Practical guides to content, writing and AI
These are our long-form resources: practical guides built from client work and the questions we’re asked in briefings. We revisit them as technology, search and client expectations change (which, with AI, is becoming increasingly often).
For law firms
Explore our services for law firmsLaw firm website content in the AI era
How AI assistants and Google’s AI results interpret a law firm’s website — and how to structure pages for prospective clients and the systems helping them decide.
GUIDEHow to write a legal case summary that gets read
How to lead with what changed, cut unnecessary procedural history and write for clients without sacrificing legal accuracy. Includes a practical checklist.
GUIDEThought leadership content for law firms
Why so much law firm thought leadership goes unread - and a practical process for producing useful content without consuming partners’ billable time.
Writing and content frameworks
Want it done rather than explained?
Our guides show how we approach the work. If you’d rather we did it for you, we provide strateg, messaging, copywriting, content, pitch support and training for law firms, financial services and government.
Written by Ralph Grayden
Former commercial lawyer at Freehills, turned copywriter and content strategist. Founder of Antelope Media, author of Smarter, Better, Faster: A Step-by-Step Guide to Writing With AI for Business, and trainer to more than 2,000 professionals since 2023.
Read Ralph's full profile