I never planned on building a business on LinkedIn.

I started my legal career at Davis Polk, Gunderson Dettmer, and later as an in-house counsel at a private equity firm. I, like many of you, thought doing excellent work would speak for itself. But over time, I realized that great work isn't always enough to be seen, remembered, or top-of-mind for the very opportunities you're aiming for.

The legal profession is evolving rapidly. Today's in-house counsel are expected to be more than just legal experts; they're strategic business partners, industry thought leaders, and trusted voices within their organizations. Yet many corporate lawyers hesitate to build a visible professional presence, unsure of what to say, how it might be perceived, or whether the effort is worth the potential risks.

This hesitation is understandable. We're trained to be precise, risk-averse, and often to work behind the scenes. But in an increasingly connected world, becoming visible and trusted is becoming ever more important. The lawyers who thrive aren't necessarily the smartest in the room; they're the ones who know how to build relationships, establish credibility, and position themselves as go-to experts in their fields.

That's why I founded the Resonance Guide for Lawyers, a roadmap that helps lawyers and legal professionals elevate their professional presence on LinkedIn with strategic content, positioning, and relationship-building. And I was thrilled to join Axiom's recent webinar, "LinkedIn for Lawyers: How to Fix Your Profile and Why it Even Matters." In it, I shared the exact strategies I now teach lawyers to build visibility and trust online without being self-promotional, addressing the very concerns that keep so many talented legal professionals on the sidelines.

If you're a lawyer who's great at what you do but unsure how to show up on LinkedIn, here's your recap.

Why LinkedIn? Why Now?

Let’s be real. Most lawyers aren’t using LinkedIn effectively. It’s not because they lack expertise but because they overthink what to say or how it’ll be perceived. The top response to our webinar poll? “I browse but never post.”

That hesitation is the prevailing norm. But people want to hire, refer, and promote lawyers they know, like, and trust. If they don’t know you exist, they can’t hire, refer, or promote you. Therefore, visibility is no longer optional. It’s strategic.

LinkedIn gives you the chance to:

• Be seen as the go-to lawyer in your practice area.
• Attract high-value opportunities like clients, referrals, or promotions.
• Build a reputation, both inside and outside your organization, before you need it.

And no, the misconception that it’s just for job seekers isn’t true. It’s for anyone who wants to build professional relationships, expand influence, and be known for the work they do every day.

But I’m Not in Sales. Do Lawyers Need a Different Approach?

Yes. And no.

Yes, we have ethical obligations. Client confidentiality and advertising rules vary by jurisdiction, and we need to respect them. That means:

• No guarantees or promises of achieving certain results.
• No identifiable client stories without explicit permission.
• Caution with CTAs like “DM me to learn more”—which could be considered advertising in some jurisdictions.

But no, we don’t need to avoid LinkedIn altogether. In fact, LinkedIn can be your best business development ally if you know how to use it.

What the Most Effective Lawyers on LinkedIn Do Differently

Lawyers who get results on LinkedIn aren’t louder. They’re just more strategic. They:

• Post valuable content regularly, like regulatory updates, FAQs, and practical insights.
• Tell the story behind the story, like what it took to achieve a milestone or the lessons learned.
• Acknowledge others, such as mentors, clients, and teams. It builds trust and relatability.
• Use DMs to build real relationships by sending helpful articles or thoughtful congratulations.
• Engage with others’ content by commenting meaningfully where your potential clients or referral sources spend time.

In other words, they don’t show off. They show up.

The First Step? Optimize Your Profile

You don’t need to start posting immediately. You can make a powerful impression simply by upgrading your LinkedIn profile. During the webinar, I shared a live demo of how to do exactly that. Here’s a quick summary:

1. Headline

This isn’t the place for “Attorney” or “Legal Counsel.” That tells us nothing. Use this format instead:

[Practice Area] Attorney helping [Client Type] with [Issue or Outcome]

→ Example: “Corporate Attorney helping startups navigate venture financing”

Your headline appears in every comment, post, message, and in search results, so be sure to make it count.

2. Profile Photo

Pixelated, cropped group shots or logo placeholders don’t build trust. Use a high-quality, zoomed-in image where you look approachable and professional, just like you would in person.

3. Banner Image

This is prime real estate. Use it to showcase your brand: a firm logo, city skyline, practice area visual, or even a photo of you speaking at a conference.

4. About Section

Your “About” blurb is the story of your career, not your firm's bio copied and pasted. Use first person, and cover:

• Practice area
• Ideal client
• Years of experience
• Notable matters or recognitions
• What makes your approach different

And remember, only the first 3–4 lines are visible before someone clicks “See more.” Lead with impact.

5. Experience

Don’t just list job titles. In 2–3 lines per role, explain what you did, the outcome, and your focus areas. Use language that signals you know your audience’s world.

6. Follower Setting

By default, people have to “connect” with you to see your posts. Switch to “Follow” mode so your insights can reach more people without flooding your inbox with requests.

Still Nervous About Posting?

You don’t have to publish a novel. Start small. Here are some ideas of small ways to get started that may feel a little less intimidating:

• Comment on others’ posts (this still builds visibility).
• Share a summary of a legal article or a recent regulation.
• Write about a frequently asked question you get from clients.
• React to trending legal topics or issues in your area.

One attendee asked how to position themselves while transitioning between practice areas. My advice is to write about what you’re learning. Share relevant updates in the new space. Position yourself as someone actively growing in that direction. You’ll become a trusted voice for others making the same shift.

Remember, the most effective content on LinkedIn is:

• Educational (leading with value)
• Relatable (resonating with your audience)
• Promotional (in a way where your audience wants to celebrate with you)

If you’ve ever published a client alert or spoken on a panel, you already have content worth repurposing.

What If I Only Have 90 Minutes a Week?

Perfect. That’s all you need to start seeing results.

Here’s the cadence I recommend:

• 60 minutes → Draft and publish one post per week.
• 20 minutes → Engage with your target audience via comments and DMs.
• 10 minutes → Add strategic connections (e.g., past clients, alumni, decision-makers in your niche)

Repeat weekly, and over time, your network will grow and your reputation will solidify. No more cold reach-outs. People will start coming to you.

The Ripple Effect of Visibility 

One of the most surprising benefits? Visibility on LinkedIn doesn’t just boost your external reputation. It can also elevate your internal one, too.

I’ve worked with lawyers who joined new companies and immediately began sharing thoughtful posts about their practice area. Within weeks, leaders across their organizations were noticing and thanking them. One even got a personal note from firm leadership praising the visibility and engagement her post brought to the company’s own initiatives.

LinkedIn isn’t just external networking. It’s leadership development.

My Final Word: Take the First Step

Putting yourself out there can feel scary. When I posted on LinkedIn for the first time, I threw my phone under the bed and didn’t check it for hours. I was sure no one would care.

But that post reached 60,000 people and changed the course of my career. Since then, I’ve coached hundreds of lawyers to build LinkedIn presence that attracts real results like referrals, job offers, speaking gigs, and even friendships.

If you’re ready to be seen, trusted, and remembered for the lawyer you already are, LinkedIn can absolutely work for you. Don’t just learn about LinkedIn. Start using it. The opportunities are out there. It’s your turn to be found.

And if you’re looking for a more structured approach, my course The LinkedIn Resonance Guide for Lawyers walks you step-by-step through how to update your profile, write posts that resonate, and build relationships that open doors.

Whether you're an in-house counsel looking to enhance your strategic influence within your organization or a business leader seeking to connect with trusted legal advisors who understand the legal industry, professional visibility matters more than ever.