By Edward Gelb, ALM
Aurora Legal Marketing and Consulting
In today’s digital age, attorneys must meet potential clients where they spend their time, and one of the most effective platforms for doing so is Facebook.
With over 2.9 billion active users, Facebook remains the dominant force in social networking. For attorneys, it offers an exceptional opportunity to grow brand awareness, establish authority, and build client relationships in a cost-effective and strategic way.
However, most attorneys underutilize Facebook or use it incorrectly, treating it like a personal news feed or limiting their efforts to sporadic posts. The key is to treat Facebook like a strategic marketing channel, one that can powerfully position your law firm and turn followers into clients.
In this blog, we’ll break down how to effectively use Facebook for your law practice, including best practices, tools, and a sample content strategy.
Create a Professional Facebook Business Page
Before you can grow your presence, you need the right foundation: a Facebook Business Page, not a personal profile or a group. Your Business Page should include:
- Professional Logo & Banner: Use your firm’s logo and a branded header image that clearly communicates your area of practice.
- Accurate Contact Info: Include your phone number, website, email, address, and office hours.
- Detailed About Section: Clearly explain who you help, what types of law you practice, and why someone should trust your firm.
- Custom Username: Secure a custom username (e.g., facebook.com/JohnsonLawPLLC) that is easy to share.
Tip: Add a Call-to-Action button (like “Call Now” or “Book Consultation”) to drive leads.
Define Your Facebook Goals
Before posting content, clarify your goals. Do you want to:
- Generate new consultations?
- Build authority in a niche area (like estate planning or personal injury)?
- Stay top-of-mind with past clients for referrals?
- Engage and educate your community?
Each goal may require slightly different tactics, but all should support your overall marketing and client acquisition strategy.
Know Your Audience
Your Facebook efforts will be far more effective when you deeply understand your ideal client. Ask yourself:
- What legal concerns keep them up at night?
- What are their demographics (age, location, profession)?
- What questions do they commonly ask?
- Where are they in their legal journey?
For example, if you’re a family law attorney, your content should speak to people going through divorce, custody battles, or support issues, not general legal news.
Create High-Value, Educational Content
Attorneys who succeed on Facebook don’t just sell, they educate and connect. Your content should show that you are a helpful expert, not just another service provider. Types of content that work well:
- FAQ Posts: Answer common questions your clients ask.
- Short Videos: Record 1–3-minute videos explaining legal concepts in plain English.
- Client Success Stories: With permission (only), share stories of how you’ve helped others.
- Legal News with Commentary: Add your insights to trending legal topics.
- Myth vs. Fact: Bust common misconceptions about your area of law.
- Behind-the-Scenes: Humanize your practice by showing your team or office life.
- Testimonials & Reviews: Social proof builds trust.
Tip: Use plain, accessible language. Avoid legalese and jargon.
Post Consistently with a Content Calendar
Consistency builds credibility. Sporadic posting can make you look disorganized or inactive. A strong Facebook presence means posting:
- 3–5 times per week
- A mix of educational, engaging, and promotional content
- At consistent times (e.g., weekday mornings or evenings)
Use a simple content calendar to plan and schedule your posts a month in advance. Tools like Meta Business Suite, Buffer, or Later allow you to schedule posts and track performance.
Engage With Your Audience
Facebook is not a billboard; it’s a two-way conversation. Always respond to comments, messages, and reviews. This shows you’re responsive and client-focused.
You can also:
- Ask questions in your posts to prompt engagement.
- Host short Facebook Lives (great for Q&A sessions).
- Invite followers to message your Page for consultations.
Remember: People do business with those they know, like, and trust. Facebook lets you build all three.
Run Targeted Facebook Ads
Facebook’s advertising tools let you target potential clients with laser precision. You can promote:
- Lead magnets (like a free guide to estate planning)
- Your latest blog posts
- Free consultations
- Special webinar events
Start small with a $5–$15/day budget and test what works. Focus your ads on your ideal client’s location, age group, marital status, and interests. Ads can run for traffic, lead generation, or engagement, depending on your goal.
Use Facebook’s retargeting pixel to stay in front of visitors who already went to your website — this keeps your firm top-of-mind.
Showcase Client Reviews and Results
Client reviews are one of your strongest assets on Facebook. Actively request reviews from happy clients and display them prominently on your Page.
Reviews help:
- Build social proof
- Increase trust
- Improve your ranking in Facebook search
Ask for reviews in your email signature, after a successful case, or during your exit interview with a client. Keep it easy for them to do, give a direct link to your review page.
Use Facebook Insights to Refine Your Strategy
Every post and interaction gives you valuable data. Use Facebook Insights to learn:
- Which types of posts get the most engagement?
- What days and times is your audience most active?
- How is your Page growing over time?
Review insights monthly to double down on what’s working and eliminate what’s not. Over time, you’ll develop a strong content intuition based on data.
Comply With Legal Advertising Rules
Every jurisdiction has rules governing legal advertising. Some best practices to stay compliant:
- Include disclaimers where necessary (e.g., “This is not legal advice.”)
- Don’t guarantee outcomes (“We’ll win your case” is a red flag)
- Get permission before using client stories or testimonials
- Avoid solicitations that violate local bar rules
When in doubt, check your state bar’s social media and advertising guidelines.
The Facebook Advantage for Attorneys
Facebook is one of the most powerful tools for attorneys to market their practice and educate the public, but only when used with intention and consistency. It’s more than just a place to post memes or random updates. When treated as a strategic business development platform, Facebook can help you:
- Build credibility
- Stay top-of-mind with your network
- Generate leads
- Humanize your practice
- Convert followers into loyal clients
Whether you’re a solo practitioner or part of a large firm, Facebook can amplify your message and position you as a trusted legal authority. Start today by optimizing your Page, crafting a simple content plan, and showing up consistently.
Edward Gelb, CEO/President of Aurora Legal Marketing and Consulting (ALM), authored this article.
As the driving force behind Aurora Legal Marketing and Consulting, Mr. Edward Gelb is committed to transforming lawyers into leaders by employing proven, time-tested marketing and business-building techniques. His innovative approach integrates cutting-edge digital strategies with a profound understanding of the legal industry, enabling law firms to expand their client base and influence significantly.
Mr. Gelb’s expertise encompasses various facets of online marketing, including search engine optimization (SEO), social media management, and custom digital marketing strategies tailored specifically for legal professionals. His primary goal is to elevate law firms and legal practitioners in the digital space, helping them distinguish themselves in a competitive market.
In addition to his professional accomplishments, Mr. Gelb is pursuing a Doctorate in Organizational Leadership, further enhancing his ability to guide law firms toward sustainable growth and leadership. He also holds a master’s degree from Harvard University and a BA in Communications/Journalism from the University of Vermont.
For attorneys seeking to revolutionize their practice and establish themselves as industry leaders, Edward Gelb can be contacted at Ed@AuroraLegalMarketing.com.
To learn more about his marketing firm, visit Aurora Legal Marketing at https://AuroraLegalMarketing.com.
