Reframing legal marketing in a fresh way
How Fresh Legal grew with strategy, consistency, and a little fun!
THE STARTING POINT
Turning Legal Into Relatable
Fresh Legal came to OMG with one big goal: show up online differently. No stiff lawyer talk. No forced trends. Just authentic, human storytelling that reflected the real people behind the practice.
Before working with OMG, the team had been managing their social media themselves, and they were doing a good job. The content was thoughtful and genuine, but as the firm grew and client work took priority, marketing slowly slipped down the to-do list.
That’s where OMG stepped in - to create a system that made showing up online easy, intentional, and effective.
THE GOAL
Fresh Legal’s expertise already spoke for itself, and so did their mission. They are here to make law feel more human, more supportive, and more accessible for people navigating some of life’s hardest transitions. The goal was to bring that same warmth, clarity, and steady guidance into their social media channels, so clients felt reassured and understood from the very first scroll.
They wanted intentional strategy over noise. Clear messaging, consistent content, and a purpose-led presence that reflects who they are and what they stand for.
Our goal for their socials was to build a genuine community first, then guide that community through a thoughtful customer journey. Meeting people at every stage. When they are just starting to think about divorce but not ready to act yet, when they are preparing for it, when they are going through it, and when they are rebuilding after. By showing up with the right support at the right time, Fresh Legal stays top of mind, earns trust naturally, and helps followers move forward with confidence when they are ready.
OMG’s Approach
drive long-term growth:
Consistency that builds trust over time, so Fresh Legal shows up as a steady, reliable presence in a season that often feels uncertain.
A keyword-rich, search-friendly profile, helping the account get discovered on Google and in-platform search by the exact people looking for divorce support in Ottawa and beyond.
From there, we introduced intentional content variety
OMG built a social plan rooted in Fresh Legal’s mission to make law feel human, and designed to support people through every stage of the divorce journey. Instead of chasing trends, we focused on connection, credibility, and consistency, so followers felt guided and supported whether they were just starting to consider separation, actively preparing, in the middle of the process, or rebuilding afterward.
To strengthen that journey, we also introduced two foundational pieces that
that meets people where they are and gently moves them forward:
Educational talking-head reels to answer common questions, reduce overwhelm, and build trust early in the journey.
“This or that” team videos to humanize the brand and help followers feel connected to the people behind the practice.
Light trend-based reels to keep the feed approachable, current, and engaging without losing the Fresh Legal voice.
Everything was created to build community first, then guide that community through a clear customer journey that turns trust into action when they are ready.
FAST FORWARD TWO YEARS…
THE GROWTH
With data that feels this good, it’s easy to see the impact.
Over the past two years, Fresh Legal has reached 239,463 impressions, generated 11,311 engagements, driven 2,881 post link clicks, and added 979 new followers.
Two years later, Fresh Legal’s growth is steady, strategic, and fully aligned with their brand voice.
9.6K
views a month on average
450+
likes, comments, saves, shares a month
115
clicks to their website from their social media profiles every week
39
new followers per month
Total over 2 years: 239,463 impressions, 11,311 engagements, 2,881 clicks, 979 new followers.
Why Journey-Based Content Mix Worked
Fresh Legal’s audience grew because the content felt human. We were not trying to post more. We were focused on showing up in a way that created real connection and supported people through every stage of the divorce journey.
Here’s what that looked like:
Reels: Clear, reassuring videos that made family law feel less overwhelming and easier to understand.
Carousels: Swipe-through guides that broke down big questions step by step, like what to expect in mediation or common separation myths.
LinkedIn: Thoughtful leadership content that built authority and trust with clients and referral partners.
Search visibility: Keyword-rich captions and a search-friendly profile so Fresh Legal showed up when people were looking for help, even before they were ready to act.
The feed shift says it all. What started as a presence is now a trusted community, and that community converts naturally when the timing is right.
OMG Social Media Agency took over our social media accounts and the results have been incredibable. They continually take the time to review our existing marketing resources and social media trends to come up with amazing posts to help our socials grow.
“the results have been incredible”
JENNIFER REYNOLDS, FOUNDER OF FRESH LEGAL
A Human-First Law Firm People Actually Want to Follow
THE RESULTS
Fresh Legal now shows up consistently across their social media channels, and the impact is clear. Their audience continues to grow across four platforms, and their online presence mirrors exactly who they are in real life: smart, approachable, and genuinely supportive. They are not just gaining followers. They are building a community of people who feel seen, informed, and guided through every stage of the divorce journey.
That community is not random. It is intentional. Because their content meets people when they are thinking about divorce but not ready yet, preparing for it, in the middle of it, and rebuilding after. Fresh Legal stays top of mind by showing up with the right message at the right time, then followers convert naturally when they are ready to take the next step.
Law firms often worry that showing personality might weaken professionalism. Fresh Legal proved the opposite. When your mission is clear and your stories are real, trust builds faster. Warmth and credibility can live in the same room. This is what modern law firm marketing looks like: a supportive community first, a clear customer journey second, and results that follow because people feel safe choosing you.
Want Results Like This? Let’s Talk
If you want social media that feels human, supports your clients through every stage, and turns trust into real inquiries, let’s chat. Book a call with me and we’ll map out what intentional growth looks like for your brand.