| Updated: March 20, 2025
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Social media plays a vital role in our daily lives, helping us connect with friends and family, stay informed, and express our opinions. Facebook and YouTube remain the most popular platforms among American consumers, followed by Instagram, LinkedIn, and Twitter. Meanwhile, Pinterest ranks seventh, with 533 million monthly active users in Q4 2024.
Despite its vast user base, Pinterest is often overlooked in law firm marketing. It was not even mentioned in the 2023 ABA Marketing Tech Report, possibly because only a small fraction of lawyers use it for branding and client outreach.
This article explores how legal professionals can leverage Pinterest marketing to promote their firms, the key benefits of using Pinterest for lawyers, and the essential elements of a successful law firm Pinterest strategy.
Pinterest is more than just a visual search engine—it’s a dynamic platform where users explore, save, and shop for ideas that shape their lives. From everyday decisions to major life milestones, Pinterest serves as a tool for inspiration, helping users turn their visions into reality.
What sets Pinterest apart is its unique ability to connect people with brands. Unlike traditional social media platforms, where ads often feel intrusive, Pinterest integrates advertising seamlessly into the user experience.
Brands leverage Pinterest’s innovative ad strategy to engage potential customers at every stage of their journey, from discovery to purchase—without disrupting conventional ads.
For law firms, Pinterest presents an untapped opportunity for brand awareness and client engagement. By sharing carefully designed images, infographics, and visually appealing legal content, firms can educate potential clients and establish authority in their practice areas.
With the right strategy, Pinterest can become a powerful tool for law firms looking to expand their digital presence and attract new clients.
Pinterest offers a powerful yet often overlooked marketing opportunity for lawyers and law firms. Unlike LinkedIn for lawyers, which focuses on professional networking, Pinterest allows law firms to create visually appealing content—such as infographics, legal tips, and statistics—making complex legal information more engaging and shareable.
One of Pinterest’s key advantages is its organized content structure. Law firms can create separate boards for different categories, such as office culture, legal practice area tips, client success stories, and FAQs. This structured approach not only enhances brand visibility but also ensures potential clients easily find relevant legal resources through images, infographics, and videos.
Additionally, Pinterest Ads for law firms provide an effective way to reach a broader audience, particularly Gen Z users actively searching for legal guidance. By leveraging promoted pins, law firms can target high-intent users, drive traffic to their websites, and generate quality leads.
Here are a few benefits of using Pinterest for attorney marketing—with examples:
Pinterest is a search-driven platform where people actively look for solutions, making it an excellent tool for law firms to showcase their expertise. Lawyers can position themselves as trusted experts by creating visually engaging pins—such as infographics on legal rights, step-by-step guides on legal processes, or client testimonials.
Example: A family law firm can share “Divorce Process Explained in 5 Steps” as a visually appealing infographic, attracting users searching for legal guidance on divorce. This infographic can also be used in law firm Instagram marketing.
Unlike traditional social media posts that disappear quickly, Pinterest pins remain searchable for months or years. When users save or repin your content, it drives traffic to your website, helping increase organic visibility.
This long-lasting impact is why I strongly recommend including Pinterest in a law firm’s digital marketing strategy. It offers dual benefits—not only does it enhance brand awareness, but it also provides a sustainable source of website traffic and client leads, making it a valuable asset for long-term growth
Example: A personal injury lawyer sharing “What to Do After a Car Accident” as an infographic or carousel post can generate ongoing clicks to their website, providing valuable leads over time. You can also use this carousel for your Facebook ads for a personal injury law firm.
Pinterest’s algorithm prioritizes intent-based search, meaning users actively look for legal solutions rather than passively scrolling through content. Law firms can use Pinterest SEO strategies by optimizing pin descriptions, using relevant keywords, and linking back to their website to capture high-intent clients (more on it later in the blog).
Example: An immigration attorney can create pins with answers to common visa application questions, directing potential clients to a blog post or consultation booking page. These pins can be reused for their law firm’s Facebook ads or Pinterest performance marketing.
Pinterest is one of the least utilized platforms in law firm social media marketing. However, according to the Pew Research Center, it is the fourth most used social media platform among American adults, making it an untapped opportunity for legal professionals.
With millions of users actively searching for information, setting up a Pinterest business account for your law firm is essential. It allows you to reach potential clients who may be looking for legal guidance, industry insights, or answers to common legal questions.
The best part is that creating a Pinterest business account is quick and easy. Below, I’ll walk you through the steps to set up and optimize your attorney Pinterest business account for maximum visibility and engagement.
Pinterest is a powerful tool for law firms looking to boost their online presence and attract potential clients. Follow these simple steps to create and optimize your attorney Pinterest account.
A Pinterest business account can be set up with the mobile app or this link. You will need to provide your email address, password, and birthdate to finish the signup process.
Enter your law firm’s name and provide a link to your website. Choose a professional profile image, such as your law firm’s logo, and a visually appealing cover photo representing your legal services. A polished, branded profile increases credibility and trust.
Your profile description should clearly explain your law firm’s practice areas and expertise. Keep it concise (within 160 characters) and include relevant keywords to help potential clients find your profile.
For example, if you specialize in family law, include terms like divorce lawyers, child custody, and legal advice to improve visibility.
Here are more details on conducting keyword research for a law firm, which can be used for optimizing your Pinterest description.
Once your profile is set up, organize your content into boards that align with your legal services. Each board should focus on a specific topic that interests your audience.
Example Boards for Law Firms:
Structuring your content effectively makes it easier for users to discover and engage with your legal expertise. By leveraging Pinterest’s organized and search-friendly platform, you can attract potential clients and establish your firm as a go-to legal resource.
Once your law firm’s Pinterest account is active, it’s important to track its performance. Pinterest Analytics provides free insights to help you measure the effectiveness of your content strategy and refine your approach.
With a Pinterest business account, you gain access to built-in analytics tools. Keep an eye on important metrics like impressions (how many people see your Pins), saves (how often users save your content), and clicks (how many users visit your website from Pinterest).
By analyzing these metrics, you can determine which types of content resonate most with your audience. If legal infographics or how-to guides get more engagement, you’ll know to create more of them.
Regularly reviewing performance data allows you to adjust your strategy and focus on what drives the most client engagement and inquiries.
After setting up your law firm’s Pinterest account and using its functionality for branding and marketing, let’s move forward with the elements for a successful Pinterest law firm marketing strategy:
But before we move forward, I assume you have learned to create focused boards to attract relevant clients searching for legal information.
Pinterest users are constantly searching for fresh content, whether it’s infographics for their articles or legal guidance for their personal or business needs.
To stand out and attract potential clients, law firms must curate the right content, use relevant keywords, and organize their Pins into well-structured boards.
Here are key strategies to boost your law firm’s Pinterest visibility:
Users search for legal topics using keywords. If your Pins include relevant terms, they are more likely to appear in search results. Pinterest Lens also lets users search with images.
Example: A user searching “Steps to file for divorce” may find your divorce process infographic and visit your website.
The home feed shows content from followed accounts and suggested Pins based on user activity. Posting high-quality legal content increases your chances of appearing here.
Example: A user engaging with estate planning posts might see your “5 Must-Have Estate Planning Documents” infographic in their feed.
When users click on a Pin, Pinterest suggests similar content nearby. This helps extend your reach.
Example: Someone viewing a “How to Apply for a U.S. Visa” Pin might also see your firm’s “Common Visa Application Mistakes” infographic.
Law firms can use Promoted Pins to attract potential clients by linking to consultation pages or legal service guides.
Example: A “Free Consultation for Personal Injury Cases” Pin can direct users to a booking page.
Law firms can increase visibility, drive traffic, and attract new clients by optimizing keywords, organizing content, and leveraging Pinterest’s discovery features.
You can discover relevant keywords for your law firm using SEO tools like Semrush and Ahrefs. However, Pinterest’s Explore section is one of the best ways to identify trending topics and target keywords in your niche.
Additionally, Pinterest’s annual trends report is valuable for staying ahead of emerging trends and optimizing your content strategy.
Once you’ve identified the right keywords, strategically place them in your Pin title, description, and board name to improve search visibility. Adding two to three relevant hashtags can further increase your chances of being discovered.
Pinterest allows up to 500 characters for descriptions, but the ideal length is 100 to 300 characters. Start with primary keywords while keeping the text natural and engaging.
Example: For a divorce law firm, a Pin titled “Divorce Process: Step-by-Step Guide” could have this description:
“Wondering how to file for divorce? Our step-by-step guide simplifies the process, covering paperwork, timelines, and legal requirements. #DivorceLaw #LegalTips #FamilyLaw”
By optimizing your Pins with relevant keywords and concise descriptions, your law firm can increase visibility, attract the right audience, and drive traffic to your website.
A successful law firm’s Pinterest strategy isn’t just about creating great content—it’s about driving action. Your Pins may help users find valuable legal information and increase your brand visibility, but without a clear Call-to-Action, you’re missing out on potential client engagement.
If you’ve invested time and effort—or even hired a graphic designer—to create an eye-catching infographic, it shouldn’t just generate impressions. Your CTA should guide users to take the next step, whether that’s visiting your website, booking a consultation, or signing up for your legal newsletter.
Test different variations of CTAs and keep them short, clear, and compelling. Based on experience, Pinterest users engage most with informational content, so include links to relevant blog posts or resources to maximize value and conversions.
Since Pinterest is a visual-first platform, law firms must focus on creating high-quality, engaging Pins to capture attention and stand out. Here’s how to optimize your content for maximum impact:
Pins are displayed in a 2:3, 2:1, 16:9, etc, vertical format, so ensure your images and videos fit these dimensions. For videos, keep them short (6–15 seconds) and provide key information at the beginning to grab attention quickly.
Example: A personal injury law firm can create a 10-second video explaining “3 Steps to Take After a Car Accident” with captions for users who browse without sound.
Many Pinterest users browse without sound, so adding clear text overlays and captions makes your content more accessible and easier to understand at a glance.
Law firms can diversify their Pins with infographics, tutorials, how-to guides, or behind-the-scenes content. Using Pinterest’s built-in features like stickers or music can also help increase engagement.
By optimizing visuals and experimenting with different formats, law firms can boost brand visibility, attract potential clients, and build credibility on Pinterest.
As I’ve emphasized in many of my articles, consistency is the foundation of digital marketing success. Even the most informative, high-quality Pins won’t deliver results if you don’t have a structured posting schedule.
A well-planned schedule drives engagement and ensures your content is posted regularly and consistently. The best approach is to use Pinterest’s built-in scheduling tool to plan at least 15 days of Pins. Alternatively, third-party tools like Hootsuite and Later can help you maintain a steady posting rhythm.
Timing plays a crucial role in maximizing reach. For general engagement, the best times to post on Pinterest are between 8 AM – 11 AM and 2 PM – 4 PM on weekdays. However, the ideal timing for law firms varies based on practice area and location.
Keep testing different time slots and use scheduling tools to refine your posting strategy for optimal results.
Pinterest ads can expand your law firm’s visibility, drive website traffic, and attract potential clients. Here’s how to effectively use Pinterest advertising in your marketing strategy:
Start by identifying your top-performing organic Pins and turning them into ads. If they are already generating engagement, putting ad spending behind them can amplify their reach.
Example: A family law firm can promote a divorce checklist infographic, ensuring it reaches users actively searching for legal guidance.
Retargeting helps reconnect with users who previously engaged with your content, visited your website, or interacted with your Pins. This keeps your law firm top of mind for potential clients.
Example: A user who clicked on an estate planning guide but didn’t take action can see an ad for a “Free Will & Trust Consultation” later.
Track ad performance using Pinterest Analytics to see which ads drive the most engagement. Use this data to adjust your strategy and improve results over time.
By leveraging Pinterest ads strategically, law firms can increase brand awareness, generate leads, and attract the right audience more effectively.
If you’re committed to Pinterest marketing for your law firm, go all in and explore every opportunity for growth. One powerful yet often overlooked strategy is partnering with influencers. While it may require an investment, the results can be worth it.
Research shows that 92% of consumers trust influencer recommendations over traditional ads, and 41% of Gen Z consumers rely more on influencer reviews than direct business advertisements. This makes Pinterest influencer marketing a valuable tool for law firms looking to establish credibility and reach new audiences.
For law firms, micro-influencers are the best option as they are more affordable and have highly engaged, niche-specific audiences. The key is to identify Pinterest influencers who align with your industry and can authentically promote your legal services.
“What gets measured gets improved”—this is something I always emphasize to my law firm SEO clients. The same principle applies to Pinterest marketing.
Tracking performance and refining your approach is essential to maximize the impact of your law firm’s Pinterest strategy. Without regular analysis, you risk wasting time on ineffective efforts.
Here’s how to measure success and optimize for better results.
A Pinterest business account provides free access to analytics, allowing you to track important metrics such as:
Example: If an infographic on “Steps to File for Bankruptcy” gets high saves and clicks, you know this topic resonates with your audience, and you should create similar content.
Adding the Pinterest tag to your website helps track if users take action after clicking on your Pins, such as booking a consultation or downloading a legal guide. This ensures your content is not just attracting views but driving results.
Social media trends evolve, and user behavior shifts over time. Regularly reviewing your analytics helps you identify emerging trends and adjust your content, ads, or influencer collaborations accordingly.
By consistently tracking performance and making data-driven adjustments, your law firm can stay ahead of competitors, engage the right audience, and turn Pinterest into a powerful client acquisition tool.
Pinterest has the audience, reach, and potential to elevate your law firm’s marketing and online branding. But will this visually-driven platform work for your specific legal practice area? The answer lies in testing, consistency, and time.
Despite its overlooked status in law firm digital marketing, Pinterest can be a powerful tool—especially for reaching Gen Z, who are less active on LinkedIn. With a clear branding strategy, well-defined business goals, and the right marketing approach, law firms can effectively leverage Pinterest to attract and engage potential clients.
For best results, I highly recommend hiring a social media consultant to develop and execute a Pinterest marketing strategy tailored to your law firm. However, I’ve outlined all the essential steps and elements you need to implement it on your own successfully.
Finally, don’t let content creation become overwhelming. Quality always trumps quantity—a well-structured Pinterest account with valuable, relevant content will always outperform a scattered account filled with random Pins. Stay focused, stay strategic, and let Pinterest work for you.
I’m Micheal Clark, an experienced SEO consultant specializing in law firms and attorneys. With over seven years in SEO, I help legal professionals rank higher on Google, attract clients, and grow their practice. From technical SEO to local optimization and content strategy, I provide tailored solutions to dominate competitive legal searches.
