I talk to a lot of lawyers who want to be more active on LinkedIn but aren’t sure where to begin. They worry about what to say, whether anyone is reading or if it’s even worth the effort. So they hold back. Or they only post when something major happens and stay quiet the rest of the time.

That approach usually doesn’t build much traction or visibility.

The lawyers who see real results from LinkedIn use it consistently. They stay connected to their networks, share what they’re seeing and remind people what they do and how they think. Over time, that’s what keeps them top of mind and leads to referrals and new work.

This doesn’t have to be complicated or time consuming. Some of the most effective content comes from your day-to-day work. A client question. A pattern you’re seeing across deals. A mistake you helped someone avoid. Those are the kinds of insights people pay attention to and remember.

If you’re trying to figure out what to post, here are five types of content that work especially well for lawyers and how to use each one in a way that feels natural and strategic. These ideas can work as LinkedIn posts or longer pieces of content. Hopefully they give you a few jumping off points and make it a little easier to show up more often.

1. Thought Leadership Posts That Break Down What’s Happening

This is where you break down a new development such as a regulation, market shift, enforcement update or business trend, and explain what it means for your audience. These posts work best when they make something complex easier to understand and act on. You don’t need to be the first to share the news, but your take should be clear, relevant and useful.

What to cover:

  • What changed?
  • Who is affected?
  • What should your audience take away or consider doing now?

Examples:

  • A regulatory change and how your clients should respond
  • An emerging market trend and how it could shape future deals
  • A shift in government enforcement priorities and the potential business implications
  • Key takeaways from a recent industry development and how to stay ahead of it

Why it works: It shows that you understand your clients’ business environment. It positions you as someone who can translate developments into strategy. These posts tend to get saved and shared because they help people do their jobs better.

2. Case Studies That Tell the Story of a Win

Lawyers sometimes hesitate to write about their work because they don’t want to sound self-congratulatory. But if you never share what you do, people won’t know how you think, what kinds of matters you handle or how you help clients. Sharing a success story can be valuable when it’s focused on the challenge, the strategy and what others might learn from the experience.

The most effective posts don’t feel promotional. They offer insight and context. They show your perspective and how you approach complex situations. That kind of visibility helps people understand what you do and why it matters.

What to include in a success story post:

  • What was the issue or challenge?
  • What approach did you take?
  • What was the outcome and what made it successful?
  • What can others learn from the way you handled it?

Examples:

  • A private equity deal that closed on an accelerated timeline with multiple stakeholders involved
  • A government contract issue resolved through strategic negotiations with regulators
  • An IP enforcement matter where you protected a startup’s core technology from a competitor
  • A commercial lease dispute resolved before litigation, saving time and cost for the client
  • A cross-border joint venture structured to manage regulatory risk and operational complexity
  • A key compliance gap you identified and helped a client fix before it became a liability
  • A founder transition or management change you navigated during an acquisition

Why it works: It shows how you think, how you problem solve and what it’s like to work with you. These posts demonstrate your value in a tangible way. They also often resonate with others in your network who are facing similar challenges.

3. Practical Tips That Are Easy to Apply

Tip posts and checklists are a practical way to share what you’re seeing in your work. They can highlight steps clients often overlook, mistakes that cause problems later or simple ways to approach a complex issue. This kind of content is especially effective when it’s tied to a real pattern you’re seeing across deals, negotiations or matters.

You could walk through common pitfalls in commercial contracts, outline what to focus on in an early-stage financing or share questions every company should ask before entering a joint venture. The best examples come from actual experience—what your clients are dealing with and what you’re helping them navigate. It’s a way to show how you think while giving your audience something they can actually use.

What to share:

  • Common mistakes you see in your area of law
  • Issues that tend to get overlooked in contracts, deals or compliance
  • Questions clients should ask before a major decision or legal step

Examples:

  • Five negotiation mistakes founders make when raising capital
  • What to review before signing a manufacturing or distribution agreement
  • Key issues to clarify before entering a joint venture
  • Questions to ask when onboarding a new vendor handling sensitive data
  • Common gaps in board governance documents and how to fix them
  • What to double-check in a purchase agreement before closing
  • Red flags to look for in investor-side term sheets
  • Things early-stage companies miss when expanding into the US
  • What every company should include in a basic confidentiality policy

Why it works: These posts are highly shareable and they get bookmarked because they are immediately useful. They position you as someone who gets to the point and knows what matters in practice, not just theory.

4. Short Videos That Show How You Think

Video can be a powerful way to build connection. It gives people a chance to see how you think, how you speak and how you explain things in a clear, relatable way. That kind of familiarity helps you stay top of mind with the people who might one day want to work with you or refer you.

You don’t need a script or professional setup. Think about a question you’re often asked or a recent trend you’ve been following. Talk about it as if you were explaining it to a client or a colleague. Keep it simple and conversational. That’s what draws people in.

Always add captions so your video is easy to follow without sound. LinkedIn has a built-in tool that makes it quick, or you can use a free app like Captions.

Video doesn’t have to be perfect to be effective. What matters most is that it feels like you.

What to cover:

  • A trend you’re seeing in your practice
  • A recent conversation with a client that might be relevant to others
  • A lesson from a deal or case that stuck with you

Tips:

  • Keep it under 90 seconds
  • Look into the camera and speak as if you’re talking to one person
  • Add captions so people can follow along without sound

Why it works: Video builds trust faster. It helps people feel like they know you before they ever meet you. It also tends to perform well in the LinkedIn algorithm, giving you more visibility. Even a short video can do more to build your brand than several long text posts if it helps your audience understand how you think.

5. Milestone Posts That Include Reflection

Promotions, job changes, anniversaries, speaking engagements are all moments people tend to post about. And they should. But a list of accomplishments doesn’t tell us much on its own. What makes these posts work is when you take a step back and give some context.

What made this moment meaningful? What did you learn? What was hard about it? What surprised you?

You don’t need to turn it into a speech, but even a few sentences of reflection can help people connect with you. That’s what makes someone pause, read and remember it. These posts work well because they show how you think, what you care about and how you’ve grown. That’s what sticks.

Milestones are a great opportunity to share something that feels both personal and professional. The update itself is important, but what really resonates is the story behind it—what it took to get there, what you learned along the way and what it means to you now. That reflection is what draws people in and makes your post feel more human. And for lawyers and professionals who are looking to build relationships or grow a network, this is one of the most effective types of content you can share.

What to reflect on:

  • What did you learn that changed how you work or think?
  • Who helped you or shaped your approach along the way?
  • What are you proud of when you look back on this moment?
  • What did you learn that changed how you work or think?
  • What surprised you most about the experience?
  • What are you proud of when you look back on this moment?

Examples:

  • Reflecting on a promotion and what it taught you about leadership
  • Sharing the launch of a new practice and what you hope to accomplish
  • Marking the close of a complex deal and the lessons learned from working across time zones or with a challenging structure
  • A client win that helped you grow in confidence or skill
  • A speaking engagement that felt like a turning point
  • A work anniversary that gave you a chance to look back and think about what’s next

Why it works: These posts connect emotionally and intellectually. They show gratitude, perspective and a willingness to share both wins and the process behind them. They help people see you as more than a title or a skillset.

Bonus Content Type: Evergreen Posts That Keep Working for You

While timely updates and commentary have their place, there’s real value in creating content that isn’t tied to a specific moment. That’s where evergreen content comes in. These are posts that explain how something works, walk through a common legal process or answer questions clients ask over and over. They stay relevant long after you hit publish.

For lawyers, evergreen content is one of the smartest ways to stay visible. It supports business development, builds trust and gives you a bank of reusable material you can reference across platforms. You can post it to LinkedIn, repurpose it into a video, link to it in follow-up emails or include it in client alerts.

It also helps take the pressure off always having something new to say. A well-written piece about what to expect during a deposition or how rollover equity works in a deal will be just as useful six months from now as it is today.

Some examples of effective evergreen content:

  • What clients should know before hiring a lawyer in your practice area
  • A step-by-step guide to how a deal or litigation process works
  • Common red flags in agreements you see all the time
  • Explanations of legal terms that often confuse clients
  • Advice for preparing for a key meeting, negotiation or filing

Evergreen content helps people understand how you think and what you focus on. It’s the kind of content that remains useful well after it’s published. These posts often answer common questions, explain key concepts or offer practical advice grounded in your experience.

They’re not designed for fleeting engagement. They’re written for the people who take their time. The ones who scroll through your profile, read your posts and want to understand what it’s like to work with you.

Evergreen content helps others learn from you. It creates opportunities for conversation. It builds trust in a quiet and steady way. And when someone is deciding whether to reach out, work with you or refer work, this kind of content can help move things forward.

Building a Long-Term LinkedIn Content Strategy

Lawyers who use LinkedIn consistently are more likely to stay visible, attract referrals and build long-term relationships that lead to business. But consistency doesn’t mean volume. It means showing up with intention, clarity and content that aligns with your strengths.

Start by identifying a couple of content formats that feel easy to sustain. That could be a short summary of a recent matter, a LinkedIn version of a CLE you gave, or a practical tip drawn from your day-to-day experience. Think about what’s already part of your workflow. If you’re regularly answering client questions, turning one of those answers into a post takes less time than you think.

Choose one format to focus on for the first few weeks. A short written post. A voiceover on a simple video. A quote graphic with a takeaway. The format matters less than your ability to do it consistently.

Posting once a week is a smart place to start. It gives you a rhythm without adding too much to your plate. It also gives your network regular, low-pressure reminders of your experience and point of view. Over time, that builds trust and keeps your name in the mix when opportunities come up.

The key is to keep it manageable and aligned with your goals. Talk about the work you want more of. Use your voice. Be clear, not clever. And focus on adding value, even in a short post. This isn’t about becoming a content creator. It’s about staying visible in the right ways for the right people.

Ways to make this easier:

  • Set aside 30 minutes once a week to jot down ideas based on what you’re working on
  • Keep a folder of articles, cases or trends you want to respond to later
  • Reuse your content across formats—a client alert can become a short video, a tip list or a slide deck
  • Use templates so you’re not starting from scratch each time

Sample Posting Plan (One Post Per Week)

  • Week 1: Share a legal development that impacts your clients and add your take on why it matters
  • Week 2: Break down a recent matter you handled — focus on the issue, your approach and what others can learn from it
  • Week 3: Post a short video answering a question clients or contacts often ask
  • Week 4: Offer a practical checklist or a set of quick tips tied to a timely industry trend or seasonal shift
  • Week 5: Reflect on a recent milestone, professional moment or shift in your thinking — keep it real and relatable

By planning in advance and repurposing content, you can stay visible without burning out. And the more consistent you are, the easier it becomes to build trust with your network.

LinkedIn can be one of the most effective ways to build your personal brand and grow your practice when you use it with purpose. Every time you post or engage, you’re giving people a glimpse into how you think and what matters to you. That’s how trust is built, and that’s what leads to new conversations and opportunities.

I hope these ideas make it easier to share more often. Keep showing up. It really does add up over time.

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