Most lawyers treat LinkedIn like a digital resume or a trophy case for their achievements. They connect with colleagues, post the occasional firm update, and hope clients will magically appear in their inbox.
But here’s the truth: your LinkedIn network isn’t just a list of names, it can be a secret weapon for business development and professional growth.
Our founder, Jessica Aries, built By Aries, from a single LinkedIn post. But that post only worked because Jessica had already spent time strategically building my network before she needed it. If you want LinkedIn to work for you in a similar way, then you need to rethink your networking approach.
Most lawyers make three critical mistakes:
- They only connect with other lawyers in their firm or immediate circle.
- They rely too much on self-promotion.
- They post sporadically and wonder why engagement is low.
It’s time to change that. LinkedIn networking does work, but it requires you to network strategically, not passively.
Below are four unconventional yet powerful LinkedIn strategies that will transform how you network and position you as a valuable, sought-after legal expert.
The Reverse Pitch Approach
The Traditional Mistake
Lawyers often default to hard-selling themselves on LinkedIn: long-winded elevator pitches, self-promotional posts, and cold connection requests asking for business. But guess what? Prospective clients hate being sold to.
The Reverse Pitch Strategy
Instead of asking for business, ask for advice. People love to share their expertise and feel valued for their knowledge.
Other law firms have successfully used the reverse pitch strategy by conducting competitor analysis to identify successful content and engagement tactics.
How to Do It
- Identify an expert in a relevant industry (not necessarily another lawyer!).
- Send a genuine, specific request for insights.
- Show that you’ve done your homework.
Example Script:
“Hey [Name], I noticed your incredible work in [specific area]. I’m currently working on [related project/challenge] and would love to hear your perspective. Would you be open to sharing 2-3 insights that could help me navigate this?”
Why This Works on a Social Media Platform
People crave recognition as experts. When you ask for insights instead of pitching yourself, you build authentic connections that can lead to opportunities down the road.
Want to scale this? Take a page from legal marketers who post open-ended questions and tag trusted professionals for insights. Not only will you get responses, but you’ll also gain visibility in their networks.
The Professional Networking Spotlight Challenge
The Traditional Mistake
Many lawyers post about their own achievements but rarely highlight others. As a result, their content feels self-serving and gets little engagement.
To avoid this pitfall, law firms should consider the role of social media advertising. Leveraging social media advertising can effectively increase the firm’s visibility and client retention, especially in a competitive landscape where traditional organic reach may be insufficient.
The Professional Spotlight Strategy
Shift the focus from yourself to someone else. Feature a professional in your network who has a larger following and deserves recognition. Understanding your target audience is crucial here, as it helps you choose a professional whose content resonates with the demographics you aim to engage.
How to Do It
- Identify a professional (lawyer or non-lawyer) with a strong LinkedIn presence.
- Share why you follow them and what others can learn from them.
- Tag them in your post and invite engagement.
Example Post:
“If you’re not following [Name], you’re missing out! Their insights on [topic] have helped me [specific benefit]. Here’s one key takeaway from their recent post: [share insight]. Who else has learned from them? Let’s discuss in the comments!”
Why This Works
The professional you spotlight will likely engage, comment, or reshare your post, expanding your reach.
Their followers will see your name and associate you with credibility and generosity.
If you take this further and interview them for a post, it positions you as a thought leader in your industry.
The Legal Industry Crossover Technique
The Traditional Mistake
Most lawyers only network with other lawyers, creating an echo chamber that limits a law firm’s opportunities. But the best business development happens when you build relationships outside your industry.
The Industry Crossover Strategy
Instead of limiting yourself to legal circles, connect with professionals in complementary industries where referrals are common.
How to Do It
- Real estate lawyer? Connect with realtors, property developers, and mortgage brokers.
- Corporate lawyer? Network with entrepreneurs, investors, and business consultants.
- Litigator? Engage with mediators, risk consultants, and compliance officers.
Why This Works
Cross-industry networking helps you:
- Gain fresh business insights and trends beyond legal perspectives.
- Build referral pipelines with professionals who need your legal expertise.
- Position yourself as a lawyer who understands the bigger picture of your clients’ industries.
The Comment-First Strategy
The Traditional Mistake
Many lawyers focus on broadcasting their own content on their social media accounts but never engage with others. They wonder why their posts get little engagement.
The Comment-First Strategy
Spend one week commenting on others’ posts before you post anything yourself. This will significantly increase your visibility and warm up your audience for when you do share your own content.
How to Do It
- Find 5-10 relevant posts from professionals in your network every day.
- Write thoughtful, specific comments that add value (not just “Great post!”).
- Engage consistently before sharing your own content.
Example Comment:
“This is a great perspective, [Name]! I recently encountered a similar issue in [specific case or experience]. One thing that helped me was [insight]. What’s your take on this approach?”
Why This Works
- Your name repeatedly appears in high-visibility conversations.
- You build credibility before asking for engagement on your own content.
- Commenting is algorithm-friendly—LinkedIn favors active participants in discussions.
The Bottom Line: LinkedIn Networking for Law Firms Is About Relationships, Not Just Connections
Your LinkedIn network isn’t a numbers game. It’s about building relationships that can drive referrals, business opportunities, and industry credibility.
Here’s a recap of the four unconventional strategies that will elevate your LinkedIn presence:
- Reverse Pitch Approach – Ask for advice instead of pitching yourself.
- Professional Spotlight Challenge – Feature professionals with larger networks to boost engagement.
- Industry Crossover Technique – Network beyond the legal industry for referral opportunities.
- Comment-First Strategy – Engage with others before posting your own content.
Frequently Asked Questions about LinkedIn for Lawyers
1. Why should lawyers prioritize LinkedIn for networking over other social media platforms?
LinkedIn is tailored for professional interactions, making it the best platform for lawyers to connect with peers, clients, and professionals in industries that often require legal expertise. It’s a powerful tool to build credibility, showcase your legal skills, and foster meaningful relationships specifically relevant to your field.
2. How can lawyers find the right people to connect with on LinkedIn?
Lawyers can leverage LinkedIn’s advanced search filters to identify potential connections based on location, industry, and job title. Focus on professionals in complementary industries like real estate, startups, or compliance roles, as these are areas where legal advice is often needed.
3. Is it more effective for lawyers to have a large LinkedIn network or a smaller, engaged one?
For lawyers, the quality of connections matters more than quantity. A smaller network with engaged, meaningful relationships is far more valuable for generating opportunities and building trust. Focus on connecting with professionals who align with your long-term goals.
4. How often should lawyers post or engage on LinkedIn to build their network?
Consistency is crucial for lawyers aiming to see results on LinkedIn. Aim to engage daily through comments, likes, or shares. Posting original, insightful content once or twice a week can further establish your presence and attract relevant attention.
5. What kind of content should lawyers share on LinkedIn to grow their visibility?
Lawyers should share content that demonstrates expertise while adding value to their audience. This could include legal insights, industry updates, personal success stories, or advice for navigating common challenges. Remember to aim for authenticity and avoid excessive self-promotion.
6. How can lawyers turn LinkedIn connections into business opportunities?
To turn LinkedIn connections into opportunities, lawyers should focus on building genuine trust. Strategies like the Reverse Pitch Approach help initiate conversations that feel natural. Regularly engage with your connections’ posts to stay visible and nurture relationships that could lead to referrals or collaborations.
7. How can lawyers avoid coming across as overly self-promotional on LinkedIn?
Instead of boasting about achievements, focus on creating value for your audience. Share relevant lessons, acknowledge the contributions of others, and engage in discussions that highlight your expertise without sounding self-centered.
8. I’m not comfortable with social media. Can LinkedIn still work for me as a lawyer?
Yes! If you’re a lawyer hesitant about social media, start by engaging with content in small, manageable steps. Thoughtful comments or sharing posts from others in your network can gradually build your confidence and presence on LinkedIn.
9. How can lawyers stand out in a crowded LinkedIn feed without investing too much time?
Lawyers can stand out by prioritizing meaningful engagement. Spend 10-15 minutes a day leaving thoughtful comments, sharing actionable advice, or posting high-quality content. This steady activity will boost your visibility more effectively than sporadic efforts.
10. What steps should lawyers take if their LinkedIn messages are being ignored?
If your LinkedIn messages aren’t getting replies, personalize your approach. Tailor messages to the recipient’s interests or needs, and clearly explain why you’re reaching out. Avoid generic templates or overly formal language that feels impersonal.
11. How can LinkedIn help lawyers establish credibility as thought leaders?
Lawyers can build credibility on LinkedIn by consistently engaging with their network and sharing insightful content. Posting about industry trends, legal updates, or actionable advice positions you as a reliable resource within your area of expertise.
12. Should lawyers accept connection requests from people they don’t know on LinkedIn?
Lawyers should evaluate each connection request carefully. If the individual works in a complementary field or has potential as a client, it’s worth accepting. However, steer clear of connections that seem overly sales-driven or unrelated to your goals.
With LinkedIn for lawyers, the key is to focus on building trust, nurturing authentic relationships, and leveraging the platform to showcase your expertise effectively.
Ready to Elevate Your LinkedIn Networking Strategy?
If you’re a lawyer looking to build a network that gives back, we can help. At By Aries, we specialize in helping lawyers leverage LinkedIn for real business results.
Let’s talk! Reach out today to explore how we can optimize your LinkedIn strategy.
