Our Digital Director Emma Maule shares her top tips on how to supercharge your BD efforts by making the most of the platform.
LinkedIn isn’t just for job seekers or recruiters – it’s a place to build relationships, share your expertise, and grow your legal practice. But too many lawyers are missing out on its potential. Here’s how to make LinkedIn work for your BD goals, while not spending hours a day on the task.
Build a profile that feels authentic
Your LinkedIn profile is your digital handshake. Clients, referrers, and targets will usually encounter you via LinkedIn before they meet you or even look at your website bio.
Your brand matters: what sets you apart from others? Maybe you’re known as a trusted advisor, a problem-solver, or an approachable advocate. Let that shine through in every section.
Profile essentials
The top of your profile is prime real estate and 30% of people won’t scroll further down. Make sure this area grabs attention straight away with strong visuals and plenty of information right at the top.
- Headline: Go beyond your job title. Include your practice area and how you help clients, add in relevant keywords and affiliations and extracurricular activity.
- Photo and banner: Professional photos and a custom banner in your firm’s brand colours make a difference.
Lower down, you can really expand on who you are and what you care about.
- About section: First person is best. Share why you do what you do, who you help, and what excites you. This is a great place to include Legal 500 or Chambers quotes if you have them.
- Experience section: Don’t just list job titles – highlight wins and key successes.
- Featured section: This visually appealing area stops the scroll and allows you to highlight your proud moments and best posts.
Understand how LinkedIn’s algorithm works
The algorithm decides who sees your content – so work with it, not against it.
- Relevance is key: Tailor your posts to your audience and what matters to them.
- Golden window: The first few hours matter most – encourage early likes and comments.
- Comments drive conversation and reach: Ask questions or spark a debate.
- Consistency counts: One thoughtful post a week is better than five in a rush.
- Native content wins: Videos, images, infographics and carousels outperform links.
Balance personal with professional
People want to see the real you. Sharing a professional milestone or lessons learned can humanise you and build trust.
But be mindful: keep it relevant and aligned with your audience. Blend personal insights with your professional life – like running your first marathon and linking it to your approach in legal work.
Post engaging, client-focused content
Aim for one to two posts a week, with plenty of comments to boost your activity in between. Keep it real and client-focused:
- Share plain-English insights on legal updates.
- Offer your take on trends or news.
- Share anonymised success stories to highlight how you help.
- Add personal or professional reflections.
Always include a clear takeaway or call to action – invite comments, questions, or DMs.
Engage with your network
It’s not just about posting – it’s about relationships. Get the app on your phone and ensure the notifications are enabled so you don’t miss key updates. If you only have 10 minutes, login and complete one or more of the following:
- Comment on clients’ and key targets’ posts.
- Like and join in on relevant conversations.
- Respond to comments on your own posts.
- DM a key target or colleague.
Use LinkedIn for warm, targeted outreach
Be personal and thoughtful:
- Personalise connection requests – mention shared interests or recent posts.
- Follow up with helpful insights or invitations. Don’t ask for a meeting too soon, instead send guides and useful resources.
- Stay visible by liking and commenting on targets’ posts, but don’t be pushy.
Support your firm’s wider goals
Your personal presence on LinkedIn boosts your firm’s brand too:
- Like, comment, and share your firm’s posts.
- Post about firm updates or news in your voice.
- If you take part in internal events, networking, away days, or charity work, take pictures and post your thoughts on the day.
- Coordinate with your marketing team – be aligned but add your own perspective.
Final thoughts
LinkedIn isn’t just a digital CV. It’s a place to build real relationships, share what you care about, and grow your client base. Start small – polish your profile, commit to commenting regularly, and let your voice come through. Your audience – and your opportunities – will grow.
