How To Tips for Law Firm LinkedIn Company Pages

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While we all know that LinkedIn.com is the world’s largest professional networking community, there is so much more that a law firm can do in this social utility than just make sure its lawyers have profiles (though that is of critical importance). Can you say, “Company pages?”

At their most basic level, LinkedIn.com Company pages offer law firms a convenient way to show strengths and breadth. The recent revision of the LinkedIn Company page makes it a bona fide broadcast channel that reaches throughout the LinkedIn universe and appears prominently in search engine results.  With an understanding of the components of company pages, firms can create an extension of their website’s brand with visual impact and narrative detail that enhances the firm’s reputation.

Building Your Company Page

Your first step in making a better appearance for your law firm is to become a page manager. If you don’t currently have a company page, LinkedIn.com offers a quick video on how to begin.

Getting Started – The Basics

Firm Overview: When you create your Company page, you’ll have the opportunity to include a description of your law firm. Make it engaging! Don’t copy and paste blurbs from your website and don’t list all your practices (there’s a better place for that we’ll talk about)! Instead, describe the clients you serve, how you serve them and what benefits your firm will provide. Be succinct and surprising. On your Company page Overview tab, only the top portion of your company description will be visible. Concentrate your most interesting text in this area in order to maximize this real estate.

Specialties: Include the key practice niches of your company in the designated “specialties” area and use language here that will resonate with your targets. If you are engaging in search engine optimization on your website, be sure that the keyword phrases appear regularly in your LinkedIn.com company description.

Phase Two – The Glamour Shot

Company pages can include banner graphics like those on Facebook and Google+. Take advantage of this opportunity to visually expand on your brand’s personality and promise.

DLA Piper takes advantage of how easy it is to upload the LinkedIn banner ad, and recently updated theirs with a holiday greeting.

DLA Piper LinkedIn Company Graphic

Fenwick & West uses its banner as an online billboard, announcing a recent recognition.

Fenwick & West LinkedIn Company Graphic

Cooley created a photomontage with its banner, including some photos that represent its technical focus.

Cooley LinkedIn Company Graphic

The size of the LinkedIn Company Page banner image should be 646 x 220 pixels. You can install the graphic if you are a manager of your company page by clicking  “Edit Page” button in the upper right of your company page when you are signed in. Then click on “Edit” near the banner in the page edit screen and use “choose file” and “upload” to send your graphic to LinkedIn and post it to your Company Page.LinkedIn-company-page-edit

 

 

 

 

 

 

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Our next post will delve into expanding the data on your firm’s services including the new Showcase pages.

Published In: Firm Marketing Updates

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Knapp Marketing | Attorney Advertising

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