Social media can feel overwhelming – it’s an endlessly evolving landscape that the next generation is inevitably hinged to. But with the right approach, it can be an incredibly powerful tool that your law firm can utilise to make the most out of its online marketing endeavours. It’s just as important that you get your social media marketing strategy right, helping you to keep up with the competition and connect meaningfully with your audience.
At Conscious, social media marketing is at the heart of what we do. Our specialist social media team are at the forefront of social media trends, helping law firms stay ahead of the curve using cutting-edge, bespoke services, including personal brand management and social media management.
In this article, our team takes a look into the expected trends in social media for 2025, answers some questions around how lawyers can use social media effectively and gives a couple of top social media tips for solicitors.
Why is social media important for law firms in 2025?
The bottom line is that the importance of social media lies in its popularity. The scale of the audience that social media can provide to a law firm is simply enormous, with 56.2m active users in the UK reported in 2024. Small law firms have certainly seen the benefits of this, with 42% reporting that they gained new clients from social media marketing. The best social media platforms for law firms depend on your client base, so it’s important to understand your users before designing your strategy.
Social media allows prospective clients to relate to you on a personal level. Social media platforms are essentially a medium in which everyone can be perceived on an equal flooring, so your brand’s online personality must convey the warmth and accessibility that will attract a customer.
More than this, social media is a perfect signpost for your law firm. Effective use of Pay Per Click (PPC) and targeted social media marketing can drive clients to your law firm’s website with clever, relatable content designed to hit their pain points and present a tangible solution to their problems.
What type of content should law firms post on social media?
You can take several routes when deciding on your law firm’s social media strategy. Your content should largely mirror the patterns and habits of your target user demographics, so it’s important to conduct some tailored user research to determine what value they most seek to gain from social media usage. Law firm branding on social media should really speak to prospective clients, so it’s important that yours is in a language they understand.
However, there are some types of material that law firms should always look to include in their social media content:
- Educational Content: demonstrate your accessibility and commitment to user-centric language by demystifying complex legal topics and addressing common misconceptions using case studies and quick infographics.
- Success Stories: show off client reviews and testimonials to build trust and publish some before-and-after scenarios to provide a tangible output.
- Firm News: humanise your company by introducing your team to the public, demonstrating community involvement, and utilising humour to show your clients that you’re relatable and approachable.
- Seasonal and Thematic Posts: capitalising on current events to showcase your specialisms, for instance, using riots in the UK to advertise criminal self-defence solicitors services.
- Call-to-Action and Lead Generation: get people involved by advertising free consultations, downloadable resources and links to regular campaigns such as newsletters and other interactive content such as Q&As.
What are the key social media trends for UK law firms in 2025?
Our team have taken a glance into their crystal ball to examine some of the trends we think will be most prevalent in 2025 and that your law firm should look to implement in their social media strategy:
- Cross-Platform Campaigns and Consistency: This can help to establish your brand voice and expand your reach. You can also maximise the impact of your content by repurposing it depending on the format, thereby appealing to everyone.
- AI and Legal Technology Insights: Sharing your firm’s tech use can establish you as a thought leader, building credibility and reputation. You can really differentiate from your competition, who might be apprehensive of using innovative solutions.
- Client Education through Content Marketing: One of the biggest obstacles for law firms online is the inherent complexity of their content. Educational content both demonstrates your experience and breaks down accessibility barriers for users.
- Testimonials, User-Generated Content and Client Stories: Clients want to relate, and they trust people similar to them. Understanding your clients’ perspective and using this to cultivate trust in your brand can distinguish you in a saturated market.
Strategies for Engagement and Conversion
Capturing prospective clients’ interest and converting that into a deal requires some careful thinking – it’s important to have a stringent plan in place to give you the best chances of success. Consistency is key, and there are a couple of important strategies to combine with regular posting to ensure positive engagement and conversion:
- Valuable content: provide relatable, client-centric content such as testimonials and snappy FAQs. Tailor your content to your platform – repurposing a funny Tiktok to an informative LinkedIn post can attract clients of different demographics.
- Clear calls to action: always tell users what to do, rather than suggest. By embedding your calls to action buttons in your social media profile, you’re removing extra clicks for the user, meaning you can get a conversion in one simple click. Make sure you optimise your profiles to make CTAs as accessible as possible.
- Strong relationship building: ensure your communication channels are open and responsive. Use targeted advertising to leverage potential interested clients and capitalise on newsletters or mailing lists through easy sign-ups on your social profiles.
Measuring Social Media Success
The most obvious metric for indicating a successful law firm social media strategy lies in likes, shares, comments, and follows. A steady increase in these numbers should confirm that your content is engaging and valuable to your target audience. An increase in followers should suggest your content resonates with prospective clients. However, don’t be disheartened if your content is getting the traction you think it deserves! There are several inactive social media profiles, and social media “lurkers” out there so although your content might not look like it’s doing well, one all important potential client could still be viewing and taking your content on board, waiting for the right time to approach you and still not engage with your content.
The greatest measure of success is, of course, conversions and lead generation for your law firm. When your social media content draws people to pick up the phone, write an email or fill in your online enquiry form, you know it’s successful.
Ensuring that your law firm is dialled into platforms such as Sendible or Hootsuite will provide detailed reports. Google Insights and built-in social media insights platforms will keep you in tune with your traffic, engagement and referrals. It’s important to be tracking your social media analytics to find out what is doing well – so you can create more of it, and what isn’t doing so well – so you can rethink this part of your strategy.
Need some social media content ideas for lawyers?
Don’t worry: we’re here to help. Conscious Solutions has over 21 years of experience helping law firms become more successful online. We work with many of the Top200 and Top500 firms and have masterminded social media campaigns that boost our clients’ conversions and online presence.
If you’d like to revamp and optimise your law firm’s social media strategy, contact sales@conscious.co.uk or ring our team on 0117 325 0200.