LinkedIn, the world’s largest professional networking platform, has become a powerhouse for law firms seeking to connect with clients, prospects, the media and prospective talent. Yet, if you’ve ever browsed through the LinkedIn company pages of many law firms, you might have noticed a common theme: boring content.
So, why is most law firm LinkedIn content so dull, and more importantly, how can we do better? Let’s dive in.
Why is Most Law Firm LinkedIn Company Page Content Boring?
Legal Jargon Overload: One of the primary culprits of dull content is the excessive use of legal jargon. While it’s essential to demonstrate expertise, drowning your audience in legalese can alienate them.
Lack of Storytelling: Many law firms miss the opportunity to tell compelling stories. Legal cases, client successes and the firm’s journey can all be narrated in an engaging way.
Overly Formal Tone: Maintaining professionalism is crucial, but sounding overly formal can make content read like a legal document. It lacks the personal touch that resonates with readers.
Repetition of Generic Posts: Law firms often recycle generic posts about recent awards, new hires or promotions. While these are important, repetitiveness can be tiresome.
Failure to Address Audience Needs: Not tailoring content to the audience’s interests and pain points can lead to disinterest. Your audience wants solutions to their legal concerns.
How Can Law Firms Do Better on LinkedIn?
Speak Human, Not Legalese
Use plain language. Explain legal concepts in a way that anyone can understand.
When necessary, provide links to in-depth articles or resources for those who want to dive deeper.
Tell Compelling Stories
Share success stories that humanize your firm. Highlight the people, challenges and solutions involved.
Narrate your firm’s journey, milestones and commitment to making a difference in the legal field.
Showcase Expertise Through Valuable Content
Share insights into legal trends, changes in legislation and practical advice that can help your audience.
Offer free resources like legal guides, templates, or checklists that address common legal concerns.
Encourage discussions by asking open-ended questions in your posts.
Respond promptly to comments and engage in meaningful conversations with your followers.
Diversify Your Content
Mix up your content with videos, infographics, webinars and thought-provoking polls.
Share content from thought leaders within your firm, showcasing their unique perspectives.
Tailor Content to Your Audience
Identify your target audience’s interests and needs, then create content that addresses them.
Use LinkedIn Analytics to understand what types of content resonate most with your followers.
Stay Updated and Relevant
Keep an eye on industry trends and current events that may impact your audience.
Share timely insights and provide guidance on navigating legal challenges.
Show Your Firm’s Human Side
Share glimpses of your firm’s culture, community involvement and employee stories.
Celebrate achievements but do so in a way that feels authentic and relatable, and not overly bragging.
Measure and Adapt
Regularly review the performance of your posts using LinkedIn Analytics.
Adjust your content strategy based on what works best for your audience.
Here are some content ideas for law firms to make their LinkedIn Company Page more interesting:
1. Client Testimonials
While maintaining confidentiality, share testimonials or success stories. These real-life narratives can resonate with potential clients and establish trust.
Example: “Hear from [Client Name/Initials] on how our team helped navigate a complex property dispute, leading to a satisfactory resolution for all parties involved.”
2. Legal Tips & Myths Debunked
Break down complex legal concepts or debunk common legal myths in a digestible format.
Example: “Myth Monday: Many believe that ‘X’ means ‘Y’ in estate planning. Let’s break down this common misconception.”
Showcase the human side of your firm. Share photos or short videos of day-to-day operations, team meetings or even casual Friday office moments.
Example: A photo of a team brainstorming session with the caption, “Our dedicated team working tirelessly on case strategies.”
4. Employee Spotlights
Introduce team members. Share their backgrounds, areas of expertise and fun facts.
Example: “Meet Jessica, our family law expert. Did you know she’s also a champion chess player?”
5. Commentary on Legal News
Provide expert insights on recent legal rulings, changes in laws or landmark cases. This not only showcases expertise but also offers value to followers wanting to stay updated.
Example: “The recent ruling on [specific case] has potential implications for businesses. Here’s our take on what this means for you.”
6. Interactive Polls & Surveys
Engage your audience with polls about general legal questions or get feedback on potential seminars or webinar topics.
Example: Poll asking, “What legal topic would you like us to cover in our next webinar?”
7. Case Studies
Share anonymized case studies that detail your approach, process and the successful outcome achieved.
Example: “Diving deep into our recent corporate law success story. Discover how we tackled the challenge.”
8. Celebrate Achievements
Highlight awards, recognitions or milestones achieved by the firm or individual lawyers but try to do it in a nonboastful way, tell stories and make the content about the clients.
Example: “We congratulate our client [Insert Name] on its IPO. The deal is significiant because [Add Details]. We were honored to work alongside them on this deal and be recognized as one of the top litigation teams by [Awarding Body] for our work.”
9. Educational Videos/Webinars
Host webinars or share short video clips explaining legal concepts and discussing industry trends.
Example: “Join our live webinar this Thursday where we demystify intellectual property laws for start-ups.”
10. Community Engagement
Show your firm’s commitment to the community. Share charitable initiatives, pro bono work or participation in local events.
Example: “We are proud to have partnered with [Local Charity] for our annual community outreach. Here’s what we achieved together!”
11. Book/Article Recommendations
Share valuable resources, articles or book recommendations related to the legal field. Extra points if these books are written by your lawyers, clients or alumni.
Example: “This month’s recommended read: [Book Title]. A fantastic insight into [specific legal topic].”
12. Fun Legal Facts or History
Share interesting historical legal tidbits or fun facts that most might not know.
Example: “Did you know? The world’s oldest known written laws are the Code of Hammurabi from ancient Babylon, dating back to 1754 BC.”
By blending educational content with a human touch, law firms can make their LinkedIn presence both valuable and engaging for their audience.
In conclusion, there’s no reason for law firm LinkedIn company page content to be boring. You can do better and you should.
By shifting the focus from legal jargon to engaging storytelling, providing valuable insights and actively engaging with your audience, law firms can transform their LinkedIn presence into a vibrant platform for building meaningful connections and showcasing their expertise.
Copyright © 2023, Stefanie M. Marrone. All Rights Reserved.National Law Review, Volume XIII, Number 257