The question

“I’m a personal injury attorney. How do I choose the right name for my Facebook group to attract clients?”

My answer

First of all, you have to figure out what type of clients are you looking for. I recommend that you niche down. This is something I talk about in my course. It’s the Social Media Marketing for Lawyers Master Class, and I go really into detail on this. 

I also have free training. It’s an hour long and talks about this exact strategy. It actually gives a lot of examples of personal injury scenarios, and you can check that out at

Niche down

You need to niche down and you need to figure out who you’re actually going after. You don’t want to be seen as a jack of all trades (and master of none). So if you’re going for car accidents, maybe go for parents of teen drivers or Uber drivers. Or you can go for construction workers or motorcycle riders.

How to choose the name of the group

Don’t make the actual name of the group about injury. Instead, focus on the type of group that people can identify with. So, for example, I wouldn’t name a group for parents of teen drivers “Teen Drivers — Injured Teen Drivers.” Nobody wants to think about their son or daughter getting injured in a car accident. 

But, you could name it something like, “Parents of Teen Drivers in California,” or “Motorcycle Riders United,” or “Bikers United,” or “Uber Drivers of San Francisco,” or “New York City Construction Workers.” 

Name it something where people can self-identify. So when they look at the title of that group, they can say, “Oh, I’m one of those, and I can join –” and they’ll join that group.

Another approach

Here’s another thing I’ve been doing lately. We have a client in Tennessee or somebody who’s in my coaching program. His group is just about general legal questions and he’s using some of the strategies from my course. He’s also getting a lot of clients from that group. 

A crime watch group example

But here’s what I’ve wanted to do for a long time: I’m in Lakeland, Florida. There’s a group called 863 Crime Watch, that’s what it is. 863 is the area code in Lakeland.

And what’s crazy is that it started out with the intention of being a neighborhood watch group. But now, anytime anything happens in Lakeland, people immediately go into this group and start posting about it. 

For example, “Accident on XYZ highway,” or “Stay off this road,” or, “Why are the police helicopters circling over this park?” And it’s crazy because anytime we want to know what’s going on, it’s always posted in this group.

Why this is a great concept for attorneys

So, what’s cool about that is that if you’re an attorney or a criminal defense attorney, you could start a group like this and basically make it like a neighborhood watch thing. First of all, you’re the authority talking about all of this stuff. 

And basically, anytime anything happens, you just put in your two cents, and people will start to pay attention to you. That’s a great way to do it. 

And then, another one of my clients, he is doing the legal questions thing, and he’s having a lot of really good luck with it. 

Here’s the key

So, the idea is you don’t necessarily make it about you. Don’t make it about injuries. Name it something that people can actually self-identify with: “Parents of Teen Drivers,” “Uber Drivers,” “Immigrants in Las Vegas.” 

Now, there are some exceptions to this rule. For example, my group is called “Lawyer Marketing.” But lawyers can self-identify as lawyers, and marketing is the topic of the group. So, it still kind of falls in there, and that’s the idea.