LinkedIn and Language – How Firms Are Winning (or Losing) with Their Voice | Epigram
At Epigram, we don’t just build law firm brands – we help shape how those brands sound. Working closely with marketing and BD teams, we’ve supported everything from social-first content strategies to tone-of-voice playbooks and digital storytelling. Across our legal client base, one pattern has become impossible to ignore: the firms getting noticed are the ones nailing their voice – especially on LinkedIn.
This article brings together two core insights from our 2025 report: the strategic importance of LinkedIn as a brand platform, and the increasing divide in tone of voice between firms that sound sharp and those that feel stuck in the past.
LinkedIn: Your Brand’s Real Front Door
For many clients and recruits, the first impression of a law firm doesn’t come from the website or a brochure. It comes from LinkedIn. From the banner image and tagline on the company page to the posts shared by lawyers and BD teams, LinkedIn is the platform where legal brands are discovered, explored, and judged.
Firms that take this seriously are reaping the rewards. Posting frequency is up. Follower growth is outpacing the LinkedIn average. And most importantly, the best-performing content is smart, human, and visually polished – not stuffy or self-congratulatory.
Individual contributors are also key. The firms that train and encourage partners and associates to share insights, celebrate wins, or comment on industry issues extend their reach and reinforce authenticity. These firms treat LinkedIn like a publishing channel – not a corporate dumping ground.
Tone of Voice: The Differentiator You’re Ignoring
Scroll through legal websites and you’ll see it – a split in tone. Some firms use confident, clear, accessible language. Others lean on heavy legalese, buzzwords, and empty statements. One sounds modern and client-centric. The other sounds… tired.
Why does this matter? Because tone is brand. Clients experience your firm through its words as much as its visuals. And in a competitive, conservative market, sounding human is a fast route to standing out.
The best firms are investing in tone-of-voice refreshes – rewriting bios, credentials, case studies, and even templates to reflect a modern, readable, and relatable tone. Some are rolling out editorial guidelines and tone training. Others are even trialling AI tools to monitor tone drift over time.
What Legal Marketers Can Do Now
- Audit your firm’s LinkedIn presence. Are your visuals and messages consistent? Is anyone engaging?
- Train your team. Encourage individual voices on LinkedIn. Offer templates or support to make it easy.
- Refresh your tone of voice. Start with high-traffic content like bios and service pages.
- Create tone guidelines. Make it easy for everyone to write in the firm’s voice.
In 2025, sounding clear, confident, and human isn’t just nice to have – it’s strategic. Firms that embrace LinkedIn as a living brand channel, and refine their tone to match, are the ones making lasting impressions.
