Seventy-three percent of Americans use social media,1 and many of them go to social media first to search for services, including legal help. While traditional channels like word-of-mouth referrals, networking events, and community sponsorships are still valuable for building your law firm’s business, they’re no longer enough. Social media needs to be part of your firm’s marketing mix.
With the right approach and a basic strategy, social media can help you stand out from larger competitors, strengthen your reputation, and attract more clients online.
Why Social Media Matters for Lawyers and Law Firms
When someone searches for your firm online, they’ll find your official website, and—assuming you have them—your Facebook page, LinkedIn profile, Instagram feed, and Google Business listing, too. Each of these touchpoints shapes their first impression of your professionalism and credibility.
A polished, active presence on social media signals credibility and professionalism, while a neglected one can make your firm look outdated. Done right, social media for lawyers supports three core marketing goals:
1. Visibility: Platforms like Facebook, LinkedIn, and Instagram extend your reach far beyond your website. Every post is a new opportunity for potential clients to find your firm.
2. Credibility: By sharing insights, case stories, and community involvement, you show prospective clients what you stand for. This builds trust and humanizes your brand, helping your future clients to envision what working with you would be like.
3. Client acquisition: Social media shortens the decision-making journey. A prospect can discover your firm, watch a video, read testimonials, and book a consultation, all within minutes. It creates a seamless path from becoming aware of your firm to a retained client.
Choosing the Right Social Media Platforms for Law Firms
Rest assured that even though there are multiple social media platforms, you don’t need to be on all of them. Focus on one or two that align with your audience and goals.
LinkedIn is ideal for B2B practices like corporate or employment law. Share thought leadership articles, firm updates, and insights to build credibility.
Facebook connects well with consumer-focused practices like family law, personal injury, or estate planning. Use it to share legal tips, community updates, and client success stories.
Instagram helps humanize your firm. Behind-the-scenes photos, team highlights, and short video explainers go a long way toward building familiarity.
YouTube is a long-game play for firms willing to create educational video content. It boosts SEO and helps clients get to know your team before they ever call.
No matter where you post, keep your law firm's brand consistent by using the same colors, tone, and logo across every channel to reinforce trust and recognition.
How to Create Content That Attracts Clients
Most lawyers know they should post on social media but struggle with what to post. The key is to focus on clarity, consistency, and connection.
Start by identifying your audience’s most common questions and misconceptions. Then build a mix of content types:
Educational posts that explain complex legal topics in plain language.
Client testimonials that show real-world impact.
Behind-the-scenes moments that spotlight your firm’s culture and community involvement.
Interactive content like polls or live Q&As to invite engagement.
You don’t have to post every day. One or two high-quality posts per week can make a real difference. Consistency is the name of the game for lawyers and social media.
Turning Social Media Engagement into Paying Clients
Social media is most effective when it moves people to action. That’s where calls to action (CTAs) and lead magnets come in.
End every post with a simple next step, like “Schedule a consultation to learn more about your options,” “Download our estate planning checklist to learn more,” or “Have questions about your rights? Send us a message.”
You can also offer resources that provide genuine value, such as checklists, webinars, or how-to guides. These position your firm as a trusted authority and can be shared in your social media posts.
Paid ads can accelerate your results further by reaching highly targeted audiences. Legalfit’s clients often see up to a 98% increase in traffic and leads when they pair organic social media posting with paid social media campaigns.
Managing Your Firm’s Reputation
Your law firm's online reputation can be as important as your courtroom track record. Monitor your reviews and comments on your social media posts, respond quickly, and encourage satisfied clients to share their experiences. A few positive, genuine reviews or comments can outweigh the occasional critical one.
If you receive a negative comment, stay professional and take the conversation offline when appropriate. The way you respond says as much about your firm as the review itself.
Measuring What Works to Get Social Media ROI
Social media marketing should deliver measurable business results. Track metrics like engagement, website traffic, and new leads to see what’s driving real business outcomes.
If you spend $500 on Facebook ads that bring in $2,000 in new client revenue, your ROI is 300%. Even if you’re not running paid ads, calculate your return based on the time and effort you invest versus the new clients gained.
And remember: not every benefit you get from social media is measurable. Brand visibility, client trust, and community recognition all build momentum over time.
Your Next Three Steps
If you’re not sure where to begin with social media, start small with these steps:
Optimize your profiles: Update your bio, photo, and contact information across all platforms.
Post one educational piece: Answer a common client question in plain English and include a CTA.
Ask for reviews: Send personalized requests to satisfied clients and respond to feedback promptly.
Once you’ve established those habits, keep the momentum going with consistent posting and engagement.
Building a strong social presence doesn’t have to be overwhelming. Download our free guide, Social Media for Lawyers: How Firms Compete and Win Online, for step-by-step advice on choosing the right platforms, creating engaging content, and measuring real ROI.
Social media gives your firm a chance to be visible, credible, and chosen in a crowded digital marketplace. And with tools like Legalfit’s all-in-one marketing platform, you can manage your social profiles, ads, and reputation from one dashboard, saving time while growing your firm’s visibility online.
Ready to grow your firm’s social presence? Schedule a consultation with Legalfit to see how our team can help you turn engagement into new clients.
1. SOAX, May 2025. “What percentage of Americans use social media?”
