INSIGHTS

20M+ users and growing - why law firms should join Bluesky

Blue Sky offers law firms a unique opportunity to connect with clients, build their brand, and generate leads in a more personal way. We’ll explore the reasons why you should join and how to do so.

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What LinkedIn lawyers think about this new frontier in marketing

The world of legal marketing is constantly evolving, and for law firms looking to stay ahead of the curve, embracing new platforms and technologies is essential. Although established last year, over the past few weeks the new social media platform called Bluesky has been making waves in the digital space.

With its unique approach to user interaction and privacy, Bluesky offers a fresh opportunity for law firms to connect with clients and referrers, build their brand, stay top of mind with target audiences and generate leads.

If your firm is looking for innovative ways to grow its online presence and attract more clients, now is the time to explore what Bluesky can offer.

In this blog, we’ll explain why your law firm should join Bluesky, how it can benefit your marketing strategy, and practical tips to get started.

From LinkedIn conversations

With thanks to the following connections on LinkedIn, we have heard a variety of views on the platform with both positive and negative considerations that may help you when deciding at a strategic level how to use the platform for your firm:-

Philip Hyland FRSA, Partner at PJH Law Solicitors LLP, a specialist employment firm and employment law author, says: “Blue sky is an echo chamber”.

Mitch Jackson, Esq – ☕ Coffee-fuelled lawyer 💡 Creator and innovator, points out: “The settings, block and moderation features are refreshing. The conversation too. Enjoying the change of tone and content”.

Christopher Levinson, Marketing Strategist for Vititoe Law Group | Founder Brian Injury Litigation Network | Member of Erin Brockovich Foundation | President Malibu Lost Hills Sheriff’s Foundation says: “I have been using Bluesky for about four months now but the last seven days has seen an incredible amount of activity”.

What is Bluesky?

For those unfamiliar with the platform, Bluesky is a decentralised social media network that prioritises user control, privacy, and meaningful interactions.

Unlike traditional platforms such as Facebook or LinkedIn, which have become increasingly saturated with ads and impersonal content, Bluesky focuses on fostering authentic engagement within niche communities.

For law firms, this presents a unique opportunity to connect with potential clients in a way that feels more personal and less transactional. Whether you specialise in family law, conveyancing, or employment law, Bluesky allows you to showcase your expertise while building trust with your audience.

Why should law firms consider Bluesky in their marketing arsenal?

In an industry where reputation and trust are everything, adopting new platforms like Bluesky can set your firm apart from competitors who rely solely on traditional marketing methods.

Here are some of the reasons why Bluesky should be on your radar:

1. Early adoption equals competitive advantage

Joining Bluesky now allows your firm to establish itself as a leader in the legal industry while the platform is still growing. Early adopters often benefit from increased visibility and engagement before the space becomes crowded.

Think back to the early days of LinkedIn or Twitter—those who invested time in building their presence early on reaped long-term rewards.

By creating a professional profile and sharing valuable content now, your firm can position itself as an innovative thought leader in the legal sector.

Paul Ryan, Director of Focis, gives his opinion: “I do wonder if a loud social media shift for firms right now is quite a statement”.

2. A new channel for lead generation

One of the biggest challenges for law firms is generating quality leads without relying solely on expensive pay-per-click (PPC) campaigns or traditional advertising.

Bluesky offers a cost-effective way to attract potential clients organically. By sharing informative posts, answering questions from users, or participating in discussions about legal issues, you can build relationships that naturally lead to inquiries.

For example, a family law firm could post tips on navigating divorce proceedings or share updates on changes to child custody laws. These posts not only demonstrate expertise but also encourage users to reach out for further advice.

Mike Masnick shared an insightful post to showcase list of referrers with Bluesky coming top.

@mmasnick.bsky.social

“So I don’t check my analytics that much, but this is the first time I’ve noticed that Bluesky topped the list of referrers to Techdirt (for non-search based traffic, Google still sent a lot more)”.

– Mike Masnick

3. Boost your SEO strategy

Search engine optimisation (SEO) remains one of the most powerful tools in digital marketing for law firms. While platforms like Google remain central to SEO efforts, social media channels like Bluesky can play a supporting role by driving traffic back to your website.

By sharing blog posts or resources on Bluesky-optimised with keywords such as “SEO for lawyers,” “family law advice,” or “legal marketing tips”-you can improve your website’s search rankings while reaching a wider audience.

4. Build trust through authentic engagement

Unlike traditional social media platforms where users are often bombarded with ads, Bluesky encourages meaningful interactions between individuals and businesses. For law firms, this means an opportunity to humanise your brand by engaging directly with potential clients.

Imagine responding to someone’s question about tenant rights or offering quick insights into employment disputes-it’s these small interactions that build trust over time and position your firm as approachable and knowledgeable.

How can law firms use Bluesky effectively?

To make the most of what Bluesky has to offer, it’s important to approach the platform strategically.

Here's how your firm can get started:

1. Create a professional profile

Your profile is often the first impression people will have of your firm on Bluesky, so make it count. Use your logo as the profile picture and craft a bio that clearly communicates who you are and what you do.

For example: “We’re [Your Firm Name], specialists in family law and conveyancing with over 20 years of experience helping clients navigate life’s challenges.”

Don’t forget to include a link to your website so users can easily learn more about your services or get in touch.

2. Develop a content plan

Content is King when it comes to social media marketing for law firms. On Bluesky, focus on sharing posts that provide genuine value to your audience-whether it’s legal tips, industry updates, or answers to common questions.

For instance:

A personal injury lawyer might share “5 Steps to Take After a Car Accident.”
A conveyancing solicitor could post about “What First-Time Buyers Need to Know About Property Transactions.”

By consistently posting relevant content, you’ll position yourself as an authority in your field while keeping your audience engaged.

3. Engage with your audience

Social media isn’t just about broadcasting-it’s about building relationships. Take time to respond thoughtfully to comments or questions on your posts. You can also join discussions within relevant groups or communities where potential clients might be seeking advice.

This kind of direct engagement helps establish trust and shows that your firm genuinely cares about helping people.

Integrating Bluesky into your broader marketing strategy

While Bluesky offers exciting new opportunities for legal marketing, it shouldn’t exist in isolation from your other efforts. Instead, think of it as one piece of a larger puzzle that includes SEO, PPC campaigns, content marketing, email outreach, and more.

For example:

Use data from PPC campaigns (such as high-performing keywords) to inform the topics you post about on Bluesky.
Share links to blog posts from your website on Bluesky to drive traffic and improve search rankings.
Promote free resources-like eBooks or webinars-on both email newsletters and Bluesky posts for maximum reach. By integrating these efforts seamlessly, you’ll create a cohesive strategy that amplifies results across all channels.

Starter Packs for an additional boost on Bluesky

In addition, it’s worth using some of the ‘Starter Pack’ that users have been creating on Bluesky. These are curated lists of users grouped by interest. You can explore packs tailored for legal professionals, law enthusiasts, or thought leaders in specific practice areas.

Following a starter pack not only boosts your network but also introduces you to relevant conversations and collaborations. See for instance the following initial legal starter packs including the first one from one of our Directors:-

And see also this excellent directory of 140,000+ starter packs you can search through.

The time is now: don't miss out on Bluesky

As competition among high street law firms continues to grow, platforms like Bluesky provide an invaluable opportunity to stand out from the crowd. Whether you’re looking to generate leads more cost-effectively or build stronger connections with potential clients through authentic engagement, this platform has something unique to offer.

Don’t wait until everyone else has jumped on board-become an early adopter today and take advantage of everything Bluesky has to offer for legal marketing success.

If you’re ready to take the next step but need help navigating this new platform-or optimising other aspects of your digital strategy-reach out to us at MLT Digital, specialists in marketing for law firms. Together we’ll help you unlock new growth opportunities tailored specifically for your practice.

Follow us on Bluesky here.

Authors

Gavin Ward

As MLT’s Projects Director, I help establish and maintain best-in-class project delivery, client service and performance standards.

Emma Wyatt

As MLT's Digital Marketing Manager, I lead the marketing activity, driving initiatives with a strong focus on building brand presence.

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Join Bluesky today to connect with clients

Be part of the next big thing in legal marketing—sign up for Bluesky today and see how your law firm can leverage authentic connections to grow your client base and strengthen your brand.

Use the tips above or contact us for more information.