Where we started
Resonance HR Law is a specialist practice at the intersection of employment law and HR advisory. When they came to Brand Butter, they had a strong client reputation and a growing book — but their digital presence didn't reflect the caliber of the work, and there was no repeatable system for converting their expertise into pipeline.
We started where we always do: by understanding the business, the audience, and the voice. Then we sequenced the work so each phase reinforced the next.
Phase one — foundation
A brand-aligned website
Trisha Perry, the firm's founder, put it best: "They took time to understand my business and brand voice, then translated that into a beautiful, functional website and a thoughtful social media strategy that truly represents who we are."
We built a site that foregrounds the firm's POV, makes services and guidance easy to find, and creates clear paths to engagement — whether someone is urgently looking for HR counsel or researching a longer-term retainer.
Content engine
A specialist firm lives and dies by its point of view. We established a content cadence that does three things at once: demonstrates expertise, ranks for relevant search queries, and gives the sales conversation something concrete to reference.
Articles, guidance pieces, and thought-leadership posts were mapped to the actual moments when employers, HR leads, and in-house counsel are looking for answers — workplace investigations, policy updates, termination pathways, and the rest.
LinkedIn ads
LinkedIn was the natural first paid channel: it's where the decision-makers are, and it's where the firm's content performs best organically. We built a managed LinkedIn program covering audience targeting, creative, testing, and monthly optimization. Performance was strong enough to justify the expanded scope that's now in flight.
Phase two — what we're scaling into now
Lead funnels
The existing content engine is doing the top of the funnel well. We're now building dedicated lead funnels — gated resources, nurture sequences, and qualification flows — so interest translates into conversations on a predictable cadence, not just when inbound happens to land.
Google Ads management
We're adding Google Ads alongside LinkedIn to capture active, in-market intent. LinkedIn builds the brand and reaches the audience before they know they need counsel; Google catches them the moment they do. Together, the two channels close the loop from awareness to pipeline.
More content, at higher leverage
We're expanding the content program in two directions: deeper pillar assets that compound organic traffic over time, and tactical content that directly fuels paid social and email nurture. Every piece has a job.
Webinars — planning & advertising
Webinars are a natural fit for a legal and HR practice: the audience is professional, the buying committee is complex, and the topics warrant time. We're building Resonance's webinar program end-to-end: topic selection, production, registration funnels, targeted promotion, and post-event nurture.
Personal branding for Trish
In specialist professional services, the firm's brand and the founder's brand are inseparable. We're architecting a personal branding program for Trisha Perry — content strategy, LinkedIn presence, speaking positioning, and publication targeting — so her authority compounds alongside the firm's.
Why it works
- Sequenced, not sprayed. We earned the right to expand by delivering on the foundation first.
- Channels reinforce channels. LinkedIn builds awareness, Google catches intent, content compounds, webinars qualify.
- Founder and firm compound together. Trish's voice and the firm's voice aren't two separate brands — they're one engine.
- Senior-led throughout. No account handoffs. No strategy-shop-to-execution-shop seams.
Engagement continues to expand. We'll publish updated metrics once the new channels have had time to compound.