“A rolling stone gathers no moss.”
I remember hearing that phrase back in grade school and not giving it much thought. It wasn’t until adulthood that I finally understood its meaning: Momentum creates progress. Stagnation breeds nothing.
That lesson came full circle during a road trip my husband and I took to Connecticut. We were discussing how sometimes, you don’t need to have the finish line mapped out—you just need to move. The steps will fall into place as you go.
That realization hit home because I had been meaning to start my newsletter for months. I kept getting stuck in Where is this going? and What if I run out of ideas? Turns out, I just had to start—and the rest figured itself out.
Now, every Monday, I send out Retained & Referred, a newsletter that helps attorneys take one small, strategic action toward better content marketing. And guess what? The momentum took off; everyday I find myself jotting down ideas for the newsletter in the Notes App, plus people love it.
The same applies to social media marketing for you as an attorneys.
Many attorneys struggle with social media because they overthink it. They wait for the perfect strategy, the perfect content plan, or the perfect branding before they start showing up online. But the truth is, consistent visibility matters more than perfection.
Here’s what I’ve learned working with attorneys:
- Brands that post consistently grow 2x faster than those that post sporadically.
- 79% of potential clients say they trust an attorney more if they engage with them online.
- 74% of consumers use social media to guide their hiring decisions—including for legal services.
So if you’re not actively building your social media presence, you’re missing out on potential clients, referrals, and community engagement.
How to Be Intentional with Your Social Media (Without Overthinking It)
If you’re finally ready to get serious about your content, here are four simple steps to start today:
1. Commit to a Realistic Posting Schedule
Not every attorney has time to post every day, and that’s fine. Can you commit to three posts per week? Then do that.
- Family Law Attorney: Post a mix of legal education (e.g., “3 Things You Should Know Before Filing for Custody”), client testimonials, and community-focused content.
- Corporate Attorney: Share insights on contract law, negotiation tactics, and industry updates to establish authority.
- Estate Planning Attorney: Educate your audience on wills, trusts, and probate processes while sharing relatable real-life scenarios.
The key is consistency. Even three posts per week can establish authority, attract leads, and build trust over time.
2. Build a Community, Not Just a Following
People hire attorneys they trust—and trust is built through community. Instead of focusing solely on numbers, prioritize engagement:
- Ask questions that invite discussion.
- Host Q&A sessions on Instagram stories or LinkedIn.
- Share relatable client scenarios (anonymized, of course) to show you understand their struggles.
Example: A family law attorney could post, “Have you ever had to co-parent with someone who won’t communicate? What worked for you?” This sparks engagement, helps potential clients feel seen, and creates a supportive space.
3. Create a Content Bank (So You Never Run Out of Ideas)
One of the biggest struggles attorneys face is “What do I post?”
Keep a running list of ideas, client FAQs, and case studies in a Google Doc or Notes app. That way, when it’s time to post, you’re not scrambling.
- Family Law Attorneys: Share common custody mistakes, legal myths, and quick legal tips.
- Corporate Attorneys: Post contract red flags to look out for.
- Estate Planning Attorneys: Share estate planning horror stories and how to avoid them.
Having a content bank means you always have fresh content ready to go.
4. Test, Adjust, and Keep Moving
Not every post will go viral. Not every post will get engagement. But that’s normal.
- If a post performs well, analyze why and create more of that content.
- If engagement is low, tweak the format, topic, or CTA.
- Keep showing up, and over time, your audience will grow.
Remember the attorneys who thrive on social media aren’t the ones with the most polished graphics or the perfect captions—they’re the ones who show up consistently, build community and just be themselves.
And if you’re looking for a structured way to stay on top of your content without the stress, I’ve got you covered. Schedule a free consultation here and we can chat.
