Legal Knowhow Digital Campaign
Legal Choices
Design Digital Marketing Social Media Strategy
Membership Organisations and Regulatory Bodies
Legal Choices is a consumer-facing website run by legal services regulators in England and Wales. It helps the public and small businesses make the right choices for them by providing independent, factual information about legal issues and legal advisers.
DTW was appointed in Autumn 2019 to develop and deliver a long-term digital content and marketing strategy to raise awareness of Legal Choices among people who may be facing legal challenges – from housing and employment issues to court proceedings and immigration. Over the years, the brief has evolved alongside the needs of its audiences – responding to the Covid-19 pandemic, the cost-of-living crisis, and growing public interest in legal rights at work and at home.
We developed an integrated digital strategy rooted in audience insight, with a focus on delivering timely, trustworthy legal information provided across engaging, accessible formats.
2019–2021: Building Awareness
Our early work centred on reactive content, producing articles and explainer content on high-interest legal topics like evictions, redundancy, furlough, and weddings during lockdown. Articles were tightly linked to Legal Choices’ legal dictionary, encouraging deeper engagement with the site. Paid activity across Google and Meta drove high-quality traffic to the site, with exceptional dwell times and cost-efficiency.
2021–2022: Diversifying Content
As pandemic pressures eased, we broadened the content mix to include employment law, discrimination, and conveyancing, introducing video and animation for the first time. We focused social and display advertising into themed content bursts starting in early 2022 and began to optimise for search with a new SEO strategy linked to a rebuild of the website.
2022–2024 and beyond:
Optimisation, Expansion and Innovation The campaign evolved to drive performance across three pillars: high-impact display advertising, low-cost video views, and organic search growth. Topics continued to be selected in themed bursts aligned to public need – including employment, tenancy, immigration, and going to court. We produced a suite of new video content, including podcast-style interviews with legal experts and vertical videos for social media, as well as delivering a pilot campaign targeting younger audiences aged 18–32. This pilot tested new creative formats and platforms like YouTube Shorts and Instagram Stories, with future expansion to TikTok recommended. Alongside this, a refreshed SEO strategy continued to support the migration to the new Legal Choices website in late 2023, focusing on site structure, internal linking, and keyword performance.
Results Over five years, the Legal Knowhow campaign has delivered consistent, cost-effective impact – dramatically increasing public engagement with legal content.
Cumulative Results (2019–2024):
2022–23 Campaign Highlights:
2023–24 Campaign Highlights:
The campaign continues to reach a highly engaged and relevant audience with exceptional value for money – consistently outperforming industry benchmarks. As it moves into its next phase, Legal Choices is well-positioned to deepen its reach, particularly among younger audiences, and expand its impact across new channels and formats.
Website sessions
Video views
SEO driven organic traffic
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