The state of hub content on top 50 law firm websites

Wednesday 8th October 2025

Law firm websites are no longer static brochures. Increasingly, they are designed as content hubs; dynamic resources where clients, prospects and journalists can explore insights on complex topics. To understand how leading firms approach this, we reviewed the top 50 UK law firm websites and analysed the hub content they use to anchor their digital presence.

Why hub content matters for law firms

Hub content provides a central space for:

• Thought leadership on emerging legal and business issues.
• Search visibility with evergreen, structured content that ranks.
• Client engagement, offering practical answers and resources in one place.
• Cross-linking to related insights, news and services.

In short, hub content helps law firms own the conversation on issues that matter to their clients.

What we found: common types of hub content

Our review revealed a range of approaches across the top firms. While some sites still focus on traditional “Insights” or “News”, many are building dedicated content hubs around themes, industries or regulatory issues.

1. Trending and topical hubs

Several firms are creating hubs that track fast-moving developments:

• CMS curates hubs on GDPR, AI, FinTech, Sustainability and more.
• Ashurst publishes “Trending Topics” such as Outpacing the AI Revolution and Russia Sanctions Tracker.
• Shoosmiths covers the War in Ukraine, Covid-19 and Post-Brexit legal changes.

These hubs allow firms to respond quickly to global events and regulatory shifts while showcasing expertise.

2. Regulatory and legislative hubs

Many firms anchor content around new laws and reforms, helping clients navigate uncertainty:

• Macfarlanes: Generative AI, ESG, UK Non-Dom Reforms.
• TLT: Economic Crime Act, Digital Markets Act.
• Browne Jacobson: Employment Rights Bill, Building Safety Act, Planning Reform.
• Burges Salmon: Procurement Act Hub, NHS Provider Selection Regime Hub.

This type of content positions firms as trusted guides through complex legislative landscapes.

3. Sector and industry-focused hubs

Some firms build hubs around industries and markets, making content directly relevant for clients:

• Kennedys: Climate Change, Healthcare, Transport Technology.
• Watson Farley & Williams: Hydrogen, EV Charging, Space, Sustainability.
• Travers Smith: Alternative Asset Management Insights.
• Irwin Mitchell: Retail, Leisure & Hospitality; Seniors Housing Development.

These hubs help firms align thought leadership with sector expertise.

4. Innovation, technology and AI hubs

Unsurprisingly, AI and digital transformation are dominant themes:

• Taylor Wessing: Global Data Hub and Interface (tech, IP and media).
• Stephenson Harwood: Innovation.
• Pinsent Masons and Clifford Chance prominently feature technology-driven insights.
• Across firms, Artificial Intelligence is the single most common dedicated hub theme.

5. Client-centred lifestyle and private wealth hubs

Some firms are targeting high-net-worth individuals with lifestyle-driven content hubs:

• Withers runs extensive hubs on Divorce FAQs, Cohabitation Rights, Modern Relationships, Global Mobility and Inheritance.
• Irwin Mitchell explores Women and Wealth and The Inheritance Tax Revolution.

This reflects a shift towards audience-centred content, not just practice-centred.

6. Cross-media and branded hubs

Certain firms are experimenting with podcasts, multimedia and branded hubs:

• Taylor Wessing combines hubs with podcasts and editorial-style platforms.
• Withers uses campaigns such as The Global Rethinkers to humanise expertise.

This points to a trend of firms moving closer to media brands in both tone and presentation.

What the data shows

Our dataset highlights the themes that appear most often across the top 50 firms.

The most frequently occurring are:

• Artificial Intelligence
• ESG and Sustainability
• Legislative and Regulatory Reform

These trends reflect both client priorities and areas where firms want to demonstrate leadership.

Who covers what: firm-by-theme heatmap

This heatmap shows how different firms are concentrating their hub strategies across AI & tech, regulation, ESG & sustainability, sector focus and lifestyle/private wealth.

Key takeaways for legal marketing teams

Our analysis shows:

• AI and ESG dominate as recurring hub topics.
• Regulatory hubs are a fast-growing format, especially post-Brexit.
• Lifestyle hubs are emerging as differentiators in private client markets.
• Firms that go beyond static insights to build branded, cross-media hubs stand out.

For law firms, the lesson is clear, hub content is no longer optional. To remain competitive, firms need to create structured, thematic content hubs that connect expertise with client needs.