Practice 360° Attendees Get LinkedIn and Website Strategies That Stick and Build Engagement
October 14, 2025
LinkedIn is perhaps “the most valuable real estate on the internet” a lawyer can have, according to Annette Choti, founder of the legal digital marketing firm Law Quill.
Choti was one of the featured speakers at Practice 360°, the D.C. Bar’s annual conference designed to teach lawyers some of the best practices to help their businesses thrive. This year’s conference was held on October 8 in person at Bar headquarters.
Leading the session “From Invisible to Irresistible: Upgrade Your LinkedIn, Attract Better Clients,” Choti told attendees that Google pushes LinkedIn pages higher than law firm websites. To illustrate her point, Choti asked attendees to pull out their phones and search for their names and law firms. Sure enough, most people in the audience saw their LinkedIn profiles show up before their firm’s websites. “So now that you know, you can’t unknow it,” Choti said. “It’s important to have your LinkedIn page ready.”
“People do business with people. Your LinkedIn profile is like a micro website of who you are, even if you work in a large law firm. This is your piece of real estate to show your expertise,” she added.
While websites are still important, LinkedIn is essential for lawyers to not only attract new clients but also to expand their networks, according to Choti. “You have to show your expertise and authority [on social media platforms],” she said.
During her presentation, Choti offered some tips to boost one’s profile on LinkedIn, including having a professional-looking headshot and an attractive cover image, writing a pithy yet descriptive “headline” that stands out, incorporating testimonials or engaging video clips that showcase one’s legal expertise, and creating a custom URL. “You want to change it to your name because otherwise it is going to be linkedin.com forward slash and something like 473825 dash,” Choti said. “That doesn’t look professional. It’s harder to remember, and it doesn’t look as slick if you put it on a business card.”
Underscoring the importance of using a high-quality headshot, Choti said, “it not only shows up on your profile, but it also shows up on that little bubble whenever you write content, an article, or comments. So, wherever you are on LinkedIn, that little bubble follows you.”
Having a lot of “connections” on LinkedIn provides some legitimacy, but Choti said it’s also important to curate them. “It is a thing of quantity and quality,” she added.
For those who blog, Choti suggested repurposing posts for a newsletter that then goes out to all their LinkedIn connections.
In a separate session, “Underrated and Unstoppable: Legal Marketing Tactics Your Competitors Haven’t Discovered Yet,” Choti acknowledged that the “landscape of legal marketing is shifting rapidly.”
Emerging technology such as artificial intelligence is transforming how law firms connect with their target audiences, Choti said, pointing out that search engine optimization has given way to authority engine optimization. This means legal marketers are crafting content for AI question-and-answer retrieval; building content hubs with internal linking; expanding websites to include case results, attorney profiles, and events; and watermarking website content to prevent others from stealing, according to Choti.
“Your website should be optimized … not just [for] Google but for all of AI,” Choti said.
Choti also encouraged use of “interactive authority tools” such as quizzes, checklists, and calculators to get more engagement from potential clients. “Clients don’t want information,” Choti said. “They want answers tailored to their situation. Static blog posts explain issues in general. But interactive tools apply the law to the client’s context, making your firm more useful than any article or competitor,” Choti said.
When it comes to highlighting a firm’s case studies, Choti suggested moving away from the static footnoting to more captivating storytelling. “By transforming wins into human-centric narratives, your firm demonstrates authority, empathy, and expertise in ways competitors cannot replicate,” Choti said. “Highlight the people impacted, not just the money. Every great story has stakes. Demonstrate your unique strategy, expertise, and insight without giving away privileged details,” she added.
