Most lawyers have been told to market their services by sharing their accolades, experience, or the number of cases they’ve won. But here’s a shift that’s changing the legal marketing landscape: the strongest legal brands today aren’t just built on credentials, they’re built on connection.
And connection happens in community.
You don’t need to be an influencer. You don’t need to go viral. But if you want long-term growth that’s not just built on referrals and random inquiries, you need a group of people who trust you, turn to you, and share your name with others. That’s community. And for solo attorneys and small law firms especially, building a community around your brand could be the most valuable marketing strategy you invest in.
So, how do you actually do that without sounding fake, burning out, or posting constantly? Let’s walk through the steps together.
Step 1: Start With Personality, Not Just Practice Area
Communities don’t form around practice areas. They form around people.
Before you build anything, you need to define who you are in this space. Not just the kind of law you practice but the kind of lawyer you are. Are you the empathetic guide in a messy divorce? The no-nonsense protector of small business owners’ legacies? The patient listener who breaks down complicated immigration processes like a big sister would?
Start there.
Think about your tone, your values, and your communication style. Write them down. This is the “voice” that your content and community will carry. In branding terms, this is your personality. In community-building, it’s your magnet.
Example: One estate planning attorney I know started posting short videos every Friday answering the questions her clients were too embarrassed to ask out loud. Her tone was calm, warm, and slightly playful. Within weeks, people were tagging friends and saying, “You need to follow her. She’s not like other lawyers.” That’s community energy. And it starts with voice.
Step 2: Create a Clear Offer (and a Path to It)
Now that you know how you’re showing up, it’s time to get clear on what you’re inviting people into.
Your offer is not just “book a consultation.” Your offer is the value they get by being in your orbit. That could look like:
- A checklist for single moms getting ready to file for custody
- A private Facebook group for people going through a high-conflict divorce
- A guide on how to have “the talk” about wills with aging parents
- A free 15-minute Q&A session every Wednesday
This is the practical, give-before-you-get value that makes people stick around. The more relevant and helpful it is, the more likely people are to share it with others, which is exactly what you want in a community-driven brand.
Example: A family law attorney I worked with offered a free 3-part email series on “What to Know Before You Separate.” She shared it in her Instagram bio, Facebook group, and LinkedIn posts. Not only did it grow her email list, but it created conversations. People replied. People asked follow-up questions. And because the value was high, she built trust fast.
Step 3: Build a Funnel That Feels Human
Once you have your valuable offer, you need a way to deliver it and keep in touch. Enter: email marketing. Don’t let the term intimidate you. An email funnel is just a series of emails that helps people get to know you better over time.
Start simple:
- Email 1: Deliver the freebie and introduce yourself
- Email 2: Share why you do this work and how you help people
- Email 3: Answer a frequently asked question
- Email 4: Offer a chance to schedule a consultation or stay in your free community
And don’t just write like a lawyer. Write like a real person.
Example: A probate attorney I follow includes a short section at the end of every newsletter called “What I’m Reading or Watching.” It’s not legal. It’s human. It makes people feel like they’re in conversation with her, not on the receiving end of a sales pitch. That’s how you keep a community engaged.
Step 4: Use Top-of-Funnel Content to Attract the Right People
“Top-of-funnel” just means the first thing someone sees from you. It’s your outward-facing content, the memes, Reels, tweets, and posts that catch someone’s attention before they even know your name.
But attention is not enough. You need resonance.
Ask yourself: What are my ideal clients scrolling through right now? What keeps them up at night? What do they joke about with their friends or Google in private?
Use that.
Here are a few content types that work well for community-building:
- Engagement questions: “What was the moment you knew your marriage was over?”
- Relatable memes: Humor about co-parenting, estate drama, or dealing with in-laws
- Mini-threads or carousels: Tips with a story angle like, “3 mistakes I see every week in DIY custody agreements”
- Behind-the-scenes moments: From court days to coffee shop work sessions
This kind of content invites people into your world. It doesn’t pressure them to buy, it gives them a reason to stay close.
Step 5: Consider a Community Platform (But Only If You’ll Use It)
This is optional. You don’t need a Facebook group or Slack channel to have a community. But if you’re someone who enjoys connection and conversation, it can be a powerful hub.
If you choose to go this route, remember:
- Be clear about the purpose. (“This group is for women preparing for divorce in New York.”)
- Set expectations. Let people know how often you’ll post, what’s allowed, and what they’ll get.
- Keep it active. A weekly prompt, quick live Q&A, or even just curated content can go a long way.
Example: I’ve seen solo attorneys use groups to beta-test templates, host challenge weeks, and even gather client testimonials, all in a space they control. It also gives them a captive audience to speak to, without the noise of the algorithm.
Step 6: Build Trust With Ongoing, Real-World Content
Your community is not just made of followers. It’s made of people with real fears, questions, and goals. The more you reflect that in your content, the more loyalty you build.
Every week, try to rotate through these four content types (I call them the 4H System):
- Helpful: Tips, checklists, FAQs
- Heard: A post that says “I get what you’re going through” without selling
- Humor: A well-timed meme or story
- Happenings: Behind the scenes, wins, real-life updates
Consistency builds trust. And trust builds a community that buys from you, refers you, and roots for your growth.
Why This Approach Works
Most attorneys are taught to operate on referrals. And that can work for a while.
But referrals are reactive. Communities are proactive.
When you build a community, you’re no longer waiting for someone to pass along your number. You’re nurturing a warm group of people who know you, trust you, and are eager to learn from you.
That’s leverage.
That’s stability.
That’s what separates a good law practice from a brand that becomes a household name in your niche.
Quick Recap: 7 Steps to Build a Community-Driven Legal Brand
- Define your personality. What makes you relatable and recognizable?
- Clarify your offer. What practical, high-value thing can you give to start?
- Set up a human-centered email funnel. Let people into your world gradually.
- Use top-of-funnel content. Share posts that attract, not just impress.
- Consider a platform. Only if you’ll engage and nurture your people there.
- Keep posting. The 4H system helps you stay visible and trustworthy.
- Focus on connection over conversion. Community leads to both.
Final Thoughts
This kind of community-building is not about trying to become famous on social media or turning your law firm into a content machine. It’s about shifting your mindset from “How do I get more clients?” to “How can I build a brand that people gather around?”
That’s what I help attorneys do at Setasa. We don’t just post for the algorithm. We build a presence that reflects your real voice, nurtures your ideal clients, and sets your practice apart.
If this feels like the kind of marketing that matches who you are, I’d love to hear from you. Reach out anytime, or better yet, let’s start building something real together.
