The Power of Online Communities for Lawyer Marketing


Online communities are virtual spaces where like-minded individuals gather to share knowledge, discuss common interests, and engage in conversations on specific topics. These communities can be forums, social media groups, professional networking platforms, or specialized websites.

Lawyers can share their knowledge, offer valuable insights, and answer legal questions by actively participating in relevant online communities. This positions them as experts in their field and helps build credibility among community members.

And what’s more, online communities can be a powerful tool to do lead generation for lawyers! Let’s find out more.

What are Online Communities?

Some examples of online communities include groups on Facebook and LinkedIn; subreddits like r/AskLawyer, r/legaladvice, and r/AskLawyers; relevant topics on Quora, and other websites and forums (like’s forum or regional websites). 

These are all online gathering places where stimulating conversations and honest queries keep the activity high.

They are often free to sign up with and quite welcoming. Unlike creating a website where you start from an audience of zero and might need the help of PPC services for lawyers just to get discovered, online communities give you a large audience automatically.

How can a Lawyer Leverage Them to Grow Business?

So, how to find clients as a lawyer by joining an online community?

Well-established and active online communities are often frequented by people who have a certain problem that can only be solved by a professional. And incidentally, a lawyer can get approached by someone who’s a potential lead or client through such a community or forum. This can be a great way to showcase your expertise and gather positive lawyer reviews, further building your reputation.

Engaging in online communities allows lawyers to connect with other professionals in their industry, including potential referral sources. Building relationships with fellow lawyers, business professionals, and influencers can lead to referral opportunities and collaborations.

Online communities can serve as a prominent source of potential clients. By demonstrating expertise and providing helpful information, lawyers can attract individuals who are seeking legal advice or representation. These individuals may approach you directly or refer their contacts in need of legal services.

To increase your chances of attracting quality clients through online communities:

  • Provide valuable content: Share informative and relevant content that showcases your expertise and helps community members solve their legal problems.
  • Build relationships: Focus on building authentic relationships with community members by being supportive, responsive, and respectful. This can increase your credibility and make others more likely to recommend your services.
  • Demonstrate professionalism: Maintain a professional tone, follow community guidelines, and avoid self-promotion that may be seen as spammy or intrusive.

How to Find Relevant Online Communities?

It’s a 3-step process:

  1. Identify your target audience: Determine the characteristics and interests of your ideal clients. Consider the industries, legal issues, or demographics that align with your practice area.
  2. Conduct research: Search for online communities that cater to your target audience. Look for forums, social media groups, or professional networking platforms where discussions relevant to your practice area take place.
  3. Join and engage: Once you find relevant communities, join them and start engaging in conversations. Provide value by sharing your knowledge, answering questions, and offering insights that align with your expertise.

It’s important to find specific forums or subforums/topics within large communities to build your authority. Don’t try to be a jack of all trades! For example, you should focus on how to get bankruptcy clients if bankruptcy is your specialization.

Is it Worth it to Actively Engage in Online Communities?

Being an active part of an online community is a challenging task. It demands a lot of work. Before putting in all the effort to establish yourself as an authority in such a community, you might be wondering, “Will I get quality clients? How?”

Engaging in online communities can be worth it for lawyers, but it’s important to set realistic expectations. While actively participating in these communities can help build your reputation and expand your network, acquiring quality clients directly from online communities may require time and consistent effort.

It’s not a guaranteed outcome, after all.

Results may vary depending on factors such as the specific community, your level of engagement, and the needs of the community members.

What to Expect?

Building trust takes time. It’s unlikely that you will immediately start getting clients as soon as you join an online community.

Focus on building relationships and demonstrating your expertise. Over time, as you establish yourself as a helpful and trusted member, potential clients may start to approach you.

Also, don’t forget that engaging in online communities requires consistent effort and active participation. It’s not enough to simply join and sporadically post promotional content. You need to consistently contribute, offer insights, answer questions, and engage in meaningful discussions.

  • Word-of-mouth referrals can be a powerful way to generate client leads, but it may take time for these referrals to materialize.
  • The quality of clients you attract from online communities may vary. Some community members may be seeking free advice or may not be ready to hire a lawyer immediately.

Wrapping Up

Online community engagement should be seen as a long-term strategy to cultivate relationships, establish expertise, and contribute to the community. Over time, it can lead to valuable connections and potential client opportunities.

If you see them as a means to an end, you’re bound to lose interest quickly. It’s important to try and be active in communities and give back. And you can only do that if you’re motivated on a personal level and find the activity enjoyable.