Want to Be Known for What You’re Great At? Start Acting Like It.

You’re a brilliant litigator. Or maybe you’re a wizard with trusts and estates. Maybe you’ve never lost a zoning appeal.

But if no one knows that? You’re invisible. And you’re leaving influence, impact, and income on the table.

Because in 2025, expertise isn’t just about how much you know.
It’s about how well you show it.

Let’s talk about how lawyers can go from “pretty good” to “the go-to name” in their niche without buying a billboard or starting a podcast.

First Impressions Are Digital Now So Optimize Them

Here’s the truth: your next client is probably Googling you right now. What will they find?

A dusty bio page that says “John Smith is a partner at XYZ Law and focuses on civil litigation”?
Or a vibrant digital footprint that screams: This is the expert I need.

To get there, you need to tighten up three things immediately.

1. Turn Reviews Into Referrals

Stop being shy. Start asking.

Whether it’s a corporate general counsel or a grateful family in a probate case, happy clients are your best marketers. But only if their words are where people can see them. Garnering consistent reviews on multiple platforms like Google, Avvo, LinkedIn recommendations, Yelp, and Facebook to name a few is key.

Make it easy. Send the link. Ask specific questions (“What stood out about how I handled your case?”). Follow up. If you’ve provided value in some way to a person they are looking for a way to repay the favor.

Reviews aren’t just vanity metrics. They’re social proof, and in a world where trust is currency, they’re gold.

2. Claim and Customize Your Google Business Profile (Yes, You Need One)

Think Google Business Profiles are just for coffee shops and chiropractors? Think again.

Every lawyer looking to stand out for their preferred cases, especially in larger firms that handle multiple practice areas, should have an individual profile. Not just a firm one. Why? Because people search for you, not just your firm.

Optimize your profile with:

• Practice area keywords in your name, description, services and products

• Location info — show up in local searches

• Post updates (recent wins, speaking gigs, FAQ content)

• Enabling messaging — meet clients where they are

Google is the new business card. And if you don’t control your narrative there, someone else will.

3. LinkedIn: The Hidden Goldmine Most Lawyers Ignore

Yes, LinkedIn can be annoying. But it can also be a reputation machine.

Here’s what you should be doing:

• Headline that sells (“Helping tech startups avoid litigation, not just survive it”)

• About section that tells a story, not just a résumé

• Featured section — case studies, articles, awards, media

• Weekly content — even just 2 posts/month adds up

Want to become the go-to for crypto compliance? Post about it. Comment on it. Share wins. Be the voice in the room.

The goal? When someone says, “We need a lawyer for this,” your name is the one they think of.

But What If “I Don’t Like Self-Promotion”?

Let’s get something straight:

You’re not bragging.
You’re educating.
You’re building trust.
You’re making it easier for the right people to find help from the right expert. You.

This isn’t ego. It’s clarity. And the market rewards clarity. You’re also doing a disservice to your clients and potential clients by not providing them with this clarity.

Be the Expert People Recognize

If you want to grow your practice, stop waiting for the referrals to roll in just because you’re good at what you do.

In this economy, visibility is credibility.

So yes, you still need to be excellent at the law.

But you also need to be excellent at showing up online consistently, and with purpose.

The lawyers who win the next decade won’t just be the smartest ones in the room.
They’ll be the most known ones.

So stop hiding. Start optimizing.

Because people can’t hire experts they can’t find.