Social media is one of the most powerful legal marketing tools in the 21st century. While many firms still rely heavily on SEO and PPC campaigns, social media offers a dynamic, interactive, and cost-effective way to attract new leads and build a strong brand authority in your legal area of practice.

When you go onto social media to market your firm, keep these essential factors in mind. These are the most important things prospective legal clients look for when they engage with a law firm’s social media pages.

1- Testimonials

Testimonials remain one of the most effective legal marketing techniques. While word-of-mouth was historically the most impactful type of testimonial, Google reviews and now, social media posts, are helping lawyers build strong reputations.

You can post testimonials as text or, if a client is willing, you can ask them to record an audio or video testimonial that will help prospective leads see the impact your firm makes.

2- Professional Messaging

Professionalism is important in the legal industry. When a lawyer comes across as too casual on social media, they may unintentionally make themselves appear less capable than their competitors. While it’s great to be amiable and conversational, remember that your firm is still promoting its business online. So, keep your content professional, and project the image of a confident, skilled, and experienced attorney that your clients want to see.

3- Answers to Questions

What type of services does your law firm offer? What are the most common questions people ask before becoming clients? You can use this information to create relevant, helpful content. For example, a video answering, “Do I need a lawyer after a car accident?” or “What does a divorce lawyer help with?” can make a big difference in your social media presence.

By taking the time to show up and answer, you’re showing your audience that you care more about their needs than your profit. You’re giving them a chance to build trust and see you as a reputable source of knowledge, and they will remember that when it comes time for them to choose an attorney.

4- Tips for Managing Legal Processes

Without providing free legal counsel, lawyers can still offer helpful tips on social media. Simple posts that cover the basic legal processes in different sectors can help clients trust a firm more willingly. Remember that the point of every post is to provide value to the prospective lead.

While it may be easy for you to offer this info, your audience will see it as valuable “free” legal advice.

5- Contact Info

Make sure that your firm’s contact information is readily available on every social media account. This includes your website link, phone number, and email address. If you have the ability to make a link clickable, do so. You can also include contact information at the bottom of posts where it makes sense.

For example, if you’ve published a post about choosing a car accident lawyer, you can promote a free consultation along with your phone number. You could also set up an automated direct message response on Instagram and Facebook that guides potential clients through the initial intake process and arranges calls for you.

Social media is the modern lawyer’s best friend. By embracing the personable format of social media marketing, law firms can become more approachable to their clients. Plus, creating content for a social media page gives lawyers the chance to establish a strong brand image, credibility, and industry authority with their target audience.