Social media for law firms and lawyers: a winning strategy

Defining your audience is the first step in social media marketing for law firms and attorneys. Lawyers who understand their followers can create targeted content, attract attention, and build trust. Without a clear audience understanding, efforts may be wasted on ineffective social media marketing for law firms and attorneys.

Depending on the following characteristics, your content style may vary:

Understanding these characteristics helps tailor lawyers’ social media marketing, ensuring content resonates with the right audience and is delivered in a format they prefer. It also allows law firms to better tailor their marketing strategy on social media.

A well-crafted bio in a lawyer’s social media helps establish credibility and attract potential clients. Visitors should immediately understand who you are, what legal services you provide, and how they can reach you.

Whether you’re focusing on Facebook marketing or Instagram marketing for lawyers, below are some suggestions about what to put in your bio on any social media. Let’s begin with the most important thing — a link.

One of the most effective tools for lawyers’ social media marketing is a link in bio page. And here is why.

Social media makes it difficult to keep key information in one place. Your services may be listed in pinned posts, pricing in highlights, and booking a consultation often requires waiting for a response in DMs.

This makes the booking process too long, and the more steps a person has to take, the less likely they are to become your client.  

A dedicated link in bio page solves this problem by organizing all essential information in one place. A link in bio page is a simple webpage that you can create yourself and that will hold any content you need. For law firms, this page can include:

Plus, any other details and information you might want to share with clients.

Below, you can see what a lawyer’s link in bio page might look like. The live version is here.

We’ve built this link in bio page for lawyers using Taplink. It’s an excellent tool because it provides:

Creating such a page is easy. Just follow these steps:

Once your page is live, place the link to it in your bio across all social platforms. Now, clients can instantly access all necessary details with a single tap in your bio.

Regularly update your page with fresh content. The link in bio page allows you to change information once rather than updating posts on every social media you’re on.

A well-crafted bio is very important when you run social media as a lawyer. The bio immediately tells potential clients what legal expertise you offer and how you can help them.

A good lawyer’s bio should include:

A clear and compelling bio enhances lawyer’s and law firm’s social media marketing by making it easier for prospective clients to see your value. Instead of listing generic legal services, tailor your description to address specific client concerns, positioning your firm as the best solution for their needs.

Displaying your location on social media increases your visibility in local searches. If a user from your city is searching for a lawyer, you are more likely to appear in their search results if you have your location specified.

In your bio, include your office’s specific address or simply the city or region you serve.

Be sure to include your location on your Taplink link in bio page. Moreover, Taplink allows you to not only add your address but also a complete map. If you have multiple offices, you can add several locations to the map in Taplink.

A map on your lawyer’s link in bio page helps clients navigate to your location faster and easier. If you use the template we suggested earlier, it already includes a map block, so you only need to update the address.

Here’s how the map looks on the lawyer’s link in bio page we created for this article.

Social media marketing for law firms and lawyers is most effective when it provides real value to potential clients. Providing regular and authentic content builds trust and positions you as an expert.

You can use all the content ideas provided in this article as posts, Shorts, longer videos, or Stories. They can also be posted on any social media. These lawyer content ideas can be part of your Facebook marketing, Instagram marketing, or any other social media marketing strategy for law firms and lawyers. Let’s explore key content types for social media.

To make your content helpful for your audience, focus on practical advice that addresses followers’ concerns. You don’t have to publish lengthy, complex lectures on legal issues. One or two tips for a common situation your followers may encounter are enough.

Here are some content ideas for lawyer and law firm social media marketing:

For example, you can create a post on YouTube like the attorney below did.

Effective social media marketing for attorneys and law firms includes content that educates while showing your expertise. When followers see that you know how to manage tough legal situations, it fosters trust in you.

Just like in many other complex fields, the legal industry is full of myths that many people believe. Help educate your audience by exposing these misconceptions.

Focus on widespread misunderstandings about legal rights, procedures, and responsibilities. The more common the myth and the more people who believe it, the greater the reach of your content.

Use factual studies and well-documented cases to debunk the myths. Research provides solid evidence, while real-life examples show how the myth falls apart in practice.

Addressing common legal misconceptions is an excellent way to build trust and engage your audience. By providing accurate information, you not only educate your followers but also position yourself as a knowledgeable and reliable resource.

This content can also attract more clients. Some legal myths discourage people from seeking professional help. For example, debunking the misconception “I’ll look guilty if I hire a lawyer” encourages people to reach out before it’s too late.

Being an expert in law, you should always be aware of any changes in this field. You can be valuable to your followers by keeping them informed about these changes.

For effective news content, you can post:

When posting updates, don’t just share the news, but also explain it. Simplify complicated terminology and describe how a specific change might affect your followers.

Just take a look at the lawyer’s post on Instagram — she gives a glimpse of the news in the image and explains it in the captions.

Posting relevant news and updates shows is good for social media marketing for attorneys, lawyers, and law firms. It shows that you’re proactive and engaged with developments that may affect your clients.

Tell real success stories of your clients and how you resolved their cases.

To create engaging and ethical client stories, focus on transformation — highlight how your expertise made a difference in someone’s life. Maintain confidentiality by using general descriptions while still making the story compelling.

Emphasize the legal process throughout the story. Rather than only talk about the success, break down the legal journey in simple terms. Explain the initial problem, the legal steps taken, and how the case was resolved.

Another social media content idea for a lawyer is to create a series of posts, Shorts, or Stories related to a client’s experience.  Tell your followers a story that unfolds over time, revealing different stages of the client’s journey.

Sharing real client experiences makes your content more relatable and reinforces your firm’s credibility. When people see successful case outcomes, they feel more confident in reaching out for legal help.

Encourage happy clients to leave a review. If you feel uncomfortable doing it, start small. Instead of doing it in person, send them a message instead of asking for feedback.

Let clients choose their preferred platform to leave a review. Some may be comfortable posting on social media, while others might find email or legal directories more convenient. If a client leaves a review on an external platform, take a screenshot to later post it on your social media.

You can also create a collage of review comment screenshots, similar to what the lawyer did on Instagram below.

Experiment with different content formats. Your clients’ testimonials can be written statements, social media comments, or even video reviews. Video testimonials, in particular, add a personal touch and enhance credibility.

Genuine client testimonials are one of the most powerful social media marketing strategies for lawyers and law firms. Testimonials offer social proof and show real-world examples of how you deliver results.

Simply posting content isn’t enough for effective social media marketing for lawyers and law firms. Interaction is key to maintaining an active and invested audience.

By using creative engagement strategies, you can make legal topics more approachable and encourage meaningful conversations. In Instagram or Facebook marketing for attorneys, engagement-driven tactics like polls, thought-provoking questions, and email collection can help turn passive followers into active participants. Let’s analyze them one by one.

Polls are an effective way to make your legal content more interactive while gathering insights about your audience’s concerns. Instead of simply sharing information, you can use polls to spark discussions and encourage engagement in a low-effort way for participants.

When incorporating polls into social media marketing for attorneys and lawyers, consider formats that keep followers interested. You might run “Which legal topic do you find most confusing?” polls or industry-related “Fact or myth?” quizzes to clear up common misconceptions. Another option is a “What would you do in this situation?” poll, where users choose how they’d handle a hypothetical legal dilemma.

A unique way to use polls is to link them to upcoming content on social media for law firms. If you’re planning a post about employment law, a poll like “Can you be fired for discussing salary with coworkers?” can generate curiosity and set the stage for an informative follow-up.

This way, polls will help you understand your audience’s concerns, allowing you to create content that directly addresses their needs.

Alongside polls, as open-ended questions to your audience. These questions allow your audience to think deeper about the subject and give more thoughtful responses. 

When integrating this strategy into your law firm’s social media management, avoid overly broad or easily answered questions. Instead, focus on legal topics that spark curiosity or concern. For example, “What’s your biggest challenge when dealing with contract disputes?” or “Have you ever considered creating a will, and why?” These types of questions open the door for meaningful conversations and insights.

A unique approach to social media for law firms is to share personal stories or case studies that relate to the questions. After discussing a topic, ask your followers for their thoughts or experiences.

Below is an example of how you could do this on LinkedIn.

Asking questions on social media builds a two-way relationship with your audience. Responses by your followers can provide you with valuable insights into their concerns, making it easier to tailor content to their needs. Engaged followers are also more likely to trust your expertise and become potential clients.

Email marketing is an excellent way to keep your audience engaged and informed. You can send valuable content directly to your followers’ inboxes, avoiding the likelihood of being hidden by social media algorithms.

Collecting email addresses can be challenging since people are reluctant to share their information. To make it easier, offer something valuable in exchange. It could be a free guide, a checklist, or a discount on your consultation. Promote this in your social media marketing for law firms, encouraging followers to sign up and receive the resource.

Use a Taplink link in bio page to collect emails effortlessly. It allows you to add an email capture form in two seconds. Using Taplink, you can also automatically deliver your free product once a subscriber submits their email.

For example, your opt-in form on Taplink might look like the one below.

Once you build your email list, use Taplink’s email marketing tools. They’ll let you send letters to your audience in bulk instead of emailing each subscriber individually.

A strong social media strategy for law firms goes beyond visibility — it builds trust, credibility, and client relationships. To make the most of your online presence, focus on these key areas:

A well-planned approach to social media for law firms ensures that you connect with the right audience while reinforcing your expertise.