From individual practice area pages to client testimonials, every page on your firm’s website has a purpose and important job to do. In many cases, the information conveyed on these pages is informational and fulfills SEO needs. After all, you need both potential clients and search engines to know what areas of law you practice and where your office is located. While necessary, these pages don’t provide much opportunity for personalization. This is where your attorney bio comes in.
Attorney bio pages are consistently among the most visited of all pages on law firms’ websites. This makes sense, as legal consumers want to know more about you – the attorney they need to trust to handle their matter. Often, this first impression of you is formed by reading your attorney bio and can play a critical role in helping distinguish you from your competitors. How can you make sure your bio is compelling? Keep the following tips in mind.
Attorney bio basics
Every attorney says they are experienced. However, it’s much more convincing to provide actual details about your achievements that demonstrate this fact. Including information about your professional credentials is far more compelling than simply saying “I’m an experienced lawyer.” Consider including the following in your bio:
- Areas of practice
- Bar admissions
- Representative cases
- Honors and awards
- Professional associations and memberships
- Published works
- Community service
When detailing this information, only include the highlights. Also, put this section at the end of your bio and in bulleted format. That way, it’s easy to quickly scan and digest.
Think about what matters to you
Where did you grow up? Why did you become an attorney? How do you help clients? What are the things that light you up and give your life meaning? Coming up with answers to these types of personal questions can help spark creativity and emotion – which can translate to an authentic and interesting attorney bio.
Potential clients read your bio because they want to know more about you as a person. Take time to contemplate what really matters to you, on both a personal and professional level, and figure out how to infuse those sentiments throughout your bio.
Put yourself in potential clients’ shoes
In addition to including details in your bio about things that matter to you, you must also consider what matters to potential clients. This is where it pays to really understand who is in your target demographic and the types of issues they may be facing.
For example, say you’re a family law attorney. How can you appeal to and address the concerns and needs of a parent who plans to file for divorce? Think about the physical, emotional, and financial state of your potential clients. Connect to your audience by speaking directly to them and addressing the types of challenges they may be facing.
Putting it all together
Once you’ve gone through the process of considering the factors outlined above, it’s time to draft your bio. When doing so, remember that you’re writing on a digital platform and for a digital audience. Be direct and succinct in your approach. With limited digital real estate, every word needs to matter. You aren’t writing an autobiography. Practice good self-editing and keep your attorney bio to three to four paragraphs in length.
To make information easy to scan (for both legal consumers and search engines) incorporate bulleted lists when it makes sense. Additionally, include a headshot or other photos, and make sure that they are recent.
Need help writing a standout attorney bio? FindLaw partners with law firms to write, design, and manage their websites. Learn more about how we can help your firm.