If you’ve Googled legal questions lately, you’ve probably noticed that Reddit threads are taking over the search results.
It’s not just a fluke. Google’s latest updates have pushed discussion-based content to the top of search results, which means that when potential clients go looking for legal advice, they’re landing on Reddit, not your firm’s website.
This is a big deal. Law firms spend thousands on SEO, content marketing, and PPC campaigns, but meanwhile, Reddit is serving up legal answers for free — answers that aren’t always correct.
But here’s the kicker: if you know how to play the game, you can use Reddit to build authority, attract leads, and get your name in front of people who actually need legal help. The problem is that most firms don’t know how to do it without getting downvoted, banned, or ridiculed.
In this article, you’ll learn:
Let’s break down why Reddit is suddenly everywhere and how your firm can use it without getting burned.
If you’ve noticed more Reddit threads popping up when you Google legal questions, you’re not imagining things. This shift is evident as Reddit’s user base grew by 30% in 2019, reaching 430 million monthly active users.
Below you’ll see Reddit’s organic traffic has grown exponentially beginning in 2013.
This shift is about engagement. Google’s latest updates reward content that sparks discussion, gets upvotes, and keeps users engaged. And that’s exactly what Reddit does best.
Reddit dominates search results because:
For law firms, this is both a challenge and an opportunity. The challenge? Potential clients are getting legal advice from Reddit instead of your website—even when that advice is outdated or flat-out incorrect. The opportunity? If you understand how Reddit works, you can use it to build credibility, attract leads, and stay visible in search results.
This shift in Google rankings isn’t going away. If law firms want to stay relevant, they need to be part of the conversation. The question is, how do you engage without getting downvoted into oblivion? Let’s break it down.
A few years ago, legal directories and law firm blogs dominated search rankings for legal questions. If you searched “How do I form an LLC?” you’d find answers from FindLaw, Avvo, or a law firm’s blog. Now? A thread from r/legaladvice or r/smallbusiness can easily outrank them.
Here’s why:
The problem is that many of these highly ranked posts contain misinformation, outdated advice, or incomplete answers. That’s where law firms can step in — but only if they do it the right way.
Reddit isn’t like LinkedIn, Facebook, or Twitter. It’s an ecosystem of hyper-niche communities, known as subreddits, each with its own culture, rules, and expectations. Some are welcoming, while others will tear you apart for the wrong kind of post.
Subreddits function like gated communities, with moderators enforcing strict rules on what can and can’t be posted. Step outside those boundaries, and you might find yourself banned before you even realize what went wrong.
Unlike other social platforms, where visibility is dictated by algorithms, Reddit relies on karma — a voting system where posts and comments get upvoted or downvoted by users. If a comment is downvoted enough, it disappears entirely.
Here’s a video Reddit put out explaining the Karma system.
Perhaps the biggest difference is Reddit’s attitude toward marketing. Redditors don’t want to be sold to. They value authenticity, and anything that resembles a sales pitch will be met with immediate backlash. The only way to succeed on Reddit is to engage like a real person, not a walking advertisement.
Reddit is a community-first platform that treats traditional marketing like an invasive species. Come in too strong, and you’ll get downvoted, banned, or even publicly called out.
But that doesn’t mean you can’t market your firm here. It just means you have to earn your place in the conversation. Play by Reddit’s rules, and you can establish credibility, connect with potential clients, and position yourself as an authority in the legal space.
So how do you do that without getting burned? Let’s break it down.
Not every part of Reddit is worth your time. Some subreddits are active, full of meaningful discussions, and frequented by people who may actually need legal help. Others are meme-factories or so hostile to marketing that even a whiff of self-promotion will get you banned.
A few of the best places for lawyers to engage:
If you’re new to Reddit, start by lurking. Read threads, get a feel for the culture, and most importantly, look for pinned posts or ‘About This Community’— this is where most subreddits outline what’s allowed.
Many have strict guidelines against self-promotion, and breaking them will get you kicked out before you even get started.
A rookie mistake? Jumping onto Reddit and immediately posting about your law firm.
Reddit thrives on authentic conversation. Users aren’t there to be marketed to, and they can spot a self-promotional post a mile away. If your first move is dropping a link to your website or offering free consultations, you’ll be met hostility.
Before you even think about mentioning your practice, you need to prove that you’re a valuable contributor.
Start by engaging. Answer legal-adjacent questions in relevant subreddits — not to sell, but to genuinely help. If someone in r/smallbusiness is asking about LLCs vs. S-Corps, share insights that are practical and actionable. If an industry trend is being discussed in r/law, add a thoughtful perspective.
The key is to participate like a regular Redditor, not like a lawyer looking for leads.
Think about it this way: if you saw your own comment, would you think, Wow, that’s useful or Ugh, another lawyer trying to sell me something? If it’s the latter, delete it.
“My website continues to dominate all the top website searches in my industry and my business has grown 10-fold as a result.”
Oykhman Criminal Defence
So when can you actually talk about your firm? The short answer: only when it makes sense.
If you’re answering a question about contract disputes in r/smallbusiness, you might say:
“This comes up a lot in my practice — one thing we always advise clients is to clarify [specific clause].”
That’s helpful. That’s valuable. And that’s a natural way to show your expertise without looking like an ad.
What doesn’t work?
If your comment isn’t useful without the mention of your firm, don’t post it.
One of the best ways to establish authority on Reddit? Host an AMA.
An Ask Me Anything is exactly what it sounds like — a live Q&A where users get to fire off questions, and you answer in real-time. A well-executed AMA can introduce you to thousands of people, spark meaningful discussions, and build trust in ways that months of lurking never could.
But a bad AMA? It can backfire spectacularly.
Success starts with the right topic. A generic title like “I’m a lawyer, AMA” won’t pick up any traction. Instead, be specific and compelling. “I’m a startup attorney — ask me anything about raising capital legally” is far more likely to attract engagement.
Next, pick the right subreddit. r/law is great for legal professionals, while r/smallbusiness is full of entrepreneurs with real legal concerns. Wherever you post, make sure you’ve spent time there first — an AMA from a total stranger looks suspicious, no matter how qualified you are.
Once your AMA goes live, stay engaged. Don’t just drop a post and disappear — Redditors will call you out for ignoring questions.
Be ready for tough ones, too. People will test you, challenge your expertise, and push back. That’s not a bad thing — it’s your chance to prove you know your stuff. Answer thoughtfully, even when people are being difficult.
A great AMA feels like a conversation, not a disguised sales pitch. If you go in expecting to generate leads, you’ll fail. But if you go in with the goal of building trust, Reddit will reward you in ways that traditional marketing never could.
Reddit’s ad platform lets you target specific subreddits, but Redditors don’t trust ads. Unlike Facebook or Google, where people are used to seeing promotions, Reddit’s audience is openly hostile to anything that feels like a sales pitch.
That said, Reddit ads can work — if you use them to provide value.
A good approach? Running an ad that offers a free legal resource, like “Download our guide to business contracts.” A bad approach? Running a generic law firm ad that says, “Need a lawyer? Call us today!” Redditors don’t click those.
If you’re going to advertise on Reddit, make sure your ad looks and feels like a natural part of the platform — not an intrusive billboard.
Reddit isn’t like other social media platforms. It’s not about selling — it’s about contributing.
If you go in with a “How can I help?” mindset instead of “How can I market?” you’ll have a much better chance of success.
Engage in the right subreddits where potential clients are already talking. Earn trust first by contributing before promoting. When mentioning your firm, make it feel natural—not forced. And if you’re considering AMAs or ads, use them strategically so they feel like a conversation, not an ad.
Reddit is full of opportunity, but only for law firms that respect the culture. Get it right, and you’ll build credibility and visibility without getting downvoted into oblivion.
Reddit is changing how people find legal information, and law firms that ignore it are missing out.
Find the right subreddits. Contribute before promoting. Mention your firm naturally, not forcefully. Use AMAs to showcase expertise, and if you run ads, make them useful, not salesy.
Done right, Reddit can boost your firm’s authority and visibility. Done wrong, it can damage your reputation. Need help crafting a smart, Reddit-friendly marketing strategy? JurisPage specializes in digital marketing for law firms — let’s make sure your firm stays ahead.
Ready to maximize your marketing budget? Fill out the contact form or call us today for a complimentary consultation. We will listen to your story, work to define your business objectives, and recommend an approach to deliver maximum ROI for your firm.
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