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The Growth Strategy Blog

3 min read

LinkedIn for Lawyers: A Checklist to Maximize Your Listing

Sep 25, 2014 9:00:00 AM

LinkedIn for Lawyers

As I mentioned in my last post, law firms who are trying to connect with in-house counsel need to be on LinkedIn. Here are some tips to help you make the most of your LinkedIn profile and how to use it to help connect you with your ideal target clients.

  1. Get a LinkedIn profile if you don't already have one. Every attorney at your firm should have one.

  2. Make sure every your profiles all have a photo. Unlike Facebook, where you can get away with cute photos of your kids and pets, LinkedIn is designed to professional users, so a professional head shot is your best bet.

  3. Edit your LinkedIn headline. On LinkedIn, your "headline" is the description directly below your name on your profile page. LinkedIn, by default, creates the headline for you based on your title. But we recommend you change this to your professional tagline instead. For example, "Estate Planning Attorney experienced in business succession planning" or "Experienced Litigator with Expertise in Industrial Accident Cases". By being more specific, you have a better chance of attracting the types of cases you are looking for.

  4. Share updates on your LinkedIn page. When you publish a blog post, read an interesting article, or participate in an event, you should share these with your connections by posting and update on your LinkedIn page. Try to post at least 3-5 times per week. As long as what you post is interesting, your connections won't mind. 

  5. Edit your website links on your LinkedIn profile. Change the default settings, which say "My Website", "My Company"and "My Blog" to "Jones Law Firm Website" or "Louisiana Divorce Law Blog". This allows you to brand your profile with your firm name and encourage higher click through rates.

  6. Customize your url to your name so it is easier to find. The standard LinkedIn url has a bunch of numbers in it and is impossible to remember. But you can easily customize it to "linkedin.com/in/yourname" which is nicer and can be inserted easily into your email signature or business card.

  7. Make sure you make your profile public. This allows people to find and view your profile, which is the whole point of LinkedIn.

  8. Write a compelling profile summary.  Many attorneys cut and paste the bio from the law firm website here, but that is not the best thing to do. The Summary is your "commercial" and you should use it to establish the types of clients you are looking for by mentioning the types of projects you have worked on and your expertise. It's okay to write this in the first person. When filling this out, make sure you follow your state's ethics rules regarding lawyer advertising.

  9. Start connecting. Now that your profile is filled out, you can start deciding who you want to connect with. I believe in taking an open approach, and tend to connect with everyone I know. But you may prefer to only connect with people who you know well. When you send requests to connect, remember to include a personal note, don't just send the standard LinkedIn invitation email. I recommend that you connect with clients, referral sources, and anyone in your industry or business community.

  10. Endorsements and Recommendations. As an attorney, be careful with these, as they can run afoul of ethics rules.

  11. Join and participate in groups. Groups are the secret weapon of LinkedIn. When you join groups, you are able to participate in discussions and share content with people who are in your pratice area or niche. This is a powerful way to grow your network and make new connections. However, be careful of coming across as spam if you post too much of your own content to a group rather than actually engaging in a conversation.

  12. Take advantage of the new publishing tool. LinkedIn's new publishing tool allows you to post longer updates to your LinkedIn connections. This can be a great supplement to your marketing efforts. Publishing to LinkedIn shouldn't replace publishing to your own law firm blog. Though you technically own the content you publish to LinkedIn, you're essentially renting the space and LinkedIn could change the rules at any time. My advice is to keep your blog on your own domain, and use the LinkedIn publishing tool as an extra publishing platform.

In addition to learning how to best capitalize on the features of LinkedIn for lawyers, your law firms should consider other aspects of your inbound marketing campaigns. To learn how to do this, download our Law Firm Inbound Marketing Blueprint.

Download Our  Law Firm Inbound Marketing Blueprint: A Plan to Grow Your Revenues in 180 Days


Myrna Arroyo
Written by Myrna Arroyo

Myrna helps business owners who've been frustrated that they've spent lots of money and time on their marketing, but it hasn't produced results. She helps them develop effective growth strategies that can create more website traffic, leads and revenue.

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