How to Create the Perfect LinkedIn Profile for Lawyers in 12 Steps

With over 1 billion users worldwide, LinkedIn has become the leading platform for professional networking. Yet while I’ve seen firsthand how a robust LinkedIn presence can help lawyers attract new clients and position themselves as thought leaders in their practice areas, I am also aware that far too many struggle to fully leverage the platform’s potential.

So what’s the secret to crafting the perfect LinkedIn profile? It’s about more than listing qualifications; it’s about showcasing expertise and connecting with the right audience. 

In this blog post, I’m sharing my 12 essential steps for creating the perfect LinkedIn profile for lawyers.

Step 1: Know Your Audience

My first piece of advice is to clearly identify your target audience. Are you trying to attract new clients, network with other legal professionals, or maybe even position yourself for speaking engagements? Once you define your goals, everything else falls into place. From there, you can craft your profile to speak directly to those people and better connect with the right audience.

Step 2: Add a Cover Photo to Reinforce Your Brand

A visually appealing profile can make a significant difference, so adding a cover photo is essential. I recommend using a photo that reflects your practice area or reinforces your personal brand. It’s an easy way to give your profile a professional polish and support the message you’re trying to send with your words.

Step 3: Invest in a Professional Headshot

A professional headshot instantly boosts your credibility. In fact, LinkedIn confirms that those with a professional photo are 14 times more likely to be viewed. In my experience, I’ve found that a small investment in a high-quality headshot can lead to big returns in first impressions and visibility.

Step 4: Craft a Compelling Headline

Compelling headlines are critical to boosting engagement on LinkedIn, so I cringe whenever I see “Attorney at XYZ Firm” at the top of any lawyer’s profile. This is your chance to tell people what you do and why it matters. Highlighting specialties and the value you bring to clients in 120 characters or less will make your profile more interesting and help potential clients quickly understand the focus and expertise offered.

Step 5: Make It Easy for People to Contact You

Comprehensive contact information is vital. Including a work phone number, email address, and links to your firm’s website and social media profiles makes it easier for potential clients to reach out. The easier it is for people to get in touch, the more likely they are to do so.

Step 6: Use the Summary as an Elevator Pitch

The summary section is where you can really let your experience and personality shine. I always think of it as a digital elevator pitch. When creating a profile, I suggest keeping it conversational but informative. Don’t just list what you’ve done—talk about why it matters. And if you can, include a short video or link to a presentation to add more dimension to your profile.

Step 7: Highlight Your Expertise

It’s critical to clearly showcase your expertise in a way that’s easy to read. I consider it a best practice to use concise bullet points to break down achievements and areas of expertise, so visitors can easily scan your profile. Including relevant keywords will improve searchability and further establish your credibility, both crucial in today’s digital landscape.

Step 8: Leverage Testimonials

Testimonials greatly enhance a LinkedIn profile, and I always encourage lawyers to ask for recommendations or endorsements from clients and colleagues. It adds an extra layer of credibility to your profile.  It’s also beneficial to return the favor when possible, creating a mutually supportive network.

Step 9: Customize Your LinkedIn URL

Customizing the LinkedIn URL creates a cleaner, more memorable link. Instead of the default URL, I suggest setting it to something like linkedin.com/in/evansschwartz. This format is easier to share in emails and business cards, and will enhance the overall professionalism of your profile.

Step 10: Engage and Build Relationships

LinkedIn is more than just a digital resume—it’s a community. I always tell clients to get involved in groups that matter to them. Whether it’s sharing insights, posting articles, or simply commenting on others’ posts, being active keeps you on people’s radar. Lawyers who actively engage on LinkedIn can end up with stronger networks and more opportunities.

Step 11: Add an Intro Video to Your Profile

Uploading an intro video can significantly enhance a profile. This feature allows users to click on a profile picture and watch a short video introduction, making the profile more engaging. In my experience, including a brief introduction to services or sharing valuable legal tips personalizes your profile and encourages viewers to learn more.

Step 12: Create a Newsletter for Ongoing Engagement

I know from our own experience that a LinkedIn newsletter can significantly boost ongoing engagement. With our Legal Marketing 2.0 Newsletter, we’ve gained 83 new subscribers in the last three months, bringing us to a total of 1,356 subscribers. Over that time, our articles have been viewed 30,914 times, which shows how staying consistent and sharing valuable content can really boost visibility. 

 

 

By providing valuable content on legal trends, tips, and insights, lawyers can create a platform for subscribers to receive notifications whenever new articles are published. In addition to demonstrating your experience, leveraging a LinkedIn newsletter will also help improve your visibility on the platform.

Takeaway

I’m confident that optimizing your LinkedIn profile will lead to new opportunities and connections for you and your practice. By taking the time to enhance each section of your profile and actively engaging with others on the platform, you’re more likely to stand out in a crowded legal marketplace. If you haven’t optimized your LinkedIn presence yet, now is the time to start. It can be a game-changer for your success.

If you’re looking for guidance on improving your LinkedIn strategy, contact us today. Let’s work together to ensure your LinkedIn profile isn’t just another page—it’s a powerful tool for growing your practice.

Updated and republished from Oct. 18, 2021.