With more than 220 million users in the US alone, Facebook is the largest social media platform today. Over 90% of businesses use Facebook, and over 63% of lawyers say that they use the platform as part of their marketing strategy.
Not having an active social media presence on Facebook isn’t an option for a law firm trying to stay competitive.
The tricky part is figuring out what types of Facebook posts are most effective for lawyers and law firms. While you often deal with serious topics in your business, you want to create engaging and entertaining content to draw in prospects and stay top of mind with previous and existing clients.
Whether you’re a personal injury lawyer starting with Facebook ads or a family law practice just starting out with posting, Social media can be an excellent channel for lawyers to market to their audience, but diving into it without a strategy can lead to a frustrating lack of results.
How do you strike the perfect balance of content that conveys who you are as a firm?
We’ve compiled a list of law firm Facebook post ideas that fit in with your other marketing ideas to help you grow your business and drive conversions. Plus, we’ll take a look at why these suggestions work so that you can come up with your own content ideas for your law firm’s Facebook page.
Facebook Content Ideas for Lawyers
People and businesses post anything you can think of on their Facebook pages — pet videos, food pictures, selfies, and self-promotion — but there are a few types of posts for law firms to make on Facebook that are looking to build an audience and brand.
- Share thoughts and tips in your area of law
- Repurpose ideas from other content instead of simply sharing it
- Share client feedback and testimonials
- Share relevant local and national news
- Post answers to frequently asked questions
- Share firm events and news
- Post motivational and inspirational content
- Share legal humor & memes
Having the right balance of these posts is key to your Facebook marketing strategy. A law firm that only posts firm events or memes shows their human side, but they don’t display much substance.
The first five types of content on this list are methods to drive social engagement and leads to your website by demonstrating your professional expertise and authority. The remaining three can help build trust with your audience and lend your brand some authenticity.
1. Share Thoughts and Tips in Your Area of Law
One of the most important things your Facebook page should do is establish your authority.
That’s why posting your thoughts, ideas, and analyses on the legal industry and legal issues is always a great tactic. Lawyers should post about topics in their practice area to establish themselves as thought leaders and build trust with their audience.
Let’s look at some examples:
The Facebook post above from personal injury attorney Megan Jones is short but impactful. Jones addresses a common assumption about insurance companies and effectively argues why someone needs a personal injury attorney.
Jones does this while focusing on her audience’s needs and perspective, rather than making a harder sell for her services. In just 142 words, she establishes her value and trustworthiness and adds a subtle call to action.
Even better than text and image posts is video content. Speaking directly to your audience demonstrates your confidence and expertise in a way that text alone can’t. Plus, statistics show that video content on Facebook gets 135% more reach than photos.
Another way to share insights from your area of law is through podcasts. They’re slightly simpler to produce than a more involved video, and you can share valuable content across your social media, blog, and video platforms.
While the video from a podcast does not have to have the highest production standards, they take time, money, dedication, and an entirely different strategy to be effective.
If you have a podcast or long-form videos, consider taking helpful snippets from them to share on Facebook. Breaking up longer content into helpful social media posts multiplies the value of each piece of content. It can also increase engagement since people tend to be more interested in shorter videos, especially videos under one minute.
2. Repurpose Ideas from Other Content Instead of Simply Sharing It
Many people will tell you that all you need to do with Facebook is share your recent blog posts. Facebook may have built-in sharing features that you could use to share your blog posts, but it’s not the best tactic. Just sharing links to your blog could actually decrease your visibility and engagement.
People come to Facebook to be on Facebook. They don’t come to Facebook just to be redirected to another website.
User engagement statistics back this up. Posts that only share a link to a blog post get significantly less engagement from people on Facebook than other kinds of posts. You’re swimming upstream by posting links to your blog.
You’re far better off repurposing ideas from media you’ve created on other marketing channels and platforms.
For example, let’s say you have a blog post that you know your audience could benefit from. You could take the core ideas from that blog post and rework them for your Facebook audience. They’ll respond better to the post if it’s formatted to match what they expect to see on Facebook instead of a link to your blog.
3. Share Client Feedback and Testimonials
The content you share on Facebook isn’t limited to just blog posts. Testimonials and feedback make excellent social proof that persuades your audience to look into your services.
Take a quote to the next level by creating an eye-catching image with your firm’s name, and follow the best practice of incorporating hashtags to increase your reach.
3. Share Relevant Local and National News
What lawyers post on Facebook doesn’t have to be about themselves all the time. It’s more important to focus on your audience and their needs. If you think of your page as a relationship with a friend, it makes sense why you don’t have to advertise your services all the time.
Instead, use a hyper-local marketing tactic for your law firm and share news and insights that would be helpful to your local community and prospective clients.
Here are some examples:
It makes sense to share the news about large recalls with your audience — especially if you’re working on a class action or mass tort case. Sharing information that could affect your followers establishes you as a reliable, helpful new source and builds trust.
You can also share hyper-local news stories about events in your city, local sports teams, prominent businesses or charities, or landmarks. That adds a layer of personability to your profile — you’re showing you aren’t just a law firm; you’re a member of the community.
Press releases and authoritative resources also make great Facebook shares when they are relevant to your legal practice areas. Lawyers should post content that’s helpful, even if it’s from another source, as it still offers authority and trustworthiness in your audience’s eyes.
4. Post Answers to Frequently Asked Questions
There are likely people following your social presence who have reservations about contacting a personal injury attorney. Use your Facebook feed as an opportunity to overcome objections, address common misconceptions, or answer questions that could be helpful to a specific case.
Take a look at these examples:
The post above answers a common question using a custom graphic. The firm positions itself as a helpful advocate in just one post and drives traffic to its website.
They could improve this Facebook post by removing the link to their blog, though. As mentioned earlier in this article, linking back to your site in posts can be counter-productive.
Address broad questions or little-known facts about specific laws in your area of expertise.
While they might not be frequently asked questions, the format is still helpful to address common misunderstandings.
Make a scheduled habit of answering the most common questions you receive. It may be tempting to display your expertise and knowledge of the intricacies of personal injury law, but addressing your audience’s questions should be simple.
Don’t think like a lawyer. Instead, imagine some of the most foundational questions people ask when they find out you’re a lawyer or what friends and family often wonder about.
These make great questions that show you’re happy to help, approachable, and understand your audience’s position.
This type of post should not be promotional content. Putting the questions and answers out there is enough to demonstrate of your authority and expertise.
Here’s an example of an overly promotional Q&A post:
Notice that the question posed isn’t answered. People can tell when you’re posing rhetorical questions as an excuse to plug your firm, and it’s easy to come off as inauthentic or untrustworthy.
5. Share Firm Events and News
Let your audience get to know who you are as a firm and what makes you different. Get the news out about events you’re holding and give your audience a peek into your firm’s successes.
Here are a few ways to do that:
The post above is a great example of what lawyers should post on Facebook. Sharing a big win is an excellent way to give your audience insight into what you do as a firm — and shows how you help clients. Sharing a photo of your team puts a face to the numbers and claims, adding trust and warmth.
If possible, photos with happy clients after successful trials also go a long way as a visual testimony of the impact your law firm can have.
You can also post any law firm awards and recognitions you receive. Don’t assume that your audience will automatically know about it just because you’re recognized in a notable publication or trade conference.
There’s no shame in promoting your mentions and honors. Not only does this help convert new clients, but past clients will likely feel even happier to have been able to work with you. In turn, they may share this news with their network or recommend your services to their friends and family.
Share any event your firm or partners partake in as a group on your Facebook page. This type of social media content is your chance to show your audience your passions add an authentic human touch to your online presence.
If you’re a family-run firm, think about how you can show that through your posts. If you’re passionate about helping out in your community, always take a picture of your team volunteering.
Lawyers should post whatever it is that makes their firm unique. Audience members want a lawyer they can trust, and they won’t unless they feel like they know you, at least a little.
6. Post Motivational and Inspirational Content
Facebook isn’t all about facts, figures, and helpful content. Many people open their feeds at the end of a long day to unwind. Don’t forget to share positive, uplifting content to leave your audience feeling good.
Here are some examples:
An appreciation post for the simpler things in life in your local area or with your clients can go a long way. The above example works well because of the beautiful and awe-inspiring vista. For emotional impact, images can create a positive feeling.
An inspirational quote or image can uplift your potential clients’ spirits and humanize your brand. And they’re more likely to associate you with accomplishment and success.
Sharing uplifting and inspirational actions that you or others are undertaking can be more impactful than images or words alone. Share stories of people helping others, animals, or overcoming challenging circumstances.
Posting a positive message on a holiday is common on social media platforms across all businesses. The firm above went further than the typical “Happy Thanksgiving” post we see in excess on the day. They crafted a heartfelt, personalized message and shared a picture of their family.
That’s a more approachable, relatable, and meaningful way to connect with your target audience and will help you to stand out against your competitors. Whenever possible, ask yourself how you can take your posts further by using more of your brand and personality.
7. Share Legal Humor & Memes
Social media is the domain of the meme, and that’s no different when it comes to a law firm’s Facebook feed.
Here are some posts that should give you a laugh:
General lawyer humor is always fair game, and extra points if you can incorporate animals, too.
The meme above is funny, but it doubles as helpful advice, too. Don’t forget a bit of humor can help others retain information. Thanks to the clever combination of elements, the audience is left feeling positive and grateful for the insight.
The meme above works especially well for this accident attorney firm. Think of your areas of specialty and source funny images relevant to your field.
How to Write Effective Facebook Posts for an Attorney
If you’ve been tasked with managing social media at a law firm and need to post content on their behalf, here are a few suggestions for creating content that both people and your bosses will like:
Interview Them: Once you have your law firm marketing ideas laid out, schedule thirty minutes to ask them questions. Record what they say on video if possible and use it to pair with your content when you post it on Facebook. A tool like Descript can help you capture video, translate it for you, and make it super simple to quickly edit out dead space and all the “umms” and “ahhs” that are bound to be in there.
Use the PAS Framework: There’s a framework popular amongst copywriters call PAS. It stands for problem/pain, agitation, solution. Whether you use video or not, when you go to write a post, use this framework to improve how likely people are to engage with it.
The core idea is to present a problem the reader can identify with, then agitate that problem by presenting a scenario of what the world or future will look like if they don’t solve that problem, and finally present your solution.
Here’s an example:
Pain: Still sore from an accident that happened weeks or even months ago and tired of it?
Agitation: Treatment will take time and medical bills will rack up. How long are you going to wince in pain every time your daughter wants to be picked up—or worse, reach a point where you can’t anymore?
Solution: We can’t heal you ourselves, but we can fight on your behalf to get you compensation for injuries. Every year we help hundreds of people get the money they deserve so they can afford to pay off their medical bills, relax, and take their families on a vacation. Just because you can’t do what you want to right now, doesn’t mean you shouldn’t be able to afford to in the future.
Note: Don’t actually include the sections indicating pain, agitation, and solution indicators in your post.
Why Having a Social Media Strategy Is Important for Law Firms
By now, we’ve probably convinced you that there’s a variety of content that lawyers post online, but you may be asking, “To what end?”
Posting on Facebook comes down to building your larger digital marketing strategy.
The bottom line is that your social media strategy has a huge impact on your business. It helps you:
1. Get Free Exposure
One of the most impactful things that being active on Facebook can do for your law firm is get your brand in front of the people who may one day need your services.
Social media marketing is one of the most inexpensive parts of your marketing strategy since it does not cost anything to create organic posts.
2. Gain Website Traffic
Although social media should not be the main source of your website’s traffic, Facebook is a crucial way to reach new users. People who see you sharing blog posts and news from your site may be enticed to click through and convert if they think you can help with their problems.
3. Network With Others in Your Field
This is more true with LinkedIn, but as you build a Facebook audience, you’ll also build up name recognition with other lawyers. As you gain visibility, you earn credibility, and with a large network of personal injury lawyers, you can share ideas, grow, and support each other.
Your Facebook page also connects you with lawyers in other practices so you can refer clients — and they may return the favor.
4. Establish Your Brand
When you have a unified online presence across multiple platforms, you strengthen your brand awareness. That means greater authority, trust, and clients in the long run.
Your brand will be top of mind for potential clients who see you posting informative, engaging material. If they’re ever in need of your services, they’ll know that they can trust you.
A Good Facebook Content Strategy Is Not Enough
Facebook is a useful tool — but it can’t drive clients to your law firm alone. The platform is just one part of your larger marketing strategy which includes other social channels like LinkedIn, email marketing, and organic search.
In most cases, traffic from social media makes up a small percentage of the total traffic to a law firm’s website compared to a well-executed SEO content strategy.
Posting useful content to Facebook can help raise awareness of your brand but without somewhere to point all of your social media followers, all of the work that you put into posting can be pointless. You may get a few direct leads from Facebook but it won’t be as successful as driving them to your website for conversions.
Having a website where you frequently publish new content optimized for Google will help fuel your Facebook posting schedule and email newsletter while simultaneously growing your organic traffic. You have to take an omnichannel approach to succeed.