The other day, I was having coffee with a friend who runs a small estate planning firm. We were laughing about the usual — social media overwhelm, client questions that come in at 11:59 PM — but then she sighed and said, “I’ve been giving away so many helpful tips on Instagram, but it feels like no one’s booking.”
I knew that sigh. I’ve heard it from the solo divorce attorney running her practice from a Brooklyn co-working space, the trademark lawyer trying to grow on LinkedIn, and the seasoned litigator who’s “not even sure this Instagram thing is worth it anymore.”
And I get it. Because here’s what many attorneys have been taught: be helpful, be consistent, add value.
And you should.
But in 2025, it’s not enough.
Let’s unpack why and what to do instead.
1. The Shift: From Legal Educator to Emotional Guide
Years ago, posting “5 things to include in your parenting plan” was enough to stand out.
Now? Every attorney is doing that.
The client scrolling today isn’t just looking for answers. They’re looking for someone who understands the weight they’re carrying.
Think about a family law client.
They already googled “joint custody vs sole custody.”
What they’re asking now is:
“If I push for more time, will my co-parent retaliate? Will this ruin everything?”
You have to speak to that.
Not just what the law says — but what the experience feels like. The uncertainty. The quiet fears. The relief that comes when someone finally says, “I’ve walked others through this. You don’t have to figure it out alone.”
That’s how you build trust.
2. Story Sells More Than Stats
A corporate attorney I work with once posted:
“Our firm helps small businesses navigate equity compensation plans.”
Crickets.
Then she rewrote it as a story:
“A founder called me in tears — her business partner wanted to cash out, but they hadn’t documented the equity terms. We rebuilt the agreement from scratch and saved the company.”
Same outcome. Different delivery. Way more powerful.
In legal marketing, stories help people see themselves in your services.
So, whether you’re:
- A trademark attorney helping a baker protect the name she built after her grandmother,
- An immigration lawyer working with a couple reuniting after years apart, or
- A real estate attorney who saved a family from signing a predatory lease,
Tell those stories. Real ones. Human ones.
People don’t buy legal services. They buy outcomes they care about.
3. Focus on the Before & After — Not Just What You Do
Let’s be honest: “Flat-fee divorce” or “custom estate plan” isn’t what people care about.
What they care about is:
- Not getting hit with surprise bills during a divorce.
- Knowing someone will take care of the kids if something happens.
- Making sure the family home isn’t lost in probate.
So instead of just listing what you offer, show them what life looks like after they’ve worked with you.
Example:
🧑🏽⚖️ Estate Planning Attorney:
Instead of saying:
“We offer revocable living trusts…”
Try:
“We help you make decisions today that prevent painful confusion later — so your family isn’t stuck guessing about your wishes when it matters most.”
That’s the heart of the offer. And that’s what moves people.
4. Your Clients Are Savvy — Speak to That
Let’s not pretend your audience hasn’t already seen a dozen legal Instagram pages.
They’re not falling for vague reels or templated posts anymore.
So speak to that intelligence. Respect it.
Say things like:
- “Most people think filing jointly ends the conversation — but here’s what they miss.”
- “We’ve been taught to stay ‘amicable’ during divorce — but peace shouldn’t come at the cost of your rights.”
- “You don’t need to know every clause in your business contract — you just need someone who reads it like your future depends on it.”
You’re not just sharing facts — you’re helping people feel informed and empowered to take action.
5. Don’t Just “Add Value.” Move People Toward a Decision.
Adding value is great — but it’s only part of the journey.
What moves someone from “I like their posts” to “I’m ready to book” is:
- Seeing themselves in your stories
- Believing you’ve helped others like them
- Knowing what your offer actually does
- Feeling like they won’t be judged, rushed, or misunderstood when they reach out
Which is why your content should do more than educate. It should:
- Shift beliefs (“You’re not selfish for asking for sole custody.”)
- Show proof (“My client was in the same spot — and here’s what we achieved together.”)
- Explain your offer (“Here’s what’s included in our $1500 parenting plan package.”)
- Invite next steps (“If this sounds familiar, send me a message. Let’s talk.”)
This is how trust becomes action.
What to Post Instead (Based on Your Practice Area)
To make this super practical, here’s a simple guide. If you’re stuck on what kind of content to post beyond “tips,” try this:
| Practice Area | Belief-Shifting Post | Emotional Story | Offer Clarity Post |
| Divorce Law | “Being fair doesn’t mean being silent.” | “She cried during our consult — and left feeling like she had options.” | “My flat-fee divorce service includes 81 questions most couples never ask.” |
| Estate Planning | “Writing a will isn’t morbid — it’s responsible.” | “He didn’t want to talk about death. Now his family knows what to do.” | “We handle everything from trust creation to making sure your kids know what happens if you’re not there.” |
| Immigration | “Hope isn’t a strategy. Your paperwork has to tell your story clearly.” | “They were separated for 3 years — now they’re finally building a life together.” | “Our Adjustment of Status package walks you through every step — no guesswork.” |
| Business Law | “Your handshake deal won’t hold up in court.” | “She built her coaching business without a contract — until one client ghosted.” | “Our founder’s package includes contracts, IP protection, and strategy.” |
| Trademark Law | “A business name isn’t just a name — it’s your legacy.” | “After losing her first brand to a copycat, she wasn’t taking chances again.” | “Our trademark packages include clearance, filing, and response handling.” |
The Heart of It
In Jerry Maguire, there’s a line that says:
“If this [heart] is empty, this [head] doesn’t matter.”
That line stuck with me.
Because I see so many attorneys putting thought into content, strategy, reels, tips… but not heart.
And when your content lacks heart, it doesn’t land.
It’s the difference between seen and saved.
Between liked and booked.
So the real strategy for legal marketing in 2025?
It’s not just “educate.”
It’s: Connect. Show up. Speak human. Lead with empathy. And back it with clarity.
If you do that, the right people will find you. And not just follow you… They’ll trust you enough to hire you.
