When used intentionally, LinkedIn is one of the strongest tools lawyers have for staying visible with clients, referral sources, colleagues, and the broader professional network. With a simple plan and a consistent approach, LinkedIn can become an effective part of your business development strategy.
Start with an achievable goal
Before you update your notifications or write your first post, it helps to create a simple plan to keep you on track. Start with something that is easily achievable for you. For example:
“Over the next six months, publish one post per month that demonstrates my thought leadership in [your practice area] to increase my visibility within my network.”
You can adjust the specifics to fit your reality (for instance, one post every other month plus weekly commenting). The point is to define what success looks like so that your time spent on LinkedIn is strategic.
Once you meet your goal and have formed a habit, you will likely naturally increase your posting and commenting frequency.
Curate your feed and notifications
A strong LinkedIn presence starts with a strong LinkedIn experience. If your feed shows repetitive or irrelevant content, it is time to recalibrate.
Start by reviewing your “My Network” tab. Unfollow pages and profiles that no longer align with your practice area or interests. Then take an intentional step to bring relevant content into your feed: visit the profiles of clients, referral sources, colleagues, and organizations you are interested in, and click the BELL icon on their pages to manage your notifications. Selecting “all” notifications ensures you’ll see their updates and can then engage thoughtfully.
Once you curate a feed that keeps you informed of your clients’ updates, industry developments, and conversations you can contribute to, staying active will become more natural.
Ideas on what to post
Start with sharing a news article and adding your own brief commentary – just a sentence or two about why it matters. For example, a bankruptcy attorney commenting on the second Chapter 11 filing of a jewelry chain wrote: “This marks its second bankruptcy in seven years, driven by e-commerce competition, rising import costs, and shifting consumer habits …. a reminder that even beloved brands must continue to evolve.”
Short, thoughtful commentary like this signals expertise without requiring a lengthy analysis.
You can also highlight community involvement and pro bono work. Posts about volunteering or serving on boards resonate when written with the right tone. Focus on the mission, why the work is meaningful to you, and the organization’s impact. Tagging the nonprofit helps spotlight their efforts and expands your post’s reach.
Professional milestones are another opportunity to share an update. Work anniversaries, joining a new practice group, and end-of-year recaps can be opportunities to show your network what you’ve been working on.
Final thoughts
As you put these tips into practice, it helps to remember that consistency matters more than perfection. Start with your goal, refresh your feed so it works for you, and begin by liking, commenting on, and sharing content that resonates.
With consistency, you will gain momentum. You will feel more comfortable posting content. Your network will see more of you. And over time, those small, consistent actions will support your broader business development goals.
About Compass Legal Marketing
Compass Legal Marketing is a legal marketing agency serving as outsourced marketing manager to law firm clients from boutique to AmLaw 100 firms.
