If your LinkedIn posts feel like they’re reaching fewer people than they did a year ago, you’re not imagining it. The platform has made significant changes to how it distributes content, and many professionals in legal services are seeing their visibility drop as a result.
Understanding what has shifted and adjusting your approach can make the difference between building genuine connections with corporate clients and shouting into a void.
What has actually changed?
LinkedIn has moved away from rewarding viral content and high engagement volume. The platform now prioritises expertise, meaningful conversation and what it calls ‘depth of engagement’ over surface-level metrics.
The most significant shift is the introduction of something industry analysts are calling ‘Depth Score’. This measures how long people actually spend reading or watching your content, rather than simply counting likes or comments.
According to recent research, LinkedIn’s algorithm can now distinguish between someone who stopped scrolling for two seconds and someone who genuinely read your post and found it useful.
This change came about because engagement bait had become so widespread that quality content was getting buried. LinkedIn’s own data showed that while high-engagement posts were everywhere, user satisfaction was declining.
People were seeing lots of activity but not finding genuine value.
Why this matters for solicitors
For legal professionals, LinkedIn remains one of the most effective ways to reach corporate clients, in-house counsel and referral sources. It’s where business decisions are researched and where professional reputations are assessed.
The platform’s shift toward expertise and depth should work in your favour, because legal work is built on specialist knowledge and considered analysis.
Generic motivational content that might have performed well on other platforms now gets penalised on LinkedIn, while thoughtful commentary on real legal issues gets rewarded.
Company pages have seen organic reach drop by around 60% since 2024. Personal profiles now account for roughly 65% of content consumption on the platform. For law firms, this means the visibility of individual solicitors matters far more than what the firm page posts.
What the algorithm now rewards
Reading time. The longer someone spends with your post before scrolling away, the stronger the signal to LinkedIn that your content is worth showing to others. Substantive posts that require thought to digest outperform quick takes.
Comment quality. A post with 20 thoughtful comments from people who engaged with the substance will outperform one with 200 ‘Great post!’ reactions. The algorithm now detects whether replies meaningfully contribute to the topic.
Saves and shares. When someone bookmarks your content for later or shares it privately with a colleague, LinkedIn treats this as a strong quality signal. It suggests your post has lasting reference value.
Expertise consistency. The algorithm tracks what topics you post about over time. If you consistently share valuable insights about employment law or commercial property, LinkedIn becomes more confident about showing your content to people interested in those areas. Jumping between unrelated topics dilutes this.
Native formats. Content that keeps people on LinkedIn performs better than posts containing external links. PDF documents, carousels and native video all receive stronger distribution than links to articles on your firm website.
What gets penalised
Engagement bait. Asking people to ‘like if you agree’ or ‘comment yes below’ is now actively suppressed and can hurt your reach. The algorithm has learned to spot these patterns.
External links. Posts with links to external websites see around 60% less reach. If you must include a link, place it in a comment rather than the main post body.
Single images. Surprisingly, single-image posts now underperform plain text posts by about 30%. This reverses the trend from previous years. Multi-image carousels perform much better because they generate more dwell time.
Obvious AI-generated content. LinkedIn’s CEO has acknowledged that users who post overly polished AI content often get called out for lacking authenticity. In a professional context, being caught using generic AI output damages credibility more than it might elsewhere.
Content formats that work for legal professionals
Text posts with strong openings. Your first two lines are critical. They determine whether someone expands the ‘see more’ section, and this action is itself a ranking signal. Lead with a specific insight, a question that speaks to your audience’s concerns, or a concrete example from your work. Posts between 1,000 and 1,300 characters tend to perform best.
PDF documents. These are currently seeing exceptional reach, often outperforming equivalent text posts by five to ten times. Educational guides, checklists and briefing notes work particularly well. The format signals investment in quality and keeps readers on platform.
Carousels. Multi-slide content achieves around 6.6% engagement rates compared with roughly 4% for text-only posts. Each swipe counts as an interaction. Aim for eight to twelve slides with clear structure: a hook on slide one, substance in the middle and a practical takeaway at the end.
Short video. Videos under 30 seconds achieve 200% higher completion rates than longer formats. Use captions, since most people watch without sound. Face-to-camera delivery builds trust and recognition.
Practical changes to make now
Pick your lane. The algorithm rewards people who consistently deliver value in one clear area. If you’re an employment solicitor, post regularly about employment law developments, tribunal trends and workplace issues. Scattershot posting about unrelated topics confuses the algorithm and dilutes your expertise signal.
Prioritise the first 60 minutes. Early engagement remains critical. The algorithm evaluates how your closest connections respond within the first hour. If your post gains traction quickly, LinkedIn pushes it to a wider audience. If it struggles, reach is capped early. Post when your target audience is active and be ready to respond to comments promptly.
Focus on conversation, not broadcast. Ask specific questions that invite substantive responses. Engage properly with comments on your posts. The algorithm rewards genuine back-and-forth discussion. A post with a healthy comment thread travels further than one with passive reactions.
Use your own voice. Personal profiles dramatically outperform company pages. Your individual perspective, experience and opinions carry more weight than branded firm content. Photos of you at work, speaking at events or with clients generate more engagement than polished graphics.
Rethink hashtags. LinkedIn’s improved text detection means the platform understands what your post is about without relying on hashtags. Use one or two if they relate to specific trending topics, but focus on writing clear, keyword-rich content instead.
Measure what matters. Vanity metrics like likes and follower counts matter less than they did. Track profile visits, direct messages and actual business conversations that come from your content. A post with 50 likes that leads to a new client introduction is worth more than one with 500 likes that goes nowhere.
What to post about
The best content for solicitors combines professional insight with practical value for your target audience. Think about the questions clients and prospects ask you regularly, the developments in your practice area that matter and the lessons you have learned from specific matters.
Commentary on recent cases or regulatory changes works well, especially if you explain what it means for the businesses you serve. Step-by-step guides to common processes help demonstrate expertise while providing genuine value. Reflections on your work, stripped of confidential details, humanise your practice and build connection.
Avoid generic motivational content, thinly veiled sales pitches and anything that could appear in any industry without modification. The algorithm favours specificity. Content that speaks clearly to a defined audience outperforms content that tries to appeal to everyone.
Getting started
You do not need to post every day to see results. Consistency matters more than frequency, and quality matters most of all. One well-crafted post per week that generates genuine engagement will outperform daily content that nobody reads.
Start by reviewing your profile to ensure it clearly establishes your expertise and speaks to the clients you want to attract. Then commit to a realistic posting schedule you can maintain. Pay attention to what resonates with your audience and do more of that.
The algorithm changes reward exactly the kind of thoughtful, expert content that legal professionals should be producing anyway. For solicitors willing to share their knowledge and engage authentically, LinkedIn remains one of the most effective platforms for building visibility with corporate clients.
Ascensor are a Leeds-based digital agency with a track record of helping law firms improve visibility, conversions and leads across their digital channels.
If you would like support with your digital marketing, get in touch to talk through your options.
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