the overview
A fortnightly picture of where the account stands. Work runs in two streams that behave differently: marketing is an ongoing engine with a rolling content calendar, and the website is a defined project with a start, middle and end. Both have moved a long way this fortnight — what’s landed is first, and the few things we’d value your input on are below it.
Delivered this fortnight
7
LinkedIn carousels
built
built
42
Carousel tiles
written
written
4
Blogs drafted
& ready
& ready
2
Paid campaigns
built & ready
built & ready
4
Website milestones
completed
completed
Paid social framework — complete, both platforms
Competitor deep-dive — benchmarking & positioning
LinkedIn carousel series — seven posts in design
Website direction agreed — together
Article template — built
Build schedule — starts w/c 24 Aug
Site layout & search — developed with you
Sept–Oct calendar — planned & loaded
The detail behind each of these sits in the two sections — marketing and web development.
Delivered to you — awaiting sign-off
The work below is finished and sitting with you. Nothing formal is needed to release it — a reply to this report, an email, or a word at our next catch-up is plenty. Each one notes what it unlocks, so you can see what’s ready to go behind it.
Written, designed and ready
Four August blogs — ready to publish
Defamation in the group-chat age, viral takedowns and brand protection, buying commercial property cleanly, and where the risk sits when buying off-plan. All four are written, with the matching social posts prepared to schedule alongside them. They’re queued and waiting on your word to go live.
What this unlocksFour blogs live plus the matching social posts scheduled — and the September calendar starts on time rather than compressing.
With youReady to publish
Built and ready to activate
Paid social on Meta & LinkedIn — ready to launch
The full launch framework is complete: strategy, audiences, content pillars, hooks and budget guidance across both platforms. It’s built and ready to switch on. Before we spend anything we’d welcome your view on the hooks — some may want making more corporate — and your go-ahead to begin.
What this unlocksCampaigns move from built to live, and we start generating real data on what converts.
With youReady to launch
One quick confirmation — the website dates
Your first review lands Fri 28 Aug
The build schedule is live and running from w/c 24 August. The design direction comes to you at the end of that first week, followed by the staging site on Fri 11 Sep and final sign-off the week of 14 Sep. It would help to know you’re around on or near those dates — and if any is awkward, tell us now and we’ll build the schedule around it.
What this unlocksEach review turned around promptly holds the launch date of 18 September.
Week 1 underway
The two streams
Ongoing · rolling calendar
marketing
Content, organic social and a paid-social launch on Meta & LinkedIn — underpinned by a deep strategy and competitor study, with a calendar mapped to 2027.
11
Blogs live
this quarter
this quarter
3
Major pieces
delivered
delivered
20+
Posts planned
ahead
ahead
Open marketing →
Project · start → end
web development
Direction agreed: an AI-driven design and build. A defined four-week programme with three points where the site comes to you for review.
4
Week
programme
programme
3
Your
checkpoints
checkpoints
2
Builds
in scope
in scope
Open web development →
The ongoing marketing engine. Behind the weekly posts sits a substantial amount of strategy, research and production — a full paid-social framework, a competitor deep-dive, and a seven-part LinkedIn carousel series now in design — plus a content pipeline mapped well into next year.
11
Blogs published
this quarter
this quarter
7
LinkedIn carousels
in production
in production
42
Carousel tiles
written
written
2
Paid campaigns
in build
in build
’27
Calendar mapped
to Q1 2027
to Q1 2027
Major pieces
LinkedIn carousel series — seven posts
In productionA full carousel series built by repurposing your own service-page content, so the channel keeps publishing while the blogs sit with you. Every tile written and art-directed, now in design for delivery this month:
Seven carousels — shareholder disputes, buying a business, selling a business, debt recovery, commercial property, commercial contracts, business succession
42 tiles of copy written — each carousel runs a cover, four substantive tiles and a CTA, all drafted in Ai Law’s voice
Art direction per tile — a specific image suggestion for all 42, so design isn’t guesswork
Each mapped to a service page — every CTA drives to the relevant page on the site
Built to LinkedIn document spec — portrait format, exported as PDFs to publish as native documents
First post already live — the remainder designed to a consistent template across the set
In design · landing this month
Paid social launch framework — Meta & LinkedIn
DeliveredNot a single post but a complete launch system: strategy, targeting, messaging and budget for two platforms, built and ready to switch on. What it contains:
Two-platform strategy — LinkedIn for commercial & high-value work, Meta for private-client, each with its own approach
11 audience segments — business owners, directors, investors, in-house legal; families, homeowners, professionals relocating, and more
12 content pillars — 7 for LinkedIn, 5 for Meta, each mapped to Ai Law’s services
30+ scroll-stopping hooks — across shareholder disputes, acquisitions, wills, defamation, IP — in brand and expert voice
Budget & cost-per-lead modelling — qualified-lead economics per platform to guide spend
Ready to activate — strategy and framework complete; on your go-ahead we build straight into live campaigns
Delivered · ready to activate
Competitor deep-dive & positioning
DeliveredA benchmarking study across competing and comparator firms, used to sharpen exactly how Ai Law shows up against them. The groundwork the framework above is built on:
Competitor landscape reviewed — including firms such as Hill Dickinson — their social approach, cadence and content style
Hook & format analysis — where rivals lean on strong lead-ins vs long-form, and what actually earns engagement
Gap identified — a clear opening for Ai Law to lead with sharper, more direct hooks in a corporate register
Fed into the build — findings shaped the hooks bank and content pillars directly, not left as a slide
Matched to proof — benchmarked against Ai Law’s own flagship matters so positioning is backed by real cases
Digital-presence review — LinkedIn presence and the resource-hub redesign assessed alongside
Delivered
Delivered to you — awaiting sign-off
Written, designed and ready
August blogs — ready to publish
Four blogs written and ready to go: defamation in the group-chat age, viral takedowns and brand protection, buying commercial property cleanly, and where the risk sits when buying off-plan. Social is prepared to schedule off each one.
What this unlocksFour blogs live plus matching social, and the September calendar starts on schedule.
With youReady to publish
Built and ready to activate
Paid social — ready to launch
We’d welcome your view on the hooks — a few may want making more corporate — and the go-ahead to activate paid on Meta and LinkedIn.
What this unlocksCampaigns go live and start generating data on what converts.
With youReady to launch
Scheduled ahead — content pipeline
A blog a week with matching social, on a rotating service focus, planned out from your marketing calendar. Next up:
w/c 24 AugExpert
Lifecycle 1 of 4 — The deal: buying commercial property cleanly
Commercial Property · series launch + social
w/c 31 AugBrand
Off-plan, eyes open: what to check before you sign
Off-Plan Developments · blog + investor-lens post
w/c 7 SepExpert
Holiday pay and the rules employers get wrong
Employment · blog + social
w/c 14 SepExpert
Lifecycle 2 of 4 — The lease: letting commercial space
Commercial Property · blog + social
w/c 21 SepBrand
Getting the founder agreement right before you scale
Startups & Structuring · blog + social
w/c 28 SepExpert
Lifecycle 3 of 4 — The running: repairs, service charge & management
Commercial Property · blog + social
Then mapped through autumn and into Q1 2027: contested wills, the lifecycle finale (the exit), online data-breach exposure, festive counterfeits & brand protection, and sport & media endorsement deals — plus a content day at the Ai Law office to shoot September material.
Scheduled ahead — bigger content builds
Case & editorial spotlight — flagship matters into content
16 flagship matters catalogued and ready to become anonymised case-study content — an Adidas endorsement deal, a £100m fraud litigation, a multi-million Amazon production agreement, a Premier League naming-rights dispute, a £36m passing-off case and more — mapped across the relevant service pages to prove depth where clients decide.
Human Rights service area — content & resource hub
A standalone Human Rights landing page with service copy, in-depth articles, an FAQ resource (including incorporating churches into CIOs) and a citable resource library — with Sam Driver. A drafted Campanale case blog is parked, ready to publish when the case concludes.
Also delivered — this cycle
Meta & LinkedIn hooks bank written and refined; August blogs drafted; September–October calendar planned and loaded; outline social plan built from the paid framework to keep momentum; and across the quarter, 11 blogs published with matching LinkedIn posts (Image Rights, Commercial Property, Trademarks, Debt Recovery, Defamation, Brand Protection and more).
A finite project with a clear scope and end point — kept separate from marketing on purpose. Two builds sit here: the Ai Law site and the Aughtons delivery-brand site. The direction is agreed, the groundwork is in place, and the build schedule is now live — running from w/c 24 August with a target launch of 18 September.
Agreed direction
An AI-driven design and build
Rather than reworking the existing site, we’re building it properly from the ground up using an AI-driven design and build approach. It means we can construct pages exactly as specified — including taking designs you generate yourself and building them like-for-like — while meeting the conventions a real site needs: SEO, accessibility, on-brand spacing and a consistent responsive framework.
The practical benefit is speed with control. Global styles and reusable templates are built once and applied everywhere, so changes are consistent site-wide rather than page-by-page.
1/4
Week now
underway
underway
8
Reusable page
templates
templates
40+
Pages migrated
incl. blog
incl. blog
18 Sep
Target
launch
launch
Groundwork — in place before week one
The thinking that the schedule below is built on, much of it shaped between us — your design concepts alongside our exploration and structure work.
Design direction — agreed together
Layout & white-space search — developed with your input
Action plan & scoping — both builds
Article template — built out
Legal resources & content structure
Delivery programme — Ai Law
Project 1 · Ai Law
Ai Law — design & build
Four weeks from discovery to launch, running w/c 24 Aug to 18 Sep. Your three review points are dated below — hitting them promptly is what holds the launch date.
◷ Week 1 underway · target launch Fri 18 Sep
W1
Discovery, design & scaffold w/c 24 Aug
Content audit, full sitemap, redirect map and confirming the blog post count. Design direction and theme scaffold: global styles, header/footer, navigation, typography and the responsive framework. The first two templates — home and generic page — are built so there’s something real to look at rather than a mockup.
▸
Design direction comes to youFri 28 Aug · your sign-off
Your first look — sign off the direction before the remaining templates are built on top of it.
W2
Templates & start of migration w/c 31 Aug
The remaining six templates: specialism landing, service page with accordions, pricing, insights archive with filters and search, single post, and contact. Migration begins with the four specialism pages and a first batch of service pages — which stress-tests the service template against real copy before the rest goes in.
W3
Migration & functionality w/c 7 Sep
The rest of the service pages, pricing tables, blog import with categories and images, utility pages and PDFs. Then forms, cookie consent, SEO meta carry-over, review widget and 301 redirects. Internal QA pass across browsers, mobile, accessibility and performance.
▸
Full staging site comes to youFri 11 Sep · your review
The complete site on staging for your first full review.
W4
Revisions & launch w/c 14 Sep
Round-one revisions, then your second look and final tweaks. Staging sign-off and launch: DNS, SSL, redirect verification and post-launch checks. Remaining days held for post-launch fixes and monitoring.
▸
Second look & staging sign-offw/c 14 Sep · your sign-off
Final tweaks agreed, then we launch on Fri 18 Sep.
The launch date assumes each review is turned around promptly — those three dates are the critical path. Anything that moves it: a design reworked from scratch after week 1, copy rewritten rather than migrated, or new functionality added mid-build.
Delivery programme — Aughtons
Project 2 · Aughtons
Aughtons — delivery-brand site
A smaller, separate build: the homepage structure is already stood up. Scope is homepage content plus 3–5 sub-pages, with one review round.
1
Homepage
Copy, images and testimonials in place; sections tidied; form routing confirmed.
2
Inner-page template
Build the sub-page template once and save it as reusable.
3
Remaining pages
Two to four further pages from that template, with content dropped in.
4
Plumbing, QA & review
Navigation, forms, cookie consent and legal links; then mobile and cross-browser checks and one review round with you.
Assumes final copy and images are supplied. Runs in parallel with the Ai Law build, on its own track.
Your three dates
Fri 28 Aug · Fri 11 Sep · w/c 14 Sep
These are the three points where the site comes to you. It would help to know you’re around on or near each — and if any date is awkward, tell us now and we’ll build the schedule around it rather than discover it on the day.
What this unlocksEach review turned around promptly holds the 18 September launch.
Proposed — visibility
A short weekly catch-up between Tom and Ffin (call or email) through the build, so the site lands exactly as you want it and nothing drifts between the three formal review points. This report keeps the wider fortnightly view; the catch-up keeps the build detail tight.
Prepared by Essential Group · progress report to 20 Aug 2026 · next update 3 Sep