Posts that ask for nothing
A post that says "we're here when you need us" works like a billboard. Even when people like it, the firm learns nothing about who they are and has no way to stay in touch while they decide.
/ Social media marketing
Social media that sends people to your firm's resources
Your lawyer records short videos made for social, and longer pieces we cut into weeks of posts for every platform you're on. Each post gives the reader a next step: a guide or tool that helps them with their situation and tells you who's interested.
What's included
- Short videos recorded for social, and longer recordings cut into posts for each platform
- A useful resource behind every post
- Comment triggers that send the resource automatically
- Posts that keep current and past clients close
- Tracking from the post to the signed client
I'm Joshua David Little. I've run my own consulting firm since 2004, I've helped attorneys prepare complex cases for trial, and I ran the first family-law ad on ChatGPT, before the platform allowed legal-services ads.
/ Why most law-firm social media goes nowhere
Your posts get attention and give it nowhere to go
Most firm accounts post office news, holiday greetings, and the occasional award. The people who stop to look have nothing to do next except call, and most of them aren't ready to call.
A content calendar your lawyers can't keep up with
Good legal content needs a lawyer's knowledge, and your lawyers' hours are what the firm sells. So posting falls to whoever has a free afternoon, or it quietly stops.
Clients who hear nothing while their case moves
In the personal-injury client reviews and questions we read, two complaints came up most: lawyers who didn't call back, and firms that dropped the case. Those are the clients who write your reviews and send your referrals.
/ What it costs you
You earn people's attention and then let it go
A post that stops someone mid-scroll has done the hardest part. If it offers nothing worth their time, you lose the chance to help them now and the chance to be the firm they remember when they're ready to hire.
I've looked at the marketing of more than 3,000 law firms across the country, and I don't know of one that sends its social video to a useful resource with a comment trigger. Plenty of businesses outside law already do.
/ How Aquila runs social media for your firm
Video for every platform, and a next step on every post
Start from your clients' situations
We begin with the clients you want and the situations they're in, like the parent wondering what happens to the house, or the adult child settling a parent's estate. Each post speaks to one of them.
Record short and long
Short videos recorded as short videos, made for social from the start, and longer pieces: a talk, an interview, or 45 minutes on a topic your lawyer knows well. Clips cut from long recordings make the most of your lawyer's time, and short videos recorded for social are often the stronger posts. Ideally a firm does both. We plan the topics, write the outline, and direct the session, so your lawyer can simply talk about the work.
Cut the long pieces for every platform
Each longer recording becomes short clips for Instagram Reels, TikTok, and YouTube Shorts, longer cuts for YouTube and Facebook, and written posts and captions for each. The videos also go onto the matching pages of your website.
Put a resource behind every post
Every post points to a guide, workbook, or tool for the situation it talks about. On Instagram and Facebook, that usually means a comment trigger: someone comments a word on the post, and a link to the resource arrives in their messages automatically. The link in your profile does the same job for people who'd rather tap.
On LinkedIn, where your readers are referral partners and business owners, posts make a plain offer with a link and leave out the comment trigger.
Post what people are looking for
Stories and results, the questions clients type into Google and ChatGPT, answers to the problems they're stuck on, and new ways to see a situation they think they understand. I'd rather show how your firm handles a situation, and how a client got through one, than post another generic how-to.
Build a community where it fits
For some firms, a local Facebook group is worth building. Plenty of people join groups about divorce itself. A group for families in your city is a bigger project that takes more curating, and it's one more strategy we use where it fits.
Keep at it
The platforms need time to learn who your content is for. In my experience, organic social can take 180 days or more to build real, lasting traction.
Measure to the signed client
Sign-ups from each platform are tagged, followed up, and counted through consultation and signing, so you can compare social with every other source of clients.
Traditional vs. the Aquila approach
/ Two ways to run a firm's social media
The traditional approach
Posting to fill a calendar
A social media manager posts a few times a week and reports followers, likes, and reach. Your lawyers' knowledge rarely makes it onto the page, and no one can connect a post to a client.
The Aquila approach
Posts that lead somewhere
Your lawyer's video, recorded for social and cut from longer pieces, feeds every platform. Each post offers a resource, each sign-up gets follow-up, and the report shows which posts produced consultations and signed clients.
/ What's included
What your firm gets, and what we need from you
Your firm gets
- A content plan built on the situations your clients are in
- Recording outlines, direction on the day, and editing
- Clips, posts, and captions for each platform
- Resource offers, comment triggers, and profile links, set up and refined
- A community group, where one fits your firm
- A monthly report of sign-ups, consultations, and signed clients by platform
Your firm gives
- A lawyer on camera. Most clients spend 2 to 3 hours a month on strategy calls, recording video, and reviewing content.
- A review of each post before it goes out
- Access to your accounts, which belong to your firm and stay with your firm
- Someone at your firm to answer comments and messages
- Time for the platforms to learn who your content is for
We plan, write, direct, and edit, and your firm approves. If you'd rather your own staff take on more of the posting, I'll train them on the system and lead the work.
/ How social media fits the Client Magnet System™
Social media is where your resources get seen
Social is one channel in the Client Magnet System. The resource gives people a reason to raise their hand, the follow-up keeps helping them while they decide, and tracking shows what each platform produces. Your video also feeds your ads and your website, and every sign-up joins your email follow-up.
As your Fractional CMO, I decide with you which platforms earn your lawyers' time and which ones don't.
The platforms
/ Where your firm shows up
Facebook: Your page and a local community, where past clients, their families, and your neighbors can see you between matters. → Facebook for law firms
Instagram: Reels and posts that end with a comment trigger or a profile link to your guide. → Instagram for law firms
YouTube: Videos about your clients' exact situations, on YouTube and on your own pages. → YouTube for law firms
TikTok: Short videos, recorded for TikTok or cut from your longer recordings, for firms whose clients spend time there. → TikTok for law firms
LinkedIn: Thought leadership and referral relationships, for business law and referral-driven practices. → LinkedIn for lawyers
How short videos made for social and a monthly recording session feed all of them.
By practice area
/ How it works in your practice
Family law
Short videos that answer the questions your clients carry into a consultation, and a local community built around families in your city.
Personal injury
Posts that show your firm keeps clients informed, because not hearing from the lawyer was one of the complaints that came up most in the reviews we read. For firms that serve Spanish-speaking families, the same posts in Spanish.
Mass tort
Signed clients can wait years. Public updates and warnings about the scams that follow big litigation help them stay with your firm, and most of the rest happens by email.
Business law
LinkedIn usually does the most for business firms, because that's where owners and referral partners spend their working day.
Estate planning and elder law
Past clients and their adult children, kept close with useful posts and reminders to review their plans. Most of this runs through email, and social supports it.
/ Client results
What the system behind every post has produced
Every post leads into the same system our clients' ads do: a free resource worth signing up for, a page that captures the person, and follow-up while they decide. These results came from that system, with ads bringing people in.
Brenda Clark Family Law
New clients at about $200 each, leads at about $21, and about $135,000 in estimated case value.²
A family-law firm in a large Texas market
Leads at about $44, booked consultations at $234 each, and about $75,000 in estimated case value from $6,547 in ads.²
Three firms, four campaigns
A 14.1% conversion rate, at $46.29 per conversion. Legal search ads average 5.55%, at $131.63 a lead.¹
The first family-law ad on ChatGPT
Aquila ran it before the platform allowed legal-services ads, and over 20% of the people who clicked it signed up for the free resource it offered.
The comment trigger, outside law
One membership business got 118% more leads from Instagram comment-and-message automation than from its email sign-up pages, according to a messaging-automation vendor's published case study.³
FAQ
Which platforms should my firm be on?
The ones your clients use and your lawyers can keep up with. A family firm and a business firm rarely need the same mix. We decide together after your assessment, and each platform page explains what that platform does well.
How much of my time does it take?
Most clients spend 2 to 3 hours a month on strategy calls, recording video, and reviewing content. Longer recordings are cut for every platform, so that time goes a long way.
What do we post?
Stories and results, answers to the questions your clients ask, and how your firm handles the situations they're in. Every post points to a resource.
How do posts turn into clients?
A post offers a resource. The person signs up, the follow-up keeps helping them while they decide, and when they're ready, they book a consultation. Tracking shows which posts and platforms brought in signed clients.
How long before it works?
Give it time. The platforms have to learn who your content is for, and we measure from the first day, so you'll always know where things stand.
Can you post in Spanish?
Yes. If your firm serves Spanish-speaking clients, we produce posts and captions in Spanish to help those clients find you.
Can we talk about our cases?
Yes, told as stories with the identifying details changed. A story of how your firm handled a hard situation shows people what it's like to work with you.
Who answers comments and messages?
Someone at your firm. The comment trigger sends the resource, and every conversation after that is with a person.
¹ LOCALiQ, 2026 search advertising benchmarks: attorneys and legal services average a 5.55% conversion rate and a $131.63 cost per lead.
² Case value estimated from average case value.
³ A messaging-automation vendor's published case study.