The other night, I walked into the Apple store with two toddlers on my hip and a mission in my mind: get a new phone.
My iPhone battery was dead-dead, not just draining fast. I mean, wouldn’t turn on unless it was plugged in. The battery looked ready to burst through the screen.
I didn’t have time to debate. I scanned models online, picked my option, walked in an hour before closing, and walked out with a new phone. No trade-in. No small talk. The guy at the store barely said a word.
But on my way home, it hit me.
The transaction was fast not because he was persuasive. It was fast because Apple had already done the work before I ever stepped into the store.
It made me ask myself something I now want to pose to you:
🧠 Is your law firm’s online presence ready for the client who’s already decided they need help?
The Clients Who’ve Already Done Their Research
Here’s the truth: not every client is in “awareness” mode. Some are in “I know what I want, and I’m looking for someone to deliver it well” mode.
These are not the people who need convincing that they need an estate plan. Or a prenup. A trademark. Or representation.
They already Googled that.
They’ve already followed a few attorneys.
They’ve skimmed your captions.
They’ve watched a few videos.
They’ve maybe even added your name to a shortlist.
But here’s what they haven’t done yet:
Booked.
Why?
Because they’re hitting dead ends on your Instagram.
Because your “Services” highlight is cluttered.
Because your “Work With Me” page is vague.
Because your LinkedIn profile is written like a résumé, not a resource.
So let’s talk about how to fix that.
Think of Your Digital Presence Like a Storefront
If someone walked into your physical office and asked, “What do you do?” you wouldn’t hand them a stack of your old CLE slides and say, “Just browse.”
You’d guide them.
You’d show them options.
You’d explain what’s included.
You’d quote your fee.
You’d ask what they’re looking for and tell them what to do next.
That’s exactly how your online presence should function.
Not just as a place to educate.
But as a place to make decisions easy.
Your Instagram is your storefront.
Your LinkedIn is your storefront.
Your website is your storefront.
And every piece of content should be:
- Frictionless
- Clear
- Aligned with where they are in their journey
6 Practical Ways to Turn Your Socials into a Sales-Ready Storefront
1.
Simplify Your Instagram Highlights
You don’t need 12 highlight bubbles. You need clarity.
✅ Keep 2–3 max:
• “Work With Me”
• “FAQs”
• “Client Wins” or “Behind the Scenes”
Each one should answer questions a buyer might have:
- What services do you offer?
- How do I book?
- What’s the process?
- What can I expect?
Use short, engaging videos inside each highlight. Pin your best reels to the top. Make the next step obvious.
2.
Write Your LinkedIn Bio Like a Service Page
Right now, most lawyers’ bios sound like this:
“Experienced litigator with 15 years of courtroom experience and a demonstrated history of working in civil litigation.”
And while all that may be true, it doesn’t say what you offer.
Try this instead:
“I help high-achieving professionals protect their legacies through strategic estate planning. From first-time wills to multi-generational trusts, I make the process clear, personal, and actionable.”
Want more visibility? Be searchable and service-forward.
3.
Add Pricing Signals (Yes, Even If They’re Ranges)
Many law firm websites lose potential clients not because the price is too high, but because there’s no price at all.
Your future client is already trying to compare options. If your page says “contact us to learn more,” and someone else says “Flat-fee packages starting at $1,200,” guess who wins?
Not because they’re cheaper.
But because they’re clearer.
You can still pre-qualify your audience without giving exact quotes. Examples:
- “Our custody strategy sessions start at $375.”
- “Flat-fee trademark packages available.”
- “Custom estate plans for families starting at $2,000.”
This is not about commoditizing your services.
It’s about showing your readiness to work with someone who’s ready to pay.
4.
Pin Your Most Helpful Posts with a Buyer’s Lens
Don’t just pin what got the most views. Pin what sells.
✔️ A post that explains your signature process
✔️ A carousel that highlights client outcomes
✔️ A reel that walks through who you help
Ask yourself: If someone only saw these three posts, would they know what I do, how to work with me, and why I’m worth booking?
If not, it’s time to re-pin.
5.
Name the Offer. Own the Outcome.
Too many attorneys just say “We help with divorce,” or “We offer estate planning.”
That’s what you do. Not what it does for them.
Instead, try:
“We create parenting plans that actually work — built for co-parents who don’t communicate well.”
Or:
“We help entrepreneurs protect the business they’ve built — so their brand can scale without legal stress.”
Name your process. Give it a name, a result, a reason.
That’s what builds recognition and trust.
6.
Include an Instant Way to Start
If your only CTA is “Schedule a call,” you’re missing the buyers who are interested but not quite ready.
Offer layers.
• A lead magnet to download (like a custody checklist or pricing guide)
• A free community to join
• A FAQ highlight or pinned post that answers their objections
• An “Apply to Work With Me” form that pre-qualifies leads
You’re not just booking — you’re nurturing. Which brings me to this:
Some Lawyers Don’t Need More Leads — But They Do Need More Leverage
During a coaching session recently, we talked about how not every lawyer needs more volume. Some are already busy — booked solid with referrals or long-standing clients.
But busy doesn’t mean visible.
And visibility doesn’t always mean overwhelmed with inquiries.
Sometimes, it just means:
- Getting better cases.
- Charging higher rates.
- Being known in your space.
- Having content that opens doors to press, partnerships, and panels.
That kind of presence only comes when you stop just educating and start positioning.
Here’s What to Do Next
If you’re a lawyer building your brand online — whether you’re hungry for leads or focused on higher-quality visibility — I want to invite you to join:
🎯 The Visible Attorney — a free community I created just for law firm owners.
Each week, I’ll send you one non-overwhelming tip to help you show up online — with intention, clarity, and connection. You’ll get access to:
- Caption prompts you can customize
- Content ideas based on your practice area
- Strategy notes on what actually moves people to book
All designed for the lawyer who doesn’t want to spend all day on Instagram, but also doesn’t want to get ignored.
💬 DM or comment VISIBLE and I’ll send you the link to join.
Final Thought: Don’t Make Them Work for It
I didn’t buy an iPhone because someone at the store convinced me.
I bought it because everything before that moment had already prepared me to say yes.
You have clients like that, too.
But if your online presence is clunky, confusing, or vague — they’ll hesitate.
Don’t lose them at the finish line.
Set your content up like the storefront it should be.
Let them see what’s possible.
And then — make it easy to say yes.
