Learn how Byro Legal grew its LinkedIn reach nearly 10× and turned visibility into a real growth channel in a traditionally conservative industry.👇
Executive summary
Byro Legal is a Finnish law firm specializing in corporate law, M&A, technology law, and dispute resolution.
Byro decided early on to invest in LinkedIn as a channel to build visibility, share expertise, and reach potential clients.
They were also one of Haamu’s very first customers, joining when the product, processes, and platform were still VERY MUCH in development.
Instead of waiting for a finished solution, they chose to build their presence alongside Haamu.
During the first year, the results have already been convincing. Their content reached nearly 2 million impressions, engagement increased significantly, and their visibility in the startup ecosystem grew substantially.
“An almost tenfold increase in reach of course feels good. But more importantly, it means we’re actually reaching the people we want to reach. That was the goal from the beginning.” – Heikki Lindroos
Key Results
1 year with Haamu vs. the previous 1-year period
Starting point
Before working with Haamu, LinkedIn was neither structured nor strategic for Byro.
Like most law firms, they followed a familiar communication pattern: occasional updates, references, and traditional expert content.
At the same time, the industry itself was highly conservative.
This created a clear opportunity: if (and when) very few law firms are actively building visibility, even a moderate effort can create a significant competitive advantage.
The first steps were not easy!
"I remember the first time we recorded content. It felt uncomfortable to publish anything, especially videos. There was a strong urge to refine every word and make everything perfect before posting.”
But that mindset changed pretty quickly!
“The worst post is the one that never gets published. That was something we had to learn early on.”
Over time, confidence grew, and publishing became significantly easier.
Approach
The collaboration between Byro Legal and Haamu follows a simple but structured rhythm:
👻 One-hour monthly interview
Once a month, there is a recorded conversation. The discussion typically revolves around current topics in technology law, AI, client situations, and observations from working with startups and growth companies.
“This gives me a clear process for staying consistent. It forces me to stop for a moment each month and think about what topics are worth discussing.”
👻 From interview to content
That conversation becomes the foundation for a full month of LinkedIn content. Haamu turns the thoughts into drafts that preserve his voice while shaping them into easier-to-consume, more engaging formats.
👻 Translating expertise into accessible content
A key part of the process is simplifying complex legal topics without losing credibility. The goal is not to write for other lawyers, but for clients.
"Our goal isn’t to write for other lawyers. We’re trying to reach clients, which means simplifying things. That’s always a balance – you need to be clear enough for clients, but still credible in the eyes of other professionals.”
Results
The most visible outcome has been a significant increase in reach and engagement – but beyond the numbers, the real impact is most evident in everyday interactions.
“It has made starting conversations much easier. People come up to you at events and say they’ve seen your posts. They already have some kind of understanding of who you are.”
In some cases, that familiarity exists even before the first meeting.
“You meet someone for the first time, but it feels like you already know each other because you’ve interacted on LinkedIn.”
The increased visibility has also translated into tangible network growth:
“After some of the more viral posts, I’ve received over a hundred new connection requests from people I didn’t know before. That creates entirely new opportunities for future conversations.”
The biggest shift for Byro Legal has been moving from low visibility to being recognized within their target audience. Instead of relying solely on traditional networking and referrals, LinkedIn has become a channel that supports inbound awareness and trust-building.
“This is really about being top of mind when someone needs legal support. LinkedIn visibility is one part of that. It helps ensure that when the need arises, we’re already familiar to them.”
At the same time, the work is ongoing....
“This isn’t a one-time project. It’s a process. You have to keep building it over time.”
Looking ahead, Byro sees even more potential in combining visibility with data.
“We’ve mainly used this for building visibility so far. The next step is understanding how to use the data better – especially when it comes to reaching the right people and identifying potential clients.”
Key figures (1 year with Haamu vs. the previous 1-year period)
👻 Posts: 58 → 198 (3.4×)
👻 Impressions: 206 k → 1.94 M (9.4×)
👻 Reactions: 3 889 → 19 997 (5.1×)
👻 Comments: 164 → 1 479 (9×)
Want to try it, too?
In a traditionally conservative industry, Byro Legal chose to do something different.
By building a consistent presence on LinkedIn, they have increased their visibility, strengthened their positioning, and made it easier for potential clients to recognize and approach them.
Ready to build your own LinkedIn growth story? Let’s have a chat!
