Could your law firm be missing out on free search traffic from a platform your clients are already using?
Key takeaways for law firms:
- From 10th July 2025, public content from Instagram professional accounts can appear on Google and other search engines.
- This gives local and regional law firms a new chance to boost visibility and attract new clients via search.
- Optimising Instagram posts now requires thinking like a search engine – not just a social media user.
- A few simple tweaks to your Instagram strategy can turn posts into long-term marketing assets.
What’s Changing on Instagram?
From 10th July 2025, Instagram will begin allowing Google and other search engines to index public content from professional accounts – including Reels, videos, carousels, and photo posts. That means this content can now appear in search results outside the Instagram app.
This is not a change for personal or private accounts, and it doesn’t apply to temporary content like Stories. But for law firms using professional Instagram accounts – especially those already sharing public-facing posts – it marks a significant opportunity.
Why it matters:
- Previously, Instagram was mostly “invisible” on Google.
- Now, your posts could show up when someone searches for “family solicitor in Liverpool” or “what to do after a road accident in Leeds”.
Why This Is Big News for Law Firms
Reach people where they’re already searching
Many people begin their search for legal services on Google – not Instagram. But if your social content appears in their search results, you suddenly become part of that decision-making journey.
Gain exposure without additional costs
This update gives your posts a second life. It’s not just about likes or followers anymore. A well-written, well-tagged Instagram post could attract attention long after you publish it – especially if it answers a common legal question or explains a service clearly.
Expand your firm’s online presence
Treat your Instagram profile like an extension of your website. If your bio and posts are accurate and well-written, potential clients might first “meet” you on Instagram via a Google search – even if they don’t use Instagram themselves.
How Local and Regional Law Firms Can Make the Most of the Update
Here’s how to turn this update into a business advantage – without needing to be an SEO expert.
1. Write Clear, Informative Captions
Google reads text, not pictures. Your caption is now more important than ever.
Instead of writing vague posts like:
“Great day in court today!”
Try this:
“We helped a client in Manchester successfully appeal a housing benefit decision. If you’re facing problems with local authority decisions, our solicitors can help. Contact our Manchester office for free initial advice.”
Top tips:
- Include your location (town or region)
- Mention the type of legal service
- Use natural language – imagine you’re answering a client’s question
2. Optimise Your Instagram Bio and Username
Make sure your Instagram handle and bio clearly reflect your legal services and where you operate.
Example:
- Username: @smithandco_solicitors
- Bio: “Specialist family, property and probate solicitors in East Sussex. Free initial advice available.”
This helps both Google and potential clients quickly understand your expertise.
3. Add Alt Text to Your Images
Instagram allows you to add custom alt text to describe your photos. It’s useful for accessibility, but also helps with search visibility.
Alt text example:
“Solicitor shaking hands with client in Birmingham office after signing house purchase contract.”
Avoid keyword stuffing. Describe the image in plain, accurate terms.
4. Make Your Profile Link Count
If someone lands on your Instagram page from a Google search, make sure it’s easy for them to take the next step.
Use your profile link to send them to:
- Your contact page
- A relevant service page
- A lead capture form or enquiry page
Use link-in-bio tools (like Linktree or Later) if you offer multiple services or locations.
Types of Instagram Posts Likely to Rank in Google Search
Not all Instagram content will appear in search results, but certain types are more likely to do well.
Examples of effective content:
- Service highlights “We support clients with divorce, child arrangements and financial settlements in Bristol and Bath.”
- Legal FAQs “What happens if you die without a will? Here’s what the law says.”
- Client case studies (with consent) “Our team recently helped a landlord in Sheffield resolve a tenancy deposit dispute without going to court.”
- Team introductions “Meet Angela, a solicitor with 15 years’ experience in personal injury claims, based in Leicester.”
- Before-and-after outcomes Useful for probate, housing law, or other services where there is a clear resolution or benefit.
Should Your Law Firm Opt Out of Indexing?
In most cases, no.
Unless your firm operates in a highly confidential area or has reasons for limited visibility, opting in is likely to help – not harm – your marketing. You remain in full control. The setting can be turned off at any time.
Remember: only public posts will be indexed, not private messages or internal firm activity.
Will This Replace Your Website?
Absolutely not. Your website remains the foundation of your online presence.
Think of Instagram as a useful companion to your site – an extra opportunity for people to discover you when searching for local legal support.
Your Instagram content can support:
- First impressions (client confidence)
- Service explanations (simple language)
- Social proof (happy client quotes, team photos)
- Calls to action (contact us links)
Checklist for Law Firms: Prepare for Instagram Indexing
Use this quick list to make sure you’re ready for the July update:
- Review your bio – is your location and legal focus clear?
- Update your last few captions – are they descriptive and client-friendly?
- Start adding custom alt text to new images
- Ensure your profile link leads to a helpful next step
- Use relevant hashtags sparingly and strategically (e.g. #WillsBirmingham, #PropertySolicitorKent)
FAQs
1. What’s actually changing on 10th July 2025?
Instagram will allow public content from professional accounts to be indexed by search engines like Google. This means your posts could now appear in search results beyond the Instagram app.
2. Does this apply to personal accounts?
No. Only professional accounts that are public can benefit from this update.
3. Do I have to do anything to make this happen?
Instagram will provide an in-app setting where you can opt in or out of indexing. Most professional accounts will be automatically included unless they choose otherwise.
4. Will this make my private posts public?
No. Only content that is already public will be indexed. Private posts and direct messages remain private.
5. Will this affect client confidentiality?
Only if you post identifiable client information without consent. As always, maintain confidentiality and get approval for case-related content.
6. How will I know if my posts are showing up in Google?
You can search your business name or specific captions in Google, or use analytics tools to track search referrals to your Instagram page.
7. Is this worth the effort for a small law firm?
Yes. Even a few well-optimised posts can make a difference in local search results, especially for niche or location-based queries.
Final Thoughts
Instagram’s new indexing feature is more than just a technical update – it’s an opportunity for law firms to show up where clients are already searching.
You don’t need to become a marketing expert overnight. You simply need to think about Instagram as part of your wider online presence.
Describe your services clearly, add location context, and ensure every post has a purpose. Over time, your content will do more than engage followers – it will help potential clients find you at the moment they need legal support.
