Author: Staci Nichols – Chief Marketing Rebel

Read Time: TBD minutes | Publication Date: December 8, 2025

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Pinterest Marketing Guide: Search, Not Social

“1 in 3 Pinterest shoppers have an income of over $100k.” -Sprout Social¹

Pinterest is a search engine—period. If you can see the value of having your brand’s content on other search engines (Google, YouTube, Bing), then having content on the internet’s image search engine should be a no-brainer. In “The Ultimate Guide to Organic Pinterest Marketing,” I’m going to explore everything from the basics about Pinterest to a step-by-step system anyone can easily implement right now. Because I have personally experienced and viral growth on Pinterest for myself and my consulting clients, I’m also going to give you all my insider “secret sauce,” so buckle up.

Here’s how you know whether a website is a search engine or not…ready? If there is a search bar front and center, that’s a search engine. On that note, Flickr is also an image search engine in which Google indexes the images, and you can link them back to your site–so be sure to post your pins there too!Nevertheless, if you can update your status or post a “story,” that’s a social site. We don’t hop on YouTube or Pinterest to see what our friends are up to–we do that on Facebook, TikTok, and Instagram.

Pinterest: The Basics

Imagine if you could save Google search results in a convenient, 100% customizable folder system…for free. Normally, we are limited to saving a small quantity of “bookmarks” and emailing ourselves an article we like. Well, Pinterest is a site where users can search topics, see image results in an addictive mosaic format, and save these images to customizable folders. Not only does Pinterest give users an easy way to save and organize search findings in what they call “boards,” but users can also save content they like when not on Pinterest. This is possible through something called the “Pinterest browser extension.” In other words, Pinterest’s reach extends well beyond it’s own platform.

Again, neither Google or YouTube offers that. Speaking of YouTube, where Pinterest edges out other “visual sites” (Instagram, TikTok) is that a click-through on your content goes directly to your website…not to a user profile or to your LinkTree or nowhere.

Pinterest Marketing: Why Should You Care

This is my favorite part! So, Pinterest is an excellent research tool, as evidenced by the fact that Pinterest and wedding planning are practically synonymous. But let’s break that down: what do people do after they research and plan on Pinterest?

They buy stuff…for the wedding, for the bathroom renovation, for the trip to Greece, for the Thanksgiving recipe. While on the surface it may appear that people are on Pinterest to plan and get inspired, which is true, what they are really doing is planning WHAT TO BUY, or in other words: shopping.

• 89% of pinners are on the platform for purchase inspiration…compared to just 17% on Facebook² 
• One in 5 pinners have made a brick-and-mortar purchase after pinning. For pinners under 35, that figure jumps to 1 in 3 (Harvard Business Review).
• Pinterest drives over 7% of all social media referral traffic to websites, second only to Facebook (Shareaholic).
• Over 40% of Pinterest buys are made within one week of pinning, and 80% are made within 3 weeks (Harvard Business Review).
• A single pin generates roughly $0.78 in sales (Piqora).
• The shelf life of a tweet (when it gets the first half of it’s engagement) is about 24 minutes. The shelf life of a Facebook post is 90 minutes. A pin, however, goes strong for 3.5 months. This means a typical pin lives 1,680x longer than a Facebook post (Wisemetrics).
• Pinterest has 70 million users and, yes, 14 million of them are men. Seriously, the guys of Pinterest are drooling over power tools and tattoo inspo…even weapons (The Next Web).
• Pinterest generates 27% more revenue per click than Facebook (Venture Beat).
• Pinterest drives more referral traffic than LinkedIn and YouTube combined (Shareaholic).
• Compared to other social platforms, Pinterest has the highest rate of conversion for sales (Peg Fitzpatrick).
• Pinterest reaches 40% of American households with a yearly income over $150,000 (Pinterest Business).
• 58% of pinners earn over $50,000 annually (Peg Fitzpatrick).
• High-income households are 2x as likely to be Pinterest users compared to low-income households (Nuoptima).

“Pinterest is the most powerful social media platform for selling.”

-Melanie Duncan, industry-leading social media coach and multi-millionaire

Pinterest Marketing for Lawyers: Better Than Google

I feel like a game show host: “But wait—there’s more!” In addition to all these search game-changers Pinterest offers, they also send your target audience FREE EMAIL BLASTS at the precise moment they are searching for you! What?

Divorce lawyers are going to feel this one…let’s say a woman is meticulously planning her marriage exit strategy (For you non-divorce lawyers, this is called “Walk Away Wife Syndrome”—women tend to fully plan their divorces before initiating anything). As this woman is calculating her finances, future budget and living situation, which marital assets she’ll ask for, what child custody arrangement she wants, and which local family law attorney she will hire, she’s no doubt stashing all this info somewhere he will never see it, like on a private Pinterest board.

So, back to these free email blasts, let’s say one Monday morning, this walk-away wife searches “Nevada divorce” on Pinterest and spends 15 minutes scrolling through the hypnotizing mosaic results. The next day she’ll get an automated email from Pinterest saying, “Here Are 12 More Nevada Divorce Pins You May Like.” The email is intended to get her to return to the site and scroll more, but Pinterest will actually put 12 real pins in this email—one of those pins could be from your Nevada family law firm.

Pinterest Marketing for Lawyers: How It Works

“OK, so you’re making a good case for Pinterest, counselor, but how does it generate leads for my law firm?” Excellent question. Pinterest marketing is really something that’s going to just add three extra steps to each blog post you create—easy peasy. Here’s the break-down:

1. Create a “pin” to go with each of your law firm’s blog posts. To be clear, a pin is a branded vertical image featuring the title of your article (or other content). You can add a call-to-action or even create pins for quotes or key points from within your blog post.
2. Upload your pin to Pinterest and link it to your blog post. You’ll give the pin a short teaser description encouraging people to click on it and read the full article on your lawyer blog. Don’t forget the keywords!
3. Also upload the pin image to your blog post so people who find your article via Google have the option to save it in one of their Pinterest boards.

Time Saver: You can quickly make a pin for each of your law firm’s blog posts by taking a screenshot of the title on your cell (which is already the ideal pin dimensions), cropping it, and uploading it to Pinterest directly from your phone–no graphic design needed.

Bonus Tip: You can make more than one pin of a blog post’s title and A/B split test them (i.e. see which one performs better)…perhaps a cell phone screenshot pin + a Canva pin.

Once your pin is live on Pinterest, users can save it to one of their personal boards—this is essentially a “share” and creates a duplicate of your pin. This duplicated pin can be re-shared and re-pinned endlessly all over Pinterest. And the beauty is that each one of these shared pin-clones still links back to your website. So, unlike posting to Instagram, Facebook, or LinkedIn where your content becomes less valuable, less relevant as time passes, on Pinterest, your content is working for you like a nice little 401k. It’s a content investment.

Pinterest Marketing for Lawyers: Organizing Your Law Firm’s Pinterest Profile

Before we get too carried away making traffic magnet pins for your attorney brand, let’s talk about setting up your Pinterest profile. Make sure to create a business account so you can access Pinterest’s absolutely amazing analytics. Otherwise, setting everything up is pretty straight-forward, but there are a few key points to be aware of:

• Make one Pinterest board for each category of your law firm’s blog. As the lawyer Pinterest content strategy I propose replicates that of your blog content, your Pinterest boards are the equivalent of your blog’s categories.
• Be sure to verify your website with Pinterest so you get the linkback which helps boost SEO and traffic.
• Avoid uploading your law firm’s logo as your Pinterest profile image. Faces are best. Use a picture of your team or just the managing partner if you have more than a few lawyers.
• There is an option to upload a ”cover image” for each board you create. Make a branded square cover image featuring the name of each board. This is the only time to upload a square image to Pinterest.

Pinterest Marketing for Lawyers: Creating a Pin Template for Your Law Firm

Don’t be that lawyer posting unedited, landscape images to Pinterest! If you’re not going to use my cell phone pin design hack, you’ll need to create a pin template for your firm. A proper lawyer Pinterest template should meet this criteria:

• Branded (your colors, your fonts, discreet logo, uniform with other pins you’ll create)
• 1,000 px wide by 1,800 px tall
• A discreet call to action is awesome if it doesn’t make the pin too crowded…something like “click to read” or “learn more”
• Aesthetically appealing (Nothing that looks like a phone book ad please!)

Here are two sample attorney pins more or less following this criteria:

Pinterest Marketing for Lawyers: About Infographics

An infographic is a long, detailed pin, often with a list, charts, or graphs. It can be very tempting in the legal industry to post a bunch of infographics explaining complicated legal processes and laws.

Let me ask you this though…if you give a pinner all of the content up front on the pin, what is his or her motivation to click through to your website?

You can’t get a Pinterest user into your sales funnel if you don’t get them onto your blog. If you’re going to post an infographic pin for your firm, I recommend not putting ALL of the info on the graphic. Put the first three of five steps or discuss the law in question but make them click-through for the possible penalties or details about the related legal process.

You’ll need a prominent call-to-action at the bottom of the pin letting them know exactly what they’ll get when they click your pin—be specific.

Here are three sample lawyer infographics from Pinterest. You’ll notice only one offers any type of call-to-action:

Pinterest Marketing for Lawyers: Pinnable Homepage Image

Reverse engineering your attorney brand’s Pinterest marketing can not be overlooked. Too many pinners save content they find outside of Pinterest to their boards with the browser extension (or share buttons on the website in question). If someone wants to save your law firm’s website or a specific piece of your content to one of their Pinterest boards, your page needs to have a pinnable image on it.

Background images or graphics that are formatted in certain ways can’t always be detected by Pinterest. For years, pinners used to get a “no pinnable image” error message when trying to pin something under these circumstances. A few years ago, Pinterest began to generate a generic text-based image for web pages without graphics. These are lame, and you don’t want them being re-pinned (i.e. shared) all over the platform—boo.

The moral of the story is: have a pinnable image on your law firm’s homepage, on each practice area page, and each blog post. On your homepage, I recommend having a pin that’s kinda like a business card as anyone pinning your homepage (versus a piece of content) is someone who is saving you for later when they are ready to file the divorce, sue their employer, file bankruptcy, whatever.

The pinnable images on your practice area pages should be similar. On your law firm’s blog posts, however, the pins should follow the criteria above (reflecting the title of each blog post).

How do you know if an image on your site is “pinnable”? Install the Pinterest browser extension on your computer, navigate to the web page in question, and click on the red Pinterest “P” circle in your upper toolbar. A window will pop open showing all of the pinnable images on the page. Sometimes you’ll be surprised to see that icons and other random stuff shows up.

Via the Pinterest browser extension, this is what the pop-up window of a page’s pinnable images looks like.

When there is no pinnable image, Pinterest will generate something like this.

Bonus Tip: If your law firm is creating vertical videos (i.e. TikToks, YouTube shorts, or Instagram stories), these can be repurposed to Pinterest. Pinterest allows both still images and videos.

BONUS Bonus Tip: If your law firm has invested a lot in creating landscape/horizontal videos, take a screenshot of the video showing a big “play” button and place the video image on a tall/vertical pin template. Link it to the embedded version of the video on your website, not to YouTube.

Pinterest Marketing for Lawyers: Have a Blog Sales Funnel

If your law firm’s blog is currently generating some decent traffic, hopefully you already have a proper “back door” sales funnel in place. A lot of lawyers’ websites are designed with the sales funnel to be primarily geared towards the “front door” (i.e. your homepage). However, if you are creating some stellar content and promoting it right on Pinterest, your website’s back door sales funnel can quickly become more popular. Ensure that you have these items in place in order to convert your Pinterest visitors:

• Have a blog sidebar on the right side of your blog that features a contact button or form, contact details, and a call-to-action. (P.S. You can also fit a vertical ”business card” pin at the bottom of the sidebar so visitors have a pinnable image on the main blog page.)
• Unobtrusively interject calls-to-action in the blog articles themselves.
• Ensure that your blog has clear and easy navigation so readers don’t get ”squeeze page claustrophobia,” which can turn them off from converting. Proper blog navigation for your law firm should include a fixed sidebar visible from an individual post and on the main posts page, display the blog’s categories and tags, show ”related posts” at the bottom of the blog rather than ”next” and ”previous” navigation, and a search option. The site’s top navigational menu should always being visible.

Bonus Tip: Make it easy for visitors to share your blog’s content by installing social share buttons. On WordPress, I recommend the Shareaholic plug-in. Not all pinners have the Pinterest browser extension, so they won’t be able to save content discovered on your blog without a share button.

Pinterest Marketing for Lawyers: Make Baby Unicorns

Is your sharp legal mind unfamiliar with the term “baby unicorns”? It’s a doozy! In SEO-speak, a unicorn is that one piece of content that generates 70% of your traffic—that one that went viral. So “making baby unicorns” refers to creating spin-offs of the original unicorn content.

Please utilize your Pinterest analytics dashboard because it’s not uncommon that your most popular blog post for Google traffic will vary from your most trafficked pin. Here are a few ways your law firm can make baby unicorns of your top pins:

• Create 3-4 different versions of the pin that simply features the title of the blog. Perhaps make an animated version in addition to a few still images.
• Pull out a handful of direct quotes from the blog post and turn those into pins.
• Create a few short, vertical videos discussing key points from the blog post and pin those.
• Create a spin-off blog post (so a ”baby unicorn” of the article itself) and come up with some awesome pins for that.
• Following my infographic hacks above, add an infographic pin to the blog post and pin it.

Pinterest Marketing for Lawyers: Your Bounce Rate

It’s normal for your “bounce rate” to get super high once your law firm starts getting a flow of Pinterest traffic. “Bounce rate” refers to the amount of people who only spend a short amount of time on your page then “bounce back” to whatever referral site they came from. You can see your bounce rate in your Google Analytics dashboard.

Most pinners will ultimately return to Pinterest after they check out your blog post. A good bounce rate is generally considered 40% or less. Sites with heavy Pinterest traffic typically have bounce rates between 60-80%. Google typically penalizes sites with high bounce rates assuming that their content must be trash otherwise visitors would stick around longer.

However, Google also seems to be aware that sites getting the bulk of their traffic from Pinterest are an exception to that rule. In the Pinterest community, a bounce rate over 80% is the red flag—that’s when you need to adjust your content to improve visitor retention.

See a Pinterest case study from one of my consulting clients. In just two weeks, they experienced 1,4678% impression growth and clickthroughs jumped 200%.

TLDR Recap

Here is the cheat sheet version of “The Definitive Guide to Pinterest Marketing for Lawyers” (You’re welcome!):

• Pinterest is a search engine, not a ”social” media site, so put your content marketing hat on.
• An overwheling amount of data shows that, ”Pinterest is the most powerful social media platform for selling.”
• Create a “pin” to go with each of your law firm’s blog posts. Upload your pin to Pinterest and link it to your blog post. Then also upload the pin in your blog post.
• To organize your Pinterest profile, make one board for each category of your law firm’s blog.
• Ensure that your pins are branded, 1000 px wide by 1800 px tall, and aesthetically appealing. You can also add a discreet call-to-action.
• If you’re going to post an infographic, don’t give all the info away on the pin and add a more prominent call-to-action.
• Have a pinnable image on your home page and practice area pages.
• Make sure to have a sales funnel in place for people who enter your site through the blog and never see your homepage.