Oktopost study says law firms are not getting expertise in front of clients

Oktopost’s new research of 200 lawyers and marketers in the US and UK finds that 97% of firms have more expertise than they share publicly, while lawyer participation in visibility efforts averages just 36%. The study says billable-hour pressure, not lack of confidence, is the main barrier to getting more attorneys visible on LinkedIn and in bylined content.

Why it matters: - Law firms are missing a growth channel when expertise stays inside the firm instead of reaching clients and referral sources. - The study suggests visibility is now part of how legal buyers judge credibility, not just a marketing add-on. - Firms that make it easier for lawyers to publish may strengthen client relationships and business development.

What happened: - Oktopost published Firmly Visible: Why Visibility Is the New Competitive Edge for Law Firms on Sept. 1, 2026. - The independent study covered 200 lawyers, legal marketers and business development professionals in the US and UK. - Global Surveyz Research conducted the research. - Oktopost says 97% of respondents believe their firm produces more valuable insight than it puts in front of clients and prospects.

The details: - Average lawyer participation in firm visibility activity is 36%. - Most firms report that fewer than half of their lawyers take part in visibility efforts. - Marketers identify lack of confidence as the top barrier. - Lawyers point to billable-hour pressure, cited by 34%, as the biggest constraint. - 76% of respondents say LinkedIn is very or extremely important to professional credibility. - Firm websites rank important for evaluating expertise for 52% of respondents. - LinkedIn presence ranks at 51%. - Legal directories such as Chambers and Legal 500 rank at 37%. - The top business outcome lawyers associate with visibility work is stronger client relationships. - Lawyers say they would participate more if they saw a clearer link between visibility and business outcomes. - Easier content tools are also a top requested support. - The report is available free to download at the full report.

Between the lines: - The core problem appears to be operational, not motivational. - Marketers and lawyers disagree on the obstacle, which suggests firms may be underestimating how much process and time pressure shape participation. - The findings also reflect how professional credibility is shifting toward owned and social channels, especially LinkedIn. - Lewis Silkin offers one example of how governance can widen participation. - The UK legal services firm uses Oktopost approval workflows and banned-keyword controls. - Lewis Silkin says those tools give more lawyers a safe way to post. - Lewis Silkin has seen social engagement grow 140% as a result.

What's next: - Oktopost is pitching the report to legal marketing and business development leaders who want more lawyers active online. - Firms are likely to focus on workflows, governance and easier publishing tools if they want more attorneys to participate. - Oktopost says it will keep tracking how B2B organizations build trust and visibility.

The bottom line: - Law firms do not appear short on expertise. They appear short on systems that turn that expertise into public visibility.