How Solicitors Can Use Instagram to Boost Local Visibility

At Lillian Purge, we specialise in SEO for Solicitors and when I look at how people search for professional services today I genuinely believe Instagram plays a much bigger role than most solicitors realise. In my opinion Instagram is no longer just a place for lifestyle content or influencers. It has become a discovery platform where people look for local businesses, trusted experts and reassurance. Even when someone needs a solicitor they often look online not only for information but also for familiarity. They want to understand who they are dealing with and what the firm stands for. Instagram gives solicitors a chance to show that side of themselves.

I know many solicitors feel uncertain about using Instagram because it seems too informal for legal services. I used to think the same but the more I analyse search behaviour the more I believe it is one of the strongest tools a modern law firm can use to build trust, authority and local visibility. People want to see the human side of professionals and Instagram allows solicitors to demonstrate expertise in a warm and approachable way that written text alone cannot achieve.

This article explains exactly how I believe solicitors can use Instagram to reach more local clients and enhance their presence in their community.

Why I Believe Instagram Matters for Solicitors

When someone needs a solicitor they are often stressed, overwhelmed or confused. This creates a strong emotional barrier that stops many people reaching out immediately. They want to feel safe. They want to feel they are dealing with a real human not just a corporate brand. Instagram builds this connection by showing snippets of daily life, helpful insights and relatable content.

People use Instagram to look up:

• reviews

• the faces behind the firm

• quick answers to common questions

• reassurance during difficult situations

• updates from trusted businesses in their town

In my opinion this makes Instagram a valuable extension of your brand. It allows solicitors to communicate in a tone that feels personal rather than intimidating. When clients see you on Instagram they feel familiar with your firm long before they pick up the phone.

I also believe Instagram supports SEO indirectly. The more people see your name locally the more they search for you which strengthens brand signals in Google. Local awareness boosts website visits which helps visibility over time.

Instagram Builds Local Trust Faster Than Text Alone

Trust is everything in the legal world. Before someone explains a personal or emotional issue they want to know they are dealing with someone who feels understanding. In my experience Instagram helps build trust through:

The human element

When clients see the solicitor’s face, the team environment or behind the scenes content they feel more relaxed.

Consistency

Posting regularly shows reliability and stability which are important traits in a solicitor.

Clarity

Short, helpful posts make complicated topics easier to understand.

Familiarity

The more often someone sees your firm on Instagram the more likely they are to remember your name when they actually need legal help.

I believe this combination builds trust faster than almost any other platform because Instagram allows solicitors to show personality alongside expertise.

How Instagram Strengthens Local Visibility for Solicitors

One thing I have noticed is that Instagram heavily pushes local content. The algorithm often shows users posts and stories from businesses within a certain distance. For solicitors who want to build a strong presence in their town this is a huge opportunity.

Here is why Instagram helps with local visibility.

Local hashtags

People search hashtags like #BedfordSolicitor or #ManchesterLawyer or #FamilyLawUK. Using these strategically helps your posts appear in local feeds.

Location tags

Adding your office location to posts helps Instagram show your content to nearby users automatically.

Local engagement

If you interact with local businesses, community groups and events Instagram links your account to the local network which boosts visibility.

Local recommendations

People share legal posts privately with friends or family when they know someone who needs help. This spreads your visibility within close circles.

I believe Instagram works like a digital word of mouth channel. The more you appear locally the more likely people are to think of your firm when legal issues arise.

How Solicitors Can Create Content That Builds Visibility and Trust

Many solicitors assume Instagram requires dancing videos or trends. I do not believe that at all. The content that performs best for solicitors is calm, clear, educational and reassuring. Clients want guidance not gimmicks.

Here are the types of content I believe work extremely well.

1. Short legal explainers

Simple explanations such as:

• what probate actually involves

• how long conveyancing takes

• what mediation is

• what a settlement agreement means

These posts position you as a knowledgeable and approachable expert.

2. Local updates

People love to feel in tune with their area. Solicitors can post about:

• local property chain delays

• trends in family court

• employment law changes affecting local businesses

This builds local authority.

3. Myth busting

Legal misunderstandings are everywhere. Simple myth busting posts perform extremely well because they give instant clarity.

4. Team introductions

Showing your staff makes your firm feel friendly and human.

5. Behind the scenes content

A simple photo of the office, a meeting room or a solicitor preparing documents makes your firm feel real.

6. Case process explanations

Not case details but general guidance such as:

• what happens at a police interview

• what to bring to a first consultation

• what happens when someone dies without a will

These posts are incredibly valuable because they reduce anxiety.

7. Client reviews

Posting anonymised reviews builds credibility. They also support your SEO indirectly because people who recognise your name online begin searching for you in Google too.

8. Video messages

Short videos of you explaining a topic in calm, clear language build trust very quickly.

I believe that educational and supportive content is what helps solicitors stand out on Instagram.

Instagram Stories: A Powerful Local Engagement Tool

In my opinion Instagram Stories are one of the most effective yet underused tools for solicitors. Stories sit at the top of the app where users look first which means high visibility.

Stories work well for:

• quick tips

• answering common questions

• sharing reviews

• showing team updates

• office news

• simple reminders such as what to expect at your first appointment

Stories feel informal and friendly which helps clients feel comfortable contacting you.

I also believe stories help people engage privately. Many people prefer replying to a story rather than posting publicly because their situations are personal.

The Role of Reels for Solicitors

Reels can feel daunting for professionals but they do not have to be dramatic or highly edited. In my experience the reels that work best for solicitors are simple, calm and educational.

For example:

• 20 second explanation of probate

• 15 second guide to conveyancing searches

• a quick checklist for first time buyers

• a simple reminder about redundancy rights

• steps to prepare for mediation

Short, clear and valuable content is what performs best. Reels help solicitors reach more local people because Instagram pushes reels to new users in the same region.

I believe reels are one of the easiest ways to grow a solicitor’s audience quickly without feeling unprofessional.

Why Instagram Helps Build a Personal Brand for Solicitors

In the legal sector people choose the solicitor not just the firm. Instagram helps build personal branding which increases trust and visibility.

When clients see you regularly on Instagram they begin to:

• recognise your name

• trust your tone

• connect with your personality

• feel more comfortable contacting you

I believe a strong personal brand helps solicitors stand out in crowded markets. If two firms offer the same service clients will often choose the solicitor they feel they know.

Instagram is the perfect platform for this because it allows consistent, approachable communication.

How Instagram Helps Improve Website Traffic and SEO

Instagram is not a traditional SEO tool but I believe it supports rankings indirectly in several ways.

Increased brand searches

When people see your firm on Instagram they later search for your name in Google which increases brand authority.

More traffic to your service pages

Posting links in stories or directing followers to your bio encourages them to visit your website.

Longer engagement sessions

People who come from Instagram often spend more time reading content because they already trust the firm.

More reviews

Instagram provides the perfect channel to remind clients to leave reviews which directly improves local SEO.

Although Instagram itself does not directly influence search rankings, the behaviour it generates absolutely does.

The Importance of Tone on Instagram for Solicitors

Tone matters more than anything on Instagram. People scroll quickly and make instant judgements. Solicitors need a tone that feels:

• calm

• professional

• warm

• reassuring

• approachable

• confident

I believe the most effective posts are written in plain English. The legal world can feel intimidating but Instagram gives solicitors a chance to soften the experience.

When content feels supportive rather than corporate people engage more freely. That engagement boosts visibility.

Posting Consistency Matters More Than Style

Many solicitors think they need to post every day. I do not believe that is necessary. What matters is consistency. Posting twice a week for six months will outperform posting daily for two weeks then stopping.

Consistency helps:

• train the algorithm

• build audience trust

• create predictable engagement

• strengthen your brand

In my opinion a sustainable schedule is far more valuable than erratic bursts of content.

Engagement Is the Key to Local Reach

Instagram rewards interaction. The more you engage with users, the more visible your posts become. Solicitors who reply to comments and answer questions build trust quickly.

Here is how I believe solicitors should approach engagement:

• reply to every comment

• answer questions in DMs

• interact with local businesses

• comment on local community content

• reshare local posts in stories

• thank people for their feedback

Instagram notices when you participate in the local digital community. This increases your reach significantly within your town.

Collaborations Help Solicitors Increase Authority

Solicitors rarely think about collaborations but they work powerfully on Instagram. I have seen firms collaborate with:

• estate agents

• mortgage brokers

• accountants

• local charities

• community groups

• local business pages

These collaborations expose you to new local audiences who already trust the partner organisation.

In my opinion this method is one of the fastest ways for solicitors to increase local visibility because it involves built in credibility.

Why Instagram Ads Work Well for Local Solicitors

Instagram ads can be incredibly effective for solicitors because they allow targeting based on:

• location

• age

• interests

• behaviours

For example if a firm wants to promote conveyancing they can target people looking at property content in their town. If a firm wants to promote wills they can target people aged 40 and above locally.

I believe Instagram ads work best for:

• conveyancing

• wills and probate

• family law

• employment law

These areas tend to have clear life events or triggers which ads can capture effectively.

Instagram Helps Prepare Clients Emotionally Before They Contact You

Legal issues cause fear. Many people delay contacting a solicitor because they feel overwhelmed. Instagram reduces this barrier because it:

• humanises the solicitors

• explains the process in simple terms

• reduces anxiety

• builds familiarity

• increases confidence

When someone contacts a firm they already feel calmer because they have seen how the solicitors communicate.

I believe this emotional preparation is one of the greatest advantages of Instagram.

How Solicitors Can Convert Instagram Followers Into Clients

Visibility alone is not enough. Solicitors need to guide followers into taking the next step. Here is what I believe works best.

Clear calls to action

Use simple, friendly lines such as:

If you need help with this feel free to get in touch with our team.

Link to your website in the bio

Make it easy to access your service pages.

Use stories for direct enquiries

Stories often lead to private messages which convert extremely well.

Share reviews regularly

People trust firms with recent, positive reviews.

Feature your contact details often

People need effortless access.

When clients feel ready to act you want to remove every barrier.

Why Instagram Will Continue to Shape Local Legal Marketing

When I look at everything Instagram offers I genuinely believe solicitors should take it far more seriously. It is one of the few platforms where solicitors can show their human side, demonstrate expertise, build trust and strengthen their local reputation all at the same time.

Instagram helps solicitors become familiar faces within their community. It improves brand searches, increases website traffic, enhances authority, supports SEO, builds emotional connection and makes it easier for clients to reach out.

In my opinion solicitors who embrace Instagram now will be the firms that dominate local visibility in the coming years. It is not about trends or entertainment. It is about communication, clarity and 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.