Instagram is by far my favorite social media platform. Facebook has become messy and the platform looks outdated, Twitter is so noisy and on mobile, it can be difficult to follow threads, and LinkedIn is great if you are looking for a job or building your professional network.
By contrast, Instagram is aesthetically pleasing, offers a variety of posting formats (images with text or photos, short-form video, utilizing the text area for storytelling, and long-form video), and is the only platform where the experience of native ads truly capture what that is supposed to be.
Since Instagram is my favorite social media platform, I have been cultivating a list of my favorite lawyers and law firms, who I believe is using the platform well.
First things first, what makes a great Instagram profile?
A focused account goal. When people look at your account, can they tell what you are trying to do or be?
Proper hashtag use. Don’t overuse hashtags or use ones that have nothing to do with your post or practice area. Keep your hashtags relevant and meaningful.
Smarter lead tracking. Use UTM parameters and a dedicated phone number. If you care at all about metrics and tracking (which you should) you should be using a unique phone number for each social network, to track contacts back to those profiles. Additionally, if you aren’t already using UTM parameters, watch this handy video and use the easy system Google has to make UTM easy. Once you have the UTM created, make sure each Instagram link includes that UTM link for tracking.
Analyze the results. Once you’ve built up your account and have a steady stream of content going into the Insta-verse, take a look at what’s working. What is getting interaction and attention? What is leading to phone calls or web leads?
How am I judging these law firm Instagram profiles?
- Engagement; How are followers engaging with their posts and how regularly are they posting.
- Audience (real followers vs. fake accounts); It is easy to buy followers but it tarnishes your account and Instagram is likely to find out and reprimand your account.
- Content; not too much text on images, overuse of hashtags, and a good description to go along with the image or video.
- Authenticity; does the account look managed by professionals or seem like a real person is using this account. There are pros and cons for each side but a law firm is different than a coffee shop–potential clients don’t want to follow a boring suit and library books just as much as they don’t want to follow a legal influencer.
- Ethical use; this is a nod to the fake followers but also includes posting things about clients or other lawyers that violate the ABA ethics rules.
Finally, here is the list of my top lawyers of Instagram:
The Lien Zone
Who is it: The Lien Zone & The Barthet Firm, a Florida Construction Law Firm
What they are doing well: Great use of their bio to showcase expertise with a link to videos, a callout to their podcast, and they still left room for practice area information. Another good sign for this account is that every time I see their posts I stop and take it in. I don’t just double tap and move on, I take a moment to look at the post and read the caption. The Lien Zone really knows what their audience wants, which is funny construction fails in posts and Construction Law tips or information in their stories and Instagram TV.
What isn’t great: I can’t find any faults with this account beyond that they could build out a larger audience if they wanted.
Who is it: Taymoor Pilehvar, Fort Lauderdale-based Immigration Attorney
What they are doing well: Taymoor posts about what he is doing for and with clients, crossing between custom raps and immigration questions. As a solo immigration attorney who works with athletes, artists, and influencers, he is definitely targeting his ideal clientele with his posts.
What isn’t great: A large portion of his followers are fake accounts. He should clean these out and stick with growing his follower base organically.
Amy Dunn TX
Who is it: Amy Dunn, Texas Personal Injury Attorney
What they are doing well: Great use of saved stories, showcasing personality, establishing expertise, use of the curated Instagram profile. Her profile bio shows each of her practice specialties and contact information. There are a few client testimonials and interviews with experts that really make her profile stand out.
What to work on: Overall, the account is a little too perfect. The photos without Amy are a little too stock, while the photos with her are very curated and potentially impersonal. They crossover from lawyer and dive into Instagram influencer territory, at least from the appearance.
Who is it: Wilvin J. Carter, Houston-based Criminal Defense & Personal Injury Attorney
What are they doing well: Showcasing his pride in lawyering, his family, and his origins. Good in court and client-related posts, without revealing compromising client information.
What to work on: Unclear if this is supposed to be a business profile because there is no CTA or contact information listed in the bio. Additionally, there are a few too many ‘out on the town’ posts if this is supposed to be a business account. The bio says, “Criminal Defense & Personal Injury Trial Attorney” but without the website or phone number, potential clients couldn’t contact him easily.
Montgomery Law Firm/Lifting Lawyer
@montgomerylawpllc & @liftinglawyer
Who is it: Shannon Montgomery, Houston-based (practices virtually) Business & IP Lawyer, representing mainly fitness & wellness clients.
What are they doing well: Her use of #BusinessTipTuesday is a great way to add info for clients without making the account boring. She posts a great combination of personal information, which includes a bit of her own passion for workouts and powerlifting, so her potential clients can relate to her. She also uses Instagram TV and stories to give random legal tips. I also like her use of the tagline, “Are you legally fit?”
What to work on: My only suggestion would be to curate posts going forward and create a little bit more consistency in posting but I understand that as a solo lawyer in her particular practice area, this may not be necessary or expected,
Joseph L. Wilson Law
Who is it: Joseph L. Wilson, an Atlanta-based Personal Injury lawyer
What are they doing well: Great bio that sets the stage for a potential client, lots of great but sporadic legal tips, and showcasing expertise by posting about his podcast and speaking engagements, including community-service based speaking. Great combination of followers, from minor celebrities to fellow lawyers, and beyond; almost entirely real followers.
What to work on: Leans a bit heavy on the personal side in recent posts but who can blame a new dad and newlywed for showing the world how much he loves his family?
The Peaceful Divorce Lawyer
Who is it: Anne-Marie Cade, Divorce Right; Australian-based Family Lawyer
What are they doing well: Really informative posts that relate to their practice mentality. The images are all fairly peaceful or happy and give a new look to what divorce could be, which means they are attracting the kind of clients they want.
What to work on: The profile uses Linktree, which is great to have more than one link in your bio, but could clean up their links a little bit so it’s not so overwhelming when a person clicks the link.
*It seems like Hello Divorce may have modeled their approach after this and the following law firms.
The Happy Family Lawyer
Who is it: Clarissa Rayward, Australian family lawyer at the Brisbane Family Law Centre
What are they doing well: Really fun posts that are full of color and completely match their branding. Really great use of personality and color. The tagline on many of her posts is, “Happy Lawyer, Happy Life” and the posts reflect this idea.
What to work on: As a family attorney, they may want to reduce full family posts because clients may think they can’t understand how to happily divorce, as a happily married person. But this is nitpicking; overall, it is a great profile.
@lawyermommylerae & @funderburglaw
Followers: 11.2K; 4,133
Who it is: Lerae Funderberg, Trademarks 4 the DIY Lawyer
What are they doing well: Great use of Instagram TV, saved stories, and intriguing posts. Brutally honest posts but they could offend clients, but she is clearly going after the creative and modern entrepreneur who would think it’s great that their lawyer posts sassy things.
What to work on: Consolidate or consider going all in on the larger following account. Too many accounts can be confusing for potential lawyers and clients who are searching for her.
The Gifford Law Firm
Who it is: Robert Gifford, an Oklahoma City Criminal Defense Lawyer
What they are doing well: The account is almost entirely made up of memes, with a dash of expertise posts, showcasing their legal prowess. I would follow this account if I were a legal nerd who liked dad jokes related to lawyering. Another great thing this law firm is doing is posting locally, with a lot of ties back to their geographic area.
What to work on: The link in their bio is partly great because it leads to an enticing CTA via Justia profile but I would change the photo of the lawyer in that review, as it looks a bit too unhappy. Side note: Their website needs a full overhaul. It is too bare and unappealing to potential clients and search engines.
Michigan Auto Law
Who it is: Michigan Auto Law, a Michigan law firm focusing on car, truck and motorcycle accidents.
What are they doing well: Use of Instagram TV, saved stories, posting about interesting things related to their practice area. They often make local posts, showcase their publicity and news stories, and have a dash of office-related happenings.
What to work on: Build up more followers by using more hashtags and connecting with people that could be referral sources or potential clients.
Nazarian Law Firm
Who it is: Nazarian Law Firm, a California Personal Injury Law Firm
What are they doing well: Their use of Instagram stories focus on practice area specialties, which is really smart for fellow attorneys and potential clients to see expertise right away. One of a few law firms that make sure to put both a phone number and website in the profile. Engaging posts that relate to their practice area.
What to work on: The one thing that they could work on but again, this is nitpicky, is that their posts are a bit all over the place. They post memes, professional photos, legal information, designed images, and more.
MHW Law Firm
Who it is: Michael Howard Wolf Law Firm, a multiple practice area law firm in Florida
What are they doing well: Really engaging content, lots of videos, and showcasing the lawyer’s personality. Michael is an experienced (see, older) attorney who you wouldn’t expect to have a vibrant Instagram profile. Michael obviously has a vibrant and big personality with a nutty sense of humor. You really see what it would be like to work with him.
What to work on: My worry about this profile is that I’ not sure what kind of client he is trying to attract. Maybe a client who wants a lawyer they can laugh with and work with? Also, his followers are super random. Even though his posts get a great deal of engagement, they aren’t necessarily focused on engaging his legal services and more on spamming his comment section. He could try to curate followers a bit more and reduce the noise on their comments.
Who it is: John Risvold, an Illinois Personal Injury attorney in a variety of case area.
What are they doing well: This account is a good combination of real person and lawyer. Someone you could trust and be friends with, but also remember to refer a friend to when they need a lawyer for one of their practice areas. His captions and posts are obviously from him, which is nice to see.
What to work on: Post more regularly to build up a bigger following and utilize tories or Instagram tv more regularly.
Who it is: Quirk Law Firm, headed by Travis Quirk, a Ventura, California Personal Injury Law Firm
What are they doing well: This is my favorite Instagram profile. Why? It is a full-scale law firm, not just a solo, which adds complexity to social media posting and yet their profile is robust, local-centric, and community-based while still showcasing their law firm talent. This account came across my path through their use of the hashtag, #triallawyers, which is one of the hashtags we follow. I first saw their posts about the Ventura County fire, which showcased their passion for their community and the work they are doing in the area. Great for links and building a loyal local following.
What to work on: Stories; using Instagram stories are the only thing I would add to this account. They do a great job at posting regularly but stories would help seamlessly add to followers’ experience.
Final Thoughts on Lawyers Using Instagram
Instagram can be a great tool to express your law firm’s personality, create a network of potential clients or referral sources, and build expertise or trust within that group. Try it out, and if you feel uncomfortable sharing your personal life with potential clients, don’t feel obligated. Many of the above accounts don’t showcase much or any personal information at all and are engaging without that content.
Questions about how to use Instagram or want me to give feedback on your law firm’s Instagram profile? Feel free to reach out, I am happy to help. email@example.com