Organizing and Optimizing Your Firm’s LinkedIn Company Page


LinkedIn is a Go-To Resource for Business Contacts

When's the last time you've visited your firm's LinkedIn page? Is it even worth your time?

You bet.

Nearly every legal professional in the U.S. has a LinkedIn profile. It's a depot of information about business contacts, competitive attorneys and firms. It's where you can find out everything you ever wanted to know about people's business skill sets, experience and capabilities.

Also read: New Facebook Features to Manage Your Law Firm Business Page

Yes, LinkedIn is definitely worth your attention. Use it to build your firm's presence. Let your firm's profile service as an ambassador of sorts.   Enable it to tell a story about your firm, highlight services, showcases latest news, engage followers, and share career opportunities. The sky's the limit - and I'm only getting started.

Content for Your LinkedIn Page

Content is king on your firm's LinkedIn page. All eyes of your visitors will be on the following:

  • Description: Though you are allowed up to 1,500 characters for your Company Page description, LinkedIn only initially displays the first few lines–so put your key information in your first sentence or two. Your full description should tell your page visitor about your firms's core area of focus. It can also provide information not otherwise found on your LinkedIn page, like the company phone number or the URL of a particular page.
  • Specialties: Specialties are keywords used to describe what your firm does. You can have up to 20 specialties, so long as the total number of characters describing them does not exceed 256.
  • Blog Feed: If you have a corporate blog or news feed, you can enter its URL and have LinkedIn automatically pull in recent titles.
  • News Headlines:  Decide whether you want LinkedIn to display when your company appears in the news.

Also read: Going Viral

Spotlight Services

Take a moment to really showcases your firm's services under the Products and Services tab.

  • Spotlight: Upload several images to create a manually advanced slideshow-style "Spotlight". You could include trial images, presentations, company photos, ect.
  • Enhanced Product/Service Detail: Not only can you add multiple services– but you can also provide enhanced detail about a single service.

Once you have your page optimized, it's time to make the most of it. Link you Firm Page to your main website, your email signatures, and to other social media pages. Use the status update feature daily to post about news, successes, and information. Attach links so you initiate engagement –such as Facebook likes, downloads of your latest white paper, completions of proposal requests, ect.

Put your LinkedIn Company Page to work for you. The tools are in place. Now, it's up to you to use them.

Also read: Smart Ways to Research the Competition

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.

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