law firm content marketing

LinkedIn for Law Firms: How to Set Up Lead Gen Forms for Success

by Vondrae McCoy • September 9th, 2020 • Social Media | Blog

LinkedIn for Law FirmsLinkedIn lead gen forms are a powerful tool to attract more leads for your law firm. When a user clicks on your ad’s call-to-action button to engage with your Sponsored Content or Message Ad, a native digital form will open via the LinkedIn interface and fields are pre-populated to save effort. Lead gen forms make collecting leads a seamless process. Here are a few tips on how to set up your LinkedIn lead gen forms for success.

1. Sync your lead generation forms to your law firm’s CRM system.

You can’t nurture leads properly if you’re not collecting them correctly. Reduce the manual work of entering lead information by setting up automatic syncing. From there, you can even have leads dropped into an automatic email marketing campaign. LinkedIn integrates with several popular CRM systems by default.

2. Put thought into your form fields.

General wisdom suggests using as few fields as possible, but that’s not always the best approach. You want to keep forms brief enough that people aren’t discouraged from filling them out, but have enough fields so that you can genuinely qualify leads. Also consider where people are in the funnel when they find your form. People who have never interacted with your firm before probably don’t want to share their personal phone numbers. However, if they’ve downloaded a white paper in the past, they may be more likely to include more descriptive information.

3. Your law firm’s LinkedIn ad creative is critical.

No matter what is gated behind your form, you need to entice people to click on it. Avoid simply using a stock image, and test a few graphics to see which ones resonate best. You can also test copy variations such as long-form vs. short-form, using quotes, or bullet points.

4. Send people to a website, not immediately to the asset.

If people can instantly obtain a pdf of the content you’re advertising, you’re missing some opportunities for cross-promotion. Create a “Thank You” landing page where users can click to download the intended material, but also view other related content. For example, include a link to sign up for a webinar that is on topic. Taking things a step further, make sure that the web page contains pixels from other ad platforms you use so that you can build url-based audiences that you can later target.

5. Set up retargeting to increase engagement.

Even if someone didn’t fill out the form, you can still market to them. Set up a campaign for people who clicked on the ad with the form. Test a few different next steps to see if they might do something different, for example: maybe viewers didn’t want to fill out the form to download content, but perhaps they’ll sign up for your newsletter.


LinkedIn offers several powerful marketing functions, including lead generation forms. Just follow our advice to make sure you’re running efficient lead generation campaigns on the platform. We also suggest you take your efforts a step further by developing an intentional strategy for nurturing your leads after you’ve collected them. If you are looking for more information on all things LinkedIn marketing, check out a few of our past blog posts.

If you need help building out a LinkedIn advertising strategy or adjusting current initiatives, reach out to us today. We have vast experience helping lawyers and law firms achieve measurable success through LinkedIn advertising.

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