Marketing your law firm on LinkedIn puts it in front of a large, active, and professional audience. This platform can connect you with referral partners and industry peers who might not find you through other channels.
You can use LinkedIn to stay visible and build trust with the people who matter most to your practice by taking steps such as:
- Targeting your networking
- Posting regularly
- Engaging your audience with quality content.
If you’re looking for tips and tricks for LinkedIn marketing for a law firm, Consultwebs can help your law firm create and manage a LinkedIn strategy that attracts attention and drives results. With over 25 years of experience working with law firms, we know how to combine LinkedIn marketing with SEO, social media, and other digital strategies to grow your caseload and revenue. Reach out to our team today to get started with a free, comprehensive review of your law firm’s digital marketing campaign.
Why Does LinkedIn Matter for Law Firm Marketing?
LinkedIn gives law firms direct access to a large audience. As of January 2025, LinkedIn reported:
- It has more than 1.1 billion members worldwide
- More than 234 million users in the United States
- 310 million monthly users, with 40 percent logging in daily.
As those numbers show, referral sources and industry peers actively use the platform and check it often.
LinkedIn users are also highly engaged. As the company reports, users are:
- Involved in more than 1 billion interactions each month
- Send more than 100 million messages each day
- Engage with business pages at a high rate (40 percent of weekly users).
These numbers show that LinkedIn isn’t just a resume site. It is an active business community where connections and conversations are organic.
According to LinkedIn:
- Ads on the platform reach nearly 15 percent of adults worldwide,
- 78 percent of marketers report a positive return on their investment
- More than one-third of users research companies after seeing their ads on LinkedIn.
So, the LinkedIn audience is not just large. It is also professional and ready to engage. Your presence on this site can directly influence new business opportunities for your firm.
What Are the Best Practices for LinkedIn Law Firm Marketing?
Law firms that use LinkedIn as a strategic marketing tool can see more opportunities to connect with the right people. It also connects you with referral sources, local leaders, and other lawyers who can help you expand your reach.
The LinkedIn platform rewards consistent, relevant activity. The most successful firms post regularly, use eye-catching visuals, and respond quickly to comments and messages. They also encourage their employees to share company posts to widen exposure.
Below are some specific best practices to turn LinkedIn into a steady source of awareness, credibility, and qualified leads for your law firm via referrals.
Identify Your Target Audience
Before you post content and run ads on LinkedIn, you need to get a clear picture of your target audience. Consider whether it will include business professionals, referral partners, or other attorneys in your area. You should also consider location, industry, and common legal concerns.
For example, a family law firm that receives inquiries for personal injury cases might want to network with attorneys in their area who handle those types of cases to set up a referral partnership.
Once you define your target audience, you can:
- Create posts that speak directly to the audience’s needs
- Share information, updates, and tips that address their concerns
- Join LinkedIn groups where your audience participates
- Use relevant hashtags so your content appears in their searches.
When your law firm’s message matches what your target audience is looking for on LinkedIn, it increases the chances that those users will follow your page, interact with your posts, and contact your firm.
Establish and Optimize Your LinkedIn Profile
Your LinkedIn profile is often is often a fellow attorney’s first introduction. You can take the following steps to make it stand out:
- Use a professional headshot or group photo and a background image that reflects your practice area or your firm’s identity.
- Write a headline clearly stating what you do and whom you serve rather than a generic job title.
- Use the “About” section to explain your services, highlight your results, and show why clients choose your firm.
- Use plain, direct language. Avoid legal jargon that might confuse readers, and focus on your value.
- Display your credentials. List your attorneys’ experience, education, awards, and notable cases in the “Experience” section.
- Incorporate relevant keywords to improve your visibility in searches.
Additionally, your law firm should ensure your LinkedIn page has a complete profile, including a professional logo, clear contact information, and consistent branding. LinkedIn data shows companies with complete profiles get 30 percent more views. An optimized, detailed, active profile will help your firm build trust and encourage potential clients and partners to connect with you.
Build Your LinkedIn Network
A strong network increases your visibility and opportunities on LinkedIn. Here are some ways you can start building your law firm’s network:
- Connect with those you know. Contact colleagues, former clients, law school classmates, and professional contacts.
- Send personalized connection requests. When someone accepts, review their connections for others you can add to your network.
- Engage with your network. Join relevant groups to meet more professionals, participate in discussions, and comment on posts from your connections so you encourage them to engage with you.
- Aim to grow your connections steadily over time. The more connections you have, the greater your reach for every post you make. Each new connection also expands your visibility to other people’s networks, which can lead to introductions and referrals.
The bottom line is that, by building a broad network, you can share content with more people and make it easier for your firm to be found for one of your practice areas.
Post Regularly in Your LinkedIn Account
Consistency matters on LinkedIn. Firms that post once a week have twice the engagement, and pages that stay active get five times more views. Here are ways your law firm can regularly post quality content on LinkedIn:
- Create a schedule that works for you. You may post daily or just twice per week. Stick to your schedule so your audience will expect to hear from you. Regular posts can keep your firm visible in your connections’ feeds and signal you are active and engaged.
- Mix up your content to keep it fresh. Share updates about your firm, legal news that affects your audience, recent case results, and thought leadership articles.
- Use visuals like images and videos whenever possible. Include relevant hashtags to increase your reach. Tag people or organizations when it makes sense, as this can encourage them to share your content with their followers.
- Encourage your team to share your posts. Employee shares boost the number of people who see your content. Keep the conversation going by responding to comments or messages on your posts.
Discuss What Your Audience Cares About
Your posts should reflect your target audience’s interests and needs. Consider the questions clients often ask and the issues that matter to them.
For instance, if you are a personal injury firm, you might post about changes in insurance laws, safety tips, or steps to take after an accident. If you focus on business law, you might share information on compliance or recent legal trends affecting local companies.
When you share content that speaks directly to your audience’s concerns, you position your firm as a trusted resource. Over time, this approach can build recognition and strengthen your relationships with potential clients and referral sources.
When your law firm posts content, make sure to:
- Keep your explanations clear. Make them easy to understand. Do not use unnecessary legal jargon.
- Offer practical takeaways that readers can use. When you help a reader learn something new or leave them thinking about a topic in a different way, it leaves a lasting impression.
- Make your posts timely. You can respond to current events, legal updates, or seasonal issues that affect your audience. The more relevant your topics, the more engagement and shares you will get.
Go Beyond Your Practice Areas
People follow law firms on LinkedIn not only to learn about legal issues but also to connect with the people behind the practice. So, law firms that post only about their specific legal services risk losing their audience’s attention.
If you provide a mix of personal and professional content, it will make your firm more relatable. You should share posts on topics such as:
- Your law firm’s involvement in the community
- Your firm’s culture and offices
- Team achievements
- Charity events, sponsorships, or local causes you support
- Milestones like anniversaries, awards, or new hires.
This content helps your audience see your law firm’s attorneys and staff as approachable. Also, the variety keeps your content fresh and shows you have a well-rounded presence. When people feel they know and understand your firm, they are more likely to remember you when they or someone they know needs legal representation.
Share Your Content
Content drives visibility on LinkedIn. Still, not all posts perform the same. LinkedIn statistics show that:
- Video posts get five times more engagement than other content.
- Posts with images get double the engagement of text-only updates.
- Long-form content (about 2,000 words) often ranks high in visibility.
Consistently sharing high-quality, engaging posts will strengthen your presence on LinkedIn and keep your audience informed. So, when developing your LinkedIn content strategy, you should plan to:
- Share videos that explain legal concepts in plain language, showcase your firm’s community work, or introduce your team
- Add images to event recaps, client success stories (with permission), or educational posts
- Consider publishing articles directly on LinkedIn to take advantage of the reach of long-form content
- When appropriate, link your posts to your website so readers can learn more about your services or contact you.
If you create blogs, videos, or other marketing materials for your site, repurpose them for LinkedIn. You do not need to start from scratch each time. You can adapt existing content to fit the platform.
Engage with Others
LinkedIn rewards engagement. When you interact with other users, your name and profile appear in more feeds, which increases your reach. The more you interact, the more people see your profile and associate it with your law firm’s attorneys as being active and approachable.
You can effectively engage with others on LinkedIn when you:
- Respond to comments on your posts promptly and in a friendly tone
- Thank people for sharing your content or offering feedback
- Give clear, helpful answers when people post questions
- Comment on posts from your connections
- Join in group discussions
- Congratulate others on their achievements.
You can encourage engagement by ending your posts with interesting questions or inviting readers to share their thoughts. This approach opens the door to conversations and strengthens relationships with your audience. Over time, your active participation can build recognition and increase the likelihood of others engaging with your firm’s content.
Get Help from a Law Firm Marketing Consultant Today
Managing a strong LinkedIn presence takes time, planning, and consistency. Law firms choose to work with Consultwebs because they know we focus exclusively on helping law firms with their digital marketing campaigns, and we have done it successfully for over 25 years. We understand the legal industry and know how to use LinkedIn as part of a complete digital marketing strategy.
When you work with Consultwebs, we will:
- Identify your target audience on LinkedIn
- Plan a content calendar that fits your time and budget
- Create engaging posts that align with your business goals
- Track performance data to see which posts generate the most engagement.
- Use LinkedIn’s advertising options, such as sponsored posts or targeted campaigns, to help your firm reach the right people more effectively.
Our team combines SEO, social media, video marketing, and real-time data to help law firms bring in more cases. When you have a partner like Consultwebs on your side, you can save time and focus on serving your clients while your marketing produces real results in the background.
Contact us today to receive a free SEO audit. We can review your current strategy and show you how to use LinkedIn and other digital marketing tools to connect with prospective clients and increase revenue.
