Law firms are, and always will be, in the trust business. Every social media post, blog article, and LinkedIn update is an opportunity to build (or dilute) your perception in the public eye, humanize your brand, and create client curiosity. So why do so many lawyers continue to rely on the same tired, uninspired content strategy? There’s no nice way to say it, but let’s just say this: Blame the ego.
Sure, you should talk about the work you’re proud of. But unless you’re a litigator actively seeking national media coverage, chances are your $250,000 soft tissue injury verdict didn’t make the daily news and probably isn’t going to stop someone dead in their tracks while scrolling through their feed. These posts offer no real value to prospective clients or the community.
If you want your firm’s online content to make a measurable difference in your market, stand out from your competition, and cement your authority in the community, it’s time to stop doing the same thing you’ve been doing for the last 10+ years.
The Problem With Verdict-Driven Content
There are a few issues that come to mind when thinking about verdict-driven content. Consider the following:
Problem: It Tends to be One-Dimensional
Big win posts reduce your hard work to a dollar sign and fail to tell the story behind the number. Without context, nuance, and personality, this content comes across as transactional, not relational. Let’s be clear here: Trust doesn’t happen by chance.
Problem: It Alienates Rather than Attracts
Your target audience doesn’t see themselves in your $6 million medical malpractice verdict. In fact, they might assume the opposite. When your content doesn’t reflect the pain and problems of your ideal clients, it turns people away instead of drawing them in.
Problem: It Doesn’t Answer Real Questions
But potential clients wake up every morning thinking, “Let me see who’s getting million-dollar settlements today?” Sorry, but no, that’s not the case. Instead, they’re thinking, “My boss is a creep” or “Will they ever finish my case?” Verdict-based content often fails to address clients’ questions or effectively address their emotions.
What to Share Instead
If you want to build a law firm that truly matters—one that’s viewed as a community authority and earns results—it’s time to shift your content away from the outcomes of isolated cases and toward the things that actually matter to your potential clients.
Behind-the-Scenes Insights
Pull back the curtain. What’s it really like to prep for trial? How do attorneys decompress the night before closing arguments? What lessons have you learned from cases you lost? This type of real, raw content makes lawyers relatable professionals, not just robotic employees in business suits.
Example Post: “Why I Still Prep Like It’s the Bar Exam—Even After 20 Years in Practice”
Client-Centered Case Stories (With Permission, Of Course)
Tell stories about the work you do, and start with the person, not the price tag. Focus on the human problem. Detail the emotional toll. Then explain how your team helped them move forward, not how much they won.
Example Post: “She Called Us After Her Employer Ghosted Her FMLA Request. Here’s What Happened Next.”
Thought Leadership That Challenges the Norm
If you want to generate referrals and speaking opportunities, put your thinking cap on. Weigh in on evolving case law. Challenge outdated legal procedures. Offer a fresh take on industry trends and shake things up. This type of content attracts attention because it tells your audience that you’re not just practicing law—you’re shaping its future.
Example Post: “Why Remote Trials Are Here to Stay—And What Lawyers Need to Do to Prepare”
Frequently Asked Questions (And Answer Them Authentically)
Take the awkward questions clients actually ask you (especially the emotionally-charged ones) and answer them in video or article form for your audience to read, watch, and/or share. These questions are goldmines for SEO and social engagement. The more you know, the more you post.
Example Post: “Will My Divorce Lawyer Judge Me for Cheating? Here’s the Truth.”
Your Team’s Real Personality
Spotlight your staff. Celebrate milestones. Share pro bono stories. Show the office dog. Personality is the part of your brand people really want to see and know. Clients don’t just care about hiring top lawyers—they care about working with real people.
Example Post: “From Paralegal to Marathoner: How Lisa Trains for Trials and Triathlons”
Community-Focused Content
What’s happening around you locally? What is your firm involved in? Whether it’s volunteering, mentoring local students, or speaking at high schools, this type of content generates engagement from your own backyard—the community where your clients live.
Example Post: “5 Things We Wish Every High School Senior Knew About the Law (Before College)”
Content Formats That Work Better Than Text Alone
Even the best-written and most well-intended post won’t garner any traction if the format isn’t optimized for the platform. Try these high-engagement content formats:
- Short-form videos (less than 90 seconds)
- Carousel slides on LinkedIn/Instagram that visually walk the audience through a story or timeline
- “Before and After” graphics that show client outcomes emotionally (not financially)
- Polls and open-ended questions to encourage audience engagement
Bottom Line: Think Results, Not Just Verdicts
Law firms are increasingly being evaluated not only on the actual results they achieve for their clients but also on the relevance, resonance, and humanity of the stories they share in the community. Clients don’t hire the first attorney they see. They hire the lawyers they trust. And trust is built not through self-promotion but generosity, clarity, and consistency.If you want people to read, remember, and reach out to your firm, stop leading with dollar signs and start leading with substance. Your next client probably doesn’t care about your last verdict. But they absolutely care whether you understand what they’re going through, and whether you can help.
About Peter Boyd
Peter Boyd is an attorney and the Founder of PaperStreet. He has helped 2,000 law firms with their websites and marketing.