Be First Thought Of, Found and Contacted
For lawyers, reputation has always mattered. So has credibility. So has trust. What has changed is where people form that impression.
Today, before a client reaches out, before a referral partner makes an introduction, and before a potential employee decides whether your firm feels credible and relevant, they are often looking online first.
That means your digital first impression is no longer optional. It is part of your professional reputation.
Where First Impressions Are Now Being Formed
In many cases, the first interaction someone has with you is not a conversation.
It is a search. They are looking at your LinkedIn profile. Your firm’s website. Your presence online. And in that moment, they are making decisions.
Do you look credible? Are you relevant to their situation? Do they understand what you do and who you help?
This happens quickly. Often in seconds.
And importantly, it happens before you have any opportunity to influence that perception directly.
Why This Matters More in Legal
Legal services are built on trust.
Clients are often making high-stakes decisions. Referral partners are putting their own reputation on the line when they introduce you. Potential employees are assessing not just the role, but the people and the firm behind it.
Your digital presence plays a role in all of this. It reinforces what is already known about you, or it leaves gaps.
A clear and considered presence can strengthen confidence before a conversation even begins. An unclear or outdated presence can create hesitation
Your LinkedIn Profile Is Not a CV
One of the most common things I see is LinkedIn profiles that read like a CV. They list roles. Responsibilities. Career history.
But they don’t clearly communicate:
- Who you help
- What you help them achieve
- Where your expertise sits
Your profile should make this easy to understand. Because the person viewing it is not looking for your entire career history. They are looking for relevance.
If that is not clear within a few seconds, you are relying on them to do the work. And in most cases, they won’t.
Visibility Doesn’t Mean Constant Posting
There is a perception that to be effective on LinkedIn, you need to be posting frequently.
For most lawyers, that is neither realistic nor necessary. What matters is being intentional. A small number of well-considered insights can be far more effective than frequent content without direction.
This might include:
- Sharing perspectives on trends in your area of practice
- Reflecting on common challenges you see with clients
- Providing clarity on topics your audience often finds compelling
It is about demonstrating how you think, and where you add value.
The Role of Connection and Network
Your network also plays a role in how visible and relevant you are.
Being connected to the right people, clients, referral partners, industry peers, and aligned professionals, strengthens your positioning.
It also influences how and where you appear. When someone searches, mutual connections matter. Shared networks matter. Proximity matters. A considered approach to connection supports this.
A Practical Way to Approach It
Rather than trying to follow every update or react to every new piece of advice, focus on three areas:
Profile – Ensure your profile clearly reflects your expertise, who you work with, and the outcomes you support.
Activity – Share insights that are relevant to your audience and aligned to your area of practice.
Connection – Be intentional about who you connect with and how you engage with your network.
Final Thought
There is no single way to “do LinkedIn” as a lawyer.
What works for one practice area, firm or individual will not necessarily work for another. The difference sits in having a strategy that is considered and aligned to your professional goals.
Because when your presence is clear, relevant and consistent, you are far more likely to be: First thought of. Found. And contacted.
ABOUT THE AUTHOR: Kylie Chown is a Certified LinkedIn Strategist, trainer and speaker who works with knowledge based and professional services organisations to strengthen their digital first impression, professional visibility and credibility online.
With over 15 years’ experience, Kylie has supported thousands of professionals to build clear, commercially aligned LinkedIn strategies that support referrals, reputation and business development.
She has delivered presentations and training for legal audiences across Australia and internationally, including LawBizCon, SA Law Society and the National Association for Law Placement (NALP) in the United States. You can learn more about presenting at legal industry conferences and events here.