How a new thought leadership platform built immediate credibility and reach
Six months after launch, the thought leadership platform we built for Charles Feeny had already established real visibility, credibility and a genuinely engaged professional audience; without ever having existed before. This case study covers what that looked like in practice.
Client’s challenges
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As a brand-new platform, there was no existing audience, search history or professional following to build from.
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A LinkedIn-led, long-form thought leadership approach needed to demonstrate real results before committing further time and resource to it.
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Traffic alone wasn't the goal; the priority was understanding which content and channels were genuinely building professional trust and authority, not just visits.
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We published regular, in-depth articles and used LinkedIn as the primary discovery channel to drive readers to them.
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We monitored LinkedIn, direct traffic, Google search and the Google Business Profile separately, since each plays a distinct role in the client journey.
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We tracked signals like Google Business Profile clicks separately from general awareness metrics, since they indicate people actively searching for legal support, not just browsing.
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We identified which articles and topics drove the deepest engagement, so future content could be shaped by evidence rather than guesswork.
Our approach
Results
Generated 1,476 users and 1,893 sessions within the first six months of launch
2,635 page views with a 43% engagement rate; strong for a brand-new platform
LinkedIn drove 40% of traffic as the primary discovery channel; direct traffic (45%) reflected fast-growing brand recognition and trust
Google search traffic, while the smallest channel, delivered the deepest engagement of all — a 77% engagement rate and 50-second average session, reflecting genuinely high-intent visitors
Reached audiences across key UK legal markets (London, Bath, Liverpool, Manchester), plus early international interest from Ireland and Australia
The Google Business Profile alone generated a 12% click-through rate signalling genuine high-intent interest from people actively searching for legal support
Charles Feeny, Founder
“I would recommend Danni if you want to understand digital marketing and use it effectively. Danni has obvious knowledge, insight and expertise. She communicates clearly and responds promptly.”
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