That’s actually insane to even say. When we (Victoria and Allen) started this company, it was on a whim. We’d been freelance writing in the legal space, but our backgrounds certainly weren’t in law. We were just good at writing. We’d been writing for law firms for years at that point, and we knew how to put our heads down and get to work. Thus began our foray into law firm SEO.
Six years later, Victoria is a practicing lawyer in Illinois and South Carolina with her own estate planning law firm, Plan Forward Legal. Blue Seven has grown from just the two of us to a team that has included as many as 25 people, and we’ve expanded well beyond the writing services we started with.
So yeah, to say things have changed is a bit of an understatement. One thing we’re both certain of is that Blue Seven has another six years in it. A dirty dozen is a good goal to aim for, right?
We Started With the Writing
Blue Seven Content is definitely not the same company that it was in 2020. Are any of us the same since then, though?
Jokes aside, when we started this company, we only provided written content. Our knowledge of SEO was rather limited, as we’d only written content for plans made by other people. So we stuck with that. We wanted to become the best legal content writers in the business.
We grew. We landed wonderful clients, many of whom are still with us today. We’ve attended conferences and built relationships across the industry. We’ve also come a long way since 2020.
The Work Around the Words Has Grown
We now have technical SEO support alongside our writers and editors. That means we can help a client work out what needs attention on a website, put a content plan behind it, and coordinate the people doing the work. We can also revisit existing pages to improve their structure, usefulness, and connections to the rest of the site.
That broader role includes full SEO planning, local search, and link-building strategy. For businesses that need ongoing direction, our fractional SEO support brings those pieces together without asking the client to build a whole department. The scope depends on what the business needs and the team it already has.
The writing itself has expanded, too. Alongside practice area pages and blogs, we help clients develop deeper resources, newsletters, and video scripts. Our Spanish-language content and English-to-Spanish translation services help businesses reach readers who would be poorly served by an English-only site.
Our Focal Points give us room to dig further into a subject. These are deeper, research-focused pages built around a legal issue or area a firm wants to highlight. They let our writers spend more time with the details and examples that help readers understand both the topic and the firm behind the page.
We’re also helping clients turn what they know into something people can take with them: branded ebooks, checklists, and downloadable guides. The estate planning guide we helped put together for Plan Forward Legal is one example. That work brings the writing, design, and website presentation together so the finished resource is useful beyond a single visit to a page.
Some projects need design or a basic website to give that work a useful home. We can help with those pieces as well. Law firms remain a major part of Blue Seven, and we also work with other professional service businesses and marketing agencies.
Looking back at what we knew in 2020, that’s a pretty big change.
People Still Do the Work
We looked at the launch of ChatGPT with caution and stuck to our guns about our foundation: great human writing.
We’ve also kept learning about what AI means for search and for our clients. There are useful tools in the mix, and our team uses technology to support the work. Yup, we use the dreaded AI to keep things organized and to help us see trends that our brains might otherwise miss.
However, our writers, editors, and strategists remain responsible for the research, judgment, and quality of what we deliver.
A useful page still needs to answer the questions a real person has. Someone needs to understand the business behind it, check the facts, and notice when the words sound nothing like the client. That work deserves care, however someone finds the page.
Blue Seven Won’t Look the Same in Six Years
There’s plenty left for us to learn. Search will keep changing, and we’ll keep looking at where our clients need help and what our team can do well.
For now, we’re taking a moment to appreciate the people who helped us get here. To our clients, thank you for trusting us with your businesses and for coming back to work with us. To our writers, editors, and everyone who has contributed to Blue Seven over these six years, thank you for the work you’ve put into it.
We started with two people who knew how to write. We have a lot more help now, and a lot more we can help with.
Here’s to the next six!
