Building a Professional Online Presence: Tips for Advocates
(Perfect for South African legal professionals looking to strengthen their digital footprint.)
Why your online presence matters more than ever
Let’s be real: most people Google before they brief. Whether it’s a client searching for representation or an attorney looking to brief an advocate, your online presence can either open doors—or quietly shut them.
Gone are the days when word-of-mouth was enough. Today, if you’re not online—or worse, if your online profile looks like it’s from 2010—you’re missing out on real opportunities.
Here’s how to build a strong, professional online presence that makes you easier to find, easier to trust, and more likely to get that next matter.
Step 1: Create and optimise your professional profiles
Start with the basics. If you haven’t already, create or update the following:
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- LinkedIn profile – A no-brainer. Use a professional photo, add your areas of practice, highlight any publications or notable matters (within ethical boundaries), and link to any directories or chambers you’re listed on.
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- Law directory profiles – Sites like Golegal, LegalBrief, Attorneys.co.za, or even your Bar Council listing are key. Make sure your contact details, areas of expertise, and credentials are up to date.
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- Own website or profile page – A simple one-pager with your name, photo, areas of practice, location (e.g. Pretoria, Johannesburg, Cape Town), and a contact form is plenty. If you’re using a tool like Counsel Solutions, make sure your website or profile is in the footer of or contact details of invoices.
SEO tip:
Use keywords in your profile like “advocate in Pretoria”, “legal counsel for family law”, or “civil litigation advocate Johannesburg”. These phrases help AI-driven search results (and Google) serve your profile to the right people.
Step 2: Get listed in relevant directories
Directory listings do two things:
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- They make you discoverable to attorneys and potential clients.
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- They boost your search engine rankings—especially if the directories are high-authority domains.
Top South African directories for advocates:
Make sure you:
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- Fill in all available fields (especially your areas of practice)
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- Keep your contact information up to date
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- Include a professional headshot
Bonus tip:
Request reviews or endorsements from attorneys you’ve worked with. Even one or two positive testimonials on your profile can build massive trust.
Step 3: Engage in effective online networking
Networking doesn’t only happen at court or in chambers anymore. Here’s how to build professional visibility online:
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- Post on LinkedIn – Share industry updates, articles, or insights from recent cases (while maintaining confidentiality). Even a once-a-month post shows you’re active and engaged.
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- Join relevant Facebook or WhatsApp groups – Legal professionals often network, refer, and support each other in these closed communities.
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- Collaborate – Offer to do a joint article or LinkedIn live with attorneys or experts you trust. The exposure helps you tap into their networks too.
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- Stay consistent – You don’t need to post daily. Just keep your presence steady and professional.
Final thoughts: Your digital handshake matters
Think of your online presence as your digital handshake. It’s often the first impression someone gets before they decide to brief you, recommend you, or refer work your way.
By showing up online with a clear, professional profile, good visibility in directories, and some strategic networking, you make it easier for the right people to find you—and trust you.
And in this industry, trust is everything.
