March 27, 2021

Facebook Marketing 101 for Law Firms

Facebook app on the front of a smartphone

Many law firms fail to recognize that it’s in their best interest to have an effective social media marketing presence in place for large platforms like Facebook. Performed strategically, Facebook can help you interact with potential clients naturally and drive organic traffic to your firm’s website.

Why Facebook?

Facebook enables you to connect with new and current clients by posting about how you can help them and create content that can be promoted by other users. Your law firm’s Facebook page can use images, videos, live streams, and other forms of visual media to capture users’ attention.

Once you build a following, you essentially have a marketing channel that not only allows you to promote your firm, you can participate in discussions and conversations in both public and private threads. This exposure is critical to outperforming your competition since your prospects are looking to work with attorneys they can trust and reach.

Facebook Media

Facebook users see various types of media when they log into their news feed. There are five main post types: Text, Links, Images, Videos, and Stories.


Text, being the most basic post type, is where you simply type out some characters or emojis. Try raising a question or making an inspirational statement to foster engagement with your audience. For example, a divorce attorney can ask, “Do you believe a divorce can be peaceful?”


When you copy and paste a link, Facebook will show a preview of the link’s featured image (if it has one), a headline, and a short description. Users can easily click on the preview to access the content of the link in a separate window.

This is a good opportunity to add links to content that you’ve created but also to articles, infographics, or ebooks from other sites. If you’ve written a helpful blog post that answers a question about one of your firm’s practices, sharing it with a link puts it out there for others to read, comment, and share.


Images can capture the attention of users and stop their scrolling on their Facebook news feed. You can post a single image or multiple images that get displayed in an image grid. An effective way to combine images and text is to share a designed quote or graphic that compels users to like, share, and comment.


Like YouTube, Facebook is capitalizing on the fact that video content keeps users on their application. Therefore, you can share video content with the understanding that Facebook’s algorithms tend to display it on users’ news feeds more often than other post types. Specifically, Facebook claims it will favor videos that are in HD quality and 3 minutes or longer.

Having said that, as a law firm, you should consider creating well-produced as well as candid videos. Videos with high production quality can be expensive and time consuming, but will also have the potential to have more impact. However, some videos taken on smartphones can gain traction, simply by striking the right chord or delivering a powerful message. Experiment with videos and see what resonates with your audience.


Stories gained popularity on platforms like Snapchat, Instagram, WhatsApp, and Facebook Messenger because of their ease of use and temporary nature. They’re vertical images or videos that make use of the entire screen of mobile phones when opened but disappear after 24 hours.

Because a story disappears after 24 hours, you have a good incentive to keep refreshing and updating the information. For example, you could speak on the law in general or policy changes specific to your law practice. To liven things up, try to use Stories to show behind-the-scenes at the office or speak to important developments in your industry.

Measure Your Results

Facebook Insights enables you to track the success of your Facebook page and posts.

Using Facebook Insights, you can get your data on:

  • followers’ likes and shares
  • your reach and page views
  • the actions on your page
  • the activity on your posts, stories, and any branded content

It’s important to track both the social engagement statistics and how Facebook is driving traffic to your site. Analyzing this data can help you understand which parts of your strategy are working and which parts are not. Further, these insights will allow you to identify opportunities you would not have considered before and revise tactics that are falling short.

Facebook Groups

A Facebook Group is a tool that allows you to create an open or closed community within the larger Facebook pool of users. From your group, you can hold discussions, live stream, or host seminars or talks to give potential clients an idea of who you serve and what you can do for them. You get a chance to interact at a more personal level and better yet, Facebook will display Group activity to its members on the members’ news feed.


Including hashtags in your posts, images, stories, and other media on your Facebook page is another way people can find you in searches. People search through hashtags so that they can find posts related to a specific topic.

Location Matters

Using hashtags specific to your location, such as a city like New York, is also a good way to ensure that the organic traffic you’re receiving is relevant to your business.

Clients may be more likely to hire you if you’re in the same region as them, and they usually search for companies around them.

Mobilize Your Facebook Strategy Now

An effective Facebook marketing strategy can put your law firm ahead amongst your competitors and build your firm’s brand authority by being consistently present where people spend a lot of their time. You can enhance business development through the Facebook platform itself, drive traffic to your website, and engaging with current and future clients. Our agency specializes in Facebook marketing for law firms and can help you build your presence through a targeted, goal-driven strategy.

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