How Solicitors Can Use Instagram to Boost Local Visibility

At Lillian Purge, we specialise in SEO for Solicitors and explain how solicitors can use Instagram to boost local visibility.

Instagram isn’t just for lifestyle brands or influencers. For solicitors, it’s a visual storytelling tool that allows you to humanise your practice, engage your local audience, and stand out in a competitive legal market. The platform’s visual and conversational nature helps firms connect with potential clients in a more personal, approachable way.

Why Instagram Matters for Solicitors

Modern clients often research a firm online before making contact. A well-maintained Instagram profile can reinforce credibility, show community involvement, and make your firm more visible to nearby audiences.

Instagram also supports local discovery. By using geo-tags, hashtags, and community interactions, you can appear in front of people searching for legal help or local services in your area. For example, someone browsing posts tagged with #ManchesterBusiness or #LondonLaw may come across your firm’s content, leading to new enquiries.

Setting Up a Professional Instagram Profile

Your Instagram profile should instantly convey who you are, where you operate, and what you offer.

• Use your law firm’s name as your handle for easy recognition.

• Add your location and contact details in the bio.

• Include a link to your website or appointment booking page.

• Use a clear, professional logo as your profile image.

Keep your bio short and specific, such as “Family law solicitors helping clients across Bedford and Milton Keynes” or “Experts in conveyancing and wills across Hertfordshire.”

Content Ideas That Build Local Engagement

To attract attention locally, your content needs to be both useful and relatable. Here are several ideas that work well for solicitors on Instagram:

1. Local Insights and Community Posts

Share updates about your town, legal news affecting local businesses, or sponsorships of community events. This helps position your firm as part of the community rather than a faceless legal service.

2. Short Legal Tips

Offer quick, digestible advice about common legal issues people face. For example, post a short caption explaining “Three things to check before signing a tenancy agreement” or “What to do if you’re made redundant.”

Use simple language that informs without overwhelming. Always remind followers that posts are for general information and not specific legal advice.

3. Client Success Stories

Share anonymised success stories or testimonials. A simple post saying, “We recently helped a client secure a fair divorce settlement” shows impact and builds trust. Always ensure you have consent and follow professional confidentiality rules.

4. Meet the Team

Introduce your solicitors and support staff through photos or short videos. People prefer dealing with professionals they can relate to, so showing the faces behind the firm adds a personal touch.

5. Behind the Scenes

Highlight your firm’s culture, whether through training sessions, charity events, or staff milestones. These posts create familiarity and reinforce authenticity.

6. Educational Reels

Instagram Reels are short videos similar to TikToks or YouTube Shorts. They perform particularly well for local visibility. Create short clips answering questions such as “Do I need a solicitor for probate?” or “What happens during a property purchase?”

Add captions and location tags so viewers nearby can easily find you.

Using Local Hashtags and Geo-Tags

To reach people in your area, use hashtags that reflect both your services and your location. Examples include:
#BedfordSolicitors #ManchesterLawFirm #ConveyancingUK #FamilyLawAdvice #LegalHelpNearMe

Combine service-based tags with community ones like #BedfordBusiness or #HertsCommunity to widen your reach.

Always tag your location in posts and Stories. Geo-tags signal to Instagram’s algorithm that your content is relevant to people nearby, improving local discovery.

Engaging with the Local Community

Instagram isn’t just about posting—it’s about interaction. Engage actively with your community to build relationships and stay visible.

• Follow other local businesses and organisations.

• Comment on community posts or events related to your area.

• Congratulate local firms or groups on achievements.

• Share posts from charities or schools you support.

These small actions create reciprocity and make your firm visible to new audiences organically.

Building Trust Through Consistency

Consistency is key on Instagram. Posting once and disappearing for months won’t build an audience. Create a simple content calendar with two or three posts per week.

Plan a mix of educational, personal, and local content. Use Stories to share quick updates, such as “We’re attending the Bedford Business Expo today” or “Our new office hours during holidays.” Regular posting shows reliability, a trait clients value in legal professionals.

Using Instagram Ads to Target Locally

Instagram’s paid advertising tools allow you to target specific postcodes, towns, or demographics. This can be particularly effective for solicitors who serve defined areas.

You can promote posts or run campaigns focused on certain services like conveyancing or wills. For example, a “Free consultation for Bedford homeowners” ad can attract immediate local attention. Even small budgets can make a difference when ads are well targeted.

Compliance and Professional Standards

As with all online marketing for solicitors, compliance is crucial. Avoid giving direct legal advice in posts or implying guaranteed results. Keep tone factual and professional, ensuring everything aligns with the Solicitors Regulation Authority (SRA) rules.

Disclaimers such as “Content for general information only, not legal advice” should be included in captions or your bio. Transparency builds credibility and protects your firm’s reputation.

Measuring Success

Monitor Instagram Insights to see what works best. Track engagement metrics such as likes, comments, shares, and reach. Look for patterns—perhaps videos about employment law perform better than property updates.

Use this data to refine your approach, focusing on content that resonates with your local audience. Over time, this helps you build a strong community following that translates into enquiries and referrals.

Final Thoughts

Instagram offers solicitors an accessible and effective way to connect with their local community, increase brand awareness, and humanise their services. By sharing educational insights, community involvement, and authentic content, your firm can stand out in a crowded legal market.

When combined with SEO and other digital strategies, Instagram becomes a powerful part of your overall marketing mix—driving both local visibility and client trust.

We cover more in How solicitors can generate leads with LinkedIn and Instagram content ideas for law firms, and you’ll find more advice in our Solicitors Hub.