I talk about LinkedIn a lot. Not because I think it’s the answer to everything, but because I’ve seen how it can support real business development when it’s used the right way. It’s a tool for staying visible, building and maintaining relationships and reminding people what you do and who you work with.
The reason it doesn’t always feel effective is because most people either ignore it or treat it like a résumé. There’s no strategy behind how they show up, so it doesn’t connect to their broader goals.
If LinkedIn hasn’t felt like a useful part of your business development efforts, that can change. A few small shifts can help you start using it with more intention and turn it into something that actually supports your practice.
Optimize Your Profile to Be Clear, Client-Focused and Searchable
Your profile is often the first thing someone sees when they search for you. It should quickly tell them who you are, what you do and why they should want to connect or work with you. Here are a few sections to review and update on your LinkedIn profile:
- Use a recent professional headshot: Your profile photo is the first thing people notice. Make sure it reflects how you look today, not several years ago. You don’t need a professional photographer, but the photo should be clear, well-lit and just of you. No cropped group shots or casual vacation photos. You want to be easily recognizable and look approachable.
- Write a headline that goes beyond your job title: Your headline should say more than just your role at a company. Instead of “Associate at XYZ LLP,” or “Marketing Director at Some Company” use this space to explain who you help and how. Think of it as a mini pitch. Include keywords people might search for when looking for someone with your background. Make it specific and reflective of your expertise. Don’t use buzzwords or jargon and don’t sound overly self-promotional.
- Make your About section clear and conversational: Too many people copy and paste a version of their website bio into the About section. That’s a missed opportunity. Use this space to tell your story in your own words as if you were having coffee with someone and talking about your background and strengths. Talk about what you do, who you help and what makes your approach different. Use short paragraphs, write in first person and aim for clarity over formality.
- Add content to your Featured section: The Featured section lets you spotlight work you’re proud of. This could be a client alert, a blog post, a webinar or a speaking engagement. If you have an email newsletter or a blog or a podcast, highlight it here with a sign up link. Choose content that shows your knowledge and adds value. This is one of the first areas people see when they visit your profile, so make it count.
- Fill out your experience with client-friendly language: Don’t just list your job titles. Describe what you actually do in a way that makes sense to someone outside your organization. Use clear language and highlight the types of work you handle or the impact you’ve had. Keep it focused on your contributions without sounding overly promotional.
- Add relevant skills that reflect how you want to be found: Be thoughtful about your Skills section. Add skills that reflect the work you do today and the direction you’re heading. These terms help with LinkedIn’s search and recommendations, and they shape how others understand your value. You can also reorder your skills so the most relevant ones appear at the top.
- Use strategic keywords throughout your profile: Using the right words will help the right people find you. Think about the words your clients, prospects or referral sources might actually type into the search bar if they needed someone with your background. Are they looking for a “private equity lawyer,” a “marketing consultant for law firms,” or a “commercial real estate advisor”? Use that language in your headline, About section and work experience, not in a spammy way, but naturally. This helps with LinkedIn’s search algorithm and also makes your profile clearer to the individuals reading it.
Connect with the Right People at the Right Time
The most successful people on LinkedIn are actively sending and receiving connection requests. They are consistently building their network. Please don’t wait to receive connection requests because you may be waiting forever. You don’t need to spend your day sending connection requests. You also don’t have to personalize every message, especially if you’re on your phone. But you do need to be intentional. A random list of contacts won’t move your business forward. Real relationships will. Focus on people you know, people with whom you’ve worked and gone to school, and people you want to get to know for a specific reason.
- People in your industry or niche: These are the people who speak your language and understand your world. They’re more likely to engage with your content and refer the kind of work you actually want.
- Referral sources and past clients: Don’t let strong contacts drift away. Connecting on LinkedIn keeps you visible and gives them a reminder of what you do every time you post or comment.
- Alumni from your undergrad or law school: A shared background is an easy conversation starter. These connections can be unexpectedly valuable, especially when you’re looking to expand your reach in a specific region or industry.
- People who engage with your posts or your firm’s content: If someone is already paying attention to your content, don’t miss the chance to bring them into your network. A quick connection request can turn casual engagement into a real relationship.
- Professionals you meet at conferences or events: Add them on LinkedIn while the interaction is still fresh. Most people forget to do this or wait too long. A timely follow-up shows you’re engaged, keeps the connection warm and often opens the door to future conversations and opportunities.
If you’re on your computer and have time to write a short message, great. If not, don’t overthink it. The key is being intentional. Think quality over quantity every time.
Engage More Than You Post
I get asked all the time, “How often do I really need to post on LinkedIn?” The truth is, you don’t need to post every day or even every week to build a strong presence. You just need to stay active in a smart, intentional way.
Engagement is one of the most underrated strategies on LinkedIn. When you leave thoughtful comments, react to updates or reshare something with a quick takeaway, you stay visible to your network without having to constantly create new content.
And here’s the best part: LinkedIn often gives more visibility to comments. A thoughtful one can expand your reach beyond your own network. Over time, that kind of visibility builds recognition and can lead to new opportunities.
Here’s a simple routine that takes just a few minutes a day:
- Comment on three posts, ideally from people you know, want to reconnect with or want to work with
- Congratulate someone on a job move, promotion or recent recognition
- React to client and contact updates, especially ones that are personal or meaningful
- Look through your LinkedIn notifications tab to see who’s posting and find quick ways to engage
When you do this regularly, even a few times a week, your name starts to show up in more places. People begin to associate you with being engaged and thoughtful. It’s a simple way to stay visible and build stronger connections without having to post all the time.
Commenting on someone else’s post is a simple way to stay visible and engaged. It helps people see you’re paying attention and interested in what others have to say. Even a brief comment can go a long way.
Share Value, Not a Pitch
People don’t come to LinkedIn looking for a sales pitch. They come to learn something useful, to hear real perspectives and to find people who know what they’re doing. That’s where your content comes in.
Use your posts to explain what you do in a way that’s clear and relatable. Break down complex ideas. Answer the questions you get asked most often. Share a lesson from a recent matter, as long as it’s general and respectful of confidentiality. Talk about what you’re seeing in the market and how it might affect the people you work with.
If you’re not sure where to start, here are a few types of posts that work well:
- Tips that solve a specific problem or make something easier
- Lists of helpful tips
- Commentary on industry news or legal developments
- Lessons learned from a deal, pitch or speaking engagement
- Common client questions and how you approach them
- Reflections on mentoring or being mentored
- Misconceptions you often hear about your area of practice
- A quote from a past article, panel or webinar with added context
- A behind-the-scenes look at your work or your team
- Pro bono or community work that aligns with your values
- Career advice or a professional insight that stuck with you
You don’t need to overthink what you post. Focus on sharing content that is useful or relevant to the people to whom you’re trying to stay connected. That’s how you stay visible in a way that actually matters.
Use the Featured Section to Highlight Important Content
The Featured section is one of the most powerful parts of your LinkedIn profile, but most people skip it. This is your chance to show people what you do, not just tell them. Use it to highlight articles you’ve written, posts that reflect your perspective, panels you’ve spoken on or any work that shows your strengths. If you have a blog or podcast, include it here. Think of this section as your portfolio. It helps people quickly understand what you focus on, what you’re good at and the kind of work you want to attract. If you leave it empty, you give up the chance to shape that impression yourself.
Here are some ideas on what to feature on your Featured section:
- Articles or blog posts you’ve written
- Podcasts or interviews where you’ve shared your perspective
- Panels or speaking engagements you’ve done
- Checklists, guides or other useful resources
- LinkedIn posts that performed well and are still relevant
Instead of hoping someone scrolls through your activity or reads your About section, you can point them to content that supports your brand and your business. Keep it current. Add links that reflect what you want to be known for. And use it to make your profile more engaging and helpful.
Using the Notifications Tab for Business Development
The notifications tab on LinkedIn is one of the most underused tools when it comes to business development. It’s filled with natural reasons to reconnect, stay top of mind and build relationships over time.
Use it to track the moments that matter. When someone starts a new job, gets promoted, celebrates a work anniversary or birthday, that’s your chance to reach out. A quick note saying congratulations or just checking in can keep the conversation going and make you stand out.
If someone shares a post, article or mention in the news, leave a thoughtful comment or send a message. It shows you’re paying attention and gives you a reason to follow up later.
LinkedIn also gives you valuable information about your connections’ activity, like when they follow someone new or engage with a post. This can help you discover new people to follow, potential clients to watch or mutual contacts to keep an eye on. Don’t be afraid to follow someone first. It’s a low-pressure way to start building familiarity before reaching out.
Here are a few ways to use notifications more intentionally:
- Check your notifications two to three times a week.
- Create a short list of people you want to stay in touch with and watch for their updates.
- Use birthdays and work anniversaries as low-stakes touchpoints.
- If someone gets promoted or changes roles, congratulate them and suggest a time to catch up.
- When someone joins a company you’re targeting, that’s your moment to reconnect.
It doesn’t take much to stay on someone’s radar. A quick comment or message at the right time can lead to a conversation, a meeting or an opportunity down the line. Most people aren’t doing this. You should be!
Know When (and When Not) to Use LinkedIn InMail
InMail has its place, but it’s often overused and easy to ignore. Many people are flooded with messages from strangers pitching services they don’t need, which makes it harder for genuine outreach to break through. If your goal is to build real relationships on LinkedIn, cold outreach shouldn’t be your first step. Focus instead on engaging with someone’s content, finding a mutual connection or offering something of value before you ever send a message. That’s what creates the foundation for a conversation that actually goes somewhere.
If you do choose to send a message, make sure it doesn’t feel like a template:
- Be specific about why you’re reaching out
- Reference something they’ve shared or worked on
- Keep it short and easy to read
- Don’t ask for a meeting right away or sell your services
- Give them a reason to respond, like a relevant article, event or mutual connection
Before reaching out, take a moment to build some familiarity.
- Like or comment on their posts a few times so your name starts to feel familiar
- Share one of their articles with your network and tag them
- Look for a mutual contact who can make an introduction
- Respond to something they’ve published with a thoughtful follow-up in the comments
This kind of engagement takes more time, but it builds trust. And it increases the chances that when you do send a message, they’ll actually read it.
Post at the Right Times and Be Smart About Tagging
There’s no one right time to post on LinkedIn. But weekday mornings, especially before the workday starts, usually perform best. Don’t get stuck trying to find the perfect time. Just focus on sharing useful content when your network is most likely to see it.
Hashtags aren’t as powerful as they once were, but they still serve a purpose. They help organize your content and make it easier to find. Use one to three that are relevant to your topic and your audience. That’s all you need..
When it comes to tagging people or companies:
- Only tag people who are directly involved
- Don’t tag a list of names just to try to get more reach (this is the equivalent of spamming people)
- Be thoughtful when mentioning colleagues or clients
- Use tags to create connection, not to fill space
Write posts that invite conversation. When people feel like they have something to add, they’re more likely to comment. That kind of interaction is what builds relationships and helps your content reach more of the right people.
Get Support From Colleagues
LinkedIn favors early engagement. When a post gets comments or reactions shortly after it goes live, the algorithm is more likely to show it to more people. That makes internal support an important part of your strategy.
If you’re sharing something valuable like a blog post, media mention, client alert or award, send it to a few trusted colleagues or contacts and ask them to engage. Don’t just ask for likes. Ask for a short comment. Even a single sentence can help spark visibility and conversations.
Consider creating a small content-sharing group with people on your team or across the firm. It could be a simple chat thread in email, Slack or Teams where you share posts and help each other build momentum.
And remember to give support too. Take a moment to like or comment when someone else shares something worth amplifying. These small actions help your posts perform better, strengthen your relationships and keep you top of mind with your network.
Build a Content Tracking System
LinkedIn gives you basic analytics for every post. Don’t ignore them. They’re one of the easiest ways to figure out what your audience cares about.
Pay attention to which posts get the most views, reactions, comments and connection requests. Look at patterns. Are you getting more engagement when you share personal stories? Are your tips posts getting saved? Are certain topics consistently falling flat?
You don’t need a fancy tool to figure this out. Just click “view analytics” under your post and see what’s getting traction.
Then use that information to shape your next few posts. Double down on the formats and themes that are working. Try a different angle on something that underperformed. Test, adjust and repeat. This is how you build a content strategy that actually works by paying attention to what your audience is telling you.
Stay Organized With Your Outreach
It’s easy to lose track of who you’ve contacted or who has engaged with your content. A simple tracker helps you stay focused and consistent.
Start with a basic spreadsheet. Include columns for name, company, LinkedIn profile link, date of last outreach, type of interaction, follow-up date and notes.
Use the tracker to log:
- New LinkedIn connections made through recent outreach
- Contacts who received posts, articles or updates
- Colleagues who engaged with your content in a meaningful way
- People you want to keep in your network going forward
Review the tracker regularly. Use it to plan small touchpoints like sharing something relevant, commenting on a recent post or checking in with a quick message. A clear system makes it easier to stay top of mind and follow through consistently.
Remember That Leads Don’t Happen Overnight
Most of the people who reach out to work with you or refer business your way won’t be the ones liking or commenting on your posts. They’re paying attention quietly, forming an opinion based on how you show up and what you share. That’s why consistency matters. It’s about building trust (and your network) over time while being top of mind through posting helpful and engaging content.
LinkedIn works best when you use it with intention. Share content that reflects your experience. Show your perspective. Be present. The more clearly you communicate who you are and what you do, the easier it is for people to remember you when an opportunity comes up.
That’s how real business development happens.
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