You know what’s funny? The posts that go viral—or, okay, let’s say “go locally mini-viral”—for estate planning and elder law firms aren’t the ones you’d expect.
Not the ones with pristine infographics. Not the 700-word breakdown of trust administration. Nope.
It’s the “Happy Birthday, Susan!” photo in the breakroom. It’s the grainy video explaining probate in a hoodie. It’s the office dog asleep under the desk.
We’ve been watching what’s performing well across multiple clients in April, and guess what? We’re not keeping it a secret. Here are 10 post ideas based on what actually worked last month—and will absolutely keep working, because people don’t change that fast.
1. Post a Team Member’s Milestone (Even the Small Ones)
Someone just hit their work anniversary? Celebrated a birthday? Finally got that notary renewal? Post it. Add a casual photo, toss in a light-hearted caption (“Cheers to 5 years of double-checking client binders”), and watch the comments roll in.
2. Share a Quick Video Answer to a Common Question
Got 30 seconds? That’s enough. Record yourself answering something simple like, “Do I need a will if I don’t own much?” or “What even is probate?”
No fancy lighting, no teleprompter—just talk like you would at a cookout. People love this format, especially when it’s real and direct.
3. Introduce Your Office Space
A mini photo tour. A reel showing the conference room setup. A story about where the snacks live. These kinds of “behind-the-scenes” glimpses build trust and familiarity—plus, they’re super easy to shoot.
4. Highlight a Local Business You Love
Grab lunch at the same café every Tuesday? Shout them out. Tag them. Maybe even share what you always order. This kind of hyper-local, human content forges community bonds and often earns shares from local accounts.
5. Post a Client Question (Anonymized) and Your Answer
“Someone asked us last week if their out-of-state child can be their power of attorney…”
Answer it in a caption or a short video. Real questions resonate more than abstract tips.
6. Celebrate a Recent Win (Without Sharing Private Details)
Did your team complete a complex trust? Navigate a Medicaid case that saved a family thousands? Share it—without names, of course. A post like “We helped a family preserve their home and protect their loved one’s care” is powerful and informative.
7. Repost a Throwback With a Twist
Grab an old team photo, a pic from your first office, or a memory from your first workshop. Pair it with a caption like: “3 years ago today, we launched our first elder law workshop. We had 12 attendees and no idea what we were doing (we learned fast).”
Nostalgia works.
8. Feature a Book, Quote, or Article You’re Loving
Reading something that connects with your values—or even challenges them? Share it. Add your take. Bonus points if it’s not legal-specific but still ties into planning, legacy, or family.
9. Poll Your Audience or Ask a Casual Question
Instagram Story poll. Facebook post. Whatever works. Keep it light but firm-relevant:
- “Would you rather inherit a vacation home or a savings account?”
- “Do you have your important documents in a fireproof safe?”
People love to vote, especially when the stakes are imaginary.
10. Show Your Personality (Even Just a Little)
This one’s broad, but vital. Share a picture of your dog curled up in the office. Post a meme you actually laughed at. Let your staff say something about what it’s like to work there. These little things add flavor—and followers notice.
The Bottom Line? Real > Perfect
If you’re overthinking it, don’t. These are the posts that actually worked last month across multiple clients, and they’re the ones that will keep working because they reflect something universal: people want to do business with people who feel approachable, human, and trustworthy.
You don’t need a “strategy session” every time you want to post something.
You just need to start with this list. Not sure you can do that? Book a Discovery Call, and we’ll fix that for you!