Building an effective online presence as a lawyer goes beyond just staying active on social media—it’s about sharing content that genuinely resonates with your clients, prospects and referrals. As someone who’s helped lawyers and firms elevate their social media presence for many years, I’ve seen firsthand how important it is to create content that speaks directly to the people you want to reach.
Whether you’re aiming to bring in new clients, deepen connections with existing ones or establish yourself as an authority in your field, having a well-planned content calendar set you apart from your peers and competitors. It’s not just about being active or social media, but about crafting posts that genuinely engage and strengthen your professional brand. Here’s how I’ve seen it succeed, and how you can make it work for you too.
- Thought Leadership Articles: Build your reputation as a trusted expert by consistently sharing insightful articles, client alerts and blog posts that showcase your expertise. Focus on timely legal trends, break down complex issues in your practice/industry and offer actionable insights on emerging developments to demonstrate your deep knowledge and keep your audience engaged.
- Client Success Stories: It’s one thing for you to say how great you are but even better if your client does. Post case studies or success stories that highlight your expertise and the successful outcomes you’ve achieved for your clients. Be mindful of confidentiality, but where appropriate, share quotes from key clients (with their permission of course). These stories not only build trust but also help potential clients see the value you bring to the table.
- Legal Updates & Industry News: Keep your followers informed by sharing recent changes in laws, important court rulings and industry news relevant to your practice and industry. Offering your analysis or commentary on how these changes might impact clients can position you as a forward-thinking lawyer who stays on top of developments in your field.
- Video Content: Video content is a powerful way to connect with your audience. Share short clips (no more than two minutes) where you offer legal tips, explain complex legal concepts and provide commentary on current legal issues. Live Q&A sessions or webinars on LinkedIn can also be a great way to engage directly with your audience, answering their questions in real-time and demonstrating your expertise.
- Awards & Recognitions: When you receive awards or recognitions, or are invited to speak at an event, share this news with your followers with a photo of yourself at the event and a short summary of the event or key takeaways from your presentation. These posts can help strengthen your reputation and demonstrate your expertise.
- Engagement Posts: Engagement is key to building a community around your brand. Create polls, ask questions or post quotes that encourage interaction and discussions. Celebrate relevant holidays or legal awareness days with posts that tie back to your field of expertise. This not only keeps your audience engaged but also keeps your content varied and interesting.
- Behind-the-Scenes Content: Give your audience a peek into your daily life. Share photos or stories from your work environment or highlight aspects of your firm’s culture. Humanize your brand by posting about your hobbies, community involvement and charity work. This kind of content helps your audience connect with you on a personal level, making you more relatable and approachable.
- Event Announcements: Promote your upcoming speaking engagements, webinars and public appearances. Sharing these events in advance helps to build anticipation and allows your audience to plan to attend. After the event, share a recap with key takeaways to continue the conversation and keep your audience engaged.
- Collaborations & Partnerships: Highlight your collaborations with other lawyers, firms and organizations. Share joint initiatives, co-authored articles and details of upcoming notable events. This not only shows your willingness to work with others but also helps expand your reach to new audiences through your partners’ networks.
- Milestone Celebrations: Celebrate significant milestones, such as years in practice, anniversaries of major matters and key firm achievements. These posts allow you to reflect on your journey, share your growth with your audience and express gratitude to those who’ve supported you along the way.
- Client Education: Educating your clients is an effective way to build trust and authority while staying top of mind. Post educational content that helps clients understand legal processes, what to expect when working with you or general legal advice in layman’s terms. This type of content can also reduce the number of common questions you receive, freeing up more time for other aspects of your practice.
- Social Proof: Social proof is a powerful tool in building your reputation. Share metrics of success, such as the number of cases won, client case studies or media mentions. Highlight pro bono work or community service work to showcase your commitment beyond the courtroom. These posts help to solidify your credibility and make you more appealing to potential clients.
- Book or Media Recommendations: Sharing book, podcast and article recommendations that you find insightful, particularly those relevant to your area of law, can position you as a well-read and thoughtful leader in your field. It also provides value to your audience by introducing them to new resources.
Incorporating these content ideas into your content calendar will help you build an online presence that feels authentic and engaging. It’s not just about showcasing your expertise—it’s about connecting with people in a real way. By sharing thoughtful, relatable content, you’ll naturally attract new clients, strengthen the relationships you already have and stand out. This approach can make your brand memorable and help you stay top-of-mind for the right reasons.
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