One of the most crucial marketing tools a lawyer has at their disposal is their online biography. When done well, a bio can help a prospective client ascertain your level of skill, experience, and trustworthiness; when done poorly, however, it can drive people away from your practice.
Many attorneys find it challenging to create a biography that appeals to and connects with their website visitors, often because they use esoteric language or provide either not enough information or too much irrelevant background. The following are five tips to use for writing a biography that stands out from the crowd and makes a lasting impression on potential clients.
Among the most common mistakes attorneys make in writing their biography is confusing it with a curriculum vitae. Though the two share many characteristics—contact information, job title, professional experience, etc.—they each have different functions.
A biography allows you to go into detail about what makes your practice unique, as well as address some questions a prospective client may have about you:
One of the most familiar clichés about attorneys is that they use industry jargon even when communicating with non-lawyers. While many attorneys believe technical language conveys a sense of expertise, it typically just creates confusion instead.
The tone of your biography should be tailored to a general audience, not the readership of a legal journal. By using clear, concise language, you will express to your website visitors that you are committed to giving them information in a direct and efficient manner.
Be mindful that when someone is searching for a lawyer, they are usually at a very vulnerable point in their life. Maybe they have been severely hurt in an accident; they could be preparing to go through a painful divorce; or they are grieving over the recent loss of a family member. No matter their need for counsel, a client wants a lawyer who exemplifies empathy and compassion.
There is perhaps no better way to establish a connection with someone than through shared experience. Feel free to use your biography to highlight a personal story that would be keenly understood by clients in your area of practice, or to discuss how one or more of your cases has had a profound impact on you.
These days, individuals can research a breadth of information about an attorney before ever contacting their office. In addition to background information, people typically look for reviews from such legal directories as FindLaw, Avvo, Justia, and Nolo, as well as from Google, Yelp, and similar websites.
Positive client testimonials are tremendously beneficial tools for an attorney. By including them in your bio, you can demonstrate to potential clients how your practice has achieved success in related cases and delivered high-quality service to former clients.
The best attorney biographies are not only well-written but also visually appealing. The most important visual component for your bio will be your headshot, which should be large, professional, and current.
You should also feel free to include videos, logos, award badges, infographics, and other elements that will help your website visitors learn more about you, your firm, and your areas of practice. Just make sure that these components complement the flow and structure of your biography.
