Why law firms should post at least once per week on LinkedIn

How important is it to post regularly on LinkedIn? We looked at 25 LinkedIn company pages from law firms in Belgium and the Netherlands, covering 2,744 posts over 12 months, to find out.

A bit of context

‍We've long believed that consistency is the single biggest growth factor on LinkedIn. To back that up with real data, we analysed 488 company pages posting through Willow. (You can find the technical details in our full LinkedIn consistency report.)

The conclusion was clear: firms that post once or twice a week consistently outperform those that don't, regardless of how many total posts they publish in a year.

But does that hold true for law firms specifically?

Here's what the numbers from those 25 law firms tell us. Across every metric, posting regularly is strongly linked to better results. The jump from posting "some weeks" to "most weeks" alone makes a meaningful difference: impressions per post nearly double from 160 to 305, and engagement per post goes from 2.6 to 5.5.

Firms that post every single week do even better: 629 impressions per post and 16.7 engagements on average. Compare that to firms that rarely post, and you're looking at 18 times more impressions and 33 times more engagement. That's a significant gap.

More posts won't save you if you're not consistent

‍The most interesting finding in the law firm data is the gap between volume and rhythm. Posting a lot simply doesn't compensate for posting irregularly.

We compared two groups: four firms that post frequently but in bursts, and two firms that maintain a steady cadence almost year-round. Their total post counts were roughly similar, but their results were worlds apart.

A note on sample size

This comparison covers only 6 pages, so treat it with appropriate caution. That said, the pattern matches what we see in our broader study of 488 company pages across all sectors: steady posters (37 pages) averaged 256 impressions per post, while burst posters (59 pages) managed just 42. The direction is consistent.

What we'd recommend for your law firm

‍The data points clearly in one direction: consistent posting is strongly associated with better performance across impressions, engagement, and follower growth. Here's how to put that into practice:

Post once a week, every week

This is the foundation everything else builds on. Firms that post every week land in the top tier of LinkedIn performance, generating around 18 times more impressions per post than firms posting sporadically. The best-performing firms in our dataset, across different sizes and practice areas, all share this habit. It's achievable, and it compounds over time.

Once weekly posting feels comfortable, two posts a week is the next step worth taking. Our data shows it drives meaningfully better annual results.

Rhythm beats volume

‍Firms that published 150 posts in concentrated bursts performed dramatically worse than firms that spread 105 posts evenly across the year. If you're tight on time, don't save up content for one big push. One post every week, reliably, is worth far more.

At Willow, we help law firms build exactly this kind of consistent presence, so the content keeps going even during your busiest periods.

Mix up your content

‍While this deserves its own research piece, variety matters. A feed that only talks about services won't get far. Neither will one that introduces a new intern every other week. A good content mix, covering legal insights, firm news, office life, team updates and maybe a Chambers result, gives you more to post about and helps you reach both potential clients and future talent at the same time.