Client case study · Legal technology
MATTEROOM: building a digital marketing foundation for legal technology growth.
Turning a complex legal technology platform into a focused, discoverable digital brand — so MIRA could attract relevant search traffic, educate law firms, and support long-term lead generation.
At a glance
Client
MATTEROOM
Industry
Legal technology / cloud software for law firms
Product
MIRA — AI-powered timekeeping
Target market
International growth
Scope
Positioning · SEO · Content · Landing pages · LinkedIn · Newsletter · Conversion paths
The challenge
MIRA operated in a specialized market where potential customers search using many different terms. Some look for AI timekeeping software. Others search for passive time capture, legal billing automation, billable hour recovery, Microsoft Teams timekeeping, or integrations with their existing legal systems.
The existing website explained the product, but it had limited organic search coverage. Important customer questions, use cases, integrations, and educational topics did not yet have dedicated pages.
The marketing team also needed a clearer system for coordinating website content, LinkedIn communication, newsletters, product announcements, and conversion paths.
Key priorities
- — Match product language with the many ways law firms search for timekeeping solutions
- — Build dedicated pages for high-intent topics, integrations, and use cases
- — Create useful educational content for lawyers, finance teams, and firm leaders
- — Coordinate website, LinkedIn, and newsletter around a single content plan
- — Connect content to trial, demo, and pricing conversion paths
The MIRA advantage
Core advantage
Passive time capture
Records relevant activity without requiring lawyers to constantly start and stop timers, reducing missed billable hours.
Daily usage
Workflow integration
Lawyers review and manage time entries inside Microsoft Teams while MIRA collects activity from tools they already use.
Operational fit
Billing connectivity
Captured time moves into existing legal finance and billing platforms such as Aderant, Elite, and QuickBooks Online.
Efficiency
AI-assisted narratives
MIRA suggests activity codes, task codes, and billing narratives to reduce manual entry work and improve accuracy.
The Mustard Seed approach
We treated the engagement as a connected digital marketing program. Positioning, search architecture, landing pages, content, social channels, and conversion paths were built around the same market narrative.
Establishing a focused market position
Organized MIRA's messaging around a clear commercial problem: law firms lose revenue when professionals forget to record their work. Connected capabilities to missed billable hours, administrative workload, billing accuracy, client trust, and profitability.
Building the SEO foundation
Developed a keyword and content structure around the way law firms research timekeeping problems — covering commercial keywords, educational searches, integration searches, comparison searches, and operational questions.
Creating search-driven landing pages
Planned and produced pages designed around specific customer needs and search intent: AI timekeeping, billable hours, legal billing codes, UTBMS codes, Microsoft Teams timekeeping, iManage workflows, and legal entry examples.
Developing useful legal industry content
Moved beyond product promotion to educational resources that law firm leaders, finance teams, administrators, and lawyers can use — connecting timekeeping with profitability, realization rates, compliance, and client satisfaction.
Strengthening LinkedIn and newsletter marketing
Reviewed LinkedIn performance to identify what attracted attention and what drove engagement. Built a balanced content plan combining legal technology news, product education, partner announcements, customer pain points, and new website resources.
Improving conversion paths
Connected educational content with clearer next steps into product pages, pricing, free trials, and demo requests. Calls to action were aligned with visitor intent instead of pushing every reader immediately toward a sales conversation.
Services delivered
What changed
A clearer market position
MIRA presented as a practical solution to missed time, manual administration, and billing inefficiency — not just another legal software product.
A broader SEO structure
Website coverage expanded across product capabilities, industry questions, integrations, and high-intent searches.
A more consistent content program
Website, LinkedIn, newsletters, and product communication aligned around the same customer journey.
A repeatable organic growth foundation
New content can be added within a clear topic structure, connected to relevant product pages, and measured against defined customer journeys.
"Specialized B2B technology companies often have strong products but limited digital visibility. Their websites may describe features accurately while failing to match the language customers use when researching problems."
About MATTEROOM
MATTEROOM develops cloud software for law firms and professional services organizations. Its solutions cover practice management, financial operations, billing, document workflows, analytics, and AI-powered timekeeping. MIRA, its flagship timekeeping product, automatically captures professional activity from tools including Microsoft 365, iManage Work, OneDrive, Outlook Calendar, and Microsoft Teams.
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