With passion for what you do - not necessarily the practice area itself but perhaps the passion for delivering the service in an efficient and memorable way, you develop an energy which will naturally show itself in your online activity (creating content, social media posting.) While law firms often express the difficulty of "developing an online personality,"  it's simply about being human, being passionate and being relatable. 

The pieces then all come together; when passion and personality have helped to build the emotional connection that is essential for successful persuasion.