Superlegal operates in legal tech — a category where buyers are inherently careful, skeptical, and detail-oriented. Content functions both as a growth lever and the first credibility check.
As Superlegal invested more seriously in content, the team saw an opportunity to grow organic traffic and inbound demand. But they were clear on one thing: publishing faster wasn’t the goal. Publishing credible content was.
Today’s legal buyers don’t reward surface-level explanations or generic SEO content. Rather, they look for accuracy, nuance, and signs that a company actually understands the problem space.
Superlegal had the expertise internally — across legal, product, and operations — but collecting that knowledge and turning it into perspective-rich content was difficult to scale.
Challenge
Growing visibility without diluting credibility
Like many B2B teams in regulated industries, Superlegal faced a familiar tension.
On one hand, they wanted to increase organic traffic and visibility. On the other, they couldn’t afford content that oversimplified legal concepts or felt marketing-led.
The team ran into several constraints:
- Deep expertise lived in people’s heads, not in publishable formats
- Legal and product SMEs had limited time to contribute
- Traditional SEO playbooks felt misaligned with how trust is built in legal tech
- AI tools helped with speed, but raised concerns around accuracy and tone
Superlegal needed a way to scale content that reflected how they actually think and operate — without watering down nuance or pulling experts into constant synchronous meetings and review cycles. That’s where Wordbrew came in.
Solution
Turning internal expertise into a scalable content engine
Wordbrew partnered with Superlegal to implement an expert-led content workflow designed specifically for high-trust categories.
Instead of starting with keywords or outlines, Wordbrew started with collecting expert insights. The team worked closely with Superlegal to capture internal knowledge asynchronously — drawing from legal expertise, product documentation, customer questions, sales call transcripts, and real-world use cases.
From there, Wordbrew took ownership of shaping Superlegal’s internal knowledge into expert-backed articles and opinion pieces. Insight Engineers defined the angle and structure for each piece based on how Superlegal’s audience evaluates legal tools, then writers executed against that direction. The process removed the need for synchronous interviews, heavy back-and-forth with internal teams, or relying on generic third-party data for insights.
With clear direction upfront, Superlegal was able to ship consistently without pulling legal or product experts into the day-to-day process. Content went out twice weekly, reflected how the company actually thinks about legal workflows, and supported ongoing traffic growth without creating additional lift for the team.
Content built for search, citation, and confidence
Every article was built around questions Superlegal’s audience was already searching for — with angles informed by internal expertise rather than generic SEO templates. Topics connected legal nuance to practical use cases, making the content relevant both to search engines and to buyers actively evaluating solutions.
Because Wordbrew handled insight capture and direction upfront, Superlegal was able to publish at a steady cadence without slowing internal teams down. Legal and product experts didn’t need to review drafts line by line, and content didn’t stall in feedback loops.
Over time, this consistency compounded. Articles began ranking, traffic increased month over month, and Superlegal saw organic growth that could be directly tied back to the expert-backed blog content — without needing to increase volume or internal effort.
Results
Predictable organic growth, driven by credible content
Within the first few months of launching the expert-backed content program, Superlegal began seeing consistent organic traffic gains. As new articles went live and older ones continued to perform, traffic increased 40% month over month, driven by content that mapped closely to how prospects research legal tools.
Just as importantly, the team now had a reliable publishing cadence without increasing internal workload. Legal and product experts were no longer pulled into recurring interviews or review cycles, and content no longer stalled waiting on approvals. The process ran in the background while Superlegal focused on product and growth.
But what changed wasn’t just the traffic line. Superlegal moved from treating content as a series of one-off projects to running an ongoing motion that compounded over time — giving them clearer visibility into what topics resonated, where demand was building, and how content contributed to inbound discovery.
