It's not necessary to be intimidated by social media. Here are three impact posts lawyers need to be making to establish themselves online.
Introduction
Social media is foreign territory to many lawyers. Maybe you’ve tried posting before and got no response, or maybe you just don’t have time to keep up with trends. Here’s the reality, though: your potential clients are already spending hours a day on Instagram, Facebook, and even TikTok. You don’t need to go viral. You just need to exist with the proper kind of content.
Consistency trumps perfection. By putting up the right types of posts on a regular basis, you build trust, authority, and familiarity — the three ingredients to turning followers into clients. And for any law firm’s digital strategy, social media is a major channel for long-term visibility.
Following are three types of posts that law firms must create each week to build a sustainable, productive social media presence that supports their overall legal marketing strategy.
1. Proof of Work (Trust-Building Content)
Clients want to feel that you can get their case done. One of the greatest ways to build that confidence is by showing previous results — without violating client confidentiality.
Think of this similar to showing “wins” or behind-the-scenes shots of your proficiency. These serve as modern-day referrals, broadcasted online.
Example posts:
- A case result: “Client charged with impaired driving — charges reduced to non-criminal offence.”
- A client testimonial graphic.
- A short video of your team preparing for court (no client details on show).
These types of posts project professionalism, dependability, and hard-earned outcomes — critical for branding in lawyer-focused marketing.
2. Educational Content (Authority-Building)
People typically search online for answers to their legal problems. Why not respond on your own social media? Educational content positions your firm as the authority figure on legal information.
They can be written articles, carousels, or short videos.
Post ideas:
- “What happens if you refuse to take a breathalyzer in Alberta?”
- “How long is the statute of limitations for a personal injury claim in Calgary?”
- “Can I be charged without physical evidence?”
Make it brief, accurate, and conversational. Never forget to remind viewers your posts are information — not legal advice. These types of posts also improve SEO and content visibility as part of your overall law firm marketing system.
3. Personal or Brand-Building Posts (Connection Content)
Don’t forget: people hire people, not firms. Being human with your practice makes you more relatable and memorable. These posts are about building connection, not selling.
Try sharing:
- “Meet the team” highlights
- A personal story from your legal career
- Office moments, celebrations, or community involvement
- Commentary on a recent legal news event
These posts put your audience at ease with you before they ever make that phone call. They’re essential for trust-building in your law firm’s social media marketing.
Putting It All Together: The Weekly Flow
A simple weekly content calendar might look something like this:
- Monday: Case result or testimonial
- Wednesday: Legal tip or question answered
- Friday: Office life or personal story
Stick with this rhythm, and your online presence will gain a strong foundation of trust and visibility — without overwhelming your team. Law firms that master this process stand out consistently in their digital marketing.