Leah Wise: Using Social Media to Revolutionize Legal Marketing

By Robert White, Editor-In-Chief

Leah Wise is not your typical lawyer. As the founder of Leah Wise Law Firm in Texas, she has taken a refreshingly unconventional approach to marketing her legal services. In an industry known for its conservative and traditional methods, Wise has leveraged social media platforms to create a unique brand presence, turning herself into an influential voice in the legal world while making her practice approachable and relatable to potential clients.

A Latina, first-generation attorney from South Texas, Wise’s journey began in a region she describes as a beautiful blend of cultures. Growing up on the Texas-Mexico border, she faced challenges but ultimately found her footing in law after a transformative experience working for the Texas Legislature. This experience inspired her to become an advocate for her community. After passing the bar exam in 2016, Wise took a leap of faith and started her own practice, with nothing more than a refurbished computer, a basic printer, and her cell phone.

The early years of her law firm were far from glamorous. Wise struggled with the realities of running a business while simultaneously learning to practice law. Without the financial resources for traditional advertising like billboards or TV commercials, she turned to social media—a largely untapped tool in the legal industry at the time. Instead of adhering to the rigid, formal image many lawyers maintain, she chose to present herself as a down-to-earth and accessible attorney. This approach set her apart, making her one of the first lawyers in Texas to embrace platforms like Facebook, Instagram, and later, TikTok.

Wise’s strategy was simple but effective: focus on educating the public, offer valuable legal insights, and make the content engaging. Her videos cover everything from what to do after a car accident to the complexities of workplace injury claims. Through humor, candid storytelling, and a genuine presence, she has built a loyal following. Her posts are as likely to make you laugh as they are to educate you, breaking the mold of the stereotypical serious and aloof lawyer.

By 2020, Wise’s social media efforts had paid off significantly. Her firm secured the largest personal injury settlement in Texas that year—a $7.9 million case involving a devastating construction accident. This landmark victory was not only a testament to her legal acumen but also a powerful validation of her unconventional marketing methods. The settlement helped to silence critics who once advised her against using social media, proving that her approach could yield serious results in a highly competitive, male-dominated industry.

Today, Leah Wise Law Firm has expanded to represent clients in every major city across Texas, a remarkable feat for a practice that started in a windowless office with minimal resources. Wise now manages a team of ten, including her first employee, who has risen to become the office manager. Her husband, also a lawyer, collaborates with her on select cases, further strengthening the firm’s capabilities.

A key component of Wise’s success has been her focus on branding herself as approachable and relatable. She manages two Instagram accounts: one dedicated to her personal journey and another for her business, aptly named Texas Abogada (Spanish for “lawyer”). On her personal account, she shares glimpses of her life, making her followers feel like they know her beyond her legal expertise. On the business side, her team handles creative content that avoids overt selling, instead focusing on educational posts, behind-the-scenes videos, and fun office moments, often featuring their office cat.

“We want people to learn something, laugh, or feel inspired when they visit our page,” says Wise. This strategy has paid off, with her Instagram account boasting over 14,000 followers and strong engagement on Facebook as well. Her social media presence has not only helped to generate leads but has also made her firm a recognizable and trusted brand across Texas.

The future looks bright for Leah Wise and her team, as they prepare to move into a newly acquired 11,000-square-foot office building—a former strip club that made headlines when she purchased it. Wise sees the building as a metaphor for her journey: transforming something unexpected into something impactful. Set to open in early 2024, the new headquarters marks a significant milestone for a firm that started with a shoestring budget and a bold vision.

Leah Wise’s story is one of resilience, innovation, and a willingness to defy industry norms. By harnessing the power of social media, she has not only grown her law firm but also reshaped what it means to be a modern lawyer. Her approach is a masterclass in personal branding and a testament to the importance of connecting with clients on a human level.