Your bio is often the first impression people have of you professionally. We are just a quick Google search away for anyone we meet, and your bio is likely the first thing that pops up. In today’s legal landscape, where competition among attorneys is stiff, it is challenging to differentiate why somebody should hire one lawyer rather than another. What makes them the best choice to solve a client’s problem?
A well-crafted bio is a critical marketing tool that can position you as an experienced professional who can solve the problems that matter to your potential clients. Attorney bio pages are one of a law firm website’s most important and viewed sections; therefore, yours must be well-written and encompass your work and the work you want to attract.
What are some of the things legal marketers should consider in writing the 'perfect' attorney bio page? Here are some tips for writing compelling, personable attorney bios.
Define your audience: For law firm professionals, current, past, and potential clients, referral sources, alums, and organizations to whom you contribute are your potential audience. The more you can fine-tune who those potential buyers of your legal services are, the better you can fine-tune your bio to address their legal needs. Showcase what differentiates you from other lawyers and the benefits of working with you.
Keep it current: Attorney bios that must be regularly updated can give an impression of failing to keep up with emerging technologies or practice-specific evolution. We suggest updating your biography every two years to ensure the information is still compelling, that you remove anything that may now be dated, and add new matters, experiences, articles, and topics that might be good sources for search engine optimization.
Overview Paragraph: The opening paragraph of your bio should summarize the work the lawyer focuses on in the first two sentences and the types of clients the lawyer represents. These first hundred words should be relevant for SEO purposes. Tell what you do and use keywords about your practice. Round out the rest of this paragraph with keywords that enrich your bio with keywords, such as industries and strengths. If you are a noted expert in white collar matters, patent litigation, or mergers and acquisitions, this is where you want to showcase that information. Specify your specialty or niche areas are apparent and unmistakable to visitors who only scan the page without thoroughly reading it.
Keep those bios focused. Think about the first impression your bio will have and its ability to differentiate you from another attorney in a similar practice. From the start, be specific and memorable, so there is no question you have the skills your potential clients want to see. Most lawyers will have a list of publications, speaking engagements, honors, and activities which show a high level of professional engagement. There are better ways to highlight your expertise than listing them all. Edit this area every few years, taking off anything from five years ago. Keep your bio focused.
Clear Contact: Many web page visits are to find an attorney, scan a bio page, and make contact. Contact info should be easy to find, including a direct line mobile phone number, your assistant's name, and a vCard download on each attorney bio page. Make it simple to gain your contact information.
Address your client’s pain points: What issues keep your clients up at night, and how can you solve those problems as an attorney? Clients reach out to your firm because there are points of contention, experiences, and issues that need solving. When your bio is focused on how you can address a client’s needs, they are more likely to contact you because it is obvious you have the experience to solve their problem. Emphasize your successes with bullet points of verdicts or settlements achieved, precedential cases, keeping it current and focused. Please demonstrate that you are a leader in your field instead of simply stating it. Provide specific examples illustrating how you are the best choice in your area of practice.
Informal versus formal language: When writing your bio, consider how traditional you want your tone to be. This will vary over personalities and practices. The formal language will convey a sense of professionalism and paint a picture of authority, control, and respect. You risk being stiff and unimaginative if that isn't playing to your audience. In contrast, informal language can be considered warmer and full of personality, yet it may also be viewed as lacking professionalism. We often complicate and dress up bio writing. Bio writing should reflect your level of professionalism and how you speak.
Use high-quality photos: Most attorney bios are accompanied by a headshot. A photo should include personality and approachability. It is imperative to use high-quality images and pictures that currently look like the lawyer. Investing in professional photos taken by a photographer who will advise on lighting and poses and help accurately represent who you are can make a big difference. First impressions are essential, so give it your best shot.
Integrate Blogs into the Bio: Given the amount of blog content generated in the last few years, it is vital to embed associated blog content directly into individual lawyers' bio pages. One example is that attorney blog posts can be read on the author's page. This gives some color to what the attorney puts forward, as expertise and thought leadership on current and evolving issues are excellent ways to stay current. Social media shows you are on top of the subject matter in your practice and have a grasp of today’s technology and issues.
Don’t forget SEO: As we all know, robots are here and serve many functions. One of these is "bots" that scan your bios as they index the web. This is what is called search engine optimization (SEO). This is why using descriptive language to reach your audience searches is key. For example, instead of, "Mary is a partner." we suggest you say, "Mary is a Corporate partner in Smith & Smith’s New York Office." When someone "Googles" your name, you often want your law firm or LinkedIn profile to appear on the first page. Keeping your profile updated is one of the best ways to accomplish this.
A good bio can help to bring in new business. Look at yours today, does it need updating?
Elizabeth Lampert is a crisis communication, table top facilitator and PR strategist who works exclusively with law firms. She can be reached at Lampert@elizabethlampertpr.com
Lara Cupit is a strategic bio writer and media relations professional based in Dallas. She can be reached at Laracupit@gmail.com
PUBLISHED in THE RECORDER April 6, 2023
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