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.

‍

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.

‍

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. But before that, you can also explore LinkedIn Ads advertising for a more direct and targeted approach.

Here are some automation tools like:

• 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.

‍

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. This content strategy fits perfectly into a larger approach to natural referencing (SEO) to maximize your online visibility.

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.

‍

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.

‍

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.

LinkedIn is part of a larger digital ecosystem: think also about optimize your website and to explore other advertising channels to diversify your sources of customer acquisition.

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

‍