How to Grow Your Law Firm’s Facebook Page Organically
Facebook, part of the META Group remains a powerful platform for law firms looking to increase their online presence, engage with potential clients, and establish authority in the legal field. However, with constant algorithm changes, achieving organic growth can be challenging. Here are some proven strategies to grow your law firm’s Facebook page organically without relying on paid ads.
1. Optimise Your Page for Discoverability
Before focusing on content, ensure your page is fully optimised:
Choose a professional profile and cover photo that aligns with your brand.
Fill in all relevant business details, including website, contact information, and office hours.
Use relevant keywords in your page name, bio, and description to improve search visibility.
2. Post High-Quality, Relevant Content
Consistently posting valuable content is key to keeping your audience engaged and attracting new followers. Consider sharing:
Legal tips and insights (e.g., "What to do after a car accident")
Industry news and updates relevant to your practice area
Client testimonials and success stories
Behind-the-scenes content showcasing your team and office culture
Informative videos or short reels answering common legal questions
3. Leverage Facebook Groups
Join and participate in local or industry-specific Facebook Groups where your target audience is active. Engage in discussions, answer legal questions (without offering direct legal advice), and provide valuable insights to establish credibility. You can also create your own group focused on a legal niche, such as “Small Business Legal Tips” or “Family Law Guidance.”
4. Encourage Engagement with Interactive Posts
Facebook prioritises content that sparks conversations. Boost your engagement with:
Polls and questions (e.g., “What’s the biggest legal challenge small business owners face?”)
Quizzes related to legal topics
Fill-in-the-blank posts or "true or false" legal myths
Contests or giveaways (while ensuring they comply with Facebook’s promotion rules)
5. Use Facebook Live and Video Content
Facebook’s algorithm favours video content, especially live videos. Consider hosting:
Live Q&A sessions on common legal issues
Webinars on relevant legal topics
Case study breakdowns (ensuring confidentiality)
Office updates and community involvement highlights
6. Post at Optimal Times
Timing matters when it comes to organic reach. Use Facebook Insights to determine when your audience is most active and schedule posts accordingly. Typically, posting during weekday evenings or early mornings works best, but it may vary based on your audience.
7. Encourage Reviews and Recommendations
Positive reviews enhance credibility and visibility. Ask satisfied clients to leave a review on your Facebook page, as this helps build trust and attracts potential clients. Responding to reviews—both positive and negative—also demonstrates professionalism.
8. Collaborate with Other Professionals and Pages
Partnering with local businesses, industry influencers, or legal associations can help expose your page to a broader audience. Cross-promote each other’s content or do joint Facebook Live sessions to increase reach.
9. Utilise Facebook Stories
Facebook Stories appear at the top of users’ feeds and offer an opportunity for more visibility. Use them to share:
Quick legal tips
Behind-the-scenes updates
Client success stories
Announcements or upcoming events
10. Engage Consistently with Your Audience
Engagement is a two-way street. Reply to comments, answer questions, and acknowledge followers who interact with your posts. The more engagement your posts receive, the more they will be shown in people’s feeds.
A note from Legal Growth
Growing your law firm’s Facebook page organically takes time, but with consistency, engaging content, and strategic interaction, you can build a loyal following and increase your online presence. By focusing on value-driven content and fostering meaningful connections, your law firm can leverage Facebook as a powerful tool for client engagement and brand growth.
Need help optimising your law firm’s social media strategy? Legal Growth can provide expert marketing support to help you stand out in a competitive legal market. Get in touch with us today! We offer done for you and done with you packages.
