You’ve probably heard the advice before:
“Build influence before you monetize.”
And sure, that works—if you’re planning to become a full-time influencer or have unlimited time and resources to grow an audience first.
But as an attorney running a real, revenue-generating business?
You don’t have that luxury.
You’re here to build trust and get paid for your expertise.
The good news? You don’t have to pick one or the other.
You can—and absolutely should—do both at the same time.
Let’s break down what that looks like in practice.
Why the “Influence First” Advice Doesn’t Fully Work for Attorneys
Let’s be clear: attorneys aren’t in the business of entertainment.
You’re not trying to rack up followers just for the algorithm or go viral on TikTok to boost your ego.
Your content has a strategic purpose:
- Build credibility
- Position yourself as a trusted expert
- And yes—convert followers into paying clients
But here’s where most attorneys hit a wall:
If you spend months “just showing up” online without a plan to monetize, you’ll end up with what I call expensive visibility.
You’ll be everywhere—but with no clear path to revenue.
And as much as we value visibility and influence, your law firm isn’t a charity.
The Smarter Strategy: Build Influence While You Monetize
You don’t need to wait for 10K followers or a blue checkmark to start monetizing.
From day one, your content should serve both your authority and your bottom line.
Here’s how to create a content strategy for lawyers that does both:
1. Create Content That Leads Somewhere
Every piece of content you publish should do one of two things:
- Build trust
- Move someone closer to hiring you
It’s not enough to just share generic legal facts. Add direction. Add purpose.
✅ “If you’re dealing with this, here’s how I can help.”
✅ “Want to avoid this mistake? Book a consult and let’s map out a plan.”
Think of your content like a hallway—it should always lead to a door.
And that door? It should open straight into your legal services.
2. Offer a Low-Commitment First Step
Not everyone is ready to hire you on the spot—and that’s completely normal.
Still, you need a way to capture interest and build momentum with potential clients who are on the fence.
Here are a few ways to do just that:
- Offer a free resource like a “Custody Prep Checklist” or “5 Questions to Ask Before Hiring a Divorce Attorney”
- Host a paid webinar or mini-strategy session
- Provide a flat-fee consult with a clearly defined outcome
This is how you build trust and generate revenue simultaneously.
You’re meeting people where they are—and showing them you can help before the big ask.
3. Don’t Be Afraid to Sell—With Integrity
Many attorneys hesitate to promote their services.
They worry about sounding “too salesy.”
But here’s the truth:
If you’re already showing up, building trust, and offering value—you’ve earned the right to make an offer.
Selling is not spammy. It’s service-oriented.
And your audience? They’ll appreciate the clarity and confidence of a direct invitation.
So… How Long Should You “Just Build Influence” Before Selling?
If your law practice is your primary source of income?
No more than 90 days.
That’s three months of consistent content, visible authority, and strategic calls to action.
Wait any longer, and you risk slipping into endless posting mode—where you’re busy, but not booked.
Remember: your goal isn’t to become a legal content machine.
Your goal is to build a profitable, sustainable law firm.
Final Thought: Visibility Without Offers Doesn’t Pay the Bills
Yes—keep showing up.
Yes—keep building your name and expertise online.
But don’t forget to make the ask.
Your content isn’t just about proving you’re an attorney. It’s about showing that you’re the right attorney—and then giving people a clear, simple path to work with you.
Because right now, someone is watching your content, wondering:
“Are they the one who can help me?”
Make it easy for them to say yes.
