Using Stories To Market Your Law Firm

By sharing your story, clients better understand your law firm and why they should care how you can help solve their problems.

When starting their own law offices, many lawyers prioritize getting clients who pay on time. Understandably, this is the best way to keep the doors open. Even better than getting clients in the door is the ability to get the right clients in the door. Many of us can relate to taking a misaligned client, even though we knew at the time that they were going to be a pain. I am now going to convince you that one of the best ways to get a wonderfully aligned client in the door is by building the know, like, and trust factors. Skeptical? That’s OK. Let’s go!

Know, Like, And Trust

The know, like, and trust factors are the journey that your potential client takes when they are getting to know you and your law firm.

Clients want to know who you are, what services you offer, and what qualifies you to deliver those services. Then, they decide if they like you based on whether you seem like a person to whom they connect and whether you seem qualified to solve their legal problem. Finally, once a prospective client knows and likes you, they start to develop trust in your dependability, honesty, and reliability.

Story Time!

How do I do this, you ask? Tell your story. Using personal stories to communicate a message is a very effective means to communicate a message. You want to inspire your potential client to take action. By sharing your story, clients better understand your law firm and why they should care how you can help solve their problems. Share stories on various mediums: social media, video testimonials, blogs, newsletters, and on your website.

My law firm website is full of testimonials, videos, and copy to pull in clients looking for lawyers who get them. We seek to serve women who want to go from confused and anxious to confidently prepared with effective estate planning. To connect to some of these ideal clients, I share how estate planning has impacted my life. Here’s an example of a story on my website and social media:

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Do You Want To Have A Voice In Decisions That Affect You?

I do, too! Even when it felt terrifying to set up an estate plan, I did. It was worth the investment to make decisions that affect my loved ones and me. I learned that it wasn’t terrifying at all through my estate planning process — I felt so confident!

 To understand my passion for estate planning, you may find it helpful to hear “my why.” My dad passed away without a will, and I witnessed my mom experience grief while tying up my dad’s estate in probate court and at a significant financial expense. After that ordeal, my mom immediately established her comprehensive estate plan to ensure that her agency was intact and secure her children. My mom’s actions changed the trajectory of our family. I followed my mother’s lead by setting up my first estate plan after my son was born. Estate planning remains one of the most emboldening decisions I’ve made; I carry that fire into my legal practice and want to show other women how to feel the same.

Our law firm is in your corner and personally understands your unique position and desires. We’d be honored to help you navigate your estate planning journey.

I get endless compliments on the relatability of my website and social media presence. If you are a divorce lawyer, share stories about client fears and the positive outcomes after working with you. If you are a small business lawyer, share your stories on how you decided to start your own business to help other business owners. All lawyers should highlight client reviews that showcase how your services solved a client’s issue.

Do you incorporate storytelling into your marketing? Why or why not? Email me at iffywrites@ibekwelaw.com to share any comments or thoughts.


Iffy Ibekwe is the principal attorney and founder of Ibekwe Law, PLLC. She is an estate planning attorney evangelist for intergenerational wealth transfer with effective wills and trusts. Iffy is writing her first book on culturally competent estate planning, available in 2022 (prayers up!). She graduated from The University of Texas School of Law and has practiced law for over 14 years. Iffy can be reached by email at iffywrites@ibekwelaw.com, on her website, and on Instagram @thejustincaselawyer.

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