work for different audiences. LinkedIn is the strongest platform for most lawyers because it’s where professional networks live, while blogs and webinars provide depth and can be repurposed. Events and podcasts showcase personality and human connection….TikTok often comes up, but I’d be cautious. It’s rarely where clients go to build trust in a law firm, but it can support employer branding, attract younger talent, or share lighter, cultural insights. The key is understanding your audience first and tailoring the channel and tone to them.”

A Team Effort: Aligning Individual and Firm-Wide Authority

True authority isn’t built in silos – it comes from collaboration across the firm.

Adam Hall believes reviews provide a common thread:

“The best thought leadership strategies align partners, associates, and marketing around the client voice. Reviews provide that unifying element – partners highlight strategic wins, associates show responsiveness, and marketing amplifies the message. Together, reviews strengthen both individual credibility and firm-wide authority.”

Sarah Sanderson emphasises teamwork and alignment:

“The firms that do this best treat thought leadership as a team effort. Partners bring depth and authority, associates bring fresh perspectives, and marketing provides the strategy and structure. At Footprint Digital, we help firms bring those strands together, aligning individual voices with wider positioning and making sure the right content reaches the right audiences consistently.”

Final Thoughts from Sarah and Adam

For law firms, thought leadership isn’t just about producing content, it’s about earning and keeping trust. Whether through client reviews, anonymised storytelling, or consistent, audience-focused publishing, the firms that succeed are those who blend accessibility with authority, individual voices with collective strategy, and expertise with authenticity.

As both Adam and Sarah make clear, when content is rooted in trust, consistency, and the client voice, it doesn’t just showcase expertise – it cements a law firm’s place as the go-to authority in its field.