[author: Vondrae McCoy]
With more than 1 billion users globally, LinkedIn remains the premier platform for professional networking. But while I know from my own experience that a strong LinkedIn presence can help lawyers attract new clients and establish themselves as thought leaders within their practice areas, far too many still struggle to leverage the platform to its full potential. Their LinkedIn profile is one area where attorneys seem to constantly fall short.
Ideally, your LinkedIn profile should serve as a digital storefront, networking hub, and thought leadership platform, helping attract clients and establish professional credibility within the legal community. But to do that, your profile must go beyond merely listing your qualifications; it needs to be optimized to showcase your expertise and connect with the right audience.
So how do you create a perfect LinkedIn profile for lawyers? Begin with the 12 simple steps I’ve outlined below.
Step 1: Know Your Audience
Before doing anything else, you must clearly identify your target audience. Are you trying to attract new clients, network with other legal professionals, or potentially position yourself for speaking engagements? Once you define your goals, everything else falls into place. From there, you can craft your profile to speak directly to those people and better connect with the right audience.
Step 2: Add a Cover Photo to Reinforce Your Brand
LinkedIn profiles tend to attract more attention when they are visually appealing. Using a photo that reflects your practice area or reinforces your personal brand will give your profile a professional polish and support the message you’re trying to send with your words.
Step 3: Invest in a Professional Headshot
LinkedIn confirms that those with a professional photo are 14 times more likely to be viewed. In my experience, I’ve found that a small investment in a high-quality headshot can lead to big returns in first impressions and visibility. It instantly boosts the credibility of your profile.
Step 4: Craft a Compelling Headline
I cringe whenever I see “Attorney at XYZ Firm” at the top of any lawyer’s profile. A compelling headline is critical to boosting engagement on LinkedIn. This is your chance to showcase what you do and why it matters. Highlighting your practice areas and the value you bring to clients in 120 characters or less will make your profile more interesting and allow potential clients to quickly understand the expertise you bring to the table.
Step 5: Make It Easy for People to Contact You
The easier it is for people to contact you, the more likely they are to do so, so including comprehensive contact information on your LinkedIn profile is critical. Be sure to add your work phone number, email address, and links to your firm’s website and its social media profiles.
Step 6: Consider the Summary as an Elevator Pitch
I always think of the summary section as a digital elevator pitch—it’s where you can really let your experience and personality shine. Keep it conversational but informative. Rather than merely listing what you’ve done, talk about why it matters. Consider adding a short video or link to a presentation to add more dimension to your profile.
Step 7: Highlight Your Expertise
Your profile should showcase your expertise in a way that’s easy to read. I consider it a best practice to use concise bullet points to break down achievements and areas of expertise, so visitors can quickly scan your profile. Including relevant keywords will improve searchability and further establish your credibility, both crucial in our digital-first world.
Step 8: Leverage Testimonials
Testimonials greatly enhance a LinkedIn profile, adding an extra layer of credibility. That’s why I always encourage lawyers to ask for recommendations or endorsements from clients and colleagues. It’s also beneficial to return the favor when possible, creating a mutually supportive network
Step 9: Customize Your LinkedIn URL
A customized LinkedIn URL is both cleaner and more memorable. I suggest setting it to something like linkedin.com/in/evansschwartz. This format is easier to share in emails and business cards, and it increases the professionalism of your profile.
Step 10: Engage and Build Relationships
LinkedIn is more than just a digital resume—it’s a community. I always tell clients to get involved in groups that matter to them. Whether it’s sharing insights, posting articles, or simply commenting on others’ posts, being active keeps you on people’s radar. It’s the path to a stronger network and more opportunities.
Step 11: Add an Intro Video to Your Profile
Few things enhance a LinkedIn profile quite like an intro video. By allowing visitors to click on a profile picture and view a short video introduction, your profile becomes significantly more engaging. Including a brief overview of your services or sharing valuable legal tips also helps personalize your profile and encourages viewers to learn more.
Step 12: Create a Newsletter for Ongoing Engagement
I know from our own experience that a LinkedIn newsletter can significantly boost ongoing engagement. Our Legal Marketing 2.0 Newsletter has gained 42 new subscribers over the last three months, bringing us to a total of 1,601 subscribers. During the same period, our articles were viewed 11,070 times, proof that staying consistent and sharing valuable content ultimately leads to greater visibility.
Takeaway
I’m confident that optimizing your LinkedIn profile will open doors to new opportunities and connections for you and your practice. By refining each section of your profile and engaging consistently with others on the platform, you’ll be well-positioned to stand out in today’s increasingly competitive legal marketplace.
