LinkedIn for Lawyers: 2024 Guide to Turning Connections into Clients

According to the American Bar Association, over 90% of attorneys and law firms are active on LinkedIn. That's because LinkedIn for lawyers is a winning strategy to secure more clients. And, frankly, it's no surprise.

HubSpot found LinkedIn is 277% more effective at generating leads than Facebook and Twitter. With over 150 million U.S. professionals on LinkedIn, many of your potential clients are already active there. For lawyers, LinkedIn boosts brand awareness, grows email lists, and attracts quality leads. By sharing articles and building connections, firms can market directly to potential clients and partners.

This blog delves into leveraging LinkedIn for lawyers, teaching you how to improve your social media marketing and get more clients on one of the world's most popular professional networking platforms.

Build Your LinkedIn Lawyer Profile in 10 Simple Steps

Building a strong LinkedIn presence is essential for legal professionals looking to expand their network and attract clients. Follow these 10 simple steps to create a compelling LinkedIn lawyer profile that sets you apart.

1. Create LinkedIn Profile Company Page for Your Law Firm

Creating a LinkedIn business page is the first step to getting your business in front of the right people. Here's how:

1. On the LinkedIn Marketing Solutions page, click "Create your Page".

2. Choose your business type.

3. Add the required business information: company name, LinkedIn public URL, website URL, industry, profile photo, tagline, etc.

4. Once you have completed all of the sections of the LinkedIn company page and are satisfied with your description and tags, click the 'Publish' button, and your profile will go live.

You can always update your profile as your business grows or changes.

2. Select a Professional Headshot and Cover Photo

What good is a professional profile photo if you have a bland, boring background photo behind it? Don't undermine your investment in a quality headshot photo or professional photoshoot by selecting a generic image. Your profile photo should create a good first impression. Make sure yours looks friendly and professional.

When selecting your LinkedIn background banner photo, find something vibrant and professional. Avoid dark photos that are difficult to make out. Also, choose something that reflects your beliefs or values while conveying that you possess abundant legal expertise.

3. Make Your LinkedIn Job Title Easy to Find

The headline on your law firm's LinkedIn profile serves two purposes. The obvious function is to help you attract more clients by grabbing peoples' attention as they scroll through search results. However, your headline can also help you increase your visibility during these searches.

An SEO-optimized headline helps your LinkedIn profile show up in search engine results for relevant queries. For example, if your practice area is family law in Alabama, including "Alabama family lawyer" in your headline can increase the chances of your LinkedIn page appearing when prospective clients search for those terms. This simple tactic helps attract potential clients who are specifically looking for legal services in your practice area.

4. Write About Your Relevant Experience

Wondering how to write your LinkedIn about section? Hook readers with a strong opener and tell them why you do what you do. Keep this brief like an elevator pitch.

A hint: You can increase your reach on LinkedIn by including keywords in your summary and overview. As a result, LinkedIn will be able to recognize what your company does, and your page will appear higher in search results.

Hence why it's important only to include relevant experience; inserting keywords related to irrelevant work reduces your visibility and gives new clients the wrong impression of your services. Your law firm's staff would have to field calls from clients seeking the services your legal practice no longer provides.

5. Start with Your Experience Section

Have two goals in mind when completing this section. The first is to inspire confidence by carefully highlighting your relevant legal industry experience. Here you demonstrate your credibility, expertise, and breadth of experience in your legal field.

The second goal is to enhance your LinkedIn marketing strategy by adding additional keywords to your profile. Along with sharing basic information about your experience, include a brief description of your role and responsibilities under each listing to strengthen professional relationships and boost visibility.

6. Complete the Contact Information Section

In the "Contact Information" section of your LinkedIn profile, it's important to provide more than just your job title. Add the best ways for prospective clients or connections to reach you. The section includes fields for your email, phone number, web address, and social media accounts. Use your LinkedIn summary to highlight your professional background and expertise, ensuring that all contact details are easily accessible for those interested in connecting with you.

A complete profile helps you stay connected and competitive. And don't forget freshness matters. So be sure to update your profile frequently if you want to keep appearing in your target market's newsfeeds.

7. Fill in the Education Section

List your educational achievements, along with the years you attended each institution, to strengthen your professional brand. If you're a member of your law school's alumni association or local bar associations, be sure to include that information to further enhance your credibility and professional presence.

You don't need to write lengthy copy, but it's important to incorporate relevant keywords related to your legal expertise when possible. Avoid overloading with keywords, as this can deter potential clients and harm readability. Keep your content clear, concise, and focused on showcasing your expertise.

8. Develop the Perfect Skills and Endorsements Section

LinkedIn allows you to add up to 50 skills to your LinkedIn page, and it's important to make the most of this feature. Be sure to select relevant skills that are frequently searched, such as "criminal lawyer" rather than "trial lawyer."

Avoid listing irrelevant skills, as they can dilute your profile's focus. After adding your skills, request endorsements from your connections to boost your credibility and enhance the visibility of your LinkedIn page.

Asking for endorsements works as follows:

1. Click on one of the skills you added to your LinkedIn profile and then request an endorsement. LinkedIn will forward endorsement requests to peers in your network (such as other law firms or attorneys).
2. Prospective clients will see a number beside each skill in your profile's "Skills" section. A skill that has over 99 endorsements, for example, will display "99+". Endorsements establish credibility and provide prospects with social proof that you have the skills you claim.

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9. Publish LinkedIn Articles to Impove Your SEO

One of the key advantages of LinkedIn articles is their impact on search engine rankings. When properly optimized with relevant keywords and informative content, these articles have the potential to rank prominently in search results, driving organic traffic and increasing brand exposure.

To make the most of LinkedIn for lawyers in the SERP battles, law firms should focus on: 

• Keep titles short and sweet. Make your titles between 40-49 characters long and include your primary keyword. Using "how-to" and list-style headlines immediately communicates your article's value.
• Write high-quality, engaging content that addresses the needs and interests of your target group. By offering valuable information and practical advice, law firms can position themselves as go-to resources in their respective practice areas.
• Publish consistently. By nature, social media is fast-paced, and content becomes obsolete quickly. Regularly posting is essential: if you go weeks between posts, your message is unlikely to be seen frequently enough by your audience to make an impact.
• End with a call to action (CTA): What do you want readers to do after reading your content? Your goal may be to entice them to browse more content on your blog, or you may want to schedule a free consultation, so you'll link to or include your contact information.

10. Like and Comment on Other Blogs and Posts

In addition to creating your legal blog posts, LinkedIn for lawyers allows you to comment on other people's content. Routinely commenting on other posts and interacting with users helps reach your target group. If you comment on a topic that prospects find interesting or relevant, they may contact your law firm for additional information or legal services.

11. Get the LinkedIn App on Your Phone

You can use the app to respond to prospects who reach out to you. You must respond to potential or new clients quickly, as lengthy delays could discourage them from working with your law firm. The app can also be used to manage your LinkedIn marketing campaign.

12. Import Your Email Contacts

You can quickly and easily import your email contacts to jumpstart your LinkedIn connections with people you know professionally. This is invaluable for email marketing drip campaigns which you can use to nudge prospects further down the marketing funnel.

Here's how to import your email contacts:

1. Go to "My Network" at the top of your homepage.
2. Select "Connections" from the "Manage My Network Menu".
3. Tap "More Options" on the right panel.
4. Enter your email address.
5. Authenticate LinkedIn so you can access your contacts.
6. You'll be presented with a list of your email contacts who are on LinkedIn. Check the boxes beside those you'd like to add.
7. Finally, click "Add Connections". Once the person receives the request and accepts, you'll be connected – just like on Facebook.

13. Create a Unique URL

When you build your LinkedIn account, you will be assigned a generic web address (URL) in the LinkedIn.com domain containing a series of letters and numbers. The good news is that you can easily customize your LinkedIn URL to make it user-friendly.

• For example, https://www.linkedin.com/broglio-attorneys is better than https://www.linkedin.com/broglio-attorneys/6hfkgphr?%23

To do so, click "Me" and "View Profile" from your LinkedIn homepage. Next, select "Edit public profile & URL" in the upper-left portion of your profile page, then "Edit your custom URL." Punch in your new custom LinkedIn URL, hit save - that's it.

Your custom URL should be 3-100 characters long without spaces, symbols, or special characters. We suggest using a variation of your name or professional brand as your public profile URL, as it is how people will find your LinkedIn profile.

14. Join Relevant Groups and Associations

There are dozens of legal industry groups and associations on LinkedIn for lawyers. These groups have hundreds — or sometimes thousands — of members. What better way to network with your peers than joining LinkedIn groups and associations?

Once you have your LinkedIn profile all set up and have acquired some connections, start looking for organizations to join. While some associations require you to pay membership fees, they are usually quite affordable. Many associations and groups don't require fees at all, but they might not offer much in the way of member perks.

Keep in mind that you do not have to join dozens of groups. Focus on becoming a member of a few reputable associations and build from there.

• Tips for Joining Groups on LinkedIn for Lawyers

Getting involved in LinkedIn groups for lawyers will help you succeed on the platform in different ways. You can:

• Find people in your niche.
• Share ideas and knowledge.
• Participate in engaging discussions.
• Meet potential employees and recruiters.

Instead of just observing in groups, share your complex legal topics to make you a thought leader. Most LinkedIn users don't create content, so by doing so, you'll stand out and become more memorable. Focus on providing valuable, longer-form content that resonates with your audience.

Avoid excessive self-promotion or constant updates about your firm. Share stories, highlight others, discuss local community events, and take a stand on issues you care about. Engaging on topics you’re passionate about, even controversial ones, boosts visibility and audience engagement.

You'll be off to a good start if you post four non-promotional posts for every self-promotional post.

You might be interested in joining the following LinkedIn groups for lawyers:

• Your law school's group
• Your area's ABA group
• Groups for legal trends and news — for example, Legaltech News.

15. Provide Client Testimonials and Case Studies

Testimonials are an essential element of your LinkedIn lawyer profile. Request feedback from clients who have benefited from your services. These testimonials can be transformed into case studies with your client's approval.

Testimonials are powerful and effective for standing out in competitive practice areas. Not only do they provide substance and social proof to new clients, but they also make past clients feel good about their decision to work with you.

16. Use the Featured Section

The "Featured" section of LinkedIn gives you the ability to pin news and articles that align with your brand image. You can highlight blogs or articles you have created and published on other platforms. Additionally, you can provide links to your website, draw attention to local news publications that have featured your firm or attorney staff, or engage in other promotional acts.

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Oresky Law: A Case Study in LinkedIn Success

Oresky Law has been doing some serious work on LinkedIn, and we’ve been right there with them at Grow Law Firm, helping them sharpen their approach. They’ve really taken their presence to the next level, and it’s paying off big time. With the right LinkedIn strategies, we’ve been able to help them boost their visibility, strengthen their brand, and bring in new clients. Here’s a closer look at how LinkedIn for lawyers works to get these results.

They started by overhauling their company page, making sure it clearly communicated their 30+ years of experience, having helped over 2,000 clients, and recovering more than $400 million in settlements and verdicts. They also highlighted their presence across New York City, Long Island, and Westchester. The goal? To make potential clients immediately understand why Oresky Law is a firm they can trust.

Oresky Law gave their page a complete visual makeover. High-quality headshots and a custom-branded cover photo provided a polished, professional look that matched their reputation for top-notch legal services.

To ensure they showed up in relevant searches, Oresky Law optimized their headline with keywords like “Personal Injury Attorneys in New York.” This small tweak helped them get found more easily by people actively searching for legal help in their area.

Oresky Law made it a priority to regularly share case studies, client testimonials, and their biggest legal wins. This helped build credibility by showing potential clients that they consistently deliver results.

Oresky Law took it a step further by engaging with the LinkedIn community. They liked, commented, and shared posts from other attorneys, clients, and industry leaders, which expanded their network and helped foster valuable relationships.

Since they began focusing on LinkedIn, the results have been undeniable. Their engagement skyrocketed, they’ve built stronger relationships with other attorneys, and they’ve seen an increase in consultations directly from LinkedIn. Their overall brand awareness has soared, solidifying their reputation as one of New York’s top personal injury firms.

Oresky Law’s success is a perfect example of how having a solid LinkedIn strategy can turn a social platform into a powerful business growth tool.

Invest in Attorney LinkedIn Ads

If you want to connect with your target audience on LinkedIn, your company page is the ideal place to begin. There are several ways to expand your reach, such as publishing blogs and investing in advertising.

— Why Start a LinkedIn Ad Campaign

LinkedIn Ads provide unmatched targeting options due to its professional audience, allowing you to reach key decision-makers based on their professional status and practices. If you're looking to connect with influential leaders, this is the ideal platform to leverage for effective marketing.

According to recent statistics, roughly 10.7% of the world's population has a LinkedIn account. That's a highly active, highly engaged, and highly qualified audience ready to hear about how your law firm can help them.

Below are its main advertising advantages: 

• Reach a vast audience: With LinkedIn for lawyers, your company can reach a large audience with highly accurate and current data. Many LinkedIn users update their profiles regularly, providing your firm with the latest information about their work experience and skills.
• Accurate targeting: Advertisers love LinkedIn because it allows them to target their ads precisely. It is possible to target users by their location, job title, industry, education, and interests and narrow your advertising efforts to those most likely to be interested in your legal services.
• Customize budgets: Advertising traditionally requires upfront payments. On LinkedIn for lawyers, you can adjust bids in response to campaign performance, giving you more control over campaign management.
• Ad variety: You can create ads with specific goals using various formats, such as Carousel Ads, Message Ads, and more. For instance, you can use Message Ads to send direct messages to your prospects' inboxes.
• Connect directly to audiences: LinkedIn allows you to personalize your messaging and outreach. Your messaging can relate to people's job roles, industries, skills, and interests.
• Support account-based marketing campaigns: The LinkedIn platform includes a large amount of professional information about your target accounts, which allows you to target prospects efficiently and effectively.

— How to Create LinkedIn Ads

LinkedIn's advertising platform is called Campaign Manager. After you create a free account, the platform will walk you through the steps needed to set up your first campaign.

• Step 1: Create a free account on LinkedIn's Campaign Manager.
• Step 2: Once in Campaign Manager, select “Create” and then select “Campaign”. This will take you to the campaign creation page.

• Step 3: If it’s your first campaign, we recommend using the default “New Campaign Group”.

• Step 4: Choose an objective. An objective is an action you want your audience to take upon seeing your ad. Selecting your objective helps show ad formats, features, and bid types that support your campaign creation goals.

• Step 5: Start building your target audience. With Campaign Manager’s robust targeting, you can target users with professional traits—like job title, company name, and industry type, or by personal interests.

• Step 6: Select your ad format. There are a variety of ad formats to choose from, such as Single Image, Single Job, Video, and Carousel Ads.

• Step 7: Set the budget, bidding strategy, and schedule that aligns with your goals. Setting the right initial budget will help you automate or control costs and validate your marketing strategy.

• Step 8: You may need to upload or fill in various elements depending on your selected ad format. This includes the image, headline, URL, and more.

• Step 9: Review your campaign and add a payment method. Enter a debit or credit card, save, and your campaign will enter a review process before launching.

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LinkedIn for Lawyers: Build Lasting Connections with Grow Law Firm

Hiring an agency to handle your LinkedIn for lawyers campaign is a great way to maximize your visibility and reach potential clients on this social media platform.

Hiring a full-service law firm SEO agency like Grow Law Firm to take care of your attorney's LinkedIn marketing will ensure that your presence on the platform is professional, consistent, and effective. That way, you can reach more potential clients while ensuring your personal brand always conveys the right message.

Ready to expand your professional opportunities with LinkedIn profile experts? If so, then contact our law firm digital marketing experts today.