As LinkedIn approaches its 20th anniversary, it’s evident that it has emerged as one of the strongest professional networking sites to date.
With over 900 million users in more than 200 countries, LinkedIn offers users everything from recruitment tools and advertising capabilities to educational subscriptions and beyond.
With that, LinkedIn is a powerful marketing tool for any business, but especially for law firms. Given the often complex and regimented nature of the legal field, LinkedIn is a great platform for law firms to showcase their expertise and attract clients.
Here’s why your law firm should have a company LinkedIn page, plus some examples of law firms who are doing it right on LinkedIn.
Why You Should Have a LinkedIn Page for Your Law Firm
LinkedIn is so much more than just a networking website. It brings many benefits for law firms looking to grow their online presence and attract new clients.
There are a few reasons why you should have a law firm LinkedIn page:
- Organic marketing. LinkedIn’s organic (i.e. unpaid) platform allows you to reach other professionals and potential clients through LinkedIn posts, articles, comments, and connections. LinkedIn essentially works as a search engine, allowing users to find you by searching for keywords that match your services/profile.
- Networking. LinkedIn allows you to connect with other industry professionals. With your law firm’s LinkedIn page, you can connect with other lawyers, engage with past clients, attract potential clients, and discover what’s trending in your industry.
- Advertising. LinkedIn also has paid marketing tools; specifically, LinkedIn Ads. Creating a business profile is one of the first steps to getting started with paid LinkedIn Ads. Then, you can advertise your content and attract new clients.
- Brand building. LinkedIn gives you yet another platform to showcase your law firm beyond the usual social media channels. You can showcase your expertise, client testimonials, case studies, successes, and company news to a wider audience. This can help you build trust with existing followers and attract new clients.
- Hiring talent. You can post open job positions on LinkedIn’s job board, attracting new talent to your law firm. Your LinkedIn page communicates your brand values, mission, and culture, which may attract applicants to you organically.
- Business development. LinkedIn has free and paid courses to help you grow your practice, improve your leadership skills, and so much more. You can join relevant Groups, participate in discussions, post your own articles, and further maximize your reach on the platform.
Top Law Firm LinkedIn Pages to Inspire Your Strategy
Whether you already have a law firm LinkedIn page or are starting from scratch, the following law firm pages will inspire you to step up your game to make the most of the platform.
With these examples, we’ll include some tips for how to improve your branding, messaging, and LinkedIn Search Engine Optimization (SEO) to reach more users and, hopefully, clients!
1. The Basile Law Firm
An initial search for “law firm” on LinkedIn.com brings up The Basile Law Firm as one of the first results, which is a good indication that this firm has a strong LinkedIn presence.
This profile is well-optimized with content that’s relevant to the services they offer, and they have clearly spent time growing their follower base.
A quick look at their profile and you will see that their tagline clearly articulates the types of legal services they provide: “Securities Litigation and Public Company Restructuring.” They also include the term “law firm” in their tagline in order to rank for this keyword in LinkedIn search.
Further, the About section of their profile includes a strong value statement: “The Basile Law Firm P.C. is recognized in the public markets as one of the nation’s foremost securities litigation firms…”. The entire About section is well-optimized with relevant keywords as well, e.g. “public company restructuring,” “securities litigation,” “securities law,” etc.
The Basile Law Firm’s LinkedIn page is a great example of LinkedIn SEO at work, using relevant keywords to attract potential clients and rank high in LinkedIn search for the types of services they offer.
2. Stanton IP Law Firm
The Stanton IP Law Firm, P.A. is one of the first results when searching LinkedIn for “IP law firm”. Not only is their profile optimized for LinkedIn search, but their visual branding helps them stand out.
Right away, their tagline communicates their registered slogan, “You own it, we protect it!” They have a professional logo for their profile photo, as well as a well-designed background photo.
The Stanton IP Law Firm appears to be very active on LinkedIn, posting every few days. They have shared an open job position on the platform and continuously post organic posts (like the ChatGPT conversation post above).
This profile is a good example of how to use LinkedIn to find potential talent, drum up organic engagement, and boost brand authority.
3. Parnall Law Firm
The Parnall Law Firm is using eye-catching copy to attract clients. Right away, their profile name says, “Parnall Law Firm – Hurt? Call Bert.” The background photo includes a photo of the lead attorney, plus the name of the firm and their phone number.
Their profile also includes high-quality photos of the entire team, with a call-to action to “See life at Parnall Law Firm.”
Their profile is completely filled out, including a link to the law firm’s website, their phone number, their headquarters location, and their specialty areas. They are using the full LinkedIn real estate to their advantage!
When filling out your law firm’s LinkedIn profile, be sure to complete all of the fields available to you. This includes your tagline, About section, website link, phone number, Industry, Specialties, and more. This provides users with all the necessary information to learn about your law firm and to contact you if they are interested in your services.
4. Beasley Allen Law Firm
The Beasley Allen Law Firm LinkedIn page stands out as one of the best profiles around, given its bright and smiling background photo and well-written About section.
Their profile photo is their professional logo and their tagline says, “Helping Those Who Need It Most.” Their entire profile showcases their professionalism, friendly nature, and their experienced civil litigation law services.
They are sure to include their service areas (Atlanta, Montgomery, etc.), which allows users to know the areas they serve, and likely helps with LinkedIn SEO. They list all of their specialties (Business Litigation, Personal Injury, etc.), which likely helps them rank in LinkedIn search for these terms as well.
When you optimize your law firm LinkedIn profile, think about the types of keywords you want to rank for. Include your service areas and specialties in your profile, whether your tagline, About section, or Specialties section. This will help you attract the right types of clients and rank higher in LinkedIn search.
5. Wilshire Law Firm
Wilshire Law Firm is mastering its LinkedIn strategy with a fully-optimized profile and active video marketing. Their tagline includes relevant keywords (e.g. “personal injury,” “employment,” and “class action lawyers”), attracting potential clients and improving their LinkedIn rankings.
They have also posted multiple videos to support their organic LinkedIn strategy. Some of their videos include the firm wishing followers Happy Holidays, sharing a “save the date” notice for an upcoming event, and a recap of one of their successful wrongful termination cases.
LinkedIn’s organic algorithm considers user engagement (comments and likes), number of followers/connections, degree of connections, content relevance, and regularity of posting to surface your content to users. The more you use LinkedIn (by sharing blog posts, posting articles, sharing videos, commenting on posts, etc.), the more likely you are to reach more users.
So, stay active, post different types of content, and stay engaged with your audience!
Optimize Your Law Firm LinkedIn Profile and Grow Your Reach
LinkedIn is a powerful marketing, advertising, networking, and talent acquisition platform that allows law firms like yours to attract new clients and broaden their reach. Above, we covered 5 examples of law firms that are doing this well – with stellar branding, strong SEO, and active posting.
We’ve just covered the tip of the iceberg when it comes to LinkedIn’s capabilities. But the best way to use LinkedIn to your advantage is to get started now (versus later), optimize your profile, and get posting!