Starting your legal career—or opening your own practice—is exciting, but let’s be honest: building a reputation from scratch can feel overwhelming. Especially when your competitors have big marketing budgets, long-standing websites, and well-known names.
The good news? You don’t need to spend thousands of dollars on ads or hire a full-service agency to build visibility. In fact, some of the most effective reputation-building strategies are free or low-cost—and available to every new attorney.
Whether you’re fresh out of law school, switching practice areas, or launching a solo firm, here are some practical steps you can take to establish your name, earn trust, and attract new opportunities online.
1. Claim Your Online Profiles (It’s Free and Foundational)
Before you worry about ranking #1 on Google, make sure you exist online where people are already searching. That includes:
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TopLawyersNow.com – Add your bio, contact info, and a backlink to your website with a Gold or Platinum profile
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Google Business Profile – This helps you appear in local “lawyer near me” searches
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State bar profile – Make sure it includes your website and email
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Avvo and Justia – Free profiles that are often indexed by search engines
You don’t have to be on every platform, but having 3–5 quality listings may help people find you and build early credibility.
2. Write One Useful Article and Publish It Publicly
No need to start a full blog or hire a content writer. Just write one helpful, 500-word post that answers a question your future clients might ask.
Examples:
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“What Happens If I Miss My Court Date in [City]?”
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“How to File a Car Accident Claim in [State]”
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“Can You Change a Will After Someone Dies?”
Once you’ve written it, post it on:
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Your law firm website (if you have one)
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LinkedIn (great for referrals)
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TopLawyersNow.com — you can post under your attorney profile for free
This kind of content may help you appear in Google search results—and helps show other lawyers and potential clients that you know your stuff.
3. Connect with Other Attorneys—Online and Offline
One of the fastest ways to grow as a new lawyer is to build relationships with attorneys who can refer you cases.
Low-cost ways to do this:
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Attend local bar events or niche CLEs
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Comment on other attorneys’ posts on LinkedIn
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Send a friendly DM after reading an article someone wrote
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Post on legal forums or join referral-focused Facebook groups
Your online presence (including a profile on TopLawyersNow) may make you easier to refer when someone is looking for a lawyer in your area or practice.
4. Ask for One Review from Someone Who Knows Your Work
This could be:
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A former supervisor
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A professor or mentor
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A lawyer you assisted as a clerk or intern
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A past client (if appropriate)
Even one honest, professional review on your Google Business Profile or LinkedIn may help create trust for the next person who finds you online.
5. Focus on Local Relevance
You don’t need to compete with huge national firms. Focus on being visible in your local area.
Tips:
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Include your city or county name in your bio and blog posts
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Join a local networking group
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Post articles or answer legal questions that are relevant to your region
People often search for:
“Divorce lawyer in [city]”
“Slip and fall attorney near [city hall]”
“Tenant rights in [county]”
Be the person who shows up with helpful answers.
6. Keep Showing Up
It doesn’t take a massive marketing campaign to build a name. What it does take is consistency.
If you can do one of these each month:
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Write a short article
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Update your profile
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Comment or post on LinkedIn
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Attend a networking event
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Add a review or testimonial
…you may build a solid reputation faster than you expect.
Start Small, Show Up, and Grow from There
You don’t need to “go viral” or outspend your competitors to build a name online. You just need to show up where people are searching and be helpful when they find you.
Claim your free profile on TopLawyersNow.com, then upgrade to:
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Add your headshot, bio, and contact details
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Publish legal articles under your name
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Appear by city and practice area
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Earn a backlink that may support your SEO
It’s fast, and built specifically for attorneys looking to grow.
