We’ve all seen it:
“I’m a divorce attorney. Book a free consultation.”
“I help with green card applications.”
“I’m a compassionate and experienced attorney.”
And while those statements might be true, they’re not doing you any favors when it comes to marketing your law firm online. In fact, they sound just like everyone else.
So here’s the real question:
What Makes a Client Choose You?
What makes someone hire you instead of the next attorney with a decent website and a nice headshot?
The answer?
You show them.
You don’t just tell people what you do, you take them behind the scenes. Let them see your thinking, process, decisions, and strategy. You make the impact of your work visible.
This is what I mean when I say:
Show. Don’t tell.
But let’s be real. For many lawyers, that phrase sounds good in theory… but leaves you wondering what you’re actually supposed to post.
Let’s break it down—practically and strategically.
What “Telling” Looks Like (and Why It’s Forgettable)
We’ve all written things like:
- “I help people protect their legacy through estate planning.”
- “We handle trademark registrations.”
- “Book your free consult today.”
- “Experienced legal representation you can trust.”
These are valid. They’re also forgettable.
Why? Because every law firm says some version of this.
What “Showing” Looks Like (and Why It Works)
When you shift your content from “This is my service” to “Here’s how I think, what I look for, and what my process actually looks like”—everything changes.
Suddenly, it’s not about listing services. It’s about building credibility, rapport, and real differentiation.
Let’s look at some examples:
Divorce & Family Law Example
Telling:
“I help clients through divorce.”
Showing:
“Before filing for divorce, I always review the last two years of tax filings—especially if my client suspects hidden income. Why? Because if we don’t catch that early, we may miss out on assets during division.”
That’s not just legal support. That’s strategy. It signals that you protect your clients before things go sideways.
Immigration Law Example
Telling:
“I can help you apply for a green card.”
Showing:
“One of the first things I review during a marriage-based green card consult is the timeline of the relationship. If there are long gaps or discrepancies, I help my clients prepare a clear, honest explanation that won’t raise unnecessary red flags with USCIS.”
That’s how you build credibility and confidence—before the application is even filed.
Estate Planning Example
Telling:
“We offer comprehensive estate planning services.”
Showing:
“Every estate plan I build includes one conversation: ‘Who is the one person in your life you trust to speak on your behalf when you can’t?’
That one question opens up so much clarity for clients who didn’t even know they needed a healthcare proxy or durable POA.”
Now you’re not just selling estate planning—you’re helping people realize what’s truly at stake.
Trademark Law Example
Telling:
“I register trademarks for small businesses.”
Showing:
“A client once came to me after finding out someone was using their business name on Instagram. We walked through a clearance search together and discovered the name was already registered.
They rebranded, but this time we registered the trademark first—so it didn’t happen again.”
That’s not just informative—it’s a real story, with real stakes, and a smart takeaway.
Don’t Know What to Share? Start With These Prompts:
Here’s a short list of content ideas that will help you show your value:
- Break down your consultation process:
What happens when someone books a call? What questions do you ask to make them feel seen? - Talk through a decision you made during a case:
Why did you hold off on filing a motion? What small detail shaped your strategy? - Share a common client mistake—and how you handle it:
What do you always flag or correct during intake? - Describe your prep process before a big moment:
Whether it’s court, mediation, USCIS interviews, or responding to objections—how do you get ready? - Walk through a win (without breaking confidentiality):
Focus on the problem, the decision you made, and the result. Less “look how great I am,” more “here’s how I helped.”
Final Thoughts: The Real Secret to Content That Converts
You don’t need to write essays or overshare.
You just need to be willing to tell the real story behind your work.
When you show how you help—what you look for, what you consider, how you approach problems—you give potential clients a reason to remember you. To like you. To trust you.
That’s what gets remembered.
That’s what builds connection.
That’s what gets consults.
Ready to Build Your Visibility Strategy?
If you’re done with copy-and-paste lawyer bios and want to build real momentum using strategic, story-based content that connects
Book a strategy call with us and let’s map out your visibility plan together.
