Linkedin content for lawyers work best when it sounds like a real person. We posted a video of our client Brett Steinberg in a Hawaiian shirt, holding a strawberry drink.
Good graphics. B-roll. It looks like he’s on a cruise.
“Unlimited drinks. Baby, that’s what vacation is all about.”
Then he told his followers what a cruise line does with your drink package records after you get hurt.
Not a template. Not “5 tips for choosing an attorney.”
Just a personal injury attorney in Palm Beach County being himself and being specific about the cases he wants.
Because here’s what was happening before he did that.
Brett handles cruise ship and maritime cases. Almost nobody knew it.
He was getting plenty of PI referrals. Zero maritime cases.
Once he made maritime injury visible, other attorneys started reaching out. They don’t take those cases. He does.
He saw a 300-400% increase in maritime cases.
That’s what the right content can do.
We’ve worked with lawyers for over 12 years. In that time, we’ve seen what gets attention, what gets ignored, and what actually brings in cases.
What works comes down to five types of content:
- Niche visibility: name the cases you want
- Educational: answer the questions clients are already asking
- Authentic moments: show the real people behind the firm
- Storytelling: share the stories only you can tell
- Entertainment: show your personality
Two real posts a week will beat five templated ones.
Every example below is a client of ours, and we help craft the ideas and the posts. Here’s what each type looks like and what to post.
Why does quality beat quantity in LinkedIn content for lawyers?
Because the people you want to reach are smart.
Prospects and referral partners scroll past content that looks manufactured. They stop for content that sounds like a real person saying something real.
The numbers back that up:
- Posts that sound like AI get 21% less engagement. LigoSocial analyzed 134,522 posts from 1,499 LinkedIn profiles. AI-sounding posts earned 21% less engagement than the same author’s other posts (LigoSocial Research, Sept. 2026).
Your feed is full of the same polished, templated post.
Yours doesn’t have to be.
Two real, authentic posts a week will beat five generic ones. More impressions, more engagement, more you.
And the more people consume your content, the more they feel like they know you. That’s what drives conversions. When they need a lawyer, you’re the one they already know.
Every post is a signal.
Do you want people to see a template, or the person with 20 years of real experience?
Niche visibility posts: make it obvious which cases you want
A niche visibility post makes it obvious which cases you want.
Not “personal injury.” Not even “car accidents.”
Brett posts about cruise ship injuries and e-bike accidents. Those are specific, and they’re the cases he wants more of.
See it here: Brett’s cruise drink package post. The hook is a vacation drink. The topic is unmistakable: cruise ship injury.
Why it works:
- Your network can’t refer a case they don’t know you take.
- A specific post makes you the obvious call when that exact case walks in the door.
- It gives other attorneys a reason to reach out. Brett’s referrals from other firms are proof.
If you handle a practice area, post about it. Every practice area. Regularly.
Try this: Finish the sentence, “The case I wish I got more of is ___.” Then post about that.
Educational posts: answer the questions clients are already asking
An educational post answers a question your clients are already asking.
What are they thinking about at 2am? What are they Googling?
Answer that. Show how you think about it.
Example: Mike Grife, our client.
Mike’s post warns that your doctor may have only the bare-minimum qualifications for a procedure.
Then he gives three questions to ask before agreeing to treatment:
- Who trained them?
- Are they board-certified and/or fellowship-trained in that specialty?
- How often do they perform this specific procedure?
It ends with: “Don’t assume. Ask. Verify.”
A patient can use that today. A prospect learns something useful and remembers who taught it. Another attorney knows who to send these cases to.
Example: Rick Ellsley, our client.
Rick’s post shows an ordinary intersection and asks, “How many vision obstructions can you find?”
A lawyer sees overgrown bushes, a blocked line of sight, and hidden hazards. Most people don’t.
It teaches how an attorney investigates a case, and it invites people to comment.
Both posts are useful on their own. Neither one says “call us” in the first line.
Authentic moments: show the real people behind the firm
An authentic moment is real, human, and memorable.
Family. Community involvement. Your team. A day at the office.
People connect with people, not logos.
Example: Heather, our client.
When she was featured on The Florida Bar website, we shared it:
“It’s not every day you see your face front and center on The Florida Bar website!”
She also posted about attending two judicial investitures in her legal community. She wrote about why they matter, and congratulated both judges.
No sales pitch. Just a real attorney showing up in her community.
That consistency has been part of her results. In her words, “I can honestly say that right now I have the highest case load of my entire career.” Read her full story.
Example: Tanenholz & Marr, our client.
Doc review is not the most exciting topic in law.
So they made a post that opens with “Is doc review really as boring as people think?” Associate Scott Kraff then explains what actually goes into a review and why no two are alike.
It’s playful, it’s their real team, and it makes a dry service feel human.
Use your team.
Your paralegals, associates, and support staff know things you don’t. Rotate voices. You get more variety, more visibility, and less pressure on any one person.
We did this for our client David Tanenholz. He brought his staff into the marketing meetings, so the posts no longer rely on him.
Storytelling: share what only you can tell
People remember stories. It’s also the best way to stand out from AI.
AI doesn’t have your experience. You do.
Start with two questions:
- What do you wish clients knew before they came to you?
- What’s a case that taught you something?
Client stories (anonymized if needed) stick in ways bullet points never do.
Example: Craig Goldenfarb of Gold Law, a past client of ours.
This post starts with a client’s words: “I was scared to kind of take that first step…”
Tiffany had been rear-ended by a driver who failed to stop. She was hesitant about pursuing a claim.
The post tells how Attorney Graves reassured her by explaining exactly what the process would look like. Then it lets her tell the rest:
“It turned out to be not stressful at all. They did everything and told me what to do, when to do it… It was over before I knew it.”
Why it works:
- It speaks to the fear that stops injured people from calling.
- The client tells the story, not the firm.
- It ends with a low-pressure next step: “start by learning about your options.”
A reader who’s afraid to make that first call sees themselves in Tiffany.
Entertainment: show your personality online
Yes. Don’t be afraid to have a little fun.
The attorneys who stand out aren’t the ones playing it safe.
Humor, trends, and personality all work. Here are three ways to do it:
Brett: not taking himself too seriously.
The firm asked Brett to help with a new jingle. What we got was him dancing to a song.
The caption: “We’re accepting feedback, but please be gentle. He’s very proud of it.”
Same attorney who explains how cruise lines use drink package records. Both are real, and both are him.
Rick: what he loves outside the law.
Rick posts videos of what he’s passionate about. In this one, he’s in middle Tennessee in front of a waterfall:
“Chasing waterfalls is underrated. Get out there, walk in the river, and relax under a waterfall.”
Nothing to do with his practice. That’s the point. It shows someone you’d like to work with. Not a stuffy lawyer.
Michael Wild: parody, trends, and a real message.
Michael has been our client for 12 years. His Instagram is entertaining and often a parody. We put his face on images and jump into what’s trending.
Then he ties each one to a real legal point:
- Halloween: “Michael Myers has been coming back for nearly 50 years. At this point, somebody should probably have a plan for stopping him.” Then: “Your estate plan shouldn’t have that kind of longevity without updates.”
- Star Trek: “Keep your shields up. The same goes for the assets you’ve worked hard to build.”
- Michael Phelps: “An estate plan won’t earn you a gold medal, but it can help ensure everything you’ve worked so hard for crosses the finish line exactly where you want it to.”
The trend gets the stop. The legal point is why it’s there.
The pattern: a hook people enjoy, then a point only a lawyer could make.
How do you plan a week of LinkedIn posts?
Take the five types and brainstorm one post idea for each.
That’s a week of content.
| Type | Ask yourself |
| Niche visibility | What case do I want more of? |
| Educational | What are my clients thinking about at 2am? What do they Google? |
| Authentic moment | What’s a real moment from my team, family, or community this week? |
| Storytelling | What do I wish clients knew before they came to me? What case taught me something? |
| Entertainment | What’s trending that I can tie back to my work? |
Post two of them this week. Make them real.
Then go narrow. Stop trying to appeal to everyone.
What do you do that most attorneys don’t? Your niche? Your approach? A specific type of case?
That’s your next post.
Frequently Asked Questions
How often should a lawyer post online?
Two real posts a week is a solid target. You don’t need to post every day. Quality beats quantity, and showing up consistently with strong content does more for you than daily posts that look like everyone else’s. If you can only manage one great post, post one great post.
What should lawyers post on LinkedIn and social media?
Five types: niche visibility posts about the cases you want, educational posts that answer client questions, authentic moments from your life and team, storytelling from your real experience, and entertainment that shows personality. Brainstorm one idea per type and you have a week of content.
Does AI-written content really get less engagement on LinkedIn?
In one 2026 analysis of 134,522 posts, posts that sounded AI-written earned 21% less engagement than the same author’s other posts (LigoSocial Research). AI doesn’t have your experience. If you use it for editing or structure, the opinions, cases, and stories still need to come from you.
Won’t posting about a narrow niche limit my business?
Not if you’re clear about it. Brett Steinberg was getting plenty of personal injury referrals but no maritime cases, because nobody knew he handled them. Once he made maritime injury visible, other attorneys started reaching out, and he saw a 300-400% increase in maritime cases.
Do I have to be funny to post entertaining content?
No. Entertainment can mean a goofy firm jingle, a waterfall video from your weekend, or a trend tied back to your practice. Pick the version that sounds like you. The goal is a real personality people want to meet, not a comedy routine.
How do I use my team in my LinkedIn content?
Get your paralegals, associates, and support staff to share what they know. Rotate voices so the posts don’t rely on one person. Tanenholz & Marr does this with posts featuring associates explaining their work, and it takes pressure off the founding attorney.
Want help building a LinkedIn presence that sounds like you?
You have the experience. The cases. The stories. The personality.
AI doesn’t. That’s your advantage.
In The Referral Radar™ workshop, I walk attorneys through how to:
- Post content that builds awareness and brings in more cases instead of getting scrolled past
- Make every practice area visible to your network
- Stay in front of referral partners without taking more of your day
Sign up for The Referral Radar™ workshop
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