Almost nobody hires a lawyer because of a post. They hire because something went wrong and they searched, or because another lawyer or a friend sent them. What a social account does for a firm is sit there when that person looks you up. That is a smaller job than it is usually sold as, and it is a real one.
Book a free consultation →Legal work arrives as an event. A wreck, an arrest, a petition served at the door, a letter with a deadline printed in it. The person on the other end of that is not scrolling. They are searching at an odd hour, or they are holding a name a friend gave them. Demand capture belongs to local search and to your listing, and no posting schedule takes that job away from them.
Three jobs are left over, and they are worth naming, because they are not the ones social gets pitched on.
What social does not do is fill an intake calendar. Why a business should bother with the channel at all is argued on the social media marketing page, and the case for a practice's marketing as a whole is on law firms. Everything below assumes the account belongs to a law practice, with bar rules reading over its shoulder.
A referring attorney forwarding your practice page decides more about how the firm looks on social than any post does, and what that forward shows is set on the website, which is the piece you own outright.
A law firm has thin visual material and always will. There is no finished kitchen, no van at the curb, no before and after. What a firm has instead is explanation, and explanation happens to be the thing frightened people actually read.
So the writing comes first and the posts come out of it. When we are already producing practice pages, guides, and plain answers as content marketing, the captions are cut from pages that exist rather than written against a calendar of their own. Writing at volume is the part we do constantly: the learning library on this site holds 361 in-depth guides. How that writing gets built into a site so it earns search traffic at the same time is covered in law firm SEO.
Say a four-attorney firm handles family law in two counties. The site already carries a guide on what a first hearing looks like in each one. That guide is a month of posts by itself: what to bring, how long the docket usually runs, what the court will ask about, where to park and how early to be there. None of it is a case, none of it is advice, and all of it was written and approved once already.
What stays out of that pipeline: anything drawn from a matter, any story about a person, and anything that reads as advice to a reader nobody at the firm has spoken with. A practice can publish a great deal about process without ever publishing a client. Broader ideas for what a firm can put in front of people are in law firm marketing.
The honest part: if no attorney will sign off on a caption, nothing gets posted, whoever built the account. Trial weeks and closings win that argument every time, which is why the routine we write is sized to what the firm will still do in a busy month rather than to what sounds good in a proposal.
Bar advertising rules reach further into a social account than most firms expect, and they differ from state to state. Your firm answers for that compliance and we do not, so your own read on your state's rules governs anything we write for you. Captions are where it usually goes wrong, because captions get written in a hurry.
None of that is a certification and we are not offering one. It is how we write for firms: nothing goes out that we would be uncomfortable showing your state bar, and anything close to a line goes to you before it goes anywhere else.
We do not sell social media management, and a firm is better off knowing that before the consult than halfway through it. There is no posting retainer here, no content calendar product, no community management, and no price per post. If a full monthly posting service is what you want, that is a genuine product and somebody who specializes in it should sell it to you.
What we sell is the groundwork, and it attaches to work that is already priced.
Ongoing work runs month to month, never on a long-term contract, and every account is registered to the firm rather than to us. The free what should you pay tool will range the site build and the search work before anyone quotes them. It does not price the social pieces, which is why those get a flat quote on the consult.
Kelly Webmasters and Marketers is Orlando based, working with local service businesses nationwide since 2008. The person who would write your captions is the person who answers when you call or text (407) 694-2055, and you can ask anything before you book a free consult.
We will not put a follower count, a reach figure, an engagement rate, or a number of consultations in writing. How far a post travels is decided inside those companies, under rules they change without telling anybody, so a number like that would be a guess dressed up as a commitment. What we will put in writing is the list of work and, afterward, a plain report of what the tagged links from the profiles actually brought in.
There are firms that should not spend a dollar here yet:
If none of those describe your firm, the groundwork is worth doing once and doing it right. If two or three do, put the same money into local search and look at this again next year. We will say so on the free call rather than after the invoice. Either way, a free mockup of the firm's homepage comes first, and it is yours to keep whatever you decide.
Sometimes, and at a much smaller scale than the pitch you were given. If the profiles carry an old phone number, the preview cards are broken, and the last post is three years old, fixing that is worth an afternoon whether or not anything gets posted afterward. One post a week that an attorney will actually approve is worth more than a schedule nobody keeps. If nobody will approve a caption at all, you will hear that before you pay for a plan built on it.
One, to start. A single current profile answers the check somebody is running on you, and four stale ones fail it four times. Which one depends on where the work comes from: practices fed by other attorneys and by businesses get more out of a professional network, while a consumer practice usually belongs where its county already is. Part of that decision is which profile somebody at the firm will keep current.
That is a question for your firm and your state bar rather than for us, and it turns on your state's rules and on client consent. Two points hold up almost anywhere: confidentiality belongs to the client and is not yours to waive, and a past result may not be presented in a way that suggests the next one. Firms that stay out of trouble here write about process instead of outcomes.
Treat it as an inbound and get it out of the thread quickly. A short scripted reply pointing to intake and a phone number, no advice in the message, and no discussion of what the person described. Whoever watches that inbox needs a written rule for it, because unsolicited detail arriving before a conflicts check is a problem for the firm before anybody has decided anything.
Not on its own, and not the way an editorial citation does, so plan around it rather than on it. What the profiles do is corroborate. The same firm name, address, phone, and admissions repeated in places both a search engine and an assistant can read makes the firm easier to describe correctly and harder to confuse with the practice two exits away. Being named accurately by an assistant is its own body of work, and it starts on your pages.
Not for social itself, since no posting product exists to bill. The site side rides inside a build, which runs $3,500 to $12,000+ one time. Posts cost the least where monthly writing is already being paid for under ongoing SEO, which is $1,500 to $3,500 a month for most businesses and $3,500 to $7,500 a month in competitive metros or for multi-location firms. Profile work on its own is quoted flat after a free consult.
Many do, and it usually helps the firm, but it needs a page of written rules first. No matter details, no advice to strangers in replies, no commentary on a pending case, and a plain line saying who they work for. Decide as well whether firm material may be reshared and who signs off on it. That rule is far easier to write before somebody posts than after.
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Book a free consult and we will go through every profile the firm already has, check each one against the letterhead name, the bar directory listing and the practice pages, and tell you plainly whether any posting should come before the listing work. Call or text (407) 694-2055, or email [email protected].
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.