Fractional CMO for your law firm: in-house marketing without the overhead. High-value wills, trusts, and estate planning often come through a financial adviser, an accountant, or a talk someone attended, and I build those routes into one system, measured to the client who instructs you.
of the people who clicked signed up
Over 20%
Line: of the people who clicked signed up
I'm Joshua David Little. I've run my own consulting firm since 2004, I've helped lawyers prepare complex cases for trial, and I ran the first family-law ad on ChatGPT, before the platform allowed legal-services ads. Private client work is built on trust earned slowly, and that's what the system is made for.
A business owner thinking about inheritance tax, a family with a trust to set up, a parent's estate that needs administering. These clients often ask their financial adviser or accountant before they choose a solicitor, or they remember the solicitor who gave a talk they attended. Marketing for private client work runs through those people.
Financial advisers and accountants often meet the people who need planning before a solicitor does. Too many firms give them nothing that helps them serve their own clients, so the referrals that do come depend on who had lunch with whom.
A talk at a business club or an adviser's client evening can earn real trust. Without a plan for who hosts it, what people take home, the offer at the end, and the follow-up afterwards, the goodwill fades within a week.
The family client who has just divorced and the business owner who has just sold both need a new will, and often more. If nothing in the firm asks them, they find someone else or put it off.
UK firms call this work private client, and a few clients search it that way: private client solicitor about 720 times a month across the UK, and private client lawyer about 390.¹ Far more type the thing they need: will writing about 6,600, solicitors for wills near me about 3,600, probate solicitor and probate solicitors near me about 2,400 each, inheritance tax planning about 590, and trust solicitor about 590.¹ So your pages carry your clients' words as well as your own.
Then I put your clients' situations to Google's AI and ChatGPT, in your towns. Google's AI answered three private client questions and named firms every time.²
The firms named usually came from their own page for that situation: grant-only probate, inheritance tax and business succession, a contested will. Where a free route existed, as with probate, it came first. And where a credential such as STEP membership applies, the page should say so plainly.
An adviser who keeps receiving something that helps their own clients has every reason to think of your firm when one of those clients needs a solicitor. So the work starts with what the adviser needs, and the referral follows from being useful.
A short note on a change their clients will ask about, or a one-page explainer an adviser can hand to a client who needs to update a will. Your solicitors share it directly and on LinkedIn, and it keeps your firm in front of the adviser between referrals.
An evening or a webinar for the clients you share, hosted with the adviser, puts both of you in front of the people you serve.
Every referral logged with its source, so you can thank the right people and see which relationships deserve more of your time.
Every talk is built for the firm: the host, the audience, the format, and what people take home. It might be a business club, a church or community group, an adviser's client evening, or a webinar. The talk is genuinely useful, and at the end your solicitor says what the firm does and makes an offer, such as a guide people can sign up for or a first meeting.
Instead of trying to convert visitors directly into clients, we strategically capture their information first so we can follow up and nurture the relationship.
Create guides, toolkits, and webinars that help prospects understand their legal situation – positioning you as the expert before they ever call.
Get contact information and permission to follow up by offering something genuinely helpful, not just a consultation request.
Automated emails that continue providing value while keeping your firm top-of-mind during their decision process.
Continuously refine what's working through data – not guesswork – so your results keep getting better.
Know exactly which marketing activities generate clients and how much each client costs to acquire so we know which platforms to amplify and which need more optimisation.
How each step looks for a UK private client firm: Planning decisions take months. Many firms offer only a call, and lose everyone who isn't ready yet. So the guides answer the questions people have while they decide, the sign-up lets you keep helping them, and the tracking runs from the first contact to the client who instructs you, and on to the family members who come next.
Fractional CMO · Senior marketing leadership across every channel and agency.
Referral marketing · Material for advisers and accountants, and a record of who sends what.
Talks and webinars · Events built for your firm, with a clear offer and follow-up.
The referral flywheel · Your family and business clients asked about their own planning.
AI search optimisation · Your clients' planning questions put to ChatGPT and Google's AI.
Your own team · If a paralegal or a partner does the marketing today, I'll train them and lead the work.
Over 20% of the people who clicked signed up.
About 75 times its ad spend back in estimated case value.³
About 11 times its ad spend back in estimated case value.³
The system is based on best practices that work across industries, so it adapts to any practice area with customised resources and messaging for your specific clients.
Yes. I work with UK firms as well as firms in the US, Canada, and Australia, and this page is written for UK private client practices.
Yes. We map the advisers and accountants who already send you work and those who could, make material each of them can use with their own clients, and keep a record of who sends what. Your solicitors keep the relationships, and we prepare everything they bring to them.
A new will is a natural next step for a firm's family and business clients, and we build that into the flywheel. The marketing itself is aimed at the larger planning, trust, and probate work.
On video calls, from the assessment onwards. Our strategy calls run the same way.
You're not locked in for the long term. I only want your money while the work is helping your firm.
It's set by what your firm needs and by how much of the work my team does. After your assessment, we agree the scope together.
¹ Google Ads Keyword Planner, UK, average monthly searches, pulled 4 November 2026.
² Google's AI Overviews, 5 November 2026, for three questions: an executor in Leeds, inheritance tax on a £3 million business in Bristol, and a contested will in London.
³ Case value estimated from average case value.
A 45-minute to one-hour video call with me. We map your firm's marketing together on a whiteboard, advisers and talks included, and you keep the map whether or not we work together.
Currently accepting a limited number of Fractional CMO relationships.