How to Create an Effective Social Media Strategy for Your Law Firm

Why Social Media Is No Longer Optional for Law Firms

The way people choose a law firm has changed. A Legal 500 listing or a personal recommendation used to carry a lot of weight, and whilst they still do, they’re no longer enough to drive consistent growth on their own.

More than ever, clients now research online before they make contact. They’re looking for reassurance that you’re credible, experienced and relevant to their situation. And they expect to find that information quickly, across multiple platforms.

Social media is a big part of that journey and is no longer seen as a “ nice-to-have”. More and more people are using platforms like LinkedIn, Instagram, Facebook and YouTube to look for legal professionals, check credentials and get a feel for who they might be dealing with. Some even use social media instead of Google to start that search.

This change presents new opportunities for law firms. Social media helps you stay visible, build trust and make sure you’re top of mind – often before someone has even decided they need a lawyer. A lot of the time, the people looking at your content won’t need legal advice right now, but when they do, they’re more likely to remember you.

We often see firms worry that they’ll need to post constantly or be on every platform. But that’s not the case. Let’s look at how to create a manageable social media strategy that works without overwhelming your team.

Choose the Right Platforms for Your Firm

You don’t have to be everywhere. One of the most common questions we hear is: “Should we be on every platform?” The answer is no. It’s far more effective to show up consistently where your ideal clients and referrers are already spending their time.

For most law firms, LinkedIn is the platform that matters most. It’s where business owners, HR professionals and decision-makers go to look for services, ask for recommendations and check credentials. It’s the best place to demonstrate expertise, highlight your team and create meaningful professional connections.

Facebook can work well if you offer personal legal services like family law, conveyancing or personal injury. We’ve seen firms have success when they engage with local groups, community pages or neighbourhood networks.

X (formerly Twitter) can be useful if your firm wants to comment on legal news or public policy. But it tends to require more frequent engagement and, if used without care, it can present reputational risks.

Instagram is ideal if you produce visual content. We often see firms use it to show the more human side of their business, such as team milestones, office life, or involvement in local events. It’s also a good platform to connect with other small businesses in your community.

If you’re wondering about emerging platforms like Threads or Bluesky, we’ve written separately about whether they’re worth exploring for law firms (see here). Right now, most firms don’t need to rush in, but they’re worth keeping an eye on.

Start with one or two platforms you can manage well, then grow from there as your confidence builds. As we’ve pinpointed LinkedIn as being key in every law firm’s social media strategy, we’ll go into more detail about how you can make it work for you and your firm.

What About LinkedIn Company Pages?

First off, a common question we’re asked is whether LinkedIn company pages are worth the effort, especially when personal posts seem to get far more likes and comments.

The short answer is yes, they are still important. While it’s true that personal profiles typically generate more reach and engagement, your LinkedIn company page plays a different, equally valuable role.

We often see firms overlook their company page or treat it like a box to tick, but it’s actually a key validation tool. When someone looks up your firm on LinkedIn, whether it’s a prospective client, referrer or job applicant, your company page helps confirm that you’re legitimate, active and professional.

Engagement rates on LinkedIn company pages are usually low, averaging just 3 to 5 per cent (the engagement rate is worked out by dividing likes, comments, shares, clicks and follows by total impressions). While the numbers might feel underwhelming, that’s not the only consideration.

Your company page supports your firm’s visibility in searches, gives your team a central hub for sharing content and helps build a consistent brand presence. Don’t expect company page posts to “go viral”; instead, think about how they can showcase your firm in the right way.

Use your company page to:

Share helpful legal insights or explainers
Celebrate milestones or new hires
Highlight your work in the community or a particular sector
Comment on timely legal developments that affect your clients

Think about your tone of voice, too. Are you going for warm and friendly, or direct and authoritative? There’s no right answer, but consistency builds recognition and trust.

We often recommend creating a simple content calendar for the month ahead. This helps you avoid last-minute stress and ensures your posts tie into relevant themes, events or practice area updates.

And if you’re looking to get more out of LinkedIn, our Ultimate LinkedIn Guide is packed with practical tips, real-life examples and ideas you can use straight away.

Build a Content Plan That Builds Trust

We often hear law firms say, “We don’t want to come across as salesy or pushy.” The good news is, you don’t need to. The firms that do best on social media are the ones that show up with helpful, relevant and consistent content.

Educational content works particularly well. You might explain how probate works, highlight changes in employment law, or break down the basics of a shareholders’ agreement. This sort of content shows that you know your stuff and that you’re generous with your knowledge but without crossing the line into giving legal advice online.

Sharing stories about your team can really help humanise your firm. Celebrating someone’s qualification, promotion or fundraising effort makes you more relatable and builds trust over time.

Case studies can be really powerful, too. You don’t need to name clients or share personal details. Just outline the type of issue you helped with, how you approached it and what the outcome was. These mini success stories show your expertise in action.

We also often suggest posting answers to FAQs. Simple, helpful posts like “What happens at your first meeting with a solicitor?” or “How long does a divorce usually take?” attract attention from people who are actively looking for answers, and potentially for a lawyer.

If you work with a particular sector, say small business owners or property developers, share tips and content that reflects their world. This shows you understand their challenges and builds credibility in a way that’s hard to replicate with ads.

The most important thing? Don’t overthink it. Useful, accurate and timely beats polished and perfect every time.

Use Personal Profiles to Amplify Reach

We always say that the real magic happens on personal LinkedIn profiles. While your firm’s company page helps set the foundation, it’s the posts from your team that often drive the most visibility and engagement.

People connect with people, so when a solicitor or partner shares something that feels personal or authentic, it resonates far more than a corporate post.

Encourage your team, especially senior leaders, to use LinkedIn regularly. They don’t need to post every single week (although that would be great!). Even just showing up to comment on relevant posts or sharing occasional updates builds presence.

Great personal posts might include:

A reflection on a recent case or learning experience
A link to an article with a short comment
A photo from a panel event, talk or charity activity

We often see the most successful personal profiles focus on two areas — their core practice and something that reflects their values, such as community work, innovation or mentoring. This mix builds a profile without getting too personal.

If you’re interested in helping your team build confidence in this area, our Brand You training is designed specifically for legal professionals who want to grow their visibility without feeling like they’re doing self-promotion.

Keep It Consistent – Without Getting Overwhelmed

One thing we say to firms all the time is: social media doesn’t need to be perfect, but it does need to be consistent.

If you’re just starting out, aim for two or three posts a week on your main platform. Don’t worry about being everywhere or posting every day. The key is to show up regularly with something useful to say.

Choose a tone and style that suits your brand, and stick with it. Whether your firm sounds friendly and conversational or measured and authoritative, consistency builds familiarity and trust.

Planning ahead takes the pressure off. A simple spreadsheet with key dates, topics and who’s responsible can help you avoid last-minute panic and make better use of firm-wide marketing efforts.

We also recommend keeping an eye on how platform algorithms change. These updates can affect how visible your posts are, especially as more legal searches are being driven by social media and picked up by AI-powered search tools.

It’s rarely about going viral. What matters is staying visible, building credibility and being remembered when someone finally needs your help.

Track What Matters (and Ignore the Rest)

We often get asked: “What metrics should we be looking at?” It’s easy to get distracted by likes and views, but these don’t always reflect meaningful results.

Focus on the indicators that suggest real engagement:

Profile views and connection requests: A sign that your content is prompting people to find out more.
Comments and direct messages: Often the first step toward a referral or new client relationship.
Website traffic from social: Use tools like Google Analytics to track where visitors come from and what they do when they land on your site.
Enquiry volume and quality: Are you getting more leads from the people you want to work with?
Referral network growth: Social media can be a great tool for strengthening links with accountants, IFAs and other professionals.

Don’t worry about daily fluctuations. Check in once a month, spot the trends and focus on what’s improving steadily.

Unlock Your Law Firm’s Potential with Our Creative Marketing Solutions

We work with law firms to build smart, effective marketing strategies that deliver real-world results.

Whether you’re just getting started on social media or want to strengthen your existing presence, we’ll help you connect with the right clients and raise your profile in a meaningful way.