Why LinkedIn matters more for lawyers than for most
Legal work is bought on trust, and most of it comes through people: referrals from other lawyers, accountants and bankers, and clients who remember a name. LinkedIn is where those people are during the working day. A firm that posts something useful every week stays in their memory. A firm that posts once a quarter does not.
It also suits how lawyers can market themselves. You are not shouting about results or prices. You are explaining the law clearly, sharing what your firm is doing and letting your people be seen. That is exactly the kind of content LinkedIn rewards.
The firm page and the people: you need both
- The firm page is your official voice. It carries firm news, legal updates, events, hires and recruitment. It is what clients check when they are deciding whether you are established and active.
- Partner and lawyer profiles are where the reach is. Posts from people usually travel much further than posts from company pages, and clients hire lawyers, not logos. A partner who shares a short take on a new judgment each week builds a following the firm page can't.
The best setup is a firm page posting steadily, with two or three lawyers posting in their own name and resharing the firm's content with a line of their own.
What to post
- Legal updates explained. A new Act, an amendment or a Court of Appeal decision, and what it means for the businesses or families you act for. Three short paragraphs or a five-slide carousel.
- Practical explainers. “What to check before you sign a commercial lease”, “How the Employment Claims Tribunal works”, “What happens if you die without a will in Singapore”. The questions clients ask you every week.
- PDF carousels. Step-by-step guides uploaded as documents. They are saved and shared more than almost any other format on LinkedIn.
- Firm news. New partners, promotions, rankings, pro bono work, talks, seminars and events.
- People posts. Introductions to your lawyers, trainees and support staff. They humanise the firm and help recruitment too.
- Commentary. A partner's short view on a development in their area. Keep it measured and factual.
What to leave out
- Anything about a client or a matter, unless it is public and the client is happy for it to be mentioned.
- Promises about outcomes, success rates or how much someone will recover.
- Comparisons with other firms, or hints that others overcharge.
- Claims of being a specialist or the leading firm in an area that you can't back up.
These line up with the publicity rules Singapore lawyers already work under. Our guide to social media and the publicity rules goes through them in plain English.
How often to post
For most firms, two to three posts a week on the firm page is a good rhythm, plus one post a week from each lawyer who is active. Consistency matters more than volume: a steady weekly post beats a burst of activity followed by silence. Tuesday to Thursday mornings tend to work well for a professional audience in Singapore.
Make it easy to read
- Lead with the point in the first line. Most people only see the first two lines before “see more”.
- Write for clients, not for other lawyers. Short sentences, no Latin, no section numbers without an explanation.
- Add a simple disclaimer on explainers: general information, not legal advice.
- End with a soft next step, like where to read more or who in the firm handles this area.
Where groundcrew comes in
Most firms know all this and still don't post, because fee earners don't have the time. That is the gap we fill. We plan your calendar, draft posts from your input and public sources, design the carousels and graphics, post on the firm page and help your lawyers keep their own profiles active. Every post is checked by a person before it goes out, and your nominated lawyer can see the calendar at any time.
Want ideas to start with? See our post ideas by practice area, or get in touch for free onboarding.
This guide is general information about marketing, not legal or regulatory advice.