Social Media Marketing for Law Firms: A 2025 How-To Guide

Your firm isn’t short on legal expertise—you’re short on time, clarity, and a system that turns social media into signed matters. Posting when you can, copying trends, or handing it off to a busy staffer rarely wins qualified clients. Add ethics risks, unclear intake paths, and the pressure to prove ROI, and it’s no wonder so many law firm feeds stall out after a few weeks.

Here’s the fix: treat social as a measurable revenue channel, not a side project. That means tightening your website and intake first, setting ethical guardrails, choosing platforms with intent, building content around the matters you want, engaging like intake (not just “liking”), and connecting everything to analytics you can trust. With the right structure, social drives awareness, referrals, consultations, and reviews—without risking compliance.

This guide gives you a step‑by‑step plan built for law firms in 2025. You’ll get a 90‑day roadmap, platform choices that fit your practice, profile and local SEO tune‑ups, content pillars and post ideas that work now, engagement and DM workflows, paid social plays, and a framework for attribution, governance, and safe AI use. Follow along to launch a sustainable program that earns attention—and converts it.

Step 1. Tune up your website and intake before you post

Before social media marketing for law firms can generate results, your website must be the hub that turns attention into consults. As the NC Bar notes, treat social as the spokes and your site as the wheel—optimize accessibility, mobile usability, and clear calls to action so every click from social has a frictionless path to contact and intake.

• Make action obvious: Prominent “Call,” “Book Consult,” and “Email” buttons; click‑to‑call on mobile.

• Pass the basics: Fast load times, mobile‑first layouts, and accessible pages with legible typography.

• Match matters to pages: Dedicated practice pages with plain‑language FAQs and what to do next.

• Simplify intake: Short forms, optional scheduler, and jurisdiction‑appropriate disclaimers about confidentiality/relationship.

• Route and respond fast: Instant notifications, same‑day response SLAs, and a simple reply script.

• Track every lead: UTM tags on social links, thank‑you pages, analytics goals, and call tracking.

• Show you’re local: Consistent name, address, phone, and hours across your site footer and contact page.

Step 2. Learn the rules and set ethical guardrails

Social media marketing for law firms only works if it’s compliant. Bar guidance is clear: protect confidentiality, avoid misleading claims, and don’t give legal advice. Before anyone posts, document guardrails and approvals so your messaging is consistent, accurate, and safe.

• Confidentiality first: Never discuss cases; obtain written client permission for testimonials, photos, or stories.

• No legal advice or relationships: Keep content educational and include a standing disclaimer.

  • Disclaimer: This is general information, not legal advice, and does not create an attorney–client relationship.

• Truthful, non‑misleading claims: No guarantees, no “best/cheapest,” and don’t say “expert/specialist” without proper certification.

• Advertising/solicitation compliance: Include firm name and location; follow your jurisdiction’s rules and required disclaimers; mind direct messaging limits.

• Awards and results: Be specific and verifiable (source, year, context); avoid exaggeration.

• DM/comment handling: Never counsel in comments. Acknowledge, move to intake, and apply conflict checks.

  • Thanks for reaching out—please call or use our contact form so we can learn more. We can’t discuss specifics here.

• Approval workflow: Two‑person legal/marketing review, role‑based access, crisis escalation.

• AI use policy: AI can draft; attorneys must fact‑check and edit for ethics and accuracy.

Step 3. Define goals, KPIs, and budget the SMART way

If you can’t describe success, you can’t scale it. Turn “post more” into SMART goals with a 90‑day horizon, then align platform tactics and spend to those targets. Bar reports show most firms are on social; the ones that win set measurable objectives and track them consistently.

• Set SMART goals (examples):

  • Increase qualified social‑sourced consult requests by 25% in 90 days.

  • Drive 15% of site sessions from social with a 1.5% click‑through rate.

  • Grow LinkedIn followers by 20% among target roles while maintaining a 5% engagement rate.

Map KPIs to the funnel so reporting is clear and defensible.

• Awareness: Reach, impressions

• Engagement: Comments, shares, saves, engagement rate

• Traffic: Clicks, CTR, sessions from UTM links

• Leads: Form fills, tracked calls, DMs handed to intake

• Sales: Consults scheduled, signed matters

Use simple, shared formulas to guide optimization:

• EngagementRate = (TotalEngagements / Impressions) * 100

• CPL = Spend / Leads

• CostPerConsult = Spend / Consults

• CAC = Spend / NewClients

Budget to your goal, not the algorithm. Start with a test budget and split it across: content production (video/design), paid social (prospecting/retargeting), tools (scheduler, analytics, call tracking), and compliance/intake time. Scale what hits your CPL/CAC targets; pause what doesn’t.

Step 4. Identify your ideal clients and matters

Social media marketing for law firms works when every post speaks to the exact clients and case types you want. Define your Ideal Client Profile (ICP) and a short “matter map” first, so platform choices, topics, and calls‑to‑action match real needs, pain points, and eligibility—not generic audiences.

• Personas by practice + matter: Create 2–3 snapshots (e.g., injured driver post‑crash; working parent considering divorce; SMB owner facing a contract dispute).

• Triggers and urgency: What event starts the search? What timeline or risks push action?

• Eligibility and red flags: Jurisdiction, case value, insurance, capacity, conflicts; who you don’t take.

• Geo and language: Counties served, radius from office, language preferences, court nuances.

• Decision factors: What they want from counsel (supportive vs. aggressive), fee model, proof.

• Top objections: Cost, time, odds of success, privacy—address these in content.

• Content-to-matter map: Topics, FAQs, short videos, and checklists that answer the next step.

• Proof assets (with permission):Reviews, awards (with year/source), results framed responsibly.

• CTA path: Phone vs. form vs. scheduler, plus DM handoff rules to intake.

Step 5. Research competitors and conversations

Before you pick platforms or post ideas, scan what already wins attention in your market. Studying competitors and real audience conversations de‑risks your social media marketing for law firms and reveals the gaps you can own.

• Build a watchlist: 5–7 local competitors plus 2–3 national/category leaders. Note platforms, post cadence, formats (short video, carousels, infographics, long‑form LinkedIn), topics, and CTAs.

• Benchmark engagement: Track saves, shares, and comments per post. Use your EngagementRate formula to spot patterns across formats and topics.

• Map “moves that matter”: Which posts drive clicks, calls, or consult bookings? Capture landing pages used, offers, and retargeting hints.

• Mine conversations: Read comments on competitor posts, local Facebook Groups, and legal hashtags to collect exact questions, objections, and language clients use.

• Collect hashtags/keywords: Practice + city tags (e.g., #familylaw + your metro), niche tags (#LawTok), and local terms clients search.

• Set up social listening: Use tools like Hootsuite, Sprout, Mention, or Keyhole to monitor firm/attorney names and “[practice] + city” mentions.

• Find your gap: Topics they ignore (costs, timelines, first steps), tone you can own (plain‑English, empathetic, trial‑ready), and accessibility (captions, on‑screen text).

• Stay compliant: Observe trends—don’t comment on active matters or give advice in threads; route to intake per your policy.

Step 6. Choose the right platforms to start with

Pick 1–2 channels where your clients already spend time and where your team can consistently create. Start small (as Clio and bar guidance suggest) and match platform norms to your strengths. LinkedIn remains the most popular network for lawyers, Facebook has the broadest reach (3B+ users), YouTube is ideal for longer education (and Shorts), and TikTok’s short‑form video sees high engagement—especially on “LawTok.”

• LinkedIn: Referrals, thought leadership, B2B, professional tone.

• Facebook:Local reach, reviews, Groups, mixed formats; great for consumer practices.

• Instagram: Visuals/Reels, infographics, firm culture; hashtag discovery.

• TikTok: Short video, trends, personality; answer FAQs fast.

• YouTube: Deeper explanations, FAQs, repurpose to Shorts and other channels.

• X/Threads: Headlines, quick updates, micro‑commentary.

• Bluesky: Niche/early‑adopter communities; consider if your audience skews there.

Starter combos: PI/family—Facebook + Instagram/TikTok; business litigation/employment—LinkedIn + YouTube. Choose based on on‑camera comfort, review bandwidth, and your ability to track leads.

Step 7. Optimize profiles for conversion and local search

Your social profiles are mini landing pages. Treat them like conversion assets that also reinforce local signals. A well‑optimized profile helps nearby prospects find you, understand exactly what you do, and take the next step—without friction or ethics risk.

• Lock NAP consistency: Use the same firm name, address, phone, and hours across Facebook, LinkedIn, Instagram, TikTok, YouTube, and your website. Consistency supports trust and local discovery.

• Choose the right category: Select the most accurate “Lawyer/Law Firm” or practice‑specific category on business profiles; add practice areas in your bio/about.

• Write a bio that sells: Use a clear, local, action‑oriented line.

  • PI & wrongful death | Austin–Round Rock | Top-rated, trial-ready counsel | Call 512-555-0123

• Make your CTA unavoidable: Turn on “Call,” “Email,” and “Message” buttons where available; list office hours and a simple after‑hours note.

• Use one tracked link: Point to a high‑intent page (consult/scheduler or practice landing page) and add UTM tags (?utm_source=instagram&utm_medium=profile&utm_campaign=brand).

• Pin your “Start here” post: Who you help, what to do next, plain‑English disclaimer, and your contact options. Keep it updated.

• Show you’re local: Add your street address or service area, use location tags on posts, and reference your city/county in copy when relevant.

• Feature social proof (ethically): Enable Facebook reviews, showcase testimonials with permission, and cite awards with year/source—no guarantees or superlatives you can’t substantiate.

• Brand for recognition: Professional logo, attorney headshots, and a cover image with your core practice + CTA. Keep visuals consistent across platforms.

• Improve accessibility: Add alt text, burned‑in captions on videos, and readable contrast for graphics.

• DMs to intake: Enable messaging with an auto‑reply that routes to phone/form and reiterates no legal advice.

  • Thanks for reaching out—please call or use our contact form so we can learn more. We can’t discuss specifics here.

• Track without breaking NAP: Use UTMs for links and keep your official phone number in the profile; if you use call tracking, ensure forwarding preserves the published number.

Done right, profile optimization boosts conversions today and strengthens the local signals that help the right clients find you tomorrow.

Step 8. Clarify brand voice, positioning, and topics

If your posts sound like everyone else’s, qualified clients scroll past. A clear position and consistent voice signal “you’re in the right place,” while staying professional and compliant. Aim for authenticity over hype, plain‑English over legalese, and align tone with your practice—empathetic for family law, assertive for litigation, buttoned‑up on LinkedIn, more conversational on Instagram/TikTok.

• Write your position in one line: For [audience] in [location], we help with [matters] by [differentiator], delivering [outcome] without [risk].

• Choose 3 voice traits: e.g., empathetic, plain‑English, trial‑ready. Keep them consistent across platforms.

• Set “do/don’t” rules:

  • Do educate, cite specifics (year/source) for awards/results, and use disclaimers.

  • Don’t give legal advice, discuss active cases, guarantee outcomes, or claim “expert/specialist” without certification.

• Define topic boundaries: What you’ll cover (first steps, timelines, costs, FAQs) and what you won’t (client facts, case strategy).

• Standardize CTAs and disclaimers: Pre‑approved phrases for posts, comments, and DMs to route inquiries to intake safely.

• Add visual guardrails: Logo/headshots, captioned video, readable graphics, local cues (city/county), and accessible color/contrast.

This foundation keeps social media marketing for law firms on‑brand, ethical, and immediately recognizable in the feed.

Step 9. Build content pillars and a messaging map

Content pillars keep your social media marketing for law firms focused on the matters you want and the questions clients actually ask. A messaging map then turns each pillar into repeatable hooks, takeaways, proof, CTAs, and the right disclaimer—so every post is consistent, compliant, and geared to conversion.

• First steps & eligibility: What to do after a triggering event, who you can help, when to call; clear “not legal advice” note.

• Process & timelines: Plain‑English roadmaps from consult to resolution; set expectations and next steps.

• Costs & access to counsel: How fees work, what affects price, what clients receive; no guarantees.

• Proof & trust (ethical): Reviews with permission, awards with year/source, community work; avoid superlatives.

• Local authority & professional insight: Local law updates, court norms, LinkedIn thought leadership that attracts referrals.

Use a simple template to brief every post:[Pillar] — Hook: [Client problem] -> Takeaway: [Action/clarity] -> Proof: [Review/award/source] -> CTA: [Call/Form/Scheduler] -> Compliance: [Disclaimer].

Step 10. Plan platform-specific content ideas that work in 2025

Platform‑native content outperforms copy‑paste posts. In 2025, short‑form video is the heavyweight—81% of social users asked for more of it—so lead with quick, useful clips and support them with carousels, infographics, and longer explainers you can repurpose. Build from your pillars, keep disclaimers visible, and route questions to intake—not comments.

• LinkedIn (lawyers’ top network): Mini case lessons without facts, carousel checklists (e.g., “After a crash: 5 steps”), 200–400‑word insights for referrals; end with a clear consult CTA.

• Facebook (broad, local reach):Local‑news explainers, community/firm updates, short FAQs with a “Call” button; pin your “Start here” post and enable reviews.

• Instagram: Reels (30–60s “do this next” tips), swipeable infographics, Stories polls/AMA with a “not legal advice” tag and link sticker to intake.

• TikTok (LawTok): Myth‑busting, trends/duets on timely issues, rapid Q&A in plain English; on‑screen text, captions, and a standing disclaimer in bio.

• YouTube: 5–8‑minute explainers with chapters; cut 3–5 Shorts from each long video; titles that mirror client searches (“What to do after…”).

• X/Threads: Headline takes, quick statute/decision context, short threads that link to your guide; never advise in replies—push to intake.

• Bluesky (niche): Thought‑leadership threads and community dialogue if your audience is active there.

Repurpose smartly, localize captions/hashtags, and tag all links with UTMs for attribution.

Step 11. Create a sustainable content calendar and cadence

Consistency beats volume. Build a simple 4‑week calendar that maps your content pillars to platform‑specific slots, leaves space for timely posts, and bakes in legal review. Schedule what you can, but protect daily blocks for engagement and DM triage so prospects feel heard and routed quickly to intake.

• Starter cadence: LinkedIn 2–3/week; Facebook 3–4/week; Instagram 3–4/week; X daily; TikTok 3/week; YouTube 1/week.

• 80/20 mix: 80% educational/credibility, 20% promotional CTAs, per bar‑friendly best practices.

• 4‑week grid: Assign pillars to days (e.g., Mon = First Steps, Wed = Process, Fri = Costs; weekend = Proof/Community).

• Batch and schedule: Script, shoot, design in batches; schedule via your social tool; add UTMs.

• Approval buffer: Status flow—Idea → Draft → Legal Review → Scheduled → Published—final check 24–48 hours prior.

• Iterate monthly: Review KPIs, keep what performs, replace what doesn’t, and adjust cadence you can sustain.

Step 12. Produce compliant, high-quality visuals and video efficiently

You don’t need a studio—clients want clarity, credibility, and next steps. With short‑form video still in high demand (social users asked for more of it in 2025), build a lightweight workflow that keeps ethics front and center and turns one recording session into weeks of content.

• Lock compliance on-screen: Add a visible disclaimer to video or captions. Disclaimer: General information, not legal advice; no attorney–client relationship.

• Protect confidentiality: No client facts; blur/redact documents; secure written permissions for testimonials/photos.

• Script for plain English: 3–5 bullets per video: hook → key point → next step/CTA.

• Batch production: Record 5–8 clips in one session; swap locations/outfits for variety.

• Prioritize audio: Quiet room, lapel mic if possible; natural light facing you.

• Design once, reuse: Reusable intros/outros, lower‑third name/title, branded cover frames.

• Caption everything: Burned‑in captions + alt text for images; high‑contrast, readable fonts.

• Right format, right platform: Record vertical for Reels/TikTok/Shorts; repurpose longer explainers to Shorts.

• Name and track files: Standard filenames, store releases, and add UTM links to every post.

• Two‑step review: Marketing polish → attorney ethics check before scheduling.

This keeps production fast, accessible, and bar‑compliant while maximizing each recording day.

Step 13. Engage your audience and handle DMs like intake

Engagement is where trust is earned. Treat every comment and DM as a potential intake moment: be human, be quick, and never give legal advice in public threads. As bar and industry guidance emphasize, acknowledge, move the conversation off‑platform, and keep confidentiality and accuracy front and center.

• Work a daily cadence: Check comments/DMs 2–3x daily; respond same business day.

• Triage fast: General questions → point to an educational post; potential matter → move to phone/form; trolls/spam → hide/block; sensitive posts → escalate.

• Route to intake: Capture name, contact, practice area, and platform; create a lead in your CRM; run conflicts per policy.

• Use approved language: Saved replies with disclaimers; no facts, no guarantees.

• Document and measure: Tag source as Social + Platform; track outcomes (consult set/signed).

Comment reply template:Thanks for your question. We can’t discuss specifics here. Please call us at [###-###-####] or use our contact form so we can learn more.

DM reply template:Thanks for reaching out. This is general info, not legal advice. The best next step is a quick call. What’s the best number, or book here: [link]?

Step 14. Run paid social campaigns for awareness, leads, and re-engagement

Paid social accelerates what works organically—and it’s cost‑effective when targeted and measured. Bar and industry guidance note that modest budgets can perform well when you localize, use the right formats, and iterate. Build a simple three‑tier campaign plan tied to your SMART goals and intake capacity.

• Awareness (top of funnel): Local reach and video‑view campaigns that introduce who you help and first steps to take. Use short explainer videos and carousels; keep copy plain‑English and city/county specific.

• Leads (mid‑funnel): Traffic/conversion campaigns to practice pages or a consult scheduler. Use click‑to‑call on mobile, strong CTAs (“Free case review”), and jurisdiction‑appropriate disclaimers.

• Re‑engagement (bottom of funnel): Retarget website visitors and social engagers with FAQs, timelines, and testimonials (with permission). Remind them of next steps and make contacting you effortless.

Target smart:

• Geo + demo: Tight radius around your office; age/gender where appropriate; interests aligned to practice areas.

• Formats that perform: Carousels, short videos answering common legal questions, and local ads focused near your office.

• Ethics first: No guarantees, no “best/cheapest,” no legal advice; include firm name/location and a clear disclaimer.

Optimize weekly to CPL, CostPerConsult, and signed matters. A/B test hooks, thumbnails, and headlines; keep winners, pause under‑performers, and shift budget toward audiences and creatives that hit your thresholds.

Step 15. Connect social to your website, SEO, and intake systems

When your social posts feed a fast website and a responsive intake, results multiply. Social can boost SEO by promoting new content, driving traffic, and earning backlinks—then your intake converts interest into consults. Wire these pieces together so every click, comment, and DM has a measured next step.

• Send traffic to high‑intent pages: One clear CTA (call, form, or scheduler), mobile‑first, fast.

• Tag every link with UTMs: Standardize naming so attribution is reliable. ?utm_source=facebook&utm_medium=post&utm_campaign=pi_funnel_q4

• Auto‑create leads in your CRM/intake: Pipe forms and DMs into a lead inbox (e.g., Clio Grow), tag source/platform, and run conflicts.

• Track calls without breaking local SEO: Use forwarding to your published number; keep NAP consistent across profiles and site.

• Share new site content on social at publish: Amplify reach to spark traffic and potential backlinks.

• Build retargeting audiences from site visitors: Re‑engage with FAQs, timelines, and testimonials (with permission).

• Tighten the last mile: Instant notifications, same‑day response SLA, and confirmation emails/texts from your scheduler.

This closes the loop from post → page → intake → consult, while reinforcing SEO signals along the way.

Step 16. Track performance, attribution, and ROI you can trust

If you can’t connect a post to a consult, you’re optimizing blind. Replace vanity metrics with a simple, end‑to‑end measurement system: clean UTMs on every link, call tracking that preserves local trust, DM‑to‑CRM intake, and standardized conversion definitions. With weekly dashboards and 30/60/90‑day cohorts, you’ll know which platforms, formats, and topics create qualified leads—and which to cut.

• Standardize UTMs:source=platform, medium=post|ad, campaign=practice_quarter, content=topic-format.

• Define conversions: Qualified calls, form submits, scheduler bookings, and “consult set” in your CRM.

• Track calls ethically: Use forwarding while keeping your published number visible to maintain NAP consistency.

• Tag every lead: Capture platform, post URL, and matter type; note “assisted” touches when applicable.

• Normalize results: Compare “leads per 1,000 impressions” and CTR by pillar/format, not just raw totals.

• Report on money metrics: Optimize to CPL, Cost per Consult, CAC, and signed matters—not follows.

Key formulas:

EngagementRate = (TotalEngagements / Impressions) * 100 LeadsPer1kImpr = (Leads / Impressions) * 1000 CPL = Spend / Leads CostPerConsult = Spend / Consults CAC = Spend / NewClients ROI% = ((CollectedRevenue - Spend) / Spend) * 100

Meet weekly to shift budget to winners, retire under‑performers, and update the next month’s content and ads accordingly.

Step 17. Establish governance, policies, and risk management

Good social programs run on clear rules. Put governance in writing so anyone who posts knows what’s allowed, who approves it, and how to handle risk. Treat social accounts as firm property, keep access tight, and document decisions. This reduces ethics exposure (confidentiality, misleading claims, solicitation) and speeds response when something goes sideways.

• Ownership & access: Centralize logins, require MFA, assign roles (owner, editor), and offboard access fast.

• Approval workflow: Two-person review (marketing + attorney) for posts/ads; pre-approved CTAs/disclaimers.

• Content standards: No client facts, no guarantees, no “expert/specialist” claims without certification; cite year/source for awards.

• DM/comment policy: Saved replies, route to intake, no legal advice; conflict checks before scheduling consults.

• Records & retention: Archive posts/ads, approvals, and testimonials per your state’s advertising rules.

• Moderation rules: Hide profanity/threats, never delete legitimate criticism; screenshot and escalate if needed.

• Crisis plan: Who decides, who drafts, who speaks; response targets (e.g., acknowledge within 2 hours).

• Accessibility & brand: Captions/alt text, readable graphics, consistent NAP and visual identity.

• Training cadence: Quarterly refreshers on ethics, privacy, and platform updates; log attendance.

• Vendor/AI safeguards: NDAs, data handling terms, and mandatory attorney review of AI‑drafted copy before publishing.

Step 18. Scale with tools, automation, and AI—safely

Once your foundation is solid, scale on consistency—not heroics. Use a small, dependable stack to schedule, monitor, route leads, and report, while keeping a human in the loop for ethics and accuracy. The goal: more output, faster response, zero compliance surprises.

• Scheduling/publishing: Hootsuite, Sprout Social, Later, or Buffer to queue posts, add UTMs, and manage replies in one inbox.

• Social listening: Mention, Keyhole, or Sprout to monitor firm/attorney names, “[practice] + city,” and reviews; alert and escalate quickly.

• Automation glue: Zapier or Dlvr.it to push new blogs to social, standardize UTM parameters, and pipe forms/DMs into your CRM/lead inbox (e.g., Clio Grow) for conflict checks.

• Smart autoresponders: Platform auto‑replies that acknowledge, include your disclaimer, and route to phone/form—never give advice in DMs.

• Reporting: Weekly dashboards on reach, engagement, CTR, CPL, Cost per Consult, and signed matters; retire under‑performers, fund winners.

AI can help you work faster, not riskier:

• Use cases: Topic ideas, outlines, draft captions/hooks, script summaries, and repurposing long videos into Shorts/Reels.

• Guardrails: No client/PII; disable data retention; attorneys fact‑check every word; cite years/sources for awards; comply with “no guarantees/ no ‘expert’ without certification”; never auto‑publish AI drafts.

• Human-in-the-loop: Two‑person review, role‑based access with MFA, audit logs, and a crisis override process.

Step 19. Launch with a 90-day roadmap and checklist

You’re ready—now run a focused 90‑day sprint that proves platform fit, content fit, and intake readiness. Keep ethics and measurement front‑and‑center, publish consistently, and meet weekly to double‑down on what drives qualified consults. This turns social media marketing for law firms into a repeatable, revenue‑tracked program.

• Weeks 0–1 (Prep): Finalize guardrails, approvals, and crisis plan; optimize profiles (NAP, bio, CTA, tracked link); load a 2‑week calendar; standardize UTMs; enable retargeting audiences; train intake on DM handoffs.

• Weeks 2–4 (Baseline): Publish your starter cadence; lead with short video; pin “Start here”; monitor comments/DMs 2–3x daily; record benchmarks (reach, engagement, CTR).

• Weeks 5–8 (Optimize + Paid): Expand winning pillars; A/B test hooks/thumbnails; launch small local paid tests (awareness + lead gen) with compliant copy; build retargeting from site visitors and engagers; measure to CPL and CostPerConsult.

• Weeks 9–12 (Scale + Systemize): Fund winners, pause laggards; repurpose best posts across platforms; capture reviews/testimonials with permission; lock a monthly reporting rhythm.

Launch checklist:

• Profiles: Consistent NAP, tracked link, visible disclaimer, review-enabled.

• Calendar: 2 weeks scheduled; legal review buffer.

• Intake: Scripts, SLAs, conflict checks, CRM tagging.

• Tracking: UTMs, call forwarding, lead definitions, dashboard for EngagementRate, CPL, CostPerConsult, CAC.

• Accessibility/Brand: Captions, alt text, readable graphics, consistent visuals.

Step 20. Tailor your approach by practice area

The same post won’t move a PI lead and a GC referral. Match platforms, hooks, proof, and CTAs to the matter, urgency, and decision‑maker. Keep tone aligned to the practice (empathetic vs. assertive), localize examples, and include your standard disclaimer and off‑platform intake route in every post and DM.

• Personal injury: Facebook + Instagram/TikTok. “First 5 steps after a crash,” timelines, insurance myths. Click‑to‑call CTA.

• Family law: Facebook + Instagram + YouTube Shorts. Custody/divorce roadmaps, costs, mediation vs. trial. Empathetic tone, discreet intake.

• Criminal defense: TikTok/Reels + Facebook. Rights during stops, bail basics, court day prep. After‑hours phone CTA; never discuss cases.

• Estate planning: LinkedIn + Facebook + YouTube. Life‑event checklists, will vs. trust explainers, annual reminders. Scheduler CTA.

• Employment/business: LinkedIn first. Policy updates, contract pitfalls, case‑law takeaways for owners/HR. Referral‑friendly thought leadership, consult CTA.

Key takeaways and next steps

You’ve now got a practical, compliant system to turn attention into signed matters: prep your website and intake, set guardrails, pick platforms with intent, publish pillar‑based content (especially short video), treat DMs like intake, and measure what leads to consults and clients. Keep the loop tight—post, route, track, and optimize to money metrics.

• Tighten the hub: Site speed, mobile UX, clear CTAs, fast intake.

• Codify compliance: Confidentiality, disclaimers, approvals, and no guarantees.

• Aim with SMART goals: 90‑day targets tied to consults and cases.

• Start small: 1–2 platforms aligned to your matters and strengths.

• Publish pillars: Lead with short, captioned videos; repurpose smartly.

• Engage like intake: Same‑day replies; move specifics off‑platform.

• Add paid the right way: Localized awareness, lead gen, retargeting.

• Measure what matters: UTMs, calls, CPL, Cost per Consult, CAC, ROI.

• Govern and train: Roles, MFA, archives, crisis plan, quarterly refreshers.

• Scale safely: Tools and AI for speed; attorney review before publish.

Want help launching in 30 days with attribution you can trust? Partner with Wilco Web Services.