In an industry built on trust and expertise, law firms often rely on traditional marketing methods to reach clients. Many firms feel more comfortable networking and building referrals, which feel less risky and more aligned with the personal trust-building central to the profession. However, many law firms feel pressured to be on social media, but when it comes to a visual-first platform like Instagram, they struggle to use it effectively… or even at all. 

But, ​lawyers who aren’t active on Instagram risk missing out on significant opportunities to connect with potential clients. With over 2 billion active users, Instagram offers a vast audience for legal professionals. According to Sprout Social’s 2024 Social Media Content Strategy Report, 69% of social media users find Instagram to have the most engaging brand content. Furthermore, 44% of users wish brands would post more frequently on Instagram, a higher percentage than any other social network. 

From client testimonials to behind-the-scenes glimpses of firm culture, the right visuals can make your Instagram marketing approachable, and more importantly, effective. Whether you haven’t yet waded into Instagram or you’re looking to be more strategic in your current approach, we’re sharing how law firms can more effectively embrace Instagram and how you can use visual content to stand out.

Optimize Your Profile

Optimizing your Instagram profile is an easy first step that law firms can take to strengthen their Instagram presence. An optimized profile makes it easier for potential clients to find you, enhances your professional image, and helps build trust by clearly showcasing your services and expertise. Here are some steps you can take immediately to help optimize your Instagram profile:

• Switch to a Business Profile – A business profile provides access to valuable Instagram analytics, allowing you to track engagement and understand your audience better. That information can provide useful intel to help tailor your overall marketing strategy.
  
• Use your firm name for both account and user name – Using your firm name for both makes it easier for potential clients to find and recognize your law firm, building brand consistency across your online presence. If your firm and account name is ABC LLP, but your username is @injurylawyersvancouver, clients may have difficulty finding you or associating the two, leading to confusion.
  
• Ensure your profile image is sized correctly – A correctly sized profile image ensures it appears clear and professional on all devices, reflecting your firm’s attention to detail. In a business where details matter, this simple step acts to enhance your credibility
  
• Optimize your bio with keywords and hashtags – A well-optimized bio with relevant keywords and hashtags improves discoverability and ensures potential clients immediately understand your firm’s specialties. For example, “Personal Injury Lawyers | Serving Vancouver | #CarAccidents #SlipAndFall” makes it clear what you do and improves discoverability.
  
• Utilize the link options – Instagram now allows for multiple clickable links in your profile; use this to direct users to your website, booking page, or a recent blog post to maximize engagement.
  
• Use Instagram Story highlights to showcase your practice areas – Story highlights act as a permanent portfolio on your profile, giving visitors quick access to key practice areas, making it easier for them to see how you can help.

Instagram Content Strategy for Law Firms

Creating content that is professional, engaging, and unique can often feel like a moving target; with many firms deciding to opt out all together rather than attempting to try. 

But, as much as it takes work, Instagram doesn’t have to be hard. As a visual-first platform, it gives firms the opportunity to showcase their personalities, community involvement, knowledge, and industry experience in an approachable, client-facing way. The personality piece may be more important than you realize. Many people are intimidated by legal professionals. A visual-first approach can help create a sense of familiarity that acts to reassure prospective clients that your firm’s lawyers are approachable and “real” people. 

Here are some content ideas:

• Educational Posts: Share valuable legal insights, answer common client questions, and debunk legal myths to position your firm as a trusted authority.
  
• Behind the Scenes: Showcase your firm’s culture and daily operations to create a stronger personal connection with your audience. Some research suggests that posts featuring faces perform better on social media, and our experience supports this. Law is inherently personal – people want to know the individuals behind the firm. Building that connection through social media can help establish the trust needed for future and existing client relationships. Sponsorships and community engagement can also play a role in making your firm more approachable. By supporting local events or causes, and sharing details on Instagram, your firm can demonstrate its values and commitment to the community. Additionally, if recruiting is high on your agenda, “a day in the life” or ‘firm culture” content may help to attract candidates who will be a good fit for the firm.
• Client Success Stories: When appropriate, share testimonials and matter outcomes (with permission) to demonstrate your firm’s impact. Real client experiences make your services more relatable and reinforce your expertise. Those stories can also resonate with clients in similar industries, verticals or situations and prompt them to learn more about your firm.
  
• Infographics & Carousels: By using visually engaging content to simplify complex legal topics, you make them more digestible and more shareable. Step-by-step guides can work especially well in this format.
  
• Collaborations: Collaborating with peers and industry professionals through guest posts, joint webinars, or shared content expands your reach and strengthens your firm’s presence in the legal community and related industries.
  
• Comment Engagements: Don’t forget to actively engage with comments. Whether that be answering questions, acknowledging feedback, or joining conversations. It’s one of the easier ways to show that you care.
  
• Content Calendar: We recommend developing a well-planned content calendar to ensure consistency. It also allows you to align your posts with key legal trends, firm milestones, and seasonal topics. Also, using relevant hashtags on your posts increases your content’s visibility, making it easier for potential clients to find your posts and engage with your firm.
  

Paid Advertising & Promotions

Running Instagram ads allows law firms to reach the right audience based on location, interests, and demographics. By leveraging detailed targeting options, you can ensure your ads are seen by potential clients who need legal services in your area. Promoting items like free consultations, downloadable legal guides, or access to a webinar is an effective way to capture potential clients’ contact information and build trust. These offers provide immediate value, making users more likely to engage with your firm. 

Tracking Success

Regularly reviewing Instagram Insights can help you measure engagement, reach, and audience interactions, providing valuable data on what content resonates most. Metrics like impressions, saves, shares, and click-through rates offer insight into how effectively your posts and ads are performing. By monitoring these analytics, law firms can refine their strategies and optimize future content.

Adjusting content based on performance metrics ensures your social media efforts remain effective. If a particular type of post (such as legal tips or a day-in-the-life video) gains high engagement, you can prioritize similar content. 

How We Can Help

If you’re looking to take a more strategic approach to Instagram but aren’t sure where to start, having an agency help guide your firm’s social media strategy can make all the difference. As specialists in law firm marketing, we know how crucial it is to strike the right balance between professionalism and approachability on social media; and how that’s a fine line when it comes to marketing your law firm. We’d be happy to help!