Four must-haves for a lawyer’s LinkedIn profile
LinkedIn is a powerful way to build your reputation in your area of practice, establish your image as a thought leader in the legal industry, and connect with potential clients. When people need legal help, they don’t just choose the first law firm that pops up. They research their options, and a professional LinkedIn profile that showcases your expertise can boost your credibility. When creating your LinkedIn profile, be sure to include these four elements.
- A catchy photo
This is essential if you want visitors to see you as a professional and knowledgeable lawyer. An outdated headshot, a low resolution image, or an image with the photographer’s watermark will make you look out of time. Going with the default gray box and generic outline is even worse, telling visitors you don’t care enough about your profile to put up a photo.
If you don’t have an impactful portrait, now is a great time to consult a portrait photographer. You’ll want to choose a photo that shows off your professionalism, but also shows hints of your personality and what makes you unique. Consider using one with a white background for more contrast and visibility. LinkedIn has indicated that profiles with photos are 14 times more likely to be seen than those without a photo.
- A powerful title
Your title is your chance to give insight into who you are, who you help, and where you are. Today’s Internet browsers have extremely short attention spans. Including unnecessary information or excessive descriptors is more likely to cause a visitor to scroll or click back than to encourage them to contact you. The ideal headline will make visitors reading it feel like they know who you are and what you bring to the table as a legal professional. When it comes to your title, pay close attention to what you do for a living, who you help and serve in your law practice, and where your practice is located, because the title is searchable real estate important to your LinkedIn profile.
- Background image in line with your brand
Your profile is a great place to expand your branding efforts. Your background image should match the imagery and mood you’re trying to set with your logo, website, and all other marketing components. For starters, make sure the photo you use is aesthetically pleasing. An image that’s too small will look pixelated when enlarged as a background image, while an image that’s too busy or cluttered might deter users from learning more about you.
You might want to use one that nods to your work in the legal industry, makes visitors think about the results you deliver to your clients, or showcases your work environment. Remember that people usually seek out a lawyer because of a unique pain point they have. A high-quality background image that includes your law firm name, practice area information, and contact information is a must.
- Your LinkedIn Summary Statement
Summary reporting is the meat of your profile and the time you spend on it should reflect that. Use this space to host a first-person text that shares about you, making you an obvious choice over your competitors. You can rely on the information you share with clients during an initial consultation about your law firm’s performance or track record that makes you different or better than other firms.
When writing your summary, keep in mind that although this section contains a lot of information, it does not mean that it has to be long. Remember that many visitors are skimmers and won’t read long paragraphs. Break up your content with short paragraphs, bulleted lists, and titles that highlight your main points.
Use relevant keywords in your content. Help people looking for your services easily find your LinkedIn profile. It also means using city and county names to attract local visitors.
With a strong LinkedIn profile, you have the foundation for an effective business development platform for your law practice. Keep leveraging it with well-researched, share-worthy content to get the most out of your LinkedIn presence.