For many legal professionals, the idea of using social media for marketing can feel, at best, undignified, and at worst, like a potential ethical minefield. The traditional pillars of legal marketing—referrals, networking, and community events—have been the standard for generations. But in 2025, the way potential clients find and vet an attorney has fundamentally changed. Their journey almost always starts with a search engine and a scroll through social media.
Ignoring these platforms is no longer an option. The key is to approach social media not as a place for a hard sell, but as a powerful tool for building a reputation and connecting with your community in a professional and ethical way. For a local law practice, a smart social media strategy can be the single most effective way to attract high-quality, local clients who are actively seeking your specific expertise.
It’s not about going viral; it’s about demonstrating value. Here’s how you can use social media to grow your practice.
Educate, Don’t Solicit
This is the golden rule of legal marketing on social media. Your primary goal should be to establish yourself as a knowledgeable and trusted authority in your practice area. You can do this by creating and sharing high-quality, educational content that answers the common questions your potential clients are already asking.
Consider creating the following:
Short blog posts or articles on topics like “5 Things to Consider Before Starting a Business” or “Understanding the Basics of Estate Planning.”Simple “explainer” videos that break down a complex legal process into easy-to-understand steps.Infographics that visually outline a legal timeline, like the steps in a real estate closing.Always include a clear disclaimer that your content is for informational purposes only and does not constitute legal advice. This approach provides immense value to your audience and builds trust long before they ever pick up the phone to schedule a consultation. It’s crucial to ensure all your marketing efforts adhere to the strict ethical guidelines for attorney advertising.
Humanize Your Firm
People hire people, not just law firms. Your social media presence is the perfect opportunity to show the human side of your practice and make your firm feel more approachable. While maintaining a professional tone, you can build a connection by sharing the following:
Professional profiles of your attorneys and staff. Go beyond their legal credentials and share a little about their community involvement or personal interests.Firm milestones. Celebrate a firm anniversary, the addition of a new partner, or a major award.Community involvement. Share photos of your team sponsoring a local charity 5K, volunteering, or participating in a community event.This content helps to break down the intimidating stereotype of a lawyer and builds a sense of familiarity and trust.
Choose Your Platforms Strategically
You don’t need to be on every single social media platform. A far more effective approach is to choose one or two platforms where your ideal clients are most likely to be and focus your efforts there.
LinkedIn: This is the essential platform for any B2B practice (e.g., corporate law, real estate, intellectual property). It’s the perfect place to share in-depth articles, connect with other professionals for referrals, and engage with local business leaders.Facebook: This platform is incredibly powerful for B2C practices that serve the local community, such as family law, disability law, estate planning, and personal injury. It allows you to connect with local residents on a more personal level and utilize highly-targeted local advertising.Leverage Social Proof (Ethically)
Positive reviews and testimonials are one of the most powerful tools for building trust. When a potential client sees that you have successfully helped others with a similar problem, it provides immense peace of mind.
Actively and systematically ask your satisfied clients to leave a review for your practice on Google or a reputable legal directory. You can also share positive testimonials or case results on your social media, but it is absolutely critical that you do so ethically. Always get your client’s explicit, written permission before sharing their name or any details about their case. The power of customer testimonials is a well-documented marketing principle, but it must be applied with the utmost care in the legal profession.
Social media for lawyers is a long game. It’s not about flashy ads, but about patiently building a reputation as a credible, trustworthy, and expert resource in your local community. When you do that consistently, you ensure that when someone has a legal problem, your name is the first one they think of.
The post Beyond the Billboard: How Lawyers Can Use Social Media to Grow a Local Practice appeared first on Social Media Explorer.
