Posts that end at the like
A polished graphic gets a like and a scroll. Without a next step, the firm never learns who stopped to look or what they needed.
/ Instagram for law firms
Instagram posts that lead people to your firm's guides
We record Reels with your lawyer, cut more from longer recordings, write the captions, and end each post with an easy way to get your guide: comment a word, or tap the link in your profile. The people your firm serves get something useful, and you learn who's interested.
What's included
- Reels recorded for Instagram, and clips and posts cut from your longer recordings
- Captions written around one situation at a time
- A comment trigger and profile link on every post
- A guide that's current and matched to the post
- Sign-ups tracked from Instagram 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. Every Reel we make leads to a resource worth signing up for, the way that ad did.
/ Why firm Instagram accounts stall
Good-looking posts with nowhere to go
A guide that's out of date, or free with no way to follow up
Plenty of firms wrote a guide once. If it's stale, or anyone can download it without leaving contact details, even a strong post leads to a dead end.
Posts no one can connect to a consultation
Views and likes can't tell you whether a Reel brought in a client, so the firm keeps posting without knowing what works.
Callout: I've looked at the marketing of more than 3,000 law firms across the country. Some had pieces of it, like a free guide behind a sign-up form. Not a single one tied it all together, running every channel as one system.
/ What it costs you
Your lawyer's knowledge, posted and gone in a day
A Reel can reach people who are in the middle of the exact situation your firm handles. If it ends with nothing to do, they move on, and the firm has no way to help them later when they're ready to talk to a lawyer.
/ How Aquila runs your firm's Instagram
A Reel, a caption, and a guide worth asking for
Start with the guide
Before anything is posted, we check the guide each post leads to. Is it current? Does it ask for contact details and permission to follow up? Does it match what the post talks about? If not, we fix the guide first.
Record Reels, and cut more from longer recordings
Some Reels are recorded as Reels, made for the feed from the start. Others are cut from one talk or interview with your lawyer, which also feeds TikTok, YouTube Shorts, and weeks of posts, so your lawyer's time goes further. We plan for both.
Write each caption around one situation
Each caption speaks to one situation a client is in, with a line that shows why your lawyer is worth listening to. Stories and results, and how your firm handles a situation, do more than generic tips.
End with a comment trigger and a profile link
Someone comments a word on the post, and the link to your guide arrives in their direct messages automatically. The link in your profile does the same job for people who'd rather tap.
Follow up and tag the source
Every sign-up goes into your email follow-up, tagged as coming from Instagram, so the report shows what Instagram produced next to every other channel.
Instagram alone vs. Instagram in the system
/ Two ways to run a firm's Instagram
Instagram on its own · Followers and likes
The account grows, the report shows reach, and no one can say whether a post produced a consultation.
Instagram in the system · Guide sign-ups traced to clients
Each post leads to a current guide, each sign-up gets follow-up, and tracking shows which Reels brought in consultations and signed clients.
/ What's included
What your firm gets, and what we need from you
Your firm gets
- A Reels and post plan built on your clients' situations
- Edited clips and captions
- Comment triggers and a profile link, set up and tested
- The guide pages each post leads to, kept current
- A monthly report of sign-ups, consultations, and signed clients from Instagram
Your firm gives
- Access to your account, which belongs to your firm and stays with your firm
- A lawyer on camera, a few hours a month
- Your approval of each post
- Someone at your firm to answer direct messages
/ How Instagram fits the Client Magnet System™
One more door to the same guide
Instagram is one of the channels that bring people to your resources, alongside your website, your ads, search, and your other platforms. The resource captures their details with permission to follow up, the follow-up keeps helping them, and tracking shows what each channel produces.
As your Fractional CMO, I decide with you whether Instagram earns your lawyers' time, and I keep the guide behind it current. If someone on your staff already posts for the firm, I'll train them to run it this way.
By practice area
/ How it works in your practice
Family law
The guide decides whether a post works. Of 19 US family-law homepages on Google's first page, we found a guide on 3, and only 1 of those asked for contact details in return. None of the divorce-attorney ads we found on Meta offered a guide.
Personal injury
Reels in Spanish for firms that serve Spanish-speaking families. A search of Meta's ad library for "abogado de accidentes" returned about 1,100 active ads, from firms and lead sellers alike, a sign of where those families are being reached.
Business law
In my experience, business firms usually get more from LinkedIn.
Estate planning, elder law, and mass tort
We decide together whether Instagram belongs in your plan, based on where your clients and their families spend their time.
/ What the system behind every Reel has produced
What a guide worth signing up for has done
The first family-law ad on ChatGPT
Built around a genuinely useful resource. Over 20% of the people who clicked it signed up.
Brenda Clark Family Law
New clients at about $200 each, leads at about $21, and about $135,000 in estimated case value.²
FAQ
Is Instagram right for a law firm?
It can be, when your clients spend time there and every post leads to a guide worth asking for. We decide together after your assessment.
What is a comment-trigger post?
A post that invites people to comment a word to get a guide. When they do, the link arrives in their direct messages automatically.
Does this need ads?
No. This is your firm's own account. Paid Instagram ads are a separate service.
Who owns the account?
Your firm, along with everything we build for it.
Will people message us with legal questions?
Yes, and that's the point. Someone at your firm answers them, and the conversation has started.
How much of my time does it take?
A few hours a month for strategy, recording, and review. The same recordings feed Instagram and your other platforms, so the time goes further.
How long before it works?
Organic reach takes months to build. We count sign-ups from the first Reel, so you'll see the trend as it forms.
¹ A case study published by a maker of Instagram message-automation software: a 118% increase in leads compared with email landing-page sign-up campaigns.
² Case value estimated from average case value.