Three types of content for Law Firms that actually works

Introduction

What in the world so you create? You've likely created this, that, and you're a day away from shaking your behind on Tik Tok- because others say it works. But you're an attorney, you can't stoop down to the influencer's levels, can you?
You don't have to.

What is successful content?

Successful content means it connects you with potential clients. Whether they book or not depends on your, your team, your practice, your responsiveness, and if you seem genuine. I mean, with everything, there are kind people, and there are a-holes.

So let's start with making sure no one on the team is an a-hole. If everyone actually likes being part of the team, include them in the content. If they seem authentically interested, the content has potential to be successful.

I'm not going to do a deep dive on making sure your camera lens is clean, or your audio is clear, or that you need a hook, from thumbnail to caption to capture your audience. You need all those. But "successful content," is measurable. It's doing better than your previous content. It's engaging, people are commenting, sharing, messaging you. The right people.

And from that, you may get referrals that you were recommended from your content, or someone remembered a video series you made. Or you seemed genuinely empathetic. This is why content makes such a large difference for law firms- it's to leave a memorable mark for the future.

Every single personal injury law firm at some point writes, "$X won!" Great. And on the bottom in size 2 font. "results not typical." So we may win $490,939,903 or we may win $7,000. It depends.

Let your content do the talking and not your ballooned, misleading flex. It just leads to disappointment later on, which means no or poor reviews.

The three types of content that converts

1. Team member conversations: Have you ever watched the show Suits? Not the crappy remake, but the original. It was so interesting because of the conversations they had. The legal parts where they went to trial where a small part of the show. Think about filming actual, real conversations between your team members. Instead of talking to the camera about "the new recovery law for 2026," you can have an intern bring it up to a paralegal, and have them go back and forth regarding it. But it doesn't have to be limited to just legal talk- it just has to be interesting.

   
   

2. Skits: Skits can be interesting, engaging, funny, and tell a story that resonates with your viewer, where they'll remember your firm. These skits are ideally under a minute, but you can make longer series based videos for YouTube, but it's definitely harder. In an ideal world, you'd have a 22 minute show you release once a month, and about 15 pieces of shorter content from that to use for Instagram, YouTube Shorts, and TIk Tok. The shorter ones can also be meta-tagged for optimal searchability and posted on your Google Business profile. It does take some time to come up with ideas, but you can always team up with an outside team (like us) to help you consistenly create engaging skits and series videos.

   
   

3. Testimonials with you: Testimonials are obviously possible- they build trust with your potential future clients. But they can be even more powerful if you're sitting beside the person speaking about you. And I don't mean the sleazy sit there and present them with a check and have them hug you. I mean as if you're interviewing them, and have them mention your practice, location, why they chose you and who they would recommend you to. Remember, this will be watched by people and the audio/transcripts will be scrubbed indexed by AI.

   
   

   Bonus: Static content, like photos, still works and can be incredible for the people who are not aware of you and your firm. The same rules apply: don't post a photo like this thumbnail. Be creative, and think about what you want from them- perhaps not just to call you after an accident since every other lawyer posts that, but to follow you for the next episode of your skit.

   
   

Create a system to do these consistently

Doing everything is near impossible. Doing it properly and consistently is impossible. Have a team that trains and adapts with you and what's working for you. If something is more fun, do more of that. If your audience connects with a type more, do more of those.

Conclusion

There's a reason content is even more important now than ever- it's to rank with AI- whether it's perplexity or Gemeni or ChatGPT. "The right content appeals to both human eyes, and AIs," Arash Tebbi. I quoted myself. I can prove I said it too, it's in my LinkedIn profile. But we'll touch on AI rankings in another post.

Want help? Reach out.

-Arash Tebbi