Biographies are usually the most frequently visited pages of a law firm website after the homepage. This is where potential clients decide whether or not they will hire you. It is, therefore, crucial to get the details right.
We look at 7 tips for creating a standout lawyer bio.
1. Connect with the reader
Avoid the trap of just listing qualifications and experience. When people make a choice, they look for those they like, trust and who they believe know their subject, in that order.
The first paragraph needs to be engaging. Ask yourself exactly who your ideal client is and explain what you can do for them. For example, you might be able to sort access arrangements for them so that they can see their children or fight an eviction notice so that they can keep their home.
Tell them what makes you stand out and what you are exceptionally good at. This doesn’t have to be an area of law, it could be negotiating with difficult opposition or helping clients to understand and navigate the legal system.
2. Include mini case studies
You don’t need to set out a lot of detail, but summarise a couple of good wins in one or two sentences so that potential clients can imagine themselves being represented by you.
3. Experience, knowledge and credentials
Once you’ve engaged the reader, you can back this up with details of your expertise. Don’t ramble on for too long; this part of your bio is likely to seem very similar to everyone else’s from a client viewpoint. Include a mention of any awards and membership of respected professional bodies.
It’s a good idea to include a link to one or two recent articles that you’ve written to establish you as an expert in the field. Also, make sure you add a link to your LinkedIn profile at the bottom of the bio to enable people to connect with you there as well.
4. Tell them something personal
This is your chance to make a memorable connection with your potential clients. Include a line or two about any voluntary work or community service you do or any charitable fundraising you’ve carried out. Depending on the type of firm you represent, you can include a fun or interesting fact
about yourself if you feel it would be appropriate and in keeping with your branding and message.
5. Video
Video is becoming more popular as a tool for connecting with potential clients. It is your chance to speak directly to them and is particularly memorable, helping them to feel they know you before you’ve even met.
6. Invest in a professional headshot
A good quality photo of you is essential. If possible, it should be coordinated with all of the other team members’ pictures, for example with similar backgrounds and taken in a similar style, although it’s perfectly acceptable to express some individuality in the image, for example by sitting or standing or using a relevant prop such as a law book. A professional photographer is invaluable in tying together a shoot and yet still giving each subject their own identity. Take the opportunity to have some team photos taken as well, for use on other pages of the website.
7. Get a colleague to edit your bio
Writing your own biography is difficult. Ask a colleague for their thoughts and whether they can think of anything to add. Quite often they will be able to pinpoint something you’re good at that you hadn’t thought to include.
In summary
Your bio is your main opportunity to make an impression on potential clients. Don’t let a substandard attempt put people off. When it’s done well, it will show clients that you’re likeable, trustworthy and good at what you do and help them decide that you are the right lawyer for them.
If you would like help crafting the perfect bio, Orion Legal Marketing can work with you to make sure you stand out from the crowd.
