Stacey McAllan Legal
Making the Most of a Following They’d Already Earned
Stacey McAllan Legal is a family and property law firm serving Newcastle, Gunnedah and regional NSW, with a loyal client base built on years of trust and word of mouth. When pepperit took on their social media, it hadn’t caught up to that reputation yet, and wasn’t reflecting the firm the community already knew.
Stacey McAllan Legal had built something special: a genuine, trusted local reputation across Newcastle and Gunnedah. What hadn’t caught up was social media. Posting was occasional rather than planned, and the page wasn’t yet showing people what the firm’s own clients already knew about them.
The opportunity was clear: give that existing reputation a proper home on Facebook, consistently, and in a way that would keep building month after month rather than relying on the occasional post to carry it.
We built a weekly content calendar around the thing Stacey McAllan Legal already had in spades, its people. Rather than generic legal content, we introduced the team: Meet Stacey McAllan put a face to the firm’s principal, work anniversaries and birthdays celebrated the staff clients already knew from the office, and client testimonials were turned into shareable, on-brand posts rather than left buried in reviews.
Plain-English legal explainers, wills, conveyancing, family law, gave the page real value beyond firm news, and local moments like the Gunnedah office and the Gunnedah Careers Expo tied the content directly to the communities the firm serves. Every post was professionally designed and went out on a consistent weekly schedule, giving the existing reputation a steady presence to match it.
Consistency showed up visually too. Every post now follows the same design system, the firm’s navy, terracotta and cream palette, a consistent monogram, the same card layout whether it’s a testimonial, a legal explainer or a birthday post. Before, the feed was a mix of pink templates, screenshots and one-off graphics with no shared thread. Scroll through the grid now and it reads as one brand, post after post.
Their Feed Before And After
Comparing the four months before pepperit to the four months since, the shift is stark. Facebook views are up 452%, from 10,123 to 56,052. Content interactions are up 225%, and the number of people actually reached climbed 564%, from 2,182 to 14,485.
It isn’t a one-off either. Comparing June and July directly against the same months a year earlier tells the same story, views up as much as 20 times over, with the same pattern of steady, consistent lift rather than a single viral spike.
The clearest sign of the shift is in what’s actually working. The best-performing post beforehand reached 3,200 views. Since, every post in the top five has cleared 4,000, led by Meet Stacey McAllan at just under 9,000, nearly three times the previous best. Once the content matched the reputation, the audience showed up.
- Social Media Content Strategy
- Facebook & Instagram Management
- LinkedIn Management
- Graphic Design
- Google Business Profile Optimisation
