In today’s legal world, LinkedIn is more than just a networking site — it’s where authority is built, referrals are found, and trust is earned.

Yet only 43% of law firms use online marketing and social media, according to the American Bar Association’s Legal Technology Survey Report. That’s a massive missed opportunity, especially when LinkedIn is the top platform for professional business development.

Here’s how to turn your LinkedIn presence into a powerful asset for your law firm with tips backed by data, best practices, and real-world success.

Polish Your Profile to Build Instant Credibility

Your LinkedIn presence should do double duty: highlight you as a legal professional and represent your firm as a trusted business. That means building both a strong personal profile and a business page for your law firm.

Your personal profile lets potential clients and referral sources connect with the human side of your practice, including your experience, your values, and your results. Meanwhile, your firm’s business page adds legitimacy, makes your services easier to find, and helps you reach a wider audience.

Even better? The two can work together. Share firm content from your personal page to expand its reach. Post client wins or community updates from your own profile to help humanize your brand. Over time, they help each other grow.

A client-ready LinkedIn profile includes:

• A professional headshot
• A branded banner image
• A clear, service-oriented headline
• An “About” section focused on your story and client impact

According to Sales Hacker, 96% of executives use LinkedIn to vet professionals. That first impression? It matters.

Post Content That Establishes Your Expertise

Lawyers often ask: What should I post? Start with what your clients frequently ask you. The best ideas include:

• Legal explainer post: Break down complex laws or recent changes in simple terms your clients can understand.
• Recent client wins (with permission!): Celebrate your successes by sharing stories of cases you’ve helped win — this builds credibility and shows real results.
• Updates on your practice area: Keep your audience informed about new trends, rulings, or regulations that affect them.
• Behind-the-scenes firm culture: Give a peek into your day-to-day, whether it’s team meetings, community events, or just what makes your firm unique. This helps humanize your practice and build trust with potential clients.

LinkedIn drives 50% of all B2B website traffic, so it’s a great place to connect with other businesses. Posting regularly helps you show up as a trusted expert when professionals are looking for legal help. While LinkedIn also reaches everyday consumers, it’s especially strong for building relationships with business clients.

Use Video and Visuals to Boost Engagement

LinkedIn’s algorithm loves visual content, so mixing in videos and images will help your posts stand out. Consider:

• Short videos answering common client questions
• Photos of your team or office events to show your firm’s personality
• Infographics that simplify complex legal processes
• Real client testimonials — especially video clips — that highlight positive experiences and build trust

LinkedIn says users are 20x more likely to share a video, and video content is 5x more engaging than other formats.

Make Meaningful Connections (Not Sales Pitches)

Skip the “I’d like to add you to my network.” Instead, when you’re requesting to connect with another professional on LinkedIn, try this:

• Personalize your invites: Mention why you want to connect and how you can help each other.
• Reference mutual contacts or shared practice areas: This builds instant trust and relevance.
• Leave thoughtful comments on posts: Engage genuinely by adding insights or asking questions to start meaningful conversations.

LinkedIn connections grow 2x faster with personalized invites, and those relationships often lead to referrals.

Use LinkedIn Analytics to Sharpen Your Strategy

LinkedIn’s built-in analytics tools help you see what’s working and where to improve by tracking:

• Who’s viewing your profile: Understand if you’re reaching the right people, like potential clients or referral sources.
• Which posts drive engagement: Identify what content resonates most so you can create more of it.
• Which industries or roles are visiting your page: Tailor your messaging to the audiences that show the most interest.

Using these insights, you can refine your strategy and focus your efforts where they’ll have the biggest impact. LinkedIn’s analytics dashboard makes it easier to refine your approach based on real data.

Involve the Whole Firm

LinkedIn success isn’t just about the managing partner. Encourage your team to:

• Keep their profiles updated
• Share content posted from the firm’s business profile 
• Highlight individual achievements or events

Consider boosting your team’s LinkedIn activity by giving them reasons to post. For instance, take new staff headshots so everyone has an up-to-date profile picture. Have a team volunteer day or staff breakfast so people can highlight numerous other aspects of their work life. (This can help with recruitment, too!)

Employee-shared content sees 2x more engagement than brand pages, according to LinkedIn’s own research. That expands your firm’s reach — without boosting ad spend.

Know That Social Brings In Business

If you think social doesn’t work for lawyers, think again:

• 71% of lawyers say social media has brought in new clients or cases
• Posting once per week keeps you top-of-mind for referrals
• Video testimonials improve message retention by 95% — compared to just 10% for text alone

And yet, fewer than half of law firms actively market themselves online. That’s your opportunity.

This Isn’t Just Social — It’s Strategy

LinkedIn isn’t about showing off. It’s about showing up: as a credible, approachable, trustworthy legal professional in your field.

Spend 15–30 minutes a week and you’ll see:

• Higher visibility
• Better referrals
• Stronger brand authority

Turn LinkedIn into a Marketing Powerhouse

Building a strong LinkedIn presence takes time and effort. Once you’ve laid that foundation, Smokeball helps law firms like yours run more smoothly behind the scenes. Our tools streamline case management, automate billing, and simplify daily tasks—freeing you up to focus on what matters most: practicing law and growing your practice.

Ready to see how Smokeball supports your firm’s growth after you’ve built your brand? Book a demo today to discover smarter ways to manage your firm  so you can get back to practicing law.