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Link or no link?

A link lifts action posts by half and costs everything else a third.

+50%more likes for action posts that carry a link
−35%fewer likes for awareness and interest posts that carry one
69%of law firm page posts carry a link. Their lawyers: 20%

Put the link in when you want people to act. Leave it out when you want people to notice you. We looked at 73,273 original posts by lawyers at the UK's top 250 law firms in Q3 2026. Same link, opposite result: what decides it is the job the post is doing.

Median likes per post without and with a link. Action posts rise from 12 to 18 with a link. People news falls from 42 to 29. Awareness and interest posts fall from 17 to 11.

Seven rules

  1. Decide the post's job before you write a word. One job per post.
  2. Awareness post? No link. Let the post be the destination.
  3. Action post? Link in the post, near the top, with one clear ask.
  4. Interest post, where a click is a bonus? Link in the comments, and say so in the post.
  5. Never bolt a link onto people news. Celebrate the person today. Link the story tomorrow.
  6. Watch your ratio. Lawyers run about four jabs to every hook. Firm pages run one jab to every two hooks.
  7. Firm pages: if more than half your posts carry a link, you're spending attention you never earned.

Get the full paper

How we measured it: 73,273 original posts by people at the TBD250 firms and 15,639 original posts by those firms' own pages, posted between 1 July and 30 September 2026. Reposts and group posts are left out. Post type is read from the words of the post; figures are median likes. We see likes and comments, not clicks. How we rank.