In an era where first impressions are often made online, your digital presence – or lack thereof – can greatly impact your professional success. For lawyers and business professionals, it’s not just about being visible; it’s about being remembered and trusted. The difference between being overlooked and being the go-to expert lies in how effectively you manage your online persona. Here are some actionable strategies and key takeaways to elevate your online presence and ensure you remain top of mind with clients, prospects and referral sources.

1. Evaluate Your Online Presence

• Find Out What People See When They Search for You Online: The first step in improving your online presence is understanding what information is already out there. Conduct a search of your name and see what comes up. Is the information accurate and up-to-date? Does it reflect your current professional standing? If not, it’s time to make some changes. Tools like Google Alerts can help you stay updated on new mentions of your name online, allowing you to address inaccuracies quickly. Remember to make your social media profiles private on Facebook and Instagram if they aren’t being used for business purposes.
• Update Your Bio: Ensure your bio on your firm’s website and LinkedIn is current. Include your most recent presentations, articles, noteworthy representative matters, association and bar memberships, pro bono efforts and other volunteer work. An updated bio not only provides a comprehensive overview of your professional achievements but also improves your search engine optimization (SEO), making it easier for potential clients to find you. Adding keywords related to your expertise can further enhance your visibility.

2. Content Marketing

• Write Client Alerts and Articles: Create content about substantive legal topics of interest to your clients. Writing client alerts, articles and blog posts demonstrates your expertise and keeps your network informed about developments in your practice area and industry. Regularly producing high-quality content also provides you with a reason to touch base with your network via social media and email. Consider diversifying your content with infographics, case studies and white papers to reach different segments of your audience.
• Amplify Your Content Using Social Media and Email: Once you’ve created content, don’t just let it sit on your website. Use social media platforms like LinkedIn, X, Threads and Instagram to share your insights. Send out email newsletters to your clients and prospects to keep them updated. This approach ensures that, at the very least, your audience knows you are staying on top of industry developments. Use a simple content calendar and scheduling tools to maintain a consistent posting schedule and analytics to measure the effectiveness of your content.

3. Network and Engage Online

• Engage with Your Network: Engagement is key to maintaining a strong online presence. Build your LinkedIn network every single day. Look at who likes your posts and connect with them. Send messages to people with whom you haven’t been in touch to reconnect. Respond to every comment on your posts, engage in discussions and share insights from others in your field. This not only boosts your visibility but also helps build relationships within your professional community.
• Join Relevant Groups and Associations: Be active in online groups and associations related to your practice area and industry. Participate in discussions, share valuable content and connect with other professionals. This positions you as an active and engaged member of your industry. Take advantage of networking opportunities provided by these groups, such as virtual meetups and collaborative projects.

4. Utilize SEO Best Practices

• Enhance Your SEO: Search Engine Optimization is critical for increasing your visibility online. Use relevant keywords in your bio, articles and blog posts. Ensure that your website and LinkedIn profile are optimized with these keywords. This will help search engines find your content and present it to users searching for related topics. Incorporate internal links to other relevant content on your website and external links to authoritative sources to boost your SEO efforts.
• Leverage Backlinks: Encourage others to link to your content. This could be through guest blogging, partnerships or simply asking colleagues to share your articles. Backlinks from reputable sites boost your credibility and improve your SEO ranking. Participate in industry round-ups and contribute to high-profile publications to increase your backlink profile.

5. Showcase Your Expertise Through Speaking Engagements

• Participate in Webinars and Conferences: Speaking engagements, whether virtual or in-person, are an excellent way to showcase your expertise. Participate in webinars, panel discussions and conferences. Share these events on your social media and professional profiles to highlight your active involvement in your field. Create a speaker’s reel or a highlight video to showcase your public speaking engagements and expertise.
• Record and Share Your Presentations: Whenever possible, record your presentations and share them online. This not only extends the reach of your expertise but also provides valuable content for your audience to engage with at their convenience. Create blog posts and social media posts from these presentations to further extend their value, enhance your visibility and improve your SEO.

6. Monitor and Adapt

• Regularly Review Your Online Presence: Regularly check how you appear online and make necessary adjustments. This includes Googling yourself, updating your LinkedIn profile and presence, updating your bio, removing outdated information and ensuring your content reflects your current expertise and interests. Set a monthly or quarterly reminder to review your online presence and make updates as needed.
• Adapt to Feedback and Trends: Utilize analytics to track the success of your online activities. Stay updated on industry trends and adjust your strategy accordingly to keep your online presence impactful and relevant.

Key Takeaways to Enhance Your Online Presence

• Conduct Regular Online Audits: Ensure the information available about you online is accurate and up-to-date. Use Google Alerts to help you manage your online brand.
• Create and Share Valuable Content: Regularly publish content that showcases your expertise, keeps you top of mind and educates your network.
• Engage Actively on Social Media: Use social media to amplify your content and engage with your network.
• Optimize for SEO: Use relevant keywords in all of your content and online profiles, and backlinks to improve your visibility online.
• Leverage Speaking Engagements: Participate in and share recordings of webinars and conferences (and turn them into written pieces and short clips) to highlight your expertise.
• Monitor and Adapt: Regularly review and adjust your online presence to stay current and relevant.

By putting these strategies into action, lawyers and business professionals can enhance their online presence and stay at the forefront of their clients’ and prospects’ minds. Today, digital interactions often happen before any face-to-face meetings, making a strong online presence more than just a nice-to-have—it’s essential. Let your online presence work for you, drawing in clients and all kinds of professional opportunities.

Michael A. Rosenberg contributed to this article