How to Write a Compelling LinkedIn Summary as an Attorney
LinkedIn is easily one of the best social media platforms for attorneys. LinkedIn offers fantastic opportunities to:
- Establish yourself as a thought leader in your niche
- Connect with potential clients and referral partners
- Grow your professional network
- Discover new career opportunities
But first, you have to put together a quality profile—and no part of your profile is more important than the “About” summary.
When done right, your summary will showcase your professionalism, expertise, and willingness to help. When done poorly, it will scare prospects away and keep you from achieving your goals on the platform.
Don’t worry! We’re here to help. Here’s how to write a compelling LinkedIn summary as an attorney.
1. Stick to First Person
Some attorneys write their LinkedIn summaries in third person. That’s usually because they’re thinking of their summary as a traditional bio, like an “About Us” page on a company website. Instead of a bio, think of your summary as an elevator pitch.
If you were explaining how you could help someone in real life, you wouldn’t say, “John Smith has eleven years of experience in personal injury law...” You’d talk directly to the prospect, and you’d speak as yourself.
Write your summary the same way. By using first person, you can break down barriers and forge a deeper connection with the reader.
2. Write Like a Human
Even when writing in first person, it’s still possible to write impersonally. Plenty of LinkedIn summaries sound like they were written by a marketing committee.
But in order to build trust with the reader, you have to humanize yourself. You want to present yourself as a professional, yes, but you don’t want to come across as unapproachable or robotic.
Once again, imagine your summary as a pitch. How would you talk to a prospect who was standing right in front of you? Write like that. Just remember to keep your tone aligned with your overall brand voice.
3. Start Strong
LinkedIn generously gives you 2,000 characters to write your summary. (That’s a lot more than most platforms.) However, when someone clicks on your LinkedIn profile, they’ll only be able to see the first three lines. To read past that, they’ll have to click “See More.”
Be sure to open your summary with a clear value statement. Grab the reader’s attention right away and give them a reason to keep reading. Otherwise, it won’t matter how effective the rest of your summary is—most prospects will never even see it.
4. Focus on Your Target Audience
When someone checks out your LinkedIn profile, they’re probably less interested in you than they are in how you can help them. So rather than focusing too much on yourself, put the reader first.
Take some time to think about the sort of person you’re trying to reach on social media—your target audience. Then, ask yourself: What value are you offering them? What doubts or concerns might keep them from reaching out to me?
Then, highlight any details about your experience, education, and accomplishments that will show that you’re the right person to solve their legal problems.
5. Let Others Speak for You
Nothing establishes credibility like glowing reviews. In fact, according to the 2020 Local Consumer Review Survey from BrightLocal:
- 87% of consumers read online reviews when assessing local businesses
- 79% trust online reviews as much as personal recommendations from family and friends
So if you have any positive testimonials from satisfied clients or partners, make sure to include at least one in your LinkedIn summary. Showing prospects that you have a proven record of success can make all the difference.
6. End With a Call to Action
What are you hoping readers will do once they reach the end of your summary? Depending on your objectives, you may want them to:
- Contact you directly
- Visit your website
- Check out your blog
- Listen to your podcast
- Download an ebook
Whatever your goal is, don’t leave it to chance. Provide a clear call to action and invite readers to take the next step.
Make a Winning Pitch With Your LinkedIn Summary
Armed with these tips, you should be well on your way to crafting a great LinkedIn summary. Good luck!
And if you’d like more help with your social media presence, we’d be happy to lend a hand. At Let America Know, we give legal professionals across the nation the support they need to get more out of their social media marketing campaigns. Just contact us, and we’ll help you optimize your profiles, stay active on multiple platforms, and increase brand visibility.
Click here to learn more about our done-for-you social media program for trial attorneys.