As a lawyer, you must have created a profile on LinkedIn, the professional social network. However, simply having a presence is not enough and you need to have an effective attorney LinkedIn profile to generate productive results. Social media has evolved from being a simple interactive avenue for friends and relatives into a powerful marketing medium. Brands are using social channels to connect with their audiences and boost their engagement.
LinkedIn is a unique network which has been crafted specifically for professionals. All kinds of professionals belonging to various industries are using the channel to further their careers and businesses. It has become an integral part of online marketing for law firms. Attorneys can network with their peers as well as prospective clients on the platform. However, your success depends on the effectiveness of your profile. The following tips will be helpful to employees in creating a powerful presence on the channel.
1. Include A Professionally Shot Photograph
According to a study, Linked profiles with photographs receive 21 times more views than other members. They also receive 9 times more connection requests. However, simply including a picture is not enough. You need to place a professionally shot photo to leave a good impression on visitors. A well-taken picture can convey competence and authority to viewers. It can also show the lawyer in a favorable light to the target audience or other professionals. Always insert a recent photograph and do not forget to replace it with an updated one as time passes.
2. Identify Keywords For Optimizing Your Profile
There are over 610 million members on this popular social network. How do people find you among this crowd? They use the search feature to locate relevant careers, profiles or groups. This means that you need to optimize your profile with appropriate keywords in order to get in front of relevant audiences. Identify keywords that you will need to achieve this objective. Choose terms related to your practice area, location, and job description. Then place them wherever you see an opportunity for doing so. This will help you appear in related search results.
3. Do Not Use A Generic Cover Photo
While most of us are focused on including an impressive profile picture, the cover photo is another aspect that cannot be neglected. Do not make the mistake of using a generic image. The cover picture can help you leave a good impression on potential clients as well as other professionals. Let’s say you are trying to establish your practice in a specific geographical location. Then you can include a photo of a local landmark so that people identify you with the place. Another tactic can be to use an image which signifies your practice area. The cover photo section provides you with an excellent opportunity to visually communicate something your brand.
4. Communicate Your Value Proposition Through The Headline
The headline is prime real estate on an attorney LinkedIn profile. Use it to communicate your value proposition to the audience. Instead of a generic “Senior partner at XYZ”, you can write “corporate lawyer in NYC helping start-ups establish themselves”. This clearly describes your practice and directly addresses your target audience. A start-up owner looking for an efficient advisor will definitely take a look at such a profile. Never use adjectives like best, top, expert, etc. in the headline to avoid a self-praising tone. In case, you want to convey your experience, you can include a success story. For example, IP attorney helping tech innovators win patents. This will leave a good impression on visitors.
5. Create A Brief, Descriptive, And Optimized Summary
The summary is another prominently visible location on a profile. It is natural that anyone who is interested in your profile will read this section. This gives you a good chance to impress the person. You are allowed to use 2,000 characters which are enough to give a brief peek into your professional expertise and personality. However, only the first three lines are visible and anyone interested in knowing more has to click the relevant link. Make sure the initial part is strong and compelling enough to encourage people to see more. Optimize the content with relevant keywords. Go to your dashboard and click on the Search appearances statistics. You will see the terms used by people to find your profile. Make sure you use the information to optimize the summary properly.
6. Use The Skills Section To List Your Areas Of Expertise
Job aspirants use the skills section to list their skills and catch the attention of potential recruiters. Attorneys can use the section to list their practice areas. Even if you specialize in a single area, you can mention your different areas of expertise. For instance, if you are a personal injury lawyer, then you can include medical malpractice, construction litigation, workers’ compensation, product liability, etc. Make sure that you include the areas in the order of proficiency.
7. Create A Company Page For A Law Firm
Are you a law firm owner? Then you must create a company page for your firm on the network. Make sure that the page has a custom URL and include the agency’s name in it. Do not forget to include a description of your firm along with the profile and cover photos. You can use the agency’s logo as the profile picture.
Creating a strong and optimized attorney LinkedIn profile will increase your visibility on the platform and help you make fruitful connections. This will boost your practice by opening up doors to new opportunities.