LinkedIn for legal and accounting professionals

How to build an audience on LinkedIn (without becoming an influencer)

Today, LinkedIn is no longer just an online resume. It is a real lever for visibility, business and credibility. But you still have to know how to use it... correctly.

In a recent webinar, we analyzed concrete steps to develop an audience on LinkedIn, without falling into bullshit or spending 8 hours a day there. Here is a detailed summary to take action.

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1. Optimize your profile (and make it a showcase, not an Insta bio)

Before you even think about the content, start with Work on your LinkedIn profile. It's your window. And a window that is untidy, unclear or that doesn't explain anything... doesn't attract anyone.

Here are the elements to be treated as a priority:

• The profile photo : it's the first thing we see. She must be clear, professional, engaging. No more blurry selfies, evening photos or kitchen backgrounds.
  👉 You might as well do it right from the start: invest in a real pro photo with a photographer, it is profitable in the long term. You can use it on your site, your networks, your email signature... and you will directly generate a more credible image.
• The banner : it is the space that is often forgotten, when it can clearly make a difference. That's where you can Put your positioning, an impacting sentence or a key piece of information (like a website or a specialty).
  👉 If you are not a designer, Canva is your best ally. Free, easy to use, and packed with ready-to-use LinkedIn templates. You choose, you adjust the colors, you add your text and that's it: a clean and professional banner, in 10 minutes flat.
• The title : avoid the classic “Lawyer — Associate at XYZ” or “Independent Consultant”. It is not clear. It's not a seller.
  👉 Put a sentence that says What do you do and for whom. Establish a relationship of trust right from the start!

• The links : now that LinkedIn shows your link at the top of your profile, take advantage of it. Redirect to a site, a Calendly, or a Linktree so that we can take action easily.
• The bio : no time to tell about your personal life or your journey since the license. What matters here is clarity and reassurance.
  👉 In a few lines, you should understand:
  • What you do
  • Who are you doing it for
  • What does it bring
  • Why can we trust you
    You can include numbers, customer examples, or how you work — but always targeted business, no personal storytelling.

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2. Boosting your audience (strategic, not random)

Having an audience on LinkedIn does not mean accumulating thousands of random contacts. It's to build a relevant network, with people who can become:

• customers,
• prescribers,
• partners,
• or even visibility relays.

🎯 The right strategy: aim right

For example, a specialized lawyer (in employment law, in IP/IT, in real estate...) has no interest in adding all of LinkedIn. On the contrary:
👉 All you need to do is target professionals in its sector or its type of customers : HR managers, SME managers, real estate agents, etc.

➡️ Result: a network skilled, where each post or interaction has more impact.

⚠️ Namely: LinkedIn limits connection requests to around 200 per day. So it's useless — and counterproductive — to add everyone.
Better to take the time to Filter your additions to keep only the profiles that stick to its positioning.

Engage on the platform : comment on targeted posts (not just passively liking). Today, the impressions of the comments are visible. So your well-written comments can bring you a lot of visibility.

Tip: no empty comments like “So true 👏”. Bring a nuance, ask a question, share a useful perspective.

• Send personalized messages : yes, prospecting remains key. But no copy and paste messages. We'll talk about it in another article 😉

What if we want to go further?

If you want to automate all or part of your actions on LinkedIn, there are very effective (and legal) tools such as:

• Walaxy : widely used to automate targeted connection requests and message sequences, with a simple and intuitive interface.
• Lemlist : perfect for combining LinkedIn + email + prospecting scenario in multichannel. Ultra powerful when set up correctly.

💡 Attention: these tools must be handled with strategy. Automation is no substitute for relevance or personalization. The aim is not to spam, but to Save time on repetitive tasks while maintaining a human message.

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3. Create content (engaging, not fatiguing)

You don't have to post every day, but you have to write content regularly to exist in the feed of your prospects.

Formats that work:

• Short or long posts but with a strong grip
• “Behind the scenes” content of a customer case or a project
• Analyses, feedback, mini-guides

But what matters above all is the melts.

4. The content before the form

Yes, the algorithm is important. Yes, the layout plays a role. But no trick replaces a real background. And it starts with post ideas that stick to reality.

A few golden rules:

• Stay concrete : rely on real examples, customer cases, and current situations. There is no point in commenting on the latest ultra-technical case law, unless your target group is specialized lawyers.
• Talk to your customers, not your colleagues : it's tempting to show that you know your subject... but if it's only understandable by your peers, you're talking on the side.
• Talk pro, not personal : telling your personal life story is rarely an acquisition lever. If you tell a story, always link it to your business.

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5. The form (but not the blah)

Once the background is clear, take care of the shape:

• Avoid jargon : speak the language of your audience.
• Work on the hook : your mission? Make you want to click “see more”. That's where it all comes in.
• Use storytelling wisely : it's not telling your life, it's Give relief to your ideas through concrete stories. Customer stories (anonymized) are often the most impactful.

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Conclusion: LinkedIn is not a miracle, it is a method

Building an audience on LinkedIn isn't just for full-time content creators. With a good base (profile), a targeted network, and honest and useful content, you can build a real presence.

No need to dance, do empty storytelling, or publish every day. Just consistency, strategy, and a bit of audacity.

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