Instagram Marketing for Lawyers: 12 Tips to Help You Stand Out
You’ve probably scrolled through Instagram and thought, “This platform’s for influencers, not lawyers.” Or maybe you’ve seen another attorney posting legal tips, racking up views, and building a loyal following — and wondered if there’s actually something to it.
The truth? Instagram has quietly become one of the most effective platforms for lawyers to build trust, share their expertise, and attract new clients — especially when used strategically.
In this guide, we’ll break down how lawyers and law firms can use Instagram not just for visibility, but to create real connections, showcase credibility, and generate meaningful leads. Whether you’re a solo attorney or part of a larger firm, this is your playbook for making Instagram work for your practice.
Is Instagram Good for Lawyers?
Definitely — yes.
Instagram isn’t just for influencers or lifestyle brands. For lawyers, it’s a powerful way to build trust, share legal insights, and connect with real people who may one day need your help. With tools like Reels, Stories, and targeted ads, you can increase your visibility and position your firm as both approachable and credible.
In fact, social media is now a key client acquisition source for 35% of lawyers, with Instagram standing out for its ability to humanize your brand while demonstrating clear expertise.
So, if you're serious about growing your presence online... Instagram is a smart, strategic place to start.
Additional Reasons Why Law Firms Should Market Themselves on Instagram
If you're still on the fence about Instagram as a legal marketing channel, here are a few more reasons that might just shift your perspective.
Humanize Your Firm and Build Trust
People don’t just hire lawyers — they hire people they trust. Instagram gives you a space to show the human side of your practice: your team, your culture, your day-to-day.
#### Example: Brown Rudnick
Brown Rudnick uses Instagram to introduce their attorneys and staff through photos and short bios, giving followers a glimpse into the people behind the firm.
They also take advantage of Reels and Carousels to post content that feels genuine, not rehearsed — making them more relatable and trustworthy to potential clients.
Increase Visibility and Reach New Clients
With over 2 billion active users, Instagram isn’t just a place to post photos — it’s a high-traffic channel where legal services can gain massive exposure. Strategic posting helps law firms show up where people are already scrolling and searching.
#### Example: Jefferson Fisher
Attorney Jefferson Fisher grew his audience by sharing short, practical tips on communication and legal mindset — all in plain language, designed for everyday people.
His posts consistently earned high engagement, proving that helpful, down-to-earth content can go a long way in building visibility and authority.
Cost-Effective Marketing with High Engagement
Instagram offers one of the most budget-friendly marketing channels available. You don’t need big ad spend — just smart content that informs, connects, and speaks to real client needs.
#### Example: TopDog Law
TopDog Law built a strong following by analyzing viral videos and breaking them down with legal insights. It’s a smart mix of education and pop culture, making the law more accessible — and their firm more approachable.
This strategy led to consistent engagement, inbound inquiries, and stronger brand recall.
By leveraging Instagram's features to humanize your firm, increase visibility, and engage with potential clients, law firms can effectively market their services in a cost-efficient manner.
How to Market a Law Firm on Instagram
If we’ve got your attention, here’s what to focus on: Instagram can deliver strong ROI for lawyers — as long as you treat it like a professional marketing tool, not just a social app.
Below are practical, proven tips to help you market your law firm effectively and ethically.
1. Set Up an Instagram Business Profile (Not a Personal One)
A business profile unlocks features you’ll actually need — like Instagram Insights, contact buttons, and ad tools. These aren’t just nice-to-haves... they’re essential for any strategy that relies on data, optimization, and measurable growth.
#### Checklist:
- Use your full firm name as the username for easy discovery
- Add a clear profile image (logo or professional headshot)
- Write a benefit-driven bio: what you do, who you help, and where you’re located
- Include a trackable link (use UTM parameters to measure traffic)
If you're planning to use Instagram as part of a wider review and referral strategy, integrating it with tools like Surge Reviews or Surge Referrals can help you maximize visibility and trust at the same time.
2. Nail the Basics: Bio, Contact Info & Branding
Think of your Instagram profile as your digital storefront. Before someone clicks “follow” or messages you, they’ll scan your bio to figure out if you’re worth their time.
#### What to include:
- Practice area (e.g., "Criminal Defense Attorney – Los Angeles")
- Location or service areas
- Contact methods (email, phone, directions)
- Link to a lead-capture page, not just your homepage
#### Tip:
Use tools like Linktree or Later’s Linkin.bio to drive traffic to multiple pages.
Not sure how online perception ties into business outcomes? Take a deeper look into the importance of online reviews for law firms, or explore how platforms like Google Reviews influence credibility before a client even visits your website.
3. Build a Strategic Content Plan Before Posting
You don’t need to post daily — but you do need to post with intention. Every post should serve a purpose: to educate, build trust, or guide someone closer to working with you.
#### Structure your content around:
- Educational value (FAQs, checklists, legal tips)
- Brand storytelling (firm culture, milestones, behind-the-scenes)
- Social proof (testimonials, client wins — anonymized or with permission)
- Calls to action (“DM us,” “Click bio,” “Save this post”)
Use a weekly or monthly content calendar to stay consistent and avoid last-minute scrambling.
If you're already publishing content across other channels, our PR for Law Firms guide can help you align Instagram messaging with media placements and firm-wide initiatives.
4. Follow the 80/20 Rule: Value First, Promotion Second
Here’s the golden rule: 80% of your content should educate, inform, or connect. The other 20% can focus on direct promotion.
#### Why this works:
People are more likely to follow — and eventually hire — a lawyer they trust, not one that constantly sells. Valuable, non-salesy content gets saved, shared, and remembered.
#### Examples of high-value content:
- “Do I need a lawyer after a minor car accident?” (Carousel or Reel)
- “5 signs you’re being wrongfully terminated”
- “How to file a small claim in Texas — without legal help”
If you’re wondering how to balance this with paid marketing efforts, we’ve put together a deep dive into Facebook Ads for Lawyers — another channel where this principle applies and complements your Instagram strategy.
5. Post a Mix of Formats: Reels, Stories, Carousels, and Static Posts
Instagram isn’t a one-size-fits-all platform — each content format serves a different purpose, and using a healthy mix keeps your feed dynamic and engaging.
Reels help you get discovered by new audiences.
Carousels are perfect for step-by-step explainers or legal tips that people can save and refer back to. Stories show personality and encourage interaction in real-time. And static posts — your traditional single-image updates — are great for evergreen reminders or quick updates.
Short-form Reels still get top billing in the algorithm, especially when they open with a strong hook like “Here’s one legal mistake people keep making…”
It’s not about going viral — it’s about becoming visible to the right audience.
And if you're wondering what type of content people actually save, share, or act on — this is where a tool like Surge Insights becomes a game-changer. It lets you track which kinds of posts lead to profile clicks, page visits, or even client inquiries.
6. Leverage Stories & Highlights to Stay Top-of-Mind
Stories may disappear in 24 hours... but the impression they leave can last much longer.
They let you show the informal, behind-the-scenes side of your firm — the kind of stuff that makes you feel more human and less “just another attorney.”
Think about showing how your team prepares for a big case, sharing a quick FAQ in selfie mode, or walking someone through a legal checklist on video.
And don’t let good Stories vanish — save them in Highlights and organize them by topic: Client Tips, FAQs, Free Resources, or even Team Life.
The goal here isn’t polish. It’s presence.
If you're unsure what kind of behind-the-scenes content builds trust without crossing the line, check out our article on law firm reputation management. It covers how to build authority and trust even in informal spaces like Stories or Reels.
7. Use Hashtags Like a Search Tool, Not a Decoration
Hashtags aren’t about looking trendy. They’re about being found by the people already searching for help in your practice area.
Avoid generic tags like #lawyerlife or #attorneygoals. Instead, focus on those that match your niche and geography — like #DallasDivorceLawyer or #ImmigrationHelpNYC. A few branded hashtags for your firm or campaign can also help you track awareness over time.
When used right, hashtags don’t just boost impressions — they boost discovery by the right people.
8. Invest in Quality Visuals and Branding
Your feed doesn’t have to look like a design agency made it — but it should feel intentional. Poor visuals can hurt your credibility, even if your message is solid.
Use high-resolution images. Stick to a consistent font, color palette, and tone. If you’re posting legal tips or case-related content, make sure your graphics reflect the professionalism of your firm. A small logo in the corner, a uniform layout, even just well-lit office photos can go a long way.
And if you’ve got the budget? Invest in a quick shoot with a local photographer. Clean headshots and candid office shots can give you months’ worth of polished, reusable content that feels both personal and professional.
9. Engage With Comments and DMs Consistently
Instagram rewards engagement — not just from your followers, but from you as well. The more active and responsive you are, the more visible your posts become in the algorithm.
But beyond that, it’s just smart client service. Many people will DM you before they ever think to email or call. It might start as a quick question — and if handled right, can lead to a booked consultation.
Always reply to comments and messages within 24 hours when possible. Keep responses warm and professional. And if a legal question comes up in your DMs? Redirect politely:
“This is a great question — let’s move the convo to email so we can guide you properly.”
Just remember: Never give legal advice in DMs. Use it as a gateway — not a venue.
If you're wondering how your responses reflect on your brand, this article on how to respond to negative reviews offers useful principles that apply just as well to social media messaging.
10. Use Instagram Ads to Promote High-Performing Posts
You don’t need to spend thousands on ads. Even a small budget — as little as $5 to $10 a day — can go a long way if you’re boosting content that already performs well organically.
Start by promoting posts that are getting solid engagement — a testimonial, a popular FAQ carousel, or a Reel that people keep saving. These are already resonating... now it's time to scale that visibility.
Target your ads by location, age, or interests — especially if your firm serves a specific region or niche. Use Meta Ads Manager for full control over who sees your content, rather than relying on Instagram’s basic “Boost” button.
When done right, ads don’t feel like ads — they feel like the right content at the right time.
11. Track What’s Working — and Adjust
Marketing without tracking is like flying blind. Instagram gives you built-in tools — through Insights — that show exactly what’s gaining traction.
Pay attention to more than just likes. Look at reach, saves, shares, and profile actions. A post that gets shared or saved often is one your audience finds valuable — make more like it.
And outside the app, use tools like Bitly or GA4 to measure how much traffic Instagram is sending to your website — and how many of those visitors are turning into real leads or consults.
The goal isn’t to guess. It’s to test, learn, and improve.
12. Bonus: Attract Followers from Other Channels
Your Instagram doesn't live in a vacuum. Mention it elsewhere — on your law firm's website, in your email signature, client newsletters, LinkedIn profile, or even your business card.
Why? Because seeing your presence in multiple places builds familiarity and trust. And let’s face it — some people just prefer messaging you on Instagram instead of filling out a long contact form.
If you're already putting out valuable content, don’t keep it siloed. Let your other channels do the legwork and guide people back to your Instagram, where they can connect with you in a more casual, real-time way.
If you’ve built visibility but aren’t sure how to make that translate into better client trust, Reputation Marketing is a great next read. It shows how platforms like Instagram work best when they’re part of a bigger effort to shape public perception and client loyalty.
Wrapping Up
If you're serious about marketing your law firm on Instagram, here’s something to consider: people won’t just check your posts — they’ll check your reputation. That means your reviews, how your name shows up on Google, and what past clients are saying about you behind the scenes.
This is exactly where Surge Point can help.
Instagram may help you get discovered, but what happens next — the clicks, the research, the decision to trust you — often comes down to reputation. With tools like Surge Reviews, Referrals, and Insights, Surge Point helps you leverage your best client experiences, manage your firm’s online presence, and turn visibility into trust.
If you’re building an audience but not seeing real inquiries… or posting content but unsure what’s actually converting… you might want to look at the bigger picture. Your content may be great — but reputation is what closes the loop.
Check out our solutions for law firms and take a look at how we help legal professionals grow with intent. Whether you're trying to get more 5-star reviews, track client sentiment, or build loyalty with past clients using tools like Surge Repeat, we've built it all to support firms like yours.
Want to keep learning? Our blog is packed with practical insights — including deep dives like Facebook Ads for Lawyers and Local SEO for Law Firms to help round out your strategy.
And if you’re not sure where to start — just shoot us a message at info@thesurgepoint.com. We’ll help you connect the dots between your Instagram presence and the reputation that actually drives results.
You’ve got the platform. Now let’s make sure people trust what they find.
