More instructions and referrals from LinkedIn, without writing a post.
For law firms of 2 to 200 people serving businesses. In-house counsel and owners instruct the lawyer they already trust. Your partners become the voice: plain-English posts, plus outreach to general counsel, founders and referral partners on LinkedIn and by email, and follow-up of the companies visiting your site. You approve every post. Your firm owns the result.
By the Senecia team · Updated October 2026Why does LinkedIn work for lawyers?
Trust first, then the instruction.
Legal work is bought on trust and referral. When a matter comes up, a general counsel asks colleagues who they rate, and an accountant or banker passes on the name they remember. A partner who explains changes clearly every week is the one who comes to mind.
LinkedIn is where in-house teams, founders and other advisers already read. Most lawyers know this and never find the hours. A post that explains a new ruling in four paragraphs takes us the time, not you.
What in-house counsel look for before they reach out
General counsel rarely respond to a pitch. They check whether you understand their industry, whether you explain things without hedging every line, and whether peers in their network already engage with you. Your profile and the last few weeks of posts answer all three before you ever speak.
That is why we write for one clear reader: the person who instructs firms like yours, at the company sizes you serve, with the problems you solve.
What we post for lawyers
Mixed across the month, written in your voice.
- 01
A new rule or ruling, in plain English
What changed, who it affects and what to do this quarter.
- 02
Mistakes clients make
The contract clauses, filings and deadlines you see go wrong again and again.
- 03
How a matter works
Step by step, so a buyer knows what instructing you looks like and what it costs in time.
- 04
Lessons from practice
General and anonymised. Never client names, facts that identify a client, or confidential detail.
- 05
Firm news
New partners, practice areas, rankings and speaking slots, written so they are worth reading.
Who we line up for you
Who you want instructing you, by sector and company size. You approve the list, and we send the requests for you.
- 01
In-house counsel and general counsel
At the company sizes and industries you serve.
- 02
Founders, CEOs and CFOs
The business owners who instruct firms like yours directly.
- 03
Referral partners
Accountants, bankers, brokers and other lawyers who send work your way.
Four channels, one buyer list
For law firms: general counsel, founders, CFOs and referral partners.
- Your leaders’ posts. Plain-English posts on rules, rulings and how a matter works, from your partners.
- LinkedIn outreach. Comments on counsel’s posts, connection requests and DMs to the whole list. Included from Pipeline.
- Cold email. Short emails to in-house counsel and owners that explain a change, never promise an outcome, and carry the labels your state requires. About 1,000 ICP buyers a month on Meetings.
- Your website visitors. Companies reading your practice pages are identified and reached by the relevant partner. On Meetings. Person-level identification works mainly for US visitors, and not every visitor can be identified.
- Signals decide who goes first. A new general counsel, a funding round, an acquisition, a profile view or a visit to a practice page puts a buyer at the top of the list.
State advertising and solicitation rules below apply to email and DMs too. Some states treat targeted messages as solicitation, so you tell us your states and we follow them. AI drafts, finds buyers and sorts replies. A strategist sets your positioning and ICP, you approve every post, and our team reviews outreach and handles every reply. How AI-led lead generation works.
Rules to know before you post
Lawyer advertising rules vary by state. These are the ones that shape every post we write.
| Rule | What it means for your posts | How we handle it |
|---|---|---|
| ABA Model Rule 7.1 and state versions | No false or misleading statements about you or your services, including implied promises of results | No outcome promises, no "best" or "top" claims unless you can back them, and every draft is yours to approve |
| Specialist and expert claims | Many states restrict calling yourself a "specialist" or "expert" unless certified | We describe what you do, not titles you cannot use |
| Past results and testimonials | Some states require a disclaimer on case results or limit testimonials (New York, for example, requires "Prior results do not guarantee a similar outcome") | We do not mention results or client praise unless you supply them, and we add the disclaimer your state requires |
| "Attorney Advertising" labels | Some states treat certain posts as advertising that needs a label | You tell us your state’s rule once and we apply it to every relevant post |
| Confidentiality (Model Rule 1.6) | No information about a client or matter without consent | Examples are composite and general. We never ask for client details |
| Solicitation (Model Rule 7.3) | Restricts live, real-time solicitation of specific people | We never send direct messages as you. Connection requests carry no pitch, and we send them in small daily batches |
This is general information, not legal or compliance advice. Your firm’s rules and your regulator have the final say.
A typical month on Pipeline
Fifteen posts and outreach to counsel and referrers.
- 01
Week 1
A ruling explainer, a common contract mistake, and a short take on a news story in your practice area.
- 02
Week 2
A "how a matter works" walkthrough, a myth-versus-reality post, and a firm update.
- 03
Week 3
A checklist post for in-house teams, a lesson from practice and a question for your network.
- 04
Week 4
A recap of the month’s changes, an opinion piece and a post from your voice notes.
What it costs
Most firms start on Pipeline at $499 a month: 15 posts and complete LinkedIn outreach to general counsel, founders and referral partners on an ICP list we build with you. Presence, at $249, builds authority with posts and your profile. Meetings, at $999, adds cold email to about 1,000 ICP buyers a month and outreach to your site visitors, and our team replies and books the meetings. Month to month, per account. Compare plans.
Leads and authority, through your leaders. From $249 a month.
Your leaders’ posts, LinkedIn outreach, cold email and your site visitors, all aimed at one list of your ICP buyers. AI does the volume, people review it. No setup fee, no minimum term.
Revenue as clients report it. Not a promised result.
Questions
Is LinkedIn allowed under lawyer advertising rules?
Yes, lawyers can use LinkedIn, but posts can count as advertising under state rules. We keep posts informational, avoid outcome promises and specialist claims, and apply your state’s labels and disclaimers. You approve everything.
Do I have to share client stories?
No. Most posts are explanations and opinions. Any example is a composite with no identifying detail.
Can my firm’s marketing or risk team review posts first?
Yes. Drafts sit in your dashboard until you approve them, so anyone at the firm can review before anything is published.
Will clients know someone helps me write?
Not from us. We never name you or list you as a client. Your posts go out under your name, from your account.
How many connection requests is right for a law practice?
We reach the whole ICP list we build with you, in small daily batches. Quality matters more than volume: a short list of in-house counsel and referrers beats a long list of strangers.