Most law firms post on social media because they think they’re supposed to. What do they really want? Referrals. Not just likes, not vanity views—referrals that turn into consultations.
Here’s the reality: most lawyers are posting content that does nothing to generate new business. Stock graphics with gavel emojis, generic legal facts, courtroom quotes—none of that inspires someone to tag their friend or send your firm’s profile to a relative who needs help.
If your goal is to get referrals, not applause, we will provide your playbook. Let’s cover the psychology of why people share attorney content, what kinds of posts attract referrals without begging, and how to structure your content calendar for consistent results.
The number one mistake lawyers make with social media? Posting content they wouldn’t engage with themselves. Most legal content feels like a digital brochure: stiff, impersonal, and overly formal.
Social media users aren’t looking for lawyers; they’re scrolling to pass the time, laugh, learn something quickly, or connect with something emotional. So, if you want them to think of you when someone they know needs legal help, your content needs to make an impression that sticks.
People tag, share, or DM content for one of three reasons:
To be referable online, you need posts that check one of those boxes. Most law firm content checks none.
Real stories connect. You don’t need to name names or share private information to tell powerful client journeys. Done well, a client story makes your reader think: “I know someone like that.”
Here’s a winning structure:
You don’t need to post these every day—just consistently. One strong client story per week is enough to keep your network thinking of you when legal issues come up.
Sometimes, the best way to get referrals is to gently plant the seed. Instead of begging for business or saying “we love referrals,” use a structure that calls out specific situations people can relate to.
Examples:
The key here is tone. You’re not being pushy. You’re being helpful. And that kind of post makes people want to tag someone or forward your info.
People don’t refer friends to robots in suits. They refer them to people they trust. And trust is built by being relatable, not just knowledgeable.
Behind-the-scenes posts are the easiest way to build that trust.
Examples that work:
These posts remind your audience that you’re not just a lawyer—you’re a real person who shows up, who works hard, and who cares. That’s referable.
Legal tips go wrong when they sound like law school lectures. The tips that get referrals are:
Here are a few examples:
At the end of these posts, use a simple referral CTA:
“Know someone this applies to? Send them this post or have them call us.”
Make your tips shareable—short sentences, vertical format if using video, and always include your firm’s contact or name on the graphic.
Not all reviews are created equal. The ones that lead to referrals are the ones that speak to emotional impact—especially fear and relief.
Take this example:
“I was scared out of my mind after getting arrested. [LAW FIRM] didn’t just defend me—they explained everything and treated me with respect. They gave me my life back.”
Turn that into a graphic, a story caption, or a quote in a short-form video.
This kind of content triggers memory. Someone scrolling sees that and thinks, “That sounds like what my cousin is going through.”
If your reviews are buried in Google, start pulling one out every week and resharing it with context.
You don’t need to say “we love referrals.” You need to say, “If someone you care about needs help with this, we’re here.”
Example caption:
“We just helped a first-time offender avoid jail and protect their career. We’re proud of the result, but prouder that our last three cases came from friends of former clients. If someone you trust needs legal help, send them our way. We’ll treat them with respect.”
This works better than any “refer a friend” campaign. It feels natural. It honors the client. And it reminds your audience that they’re part of your reputation.
If you want shares, tags, and DMs—not just likes—here’s what to focus on:
Avoid:
Your goal isn’t to go viral. It’s to create content that gets shared one-to-one, from your follower to their friend or family member.
You don’t need to post daily. Three times per week with content that connects emotionally, answers real questions, or shows client wins is far more effective than daily filler content. Consistency and authenticity matter more than frequency.
Start with where your referrals come from. For most, that’s Facebook (friends/family), Instagram (visual storytelling), and LinkedIn (professional referrals). TikTok and YouTube Shorts are growing, especially for criminal, family, and injury lawyers who can share short, useful legal tips.
Use indirect language: “If someone you know is going through something similar…” or “This happens more often than people realize—feel free to share.” Avoid phrases like “We love referrals!” and instead center the message around helping people.
Yes. Short, authentic videos with either legal tips or client stories typically outperform static posts in reach and referrals. You don’t need to be polished—just clear, sincere, and helpful.
Yes, as long as you anonymize the details and don’t reveal anything identifying without permission. Use general descriptions, like “a young mother,” “a first-time DUI client,” or “a local business owner.” Always prioritize trust and discretion.
If your law firm is tired of posting legal content that gets ignored—or worse, makes you look out of touch, FORWARD Lawyer Marketing can help. We create social strategies for law firms that prioritize referrals, not fluff.
Our team will craft custom posts, short videos, and client story content designed to make your followers say, “This sounds like my friend,” and hit share.
Contact FORWARD Lawyer Marketing at (888) 590-9687 for a free social media consultation. We’ll audit your current content, identify missed referral opportunities, and show you exactly what to post to grow your case volume without cringey gimmicks.
Make social media your #1 referral source. We’ll show you how.
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