Lawyers on LinkedIn don’t have to be influencers or frequent posters for the platform to be a potent a business development tool for a law firm.
In kickoff meetings with new clients, most of them make a similar confession: “Just so you know,” they say, “I’m not good on LinkedIn.”
And when I check out their LinkedIn profiles, I discover that they are right.
The Truth About LinkedIn
The truth is, most lawyers, most professionals of all stripes, aren’t very good on LinkedIn. We are, at best, C+ LinkedIn students. Professional networking on LinkedIn is crucial for lawyers to attract clients, partners, and establish a strong presence. Establishing a strong personal brand on LinkedIn is crucial for enhancing visibility and credibility in the legal field. But, because the platform naturally elevates and amplifies all the A and B students, it can feel like “everybody is better at LinkedIn than I am.”
Here’s the good news: You don’t have to be a LinkedIn influencer or even a frequent poster for LinkedIn to be a potent business development tool.
In fact, I’ve all but stopped trying to convince my clients to regularly post on LinkedIn. That’s because lawyers tend to be overachieving perfectionists, and when an overachieving perfectionist can’t be perfect at something, they tend not to do it at all. After all, who has time to live on social media when you have billable hours to tend to?
Why LinkedIn?
The key to turning your LinkedIn profile into an effective and passive supporter of your business development efforts is to take advantage of what LinkedIn offers that no other social media platform (that I know of) offers: a static profile that lets you essentially keep an updated online resume.
LinkedIn also holds immense credibility as a source of legal, business, and industry news, with 65% of C-suite and 57% of in-house counsel considering it credible, according to Greentarget’s 2022 digital and content marketing survey. Traditional media (e.g., The Wall Street Journal, New York Times, etc.) are 79% and 78%, respectively.
LinkedIn for lawyers is not just about having an online resume; it’s about leveraging the platform’s credibility to build professional relationships and attract clients.
As anyone who’s tried to pitch a story to the Journal, the Times, or even your local newspaper can tell you, the barrier to entry for getting published in the traditional media is quite high. Whereas the barrier to getting published on LinkedIn is virtually non-existent.
Compared to traditional media, the ROI on LinkedIn is unbeatable.
Additionally, LinkedIn has such powerful search engine authority that if someone Googles you — which is what virtually anybody does once they’ve been referred to you — your LinkedIn profile is probably the top one or two search results they’ll see. So, if you want to make a great first impression on those prospective clients, your LinkedIn profile needs to be current, complete and compelling.
Once you’ve built out your LinkedIn lawyer profile and made it look snappy — which should only take an hour or two — all you need to do is keep it updated, which you can do annually, semi-annually, or at whatever interval works for you.
If you can do that, you’re doing better than the vast majority of LinkedIn users.
5 Tips for Beefing Up Your LinkedIn Profiles
- Professional Headshot Photo
A professional headshot significantly increases profile views. Avoid selfies or vacation pictures. If a professional photographer isn’t in your budget, try an AI photo generator such as Headshotpro.com.
- Headline
Your headline (the line underneath your photo) should describe what you do and the services you provide, not just your job title (e.g., “Partner at Smith and Jones). Don’t overthink it. “Commercial Litigator” is better than “Attorney.” If you want to get a little more creative, feed your website bio into an AI assistant such as Bard or ChatGPT and ask it to suggest several possible LinkedIn headlines. Many will be cheesy and over-the-top, but it will give you something to work with.
- Custom Banner Image
Rather than accept the default LinkedIn image above your photo, use Canva or similar design tools to create a banner that reflects your practice (e.g., oil wells or windmills for an energy lawyer), location (e.g., your city’s skyline), or your firm’s logo. Canva offers a “LinkedIn background photo template” that’s perfectly sized for LinkedIn’s banner.
- Summary
Lead with your strengths and bona fides, highlighting your legal career. Don’t make people hunt to find out what kind of law you practice. Don’t lead with your law school unless you’re a very recent grad. Should you just cut and paste your website bio? Not necessarily. Some lawyers like to use first person and a more personal tone on LinkedIn. If you want to use essentially the same content as your website bio but put it in first person or just make it sound different, an AI assistant can handle that task in seconds.
- Profile Sections
LinkedIn offers numerous profile sections that most people ignore but that offer plenty of opportunities to showcase their experience.
- Link to your blog posts and published articles in “Publications”
- Add relevant legal work to “Projects”
- Keep your attorney recognitions updated in “Honors & Awards”
- Include your bar group activities in “Organizations”
- Showcase your outside interests and philanthropy in “Volunteer Work”
Once your profile is in shape, set a reminder to update it in 6 to 12 months.
Building Your Professional Brand
Building a strong personal brand on LinkedIn is essential for establishing yourself as an expert in your field and attracting potential clients. Here’s how you can make your LinkedIn profile work for you:
- Use Specific Keywords: Incorporate keywords related to your area of practice in your headline, summary, and skills section. This helps potential clients find you when they search for legal expertise in your field.
- Showcase Achievements: Instead of just listing your job responsibilities, highlight your achievements and accomplishments in your experience section. For example, “Successfully represented 50 clients in employment law cases” is more impactful than “Handled employment law cases.”
- Use Numbers and Statistics: Demonstrate the impact of your work with concrete numbers. Statements like “Negotiated a $1 million settlement for a client” can significantly boost your credibility.
- Highlight Certifications and Awards: Include any relevant certifications, licenses, or awards you’ve received. These accolades can set you apart from other lawyers.
- Professional Headshot: A professional headshot photo is crucial. It presents you as confident and approachable, which can make a great first impression on potential clients.
By focusing on these elements, you can create a marketable LinkedIn profile that establishes you as a credible and trustworthy lawyer, attracting potential clients who need your services.
Growing Your Network: Connecting With Other LinkedIn Users
Expanding your network on LinkedIn is a vital part of building your professional brand and attracting potential clients. Here are some tips to help you connect with other LinkedIn users:
- Start with People You Know: Begin by connecting with colleagues, friends, and family members. These connections can help you build a solid foundation.
- Join Industry Groups: Participate in LinkedIn groups related to your industry or area of practice. Engaging in discussions can help you establish yourself as a thought leader.
- Personalized Invitations: When reaching out to new connections, send personalized invitations. A brief note explaining why you’d like to connect can go a long way.
- Use “People You May Know”: LinkedIn’s “People You May Know” feature is a great tool for discovering new connections. Use it to expand your network strategically.
- Engage with Content: Like, comment, and share posts from other users. Engaging with content helps you stay visible and build relationships within your network.
By growing your network on LinkedIn, you increase your visibility, establish yourself as a thought leader in the legal industry, and attract potential clients looking for your expertise.
Creating Engaging Content
Creating engaging content on LinkedIn is key to building your professional brand and attracting potential clients.
Tips for Posting Articles and Updates
Here are some tips to help you post effectively:
- Conversational Tone: Use a conversational tone and avoid jargon or overly technical language. This makes your content more accessible and engaging.
- Keep It Concise: Aim to keep your posts under 500 words. Concise content is more likely to be read and shared.
- Relevant Keywords and Hashtags: Use keywords and hashtags relevant to your practice area. This helps your content get discovered by a broader audience.
- Include Visuals: Incorporate images, videos, or infographics to make your posts more engaging. Visual content tends to attract more attention.
- Post Regularly: Consistency is key. Regular posts keep your audience engaged and interested in your content.
- Share User-Generated Content: Sharing client testimonials or success stories adds social proof to your content, making it more compelling.
- Use LinkedIn’s Publishing Platform: For longer-form content like articles or whitepapers, use LinkedIn’s publishing platform. This can help you establish yourself as a thought leader.
- Start a LinkedIn newsletter. With a built-in audience from you law firm’s LinkedIn page, launching a LinkedIn newsletter is an easy way to engage with followers. It is also another opportunity to build your brand, since the newsletter’s home page real estate gives you space to add your law firm’s information and graphics.
By creating engaging content on LinkedIn, you can build your professional brand, attract potential clients, and establish yourself as a thought leader in the legal industry.
Leveraging LinkedIn for Law Firms
As a law firm, having a strong presence on LinkedIn is crucial for establishing your brand, attracting potential clients, and showcasing your legal expertise. In this section, we’ll explore how to leverage LinkedIn for your law firm’s success.
Creating a Business Page for Your Firm
Creating a business page for your law firm on LinkedIn is a great way to establish your online presence and increase visibility. Here’s how to get started:
- Sign In: Go to LinkedIn.com and sign in to your account.
- Create a Page: Click on the “Work” tab and select “Create a Company Page.”
- Fill Out Information: Enter your law firm’s name, industry, location, and website.
- Add Visuals: Upload a profile picture and cover photo that represent your law firm’s brand.
- Customize Your Page: Add a compelling description, relevant keywords, and complete all sections to make your page informative and attractive.
A well-crafted business page can help your law firm stand out and attract potential clients looking for legal expertise.
Using LinkedIn Ads to Increase Visibility
LinkedIn ads are a powerful tool to increase your law firm’s visibility and reach potential clients. Here’s how to set up LinkedIn ads:
- Access Ads Manager: Go to LinkedIn.com, sign in, and click on the “Work” tab, then select “Advertise.
- Choose Ad Format: Select the ad format that suits your goals, such as sponsored content or sponsored InMail.
- Set Budget and Targeting: Define your budget and target audience based on job title, industry, location, and other criteria.
- Create Ad Content: Develop compelling ad copy and visuals that highlight your law firm’s services and expertise.
By using LinkedIn ads, you can strategically reach potential clients and enhance your law firm’s online presence.
Adding Business Information to Build Credibility
Adding comprehensive business information to your LinkedIn page is essential for building credibility and establishing your law firm as a trusted authority in the legal industry. Ensure you include the following:
- Business Description: Write a clear and concise description of your law firm’s services and expertise.
- Industry: Select the relevant industry for your law firm.
- Location: Add your law firm’s location to help potential clients find you.
- Website: Link to your law firm’s website to drive traffic and increase visibility.
- Keywords: Incorporate relevant keywords to help potential clients find your law firm when searching for legal services.
A detailed and well-optimized LinkedIn page can significantly enhance your law firm’s credibility and attract potential clients.
Measuring Success on LinkedIn
Measuring success on LinkedIn is crucial for understanding the effectiveness of your law firm’s LinkedIn strategy. In this section, we’ll explore how to track your LinkedIn analytics and measure success.
Tracking Your LinkedIn Analytics
LinkedIn provides a range of analytics tools to help you track your performance and measure success. Here’s how to access and use your LinkedIn analytics:
- Access Analytics: Go to LinkedIn.com, sign in, and click on the “Work” tab, then select “Analytics.”
- Choose Analytics Type: Select the type of analytics you want to view, such as page views, engagement, or website traffic.
- Analyze Data: Use the data to understand your audience’s behavior, engagement levels, and the effectiveness of your content.
- Adjust Strategy: Based on the insights gained, adjust your LinkedIn strategy to improve performance and achieve your goals.
By regularly tracking your LinkedIn analytics, you can make data-driven decisions to enhance your law firm’s online presence and effectiveness on LinkedIn.
Want to Get More Active on LinkedIn?
If you’re looking to amp up your LinkedIn game, set a weekly reminder to log in and look around. Just lurk at first, but feel free to like, reshare and comment on posts. Discussing complex legal topics can also help to engage with your audience and showcase your expertise.
If you want to start making posts, then share your knowledge and advice; don’t just self-promote. Aim to become a source of genuine value. If others comment on your posts, respond to those comments. Use LinkedIn to build relationships, not just announce your news.
Finally, focus on quality over quantity when it comes to making connections. Make it a habit to connect with those people you meet in real life, and always include a note with connection invites. Needless to say, don’t accept spam connection requests.
There’s No Need to Be an Influencer to “Be Good” at LinkedIn
With a few hours of up-front investment and periodic updates to your static profile, you’ll be making a solid first impression on anybody who’s looking you up online. Law firms, in particular, can enhance their brand visibility and client connections through strategic use of LinkedIn. Everything else is gravy.
Written by Amy Hunt, originally published on Attorney at Work.