Attorney bio pages are one of the most heavily trafficked areas on law firm websites, so why is it that they are so deadly boring? Prospects are visiting your bio online to see if they want to do business with you. The goal is to entice them to call, not lull them to sleep.
Here are some tips on creating a bio that can bring you more business:
1Make the introduction. The first part of your bio should tell prospects who you are and what you do. For example: Bill Smith, known affectionately to his clients as “the go-to guy in a suit and tie,” is a personal injury attorney in Dallas.
2Post multiple photos and videos. Post a professional photo that exudes warmth and confidence, but include other photos as well, perhaps of your family or a tasteful vacation photo or one of you coaching a baseball team or building a home or even running in a charity race. Don’t underestimate the power of video. Every attorney in your office should record a 3-5 minute video introducing themselves and talking about how they help people and why they love what they do. You can also post a video welcoming visitors to your website and talking about how you are different from other attorneys and law firms.
3Tell a story. Talk about how you got to where you are today, what led you to practice law, and a few client stories that really stand out in some way (you related to their circumstances, you connected with them on a personal level, you were able to get some excellent results or something along those lines). Facts tell, but stories sell!
4Include outside interests. Share your outside interests with prospects -- if you love soccer and coach a team, this could inspire like-minded visitors to get in touch with you. Demonstrate that you are much more than a “suit” by including information about your charitable or pro bono work.
5Talk about your clients. Make a point to emphasize what kinds of clients and cases you love to work with in your bio. Why are you passionate about helping these people?
6Don’t emphasize your education. No one will hire you because of where you went to law school so don’t try to make that your major selling point. Read a dozen of your competitor’s bios and then write yours completely different from theirs.
7Write like you talk. Use a conversational tone in your bio so that prospects feel as if they are having a conversation with you. While you will want to keep it professional, ease up on the use of any legal jargon that can intimidate -- and alienate -- prospective clients.
8Be personable. Don’t be afraid to talk about your personal life. Do you have a family? What kinds of hobbies do you enjoy? Do you have a pet? Coach soccer? Participate in charitable organizations? And if you can find a way to tastefully incorporate some humor into your bio, do it. Humor sells!
By providing visitors to your attorney profile page with something entertaining and interesting to read, you make it much more likely that they will want to connect with you offline.