Content that Converts: Revenue-Generating Content Strategies For Law Firms

With nearly 15 years of experience in the professional services sector, Barbara Koenen-Geerdink is a highly passionate, ambitious, and driven professional who consistently seeks strategic and innovative solutions to drive business growth. A proven leader of award-winning marketing and business development teams, Barbara thrives on supporting individuals to succeed, ensuring that business objectives are consistently met—and often exceeded. Known for her strategic mindset, she excels at transforming ideas into impactful initiatives that align with a firm’s overarching goals and strategy.

Dedicated to making a meaningful contribution to the industry, Barbara is the author of the business book Beyond Billable Hours and the creator of an e-learning platform for fee earners in professional services: beyondbillablehours.com

Believing strongly in the power of collaboration, Barbara embraces the idea that greater achievements are possible when people work together toward a shared purpose.

John is a strategic marketing leader with over a decade of experience helping law firms turn visibility into revenue. At TBD Marketing, he advises legal businesses on building marketing engines that convert awareness into measurable growth — combining SEO, paid media, and content strategy with commercial rigour.

Before joining TBD, John led marketing at national and PE-backed law firms, where he delivered multi-million-pound growth through full-funnel campaigns and performance-focused content. His approach is grounded in real-world legal marketing: engaging lawyers, optimising spend, and creating content that not only ranks — but drives results.

David Standard is an award-winning marketing and communications leader with nearly 30 years’ experience in the legal sector. As Head of Marketing and Communications at Thompsons Solicitors, he leads the firm’s strategic marketing direction with a strong focus on client experience and digital transformation.

David has held senior roles at some of the country’s most high-profile law firms, including Leigh Day, Irwin Mitchell, and Eversheds, where his pioneering work earned the Law Society’s Excellence in Marketing Award, and he is ranked in the top 10 legal influencers on LinkedIn. Throughout his career, he has worked on many of the UK’s landmark legal campaigns and cases, driven by a deep belief in using communications to support access to justice and the rights of working people.

Sara Blackwell is the Brand & Campaigns Director at Greenwoods, where she leads the charge in shaping and evolving the firm’s brand identity across all channels. With a strong belief in the power of strategic storytelling, Sara spearheads multi-dimensional marketing campaigns that not only drive business growth but also deepen engagement with key audiences.

Her work is grounded in a commitment to building brand equity and enhancing Greenwoods' reputation in the market. By collaborating closely with teams across the firm, she ensures the brand voice is consistently compelling, authentic, and resonant. Known for her creative vision and fearless approach, Sara thrives in Greenwoods' culture of bold thinking—where big ideas are welcomed and the boundaries of traditional marketing are constantly reimagined.