Law firm marketing for tax advisors: positioning and video content for CWTP

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Customer

CWTP Tax and Law Firm

Services

Positioning, content strategy, video production

Year

2025

From random videos to clear positioning: Content strategy and video production for a tax law firm focusing on healthcare professionals, e-commerce, and creators.

Initial situation

Before working together, videos at CWTP were created without a connecting thread: sometimes a tax topic, sometimes an employee portrait, sometimes a current daily event. Production was regular, and so was publication — but without a strategy behind it and without defining who was actually being addressed.

This is the most common mistake in law firm marketing: visibility is confused with reach. Those who address everyone reach no one with a specific concern. For a tax and law firm, this means in practical terms that while videos gather views, they do not trigger client inquiries — simply because the viewers do not fit the firm.

Marketing for tax advisors rarely fails because of production. It fails because of the question before it: Who are we actually doing this for?

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Personal Brand Program

The strategy

Therefore, the first step was not a camera, but rather a positioning strategy. Together, we defined who CWTP is the right partner for — and who they are not. "All clients" became three clearly defined target groups.

Healthcare professions. Physicians and dentists, with a focus on plastic surgery. A group with its own unique tax questions — ranging from practice establishment and the demarcation of tax-exempt medical treatment to succession. Anyone working as a tax advisor for doctors and healthcare professions needs this specialized knowledge anyway; however, it was not previously visible.

E-commerce. Merchants with online stores, for whom foreign VAT, the OSS procedure, and platform liability are part of daily business. A field where people specifically search for an e-commerce tax advisor — and where general tax tips are of no use.

Influencers and creators. Income from collaborations, affiliate links, and platform payouts, often without any routine in dealing with the tax office. A young target group that looks for answers where they already are: on Instagram and TikTok.

Holding structures and corporations are planned as a fourth direction, but will follow at a later date. The limitation was intentional: Three groups can be managed with one editorial plan, ten cannot.

Since then, every video answers a question that is actually asked in exactly one of these groups — myths about inheritance, transferring real estate during one's lifetime, typical tax errors made by doctors, and misconceptions about PLCs. Plus a room tour that shows the people behind the advisory service.

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The implementation

With the positioning, the visual language has also shifted. Previously, changing employees stood in front of the camera without it being clear who was speaking and why this person in particular. Today, the law firm premises themselves carry the image: the office, the consultation situation, the atmosphere in which clients actually sit.

There are two reasons for this. First, it creates recognition. After just a few videos, you know which law firm you are looking at — interchangeable talking heads do not achieve this. Secondly, the space itself is an argument: anyone looking for a tax consulting firm also decides based on whether they would feel in good hands there.

Production takes place in portrait format for Instagram and TikTok, on bundled shooting days instead of individual appointments. Several weeks of content are created from a single shooting day — the prerequisite for social media to be sustainable at all for a tax firm alongside day-to-day business.

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