How Law Firms Can Optimize Their LinkedIn Company Pages

LinkedIn Company pages are a powerful way to connect with your audience and strengthen your firm’s reputation. The platform now has 810 million users, so it’s the perfect way for firms to expand their reach. With so much going on within the LinkedIn platform – job seeking, thought leadership, making connections, and conversations of all kinds – it can be difficult to stand out. LinkedIn Company pages provide a unique way for firms to accomplish their goals on the platform. Learn everything you need to know about LinkedIn Company pages with this LinkedIn guide for law firms.

What is a LinkedIn Company Page?

LinkedIn Company pages are those that are dedicated to specific, individual organizations. They are designed to allow LinkedIn members to discover and connect with companies and learn more about their various brands, services, career opportunities, and more. 

Think of your LinkedIn Company Page as a home base that enables your audience to reach you on the network. Creating such a page can expand your firm’s brand trust and awareness. Use your company page to do the following: 

• Share firm updates and news
• Post open jobs and connect with job-seekers and prospects
• Create a community through group discussions and joining industry networks
• Maintain a consistent brand image on social platforms
• Improve your discoverability on search engines
• Develop and share thought leadership

Advertise your firm’s services (Check out this free eBook, The Law Firm Guide to LinkedIn Advertising to learn everything you need to know about how to create successful ads for LinkedIn)

How to Create a LinkedIn Company Page

Even if you’re new to the LinkedIn platform, you can create an effective company page. Simply follow these steps: 

1. Go to LinkedIn.com or to the LinkedIn page’s home page. 
2. Choose the type of page you want to create. You’ll want to pick the “Company” option.
3. Enter your business name, LinkedIn public URL, and website. Then add your industry, firm size, and type. 
4. Include final profile details like your logo and tagline.
5. Preview the result and finish by clicking “Create page”. 
6. Finish up your LinkedIn page in the Admin dashboard. Include items like the location and description of your firm, along with hashtags and a cover photo.

Managing your Company Page on LinkedIn

Creating the page is the first step, but the work is far from over. Managing and posting on your page takes time, effort, and creativity. It’s important to determine who your admin will be from the beginning. This person will be responsible for posting (or deleting) content from your LinkedIn page. Here’s a LinkedIn guide for law firms on how to manage your company page:

1. Fill out all page details with detailed information about your firm. 
2. Choose one or two page admins. 
3. Keep images current and relevant. 
4. Share engaging and valuable content with followers. We suggest doing so at least once a week. Keeping a schedule can help you with this. 
5. Use the Content Suggestions feature to share relevant content. 
6. Engage with your audience when opportunities present themselves (and always look for more ways to engage). 
7. Post interesting and eye-catching graphics like infographics. 
8. Customize calls-to-action. 
9. Involve employees and encourage them to be active on the platform. 
10. Post content from partners or other companies. Take the time to mention people you’re collaborating with.

Tips for Optimizing Your Law Firm’s Company Page

1. Use high-quality images for your profile picture and banner – The profile image and banner are the first things visitors see on your company page. A high-quality profile image, typically your company logo, creates a strong brand identity. The banner image allows you to showcase your company’s personality, culture, or recent achievements. A visually appealing page helps make a positive first impression.
2. Create an informative “About Us” section including relevant keywords – The “About Us” section is where you can provide a brief but engaging overview of your company’s mission, values, products, and services. Including relevant keywords ensures that your company page appears in search results when users look for specific products, services, or industries, making it easier for your target audience to find you.
3. Maintain a consistent posting schedule – Consistent posting on your company page keeps your audience engaged and informed. Share updates, news, industry insights, and valuable content related to your business. Regular posting also signals to LinkedIn’s algorithm that your page is active and relevant, potentially increasing its visibility.
4. Expand your Follower Base – Expanding your follower base on LinkedIn helps you reach a broader audience. Encourage employees, partners, and clients to follow your company page. Engage with your audience through thoughtful comments and responses to their interactions with your posts.
5. Establish a dedicated page for careers – A career page on LinkedIn is essential for recruiting top talent. It allows you to showcase your company’s culture, values, job openings, and employee testimonials. A well-maintained career page can attract potential candidates who align with your company’s mission and vision.
6. Stay informed about changes in the LinkedIn algorithm – LinkedIn’s algorithm determines the visibility of your company’s content. Staying informed about algorithm updates and best practices can help you create content that performs well. Factors like post engagement, relevance, and timing play a role in how your posts are shown to your followers and their connections.

Takeaway: 

Social media is today’s word of mouth, and people trust social platforms more than other mediums such as traditional advertising. Your LinkedIn Company page contributes to brand awareness, thought leadership efforts, and trust amongst your followers. This LinkedIn guide for law firms is a good first step toward creating a successful LinkedIn strategy. To get more ideas for what to share on LinkedIn, visit our company page.  

If you’d like additional assistance leveraging LinkedIn to drive growth (aside from this LinkedIn guide for law firms), contact our team today. We’re happy to help.