How I Took Control of My Online Presence and Built a Powerful Law Firm Brand

Let’s be real—branding isn’t just for big corporations anymore. It’s not reserved for tech startups or fashion labels. If you own a law firm (or any business, really), your personal brand is your power. And for me, law firm branding has been one of the biggest game changers—not just for visibility, but for credibility, client trust, and ultimately, growth.

In this blog, I want to walk you through how I took charge of my online presence and crafted a law firm brand that actually reflects who I am and the kind of business I want to run. These strategies aren’t abstract or complex. They’re practical, actionable steps I’ve taken—and that you can take too—to elevate your online identity, boost SEO, and attract your ideal clients.

So, if you’ve ever Googled your name and felt a bit nervous about what might show up... you’re not alone. But the good news? You can control that narrative. Let me show you how.

Why Law Firm Branding Matters More Than Ever

I’m a massive believer in building a strong personal brand, especially as a legal professional. Whether you’re solo, part of a boutique firm, or leading a larger team—how you show up online matters.

Think about it: What’s the first thing most people do when they’re considering working with someone? They Google your name. They’ll land on your LinkedIn, maybe your law firm’s website, and any other content you've put out into the world. And here’s the thing—that’s your reputation. That’s your brand.

So instead of leaving that to chance, I decided to be intentional and take full control of what people see when they search for me. And you can absolutely do the same.

10 Simple Steps I Took to Build a Strong Online Brand for My Law Firm

Here’s exactly how I started shaping my personal and law firm brand to show up with confidence and authority online:

1. Bought My Domain Name

One of the first things I did was purchase my own domain name. Ideally, you want your full name as your domain (e.g. YourName.com), but if it’s not available, you can use .co or your country’s domain (like .com.au for Australia).

Once I had my domain, I created a simple landing page. You don’t need a fancy website to start—just something that shows people who you are, what you do, and how to contact you. Having your name as a domain makes you instantly searchable, and it gives you complete control over what people see.

2. My Bio Pages

Next, I made sure my bio was current across all platforms—on my personal website and my law firm’s website. Your About Me page is valuable real estate for law firm branding. This is where you get to highlight your story, your values, and what makes your firm unique.

Don’t just list credentials—connect with your audience. People hire people they trust, and your bio is the first step in building that trust.

3. LinkedIn Profile

Even if you don’t use LinkedIn often (and honestly, you should), your LinkedIn profile still ranks high in search results. So I took the time to revamp mine—updated my headline, wrote a compelling summary, added recent experience, and included keywords relevant to my practice areas.

If you want to increase visibility for your law firm brand, LinkedIn is your SEO best friend.

4. Google Knowledge Panel

When you Google your name and see that little box on the right-hand side with a bio and image—that’s a Google Knowledge Panel. I claimed mine and updated it to reflect who I am and what I do. It’s another tool that lets you control how you appear in search results.

Claiming and customising your panel is free, and it only takes a few minutes.

5. Google Business Profile

Even if you don’t have a physical storefront, you can still create a Google Business Profile. It shows up in local search results and gives people a snapshot of your services, contact info, and reviews. It’s one more piece of the law firm branding puzzle—and yes, Google loves it.

6. Video Content (Even When It Felt Uncomfortable)

Video content used to scare me. But I knew that if I wanted to build connection and visibility, I had to get over it. So I started with Instagram Stories—15-second clips that felt low pressure. Eventually, I moved on to longer-form video for YouTube.

And here’s the gold nugget: YouTube is a search engine. Videos you post today can keep driving traffic for years. Plus, video gives your audience a chance to see the real you, which is incredibly powerful for law firm branding.

7. Podcast

Podcasting is hands-down one of my favorite ways to build brand authority. It lets me share my voice, my expertise, and my perspective in a way that feels personal. And like video, podcast episodes are searchable on Google. Every episode helps build my digital footprint and reinforce my law firm brand.

If launching your own podcast feels like too much, start by being a guest on others’ shows. That visibility adds up.

8.Blogging 

Blogging may feel “old school,” but trust me—it still works. I started publishing regular blog posts on my website, answering common client questions, sharing insights, and talking about the issues my ideal clients care about.

Every blog is another opportunity to show up in search results—and to build credibility as a thought leader in your area of law.

9. I Got Featured in Other People’s Media

Being featured in other people’s content—whether it’s a guest blog, a podcast interview, or a social media collaboration—helps spread your name across more corners of the internet. This is huge for law firm branding. It builds backlinks, improves your SEO, and increases your visibility with new audiences.

Just make sure the platforms you’re showing up on align with your values and brand voice.

10. Social Media Platform

Let’s not forget the basics. I went through every single one of my social profiles—Instagram, Facebook, Twitter, LinkedIn—and updated bios, profile photos, and contact links. I deleted old content that no longer aligned with my brand and made sure everything reflected who I am today.

Don’t underestimate the power of cleaning up your digital presence—it makes a bigger impact than you think.

Now It’s Your Turn: Google Yourself and Take Action

Seriously—pause for a minute and Google your own name. What shows up? Does it reflect the law firm brand you want to project to the world?

If not, now’s the time to change that. You don’t need a massive budget or a marketing team—just intention, consistency, and a willingness to show up.

Building a personal brand that supports your law firm’s growth isn’t about being flashy. It’s about being visible, authentic, and strategic. When you take control of your online presence, you unlock new levels of opportunity, trust, and client connection.

Let’s Build Your Brand Together

Inside the Scalable Business Lounge, we walk through exactly how to implement every step I shared in this blog. If you’re ready to create a law firm brand that reflects your values, drives growth, and gives you freedom— contact us and I’ll help you get started.

Don’t wait for someone else to define your brand for you.

And if you’re ready to scale your law firm without the stress, I’d love to invite you to my free masterclass:

📅 How to Scale Your Law Firm Without Burnout

Let’s work together to build a thriving, sustainable practice.

Your time is valuable. Make sure you’re getting paid for it — and watch your firm grow.

Connect with Caralee: 

• Instagram: @caralee_scalablelaw
• Facebook: @caraleefontenele
• LinkedIn: @caraleefontenele

Miss my latest blog? Read my latest blog "Why Law Firm Owners Need a Rock-Solid Billing Guide to Boost Growth" here.