Chelsea Jones is the founder of Chelsea Anne Media, a social media marketing agency that helps lawyers build personal brands that feel genuine, not forced. In this episode, she shares how one Upwork client turned into a thriving niche, why Instagram remains the most powerful platform for lawyers, and how authenticity can turn online visibility into real relationships.
Social media strategist Chelsea Jones shares how lawyers can build personal brands rooted in authenticity, strategy, and connection, without losing their voice in the process.
Based in Colorado, Chelsea Jones never planned to work in the legal industry, but she always loved storytelling. With a background in marketing and a natural curiosity about human connection, Chelsea launched Chelsea Anne Media to help small businesses bring their stories to life. While freelancing on Upwork, she signed her first lawyer client and quickly realised something surprising: lawyers weren’t just open to social media, they were thriving on it.
“That first lawyer client has been with me for over four years now. It’s surreal. I’ve been able to watch her evolve her entire firm," shares Chelsea Jones on You Are A Lawyer.
Word spread fast. As Chelsea began working with more attorneys, she noticed a clear trend: Instagram wasn’t just for lifestyle brands. It was a tool for relationship-building, referrals, and credibility. Her passion for helping lawyers grow online grew from there, leading her to specialise entirely in social media strategy for legal professionals across the U.S.
Chelsea isn’t a lawyer, but she once dreamed of becoming one. That respect for the legal field makes her uniquely attuned to the pressure, perfectionism, and structure lawyers bring to everything they do—traits that often clash with the vulnerability required to show up online.
“I don’t take it lightly when someone trusts me to market their business. I treat their brand like it’s mine," explains Chelsea Jones on Episode 218 of You Are a Lawyer.
This balance of empathy and strategy is what sets Chelsea apart. Rather than forcing trends or templates, she builds marketing systems that amplify each lawyer’s individuality. Her approach honours the integrity of the profession while helping lawyers embrace creativity as a strength, not a liability.
According to Chelsea, building a personal brand starts with simplicity. Many lawyers assume branding requires elaborate campaigns, but she insists it begins with clarity; knowing who you are, what you stand for, and how you want to be known. From there, structure and consistency do the heavy lifting.
“Your personal brand is you. It doesn’t have to be complicated. Keep it simple, be yourself, and build a plan that reflects that," shares Chelsea Jones on Episode 218 of You Are a Lawyer.
She advises lawyers to define four or five “content pillars” – the key themes or topics that represent their work and personality. Whether it’s educational posts, personal stories, or motivational insights, these pillars help create focus and flow. For Chelsea, social media success isn’t about perfection or virality. It’s about visibility that feels aligned, authentic, and sustainable.
Chelsea’s business itself is proof of how a niche can become a full-fledged company. What began as a side project while working full-time at a marketing agency grew into a thriving consultancy serving lawyers nationwide. From California to Florida, she manages content strategies, develops brand identities, and coaches clients through mindset blocks around visibility.
“The biggest mindset shift is realizing that being yourself is the strategy. You don’t need to reinvent the wheel, you just need to show up,” Chelsea Jones expresses in Episode 218 of You Are a Lawyer.
Her long-term relationships with clients—some spanning more than four years—reflect the trust she builds by blending intuition with analytics. For Chelsea, the most rewarding moments aren’t the viral posts or perfect grids. It’s when a client says, ‘People keep asking if I’m writing my own content because it sounds so much like me.’
Learn more about Chelsea | Instagram
This episode is produced by Skip The Boring Stuff, a podcast strategy company for business owners and creatives.
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