By Marc Apple ● ● 7 min read
Table of Contents
TL:DR Lawyers can attract more referrals and grow their practice by optimizing their LinkedIn profiles, engaging with others meaningfully, posting strategically, and maintaining a consistent, ethical presence on the platform.
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How to Build a Network That Drives Referrals
Before diving into networking tactics, make sure your LinkedIn profile is setting the right tone. Your profile is often the first impression you’ll make when someone clicks your name. At a minimum, lawyers should have a professional headshot, a headline that explains what they do (not just their job title), and an About section that highlights who they help and how.
Use your Featured section to link to notable content—like media mentions, blog posts, or firm wins. List relevant skills and invite clients or colleagues to endorse or recommend you. These optimizations not only support credibility but also increase the chances you’ll be found in search.
Here’s a quick-reference chart to help you evaluate your LinkedIn profile essentials:
| Profile Element | What to Include | Why It Matters |
|---|---|---|
| Headshot | Professional, well-lit photo in business attire | Builds immediate credibility and trust |
| Headline | Describe who you help and how, not just your job title | Helps you stand out and communicate your value proposition |
| About Section | Summary of your background, areas of focus, and who you serve | Establishes expertise and client relevance |
| Featured Content | Link to your firm website, notable articles, media appearances | Adds proof of expertise and visibility |
| Experience + Skills | Complete, up-to-date job history with relevant legal and business skills | Increases searchability and validates your professional growth |
| Recommendations | Endorsements or testimonials from colleagues and clients | Boosts trust and social proof |
For lawyers, LinkedIn is more than just a digital resume or a repository of professional connections—it can be a powerful, strategic platform for growing your legal practice. The key isn’t just being present; it’s showing up with purpose. Many attorneys fall into the trap of sporadically posting firm wins or resharing industry news with little engagement. But when used intentionally, LinkedIn can become your most valuable marketing tool. In fact, according to the American Bar Association’s 2024 Legal Technology Survey Report, 89% of law firms report using LinkedIn for professional networking—more than any other social platform.
Whether you’re a new associate or a partner, these approaches can help you turn LinkedIn into a reliable source of referrals and professional visibility.
LinkedIn can become your most valuable marketing tool
Start with Engagement, Not Promotion
Not sure where to begin? Our post on social media marketing tips for law firms explores engagement tactics that drive results.
The biggest mistake lawyers make on LinkedIn is treating it like a billboard. Promotion without engagement often goes ignored. Instead, start by showing up consistently on other people’s posts. Comment on updates from your peers, referral partners, local businesses, or legal organizations. Make your comments thoughtful—not just “Great post” or “Agreed”—but real observations that spark conversation.
For example:
“This approach to mediation is fascinating. In family law, I’ve seen similar success when both parties feel heard early in the process.”
By contributing meaningfully to discussions, you increase your presence across networks and begin to build a reputation rooted in thoughtful input.
The biggest mistake lawyers make on LinkedIn is treating it like a billboard
Spotlight Others to Build Credibility
One of the fastest ways to grow your own network is to highlight others. This can be as simple as a post that says, “If you don’t already follow [Name], you should. Their perspective on [topic] is a breath of fresh air.”
Why does this work? Because it shows that you’re plugged into your profession and you’re not just there to talk about yourself. People you spotlight will often engage with your post, and in doing so, expose you to their network. That kind of cross-network visibility is invaluable.
Take it further by interviewing colleagues or leaders in your industry. Share a few of their insights in a post and tag them. It positions you as a connector—and connectors build trust.
One of the fastest ways to grow your own network is to highlight others
Ask for Input to Create Conversation
Not sure what to post? Here are a few content prompts to help get started:
To help structure your ideas, here’s a visual summary of LinkedIn post types for lawyers:
| Post Type | Content Ideas | Goal |
|---|---|---|
| Insight or Tip | Share a practice-related strategy or trend you’ve seen work | Educate and position yourself as a thought leader |
| Question or Prompt | Ask for opinions on a legal process, workflow, or challenge | Start a conversation and generate engagement |
| Industry Commentary | Weigh in on recent legal news or legislation | Show relevance and thoughtfulness in your specialty |
| Client-Safe Success | Describe a win or positive outcome (without naming clients or confidential details) | Build credibility through results |
| Behind the Scenes | Talk about your daily routine, mentoring, CLEs, or your team’s culture | Humanize your firm and foster connection |
LinkedIn is at its best when it’s treated as a place for exchange—not just broadcasting. Instead of only offering your opinion, occasionally ask for others’. Share a challenge you’re facing or a question about your practice area, and invite your network to weigh in.
This doesn’t have to be deeply personal or overly complicated. Even a question like:
“In your experience, what’s the most effective way to manage follow-ups with warm leads who aren’t quite ready to commit?”
…can spark engagement and thoughtful responses from your peers. You’re not just building connections—you’re inviting dialogue.]
LinkedIn is at its best when it’s treated as a place for exchange—not just broadcasting
Expand Beyond Your Practice Area
To understand how cross-industry collaboration boosts reach, see how we’ve helped law firms grow through content marketing for legal professionals.
While it’s natural to network with fellow attorneys, don’t forget the value of cross-industry relationships. If you’re in estate planning, connect with financial advisors. In business law? Engage with CPAs, consultants, or startup founders.
These adjacent professionals are often in a position to refer clients—or even become clients themselves. Just as importantly, engaging outside your bubble helps you stay relevant and connected to how other industries are evolving.
Turn Visibility into Relationships
Consider the example of a junior associate who regularly engaged with posts from estate planning professionals. After spotlighting a local financial advisor in a thoughtful post, she received a message from that advisor introducing her to a potential client. This wasn’t an accident—it was the result of showing up consistently, offering value, and making the first move to connect. When LinkedIn is used this way, it becomes more than a platform—it becomes a professional referral engine.
Once you’re consistently engaging, spotlighting others, and inviting conversation, you’ll find your visibility on the platform increasing. But visibility isn’t enough—you need to build relationships.
When someone comments regularly on your posts or shares a useful insight, send them a personalized message:
“I’ve appreciated your perspective on my recent posts. Would love to connect and learn more about your work.”
These personal outreach moments often spark genuine conversations that lead to referrals, collaboration, or future business.
Visibility isn’t enough—you need to build relationships
Make It a Habit, Not a Chore
LinkedIn is most effective when it becomes a natural part of your business development workflow. To support that, you can explore how our social media management services or personal branding strategies help lawyers stay consistent while remaining authentic.
To better visualize how these strategies work in practice, here’s a breakdown of LinkedIn tactics for lawyers:
| Strategy | Action Example | Why It Works |
|---|---|---|
| Engage First | Comment thoughtfully on posts daily | Builds visibility and positions you as insightful |
| Spotlight Others | Tag peers and highlight their expertise | Expands your network via mutual engagement |
| Ask for Input | Post a professional question to spark discussion | Invites dialogue and shows thought leadership |
| Cross-Industry Networking | Connect with professionals in adjacent fields like finance or consulting | Opens referral channels and diverse insights |
| Personalized Follow-Ups | DM active commenters to build rapport | Transforms visibility into real professional relationships |
The lawyers who get the most from LinkedIn don’t spend hours each day scrolling or drafting the perfect post. They build it into their routine.
- Spend 10 minutes in the morning engaging with posts.
- Post something once or twice a week.
- Set reminders to reach out to someone new each week.
Showing up regularly matters more than posting flawlessly.
Get a Free LinkedIn and Marketing Strategy Evaluation
If you’d like me and my team to personally review your law firm’s LinkedIn presence and online marketing strategy—and show you how to increase visibility, generate more leads, and strengthen your referral network—click to schedule your free Law Firm Lead Flow Acceleration Session right now.
Frequently Asked Questions
How often should lawyers use LinkedIn?
Ideally, engage with posts daily and publish original content once or twice a week. Even 10–15 minutes a day can create meaningful visibility.
Should I connect with people I don’t know?
Yes, if they are in your industry, practice area, or share mutual connections. Personalize your connection requests and explain why you’re reaching out.
What should I post as a lawyer?
Share observations, questions, insights from your practice, or highlight others in your network. Focus on being helpful and authentic.
Does commenting help my visibility?
Absolutely. Engaging with others’ content increases your reach and demonstrates that you’re active and insightful.
Is LinkedIn valuable for younger lawyers?
It’s one of the best platforms for first-year associates and early-career attorneys to build a reputation, attract mentors, and get noticed beyond their firm.
