law firm content marketing

Social Selling on LinkedIn: 12 Tips Legal Organizations Should Follow When Building an Effective Profile

by Kevin Vermeulen • March 5th, 2021 • Selling Value to Law Firms | Blog

linkedin for legal organizationsThere is no better social platform to reach and engage with law firms than LinkedIn, especially now, when in-person networking is not an option. You’ve likely heard us tout the benefits of this channel before, but one of the best things about using LinkedIn is the ability to begin warm conversations with people. There is definitely a specific strategy that tends to be more successful on LinkedIn, and it begins with a user’s profile. Your profile has the ability to convey the proper expertise, level of experience, and understanding of your audience’s needs. Here are 12 tips for developing a LinkedIn profile that creates a great first impression and helps you to begin a conversation that results in a new client.

1. Include your value proposition in your headline

A LinkedIn headline is the section at the top of a LinkedIn user’s profile where they can describe what they do in 120 characters or less. What value do your services bring to clients? That is the very first information you want to feature. Your headline is the most visible part of your profile and shown throughout the platform, including when you make a comment, etc. Many people just put their organization’s name there, but a strong selling point is much more compelling.

2. Use a professionally-shot photo

Statistics show that LinkedIn members with a photo receive far more engagement: 21 times more profile views and 9 times more connection requests.Your goal is to convey professionalism, and a real headshot does that much better than a photo you take yourself. 

3. Include contact information

Social selling involves having conversations across all social platforms. Some people might use LinkedIn messaging to contact you, but you should make it easy for people to reach out to you in whatever way they are comfortable – and that includes email, phone number, etc. 

4. Make sure your summary is succinct but effective

The ideal summary is short and to-the-point, but conveys your value. Keep this section to 3 or 4 paragraphs and include keywords that you’ve researched. In the first paragraph, restate your headline and then get more specific in subsequent paragraphs. Include results, notable companies you’ve worked with, and a CTA. 

5. Link to helpful content from your profile

At a minimum, your LinkedIn summary should include a link to your legal organization’s website. Then, add other links that will help people to research you and get more information on specific topics. Things like recent blog posts, popular webinars, and other thought leadership can provide helpful context for future prospects.

6. Highlight results

A compelling LinkedIn profile shouldn’t just make what your legal organization does clear to your prospects, it should also give them concrete details about how what you do helps them. Law firms who are looking for legal services want concrete details and data about how your services can help them solve a problem. Your summary is a great place to include some highlights if you can do so organically. Also, any experience with known law firms will be particularly helpful.

7. Elaborate on your experience

This section is the closest thing you can get to sharing your resume with future connections. List any relevant past positions and include a few points on responsibilities and accomplishments. Keep your focus on the goals of your clients and how you helped them to achieve those goals. 

8. Show degrees and certifications

Diplomas, classes, or other credentials go a long way in establishing credibility. Any relevant effort to further your education shows you are competent and driven. 

9. Leverage endorsements and recommendations

Social proof goes a long way when people are getting to know you and what you offer. The best social proof on LinkedIn is in the form of recommendations. This is where other users can sign off on your skill set and write about their experience with you. This section is not as prominent as it used to be, but is still important. Reach out to past colleagues or clients and see if they are willing to endorse you, and then return the favor.  

10. Continuously add prospects as connections

Another aspect of social proof is the number of connections displayed. Having a lot of relationships on LinkedIn reflects positively on you and your legal organization. 

11. Don’t use jargon

Your profile should read clearly, and avoiding industry-specific terms helps people to really understand what you’re saying. 

12. Make sure to join groups

Any groups that you join are listed on your profile, and give people an idea of what you care about or are involved in. It’s important to join groups where you can add value, and then take the time to do so – the goal isn’t just to self-promote. For more tips about marketing within LinkedIn groups, review our past post


LinkedIn offers a platform where professionals can use social selling to connect with clients and engage them in discussion. Just remember that your LinkedIn profile is the first stop for anyone seeking to learn more about you or your legal organization. Make sure to start by implementing these tactics, and then commit to spending a little time on LinkedIn every day. 

If you need help with social selling on LinkedIn, this is precisely what we specialize in. Contact us today to learn about how we can make this as easy and as profitable as possible for you.


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