Create a LinkedIn Profile That Draws Clients In

By Steve Fretzin & Dr. Marc W. Halpert

Create a LinkedIn Profile That Draws Clients In

The legal practice requires a well-defined personal brand. When I spoke with Marc Halpert, LinkedIn expert and founder of Connect2Collaborate, we discussed how lawyers can use LinkedIn as a business development tool. Marc introduced a fresh perspective: LinkedIn should go beyond presenting credentials and instead offer a story that resonates with potential clients. His key takeaway? Build a profile that draws people in and creates a lasting impact. 

From the outset, Marc emphasized a fundamental principle I often preach to my clients: your LinkedIn profile is not just an online resume. It’s a dynamic marketing tool that tells your story, reflects your personality, and helps potential clients or referral sources “fall in like” with you, as Marc so aptly put it. Far too often, I see attorneys treat their LinkedIn profiles like a static biography or worse, a mere list of career achievements. But Marc’s approach, which I find incredibly insightful, focuses on showcasing the real you—what makes you tick, why you do what you do, and how your unique skills and experiences can benefit your audience. 

One of the most striking points Marc made is that people are more likely to check your LinkedIn profile than your firm’s website. As I reflected on this, it made complete sense. We live in an age of immediacy. When someone searches for you, they want quick access to who you are, not just where you work. LinkedIn is often the first result that comes up in a Google search, and it’s where people can get a complete picture of your professional brand. If your LinkedIn profile is weak, incomplete, or doesn’t convey a compelling narrative, you risk losing that potential connection. 

Marc shared a great analogy that I think resonates with anyone trying to improve their profile: your LinkedIn should reflect your personality, not just your pedigree. Too many lawyers fall into the trap of listing credentials and achievements, but they miss out on showing the human side of their practice—their “why.” If a potential client or connection doesn’t understand why you do what you do or can’t get a sense of who you are as a person, they may move on to someone who does offer that connection. 

Another critical point we discussed is the importance of writing your LinkedIn profile in the first person. It sounds simple, but this shift in tone changes how approachable and authentic you appear. I see a lot of profiles written in a dry, third-person narrative, which can make the person seem distant. Marc stressed that writing in the first person helps create a conversational tone, making it easier for potential clients or collaborators to relate to you. 

One of Marc’s most valuable insights was about storytelling. Lawyers often shy away from talking about themselves, focusing more on legal jargon or their firm’s prestige. But telling stories about your experiences, successes, and even challenges can make your profile much more engaging. Marc suggests weaving in success stories that highlight how you’ve helped clients overcome challenges. These stories not only show your expertise but also create a sense of trust and reliability. People want to work with professionals they believe can solve their problems, and nothing conveys that better than a well-told story. 

For lawyers looking to maximize their LinkedIn presence, Marc recommends taking a step back and considering what potential clients or connections want to know. Are you just listing your job duties, or are you showing how you’ve made a difference in your clients’ lives? Marc reminded me that a good LinkedIn profile doesn’t happen overnight—it’s something you build over time, refining and adding to it as you grow in your career. 

Beyond the basics of building a compelling profile, we also touched on the importance of maintaining an active presence. Posting regular updates, sharing insights, and interacting with others’ content helps keep you top of mind with your network. Marc emphasized that content doesn’t need to be complex. Even short posts about a recent case, industry trend, or legal update can spark meaningful engagement. The key is consistency—show up regularly, provide value, and engage with your audience. 

Marc also shared a practical tip about recommendations. Lawyers often struggle with asking for referrals or testimonials, but LinkedIn recommendations are a powerful way to build credibility. He advised that when asking for a recommendation, guide the person to talk about a specific situation where you made an impact. This not only makes the recommendation more genuine but also provides future clients with a clear picture of how you can help them. 

Our discussion reaffirmed a belief I’ve held for years: LinkedIn isn’t just a platform for job seekers or corporate professionals—it’s a vital tool for lawyers looking to grow their practice. By crafting a profile that reflects your true self, sharing valuable content, and maintaining an active presence, you can build a powerful personal brand that attracts clients and strengthens your professional network. 

In today’s world, where online presence matters more than ever, there’s no better time to invest in your LinkedIn profile. Marc’s expertise offers a clear path for lawyers to take control of their personal brand and turn LinkedIn into a cornerstone of their business development strategy. 

Lear more about Marc HERE

For more information about taking your law practice to the next level, please email me directly at steve@fretzin.com.

Steve Fretzin, an expert at legal business development, is the author of four books regarding the topic and is the host of the Be That Lawyer podcast. He has helped hundreds of attorneys across the world dramatically grow their book of business while living a well-balanced life. He can be reached at steve@fretzin.com.

Ready to grow?
Schedule Your Free Consultation