A Four-Week Content Calendar for Solo and Small Firms

Most solo and small-firm lawyers do not fail at content because they lack ideas. They fail because there is no schedule, so content gets squeezed out whenever client work gets busy. A small, fixed calendar solves that. This one asks for about two hours a week, whether that comes from you or is split among a few people on your team.

Pick two channels, not five

Choose the places where your clients actually spend time. For many practices that means LinkedIn plus Google Business Profile, or YouTube plus email. Doing two channels consistently beats doing six sporadically. You can add more later.

Choose three content themes

Themes keep you from staring at a blank page. Good options for a solo lawyer or a small firm (consider giving each theme to a different attorney or staff member):

Education: answers to common client questions
Process: what working with you looks like, step by step
Perspective: your view on a change in the law or a common misconception

Rotate through these to keep your feed useful and personal.

The four-week plan

Week one: Education. Publish a short answer to the question you hear most. Share it as a post or short video, and link to a longer article on your site if you have one.
Week two: Process. Explain what happens in the first meeting, how fees work, or what clients should bring. This reduces uncertainty for new prospects.
Week three: Perspective. Share a plain-language take on a recent development or myth in your practice area, kept general and accurate.
Week four: Proof and reflection. Share a lesson learned, a general trend you notice (never client specifics), or a repost of your best-performing piece with new commentary.

Aim for two posts per week: one main piece and one smaller follow-up, such as a clip or a one-line takeaway.

Batch and schedule

Set aside one 90-minute block every other week. Draft all posts, record any video, and schedule them with a free or inexpensive scheduling tool. Keep another 30 minutes weekly to reply to comments and messages, because engagement is part of the brand.

Protect your professional obligations

Remember that content can count as attorney advertising. Avoid guarantees, do not share confidential details even if anonymized loosely, and include any disclaimers your jurisdiction requires. When in doubt, keep it educational.

Review monthly

At month’s end, note which posts got replies, inquiries, or shares. Repeat the themes that worked, and drop what did not. Keep a simple spreadsheet with date, topic, channel, and result.

Your next step

Choose your two channels and three themes today. Then draft next week’s education post right now, while the idea is fresh, and schedule it.