Four Strategies For An Effective Lawyer Bio

A recent analysis of activity on my clients’ websites showed the most read section was attorney bios.  Even more interesting, another client of mine recently revised her bio and retained a high-asset client for her firm because her client liked her bio.  These examples are consistent with studies showing that lawyer bios are the most-viewed pages on a law firm’s web site. 

A well written- client focused attorney bio is an effective marketing tool for attracting desirable and profitable clients.

What are the components to a successful bio?

The first is starting with the right focus. Many lawyer bios are focused on answering the question, “How can I impress you?”  rather than “How can I help you solve your problems?”

My suggestion is to look at your bio like an inverted pyramid. The large end of the pyramid answers the question, “How can I help you?” The smaller end provides information about your experience and credentials. Too often, lawyer bios start with facts such as graduation dates, memberships, years in practice, awards received, etc. But raw facts don’t resonate with clients, nor do they effectively communicate who you are and why you are the best lawyer for solving their problems.

The fundamental goal of your bio is to convert on-line searches into telephone inquires about your practice that lead to new clients.

The following are four strategies for writing an effective bio for your law practice:

1.      Communicate your personality: What is your approach to your work? What is your philosophy on how you work with clients? What are your strengths? What are you passionate about in your chosen practice area?

2.      Differentiate yourself: Who is your ideal client? Define your target audience, then speak to their interests and goals. Describe what makes your practice unique. What client problems are you good at solving? Avoid trying to be all things to all people.

3.      Create a dynamic bio: Update your bio, include recent articles and links to on line press releases, Facebook, LinkedIn and other social media sites.

4.      Make it easy for client’s to contact you: Include your email address and direct phone number as well as your mailing address and fax number.

The bio you provide on your website is one of your most important marketing tools. Invest the time to refine your bio and communicate the value you provide for your clients. The more that clients know who you are and what you can offer to solve their problems,  the greater opportunity you have for converting on line searches into new clients.

What are your challenges in updating your bio? Send me questions or call me if you are finding it difficult to refine your bio.  

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Comments (2) Read through and enter the discussion with the form at the end
Robert Algeri - January 5, 2011 12:06 PM

Liz,

"The fundamental goal of your bio is to convert on-line searches into telephone inquires about your practice that lead to new clients." -- That line captures the essence of a great attorney bio.

We did our own law firm website study and found that 56% of the traffic happening a firm's website occurs on the bio pages. Interestingly, the directors of marketing at the firms that I've spoken to say that number is low -- they see number exceeding 70%.

Here's a link to blog post:
56% of website traffic goes to attorney bios. So, why are they neglected? http://me.lt/9v08n

Great post, Liz.

Jana Wickham Paul - January 26, 2011 10:20 AM

Thanks for the guidance, Liz. We will use this direction in creating our new attorney bio piece/announcement. I need to remember the "upside down pyramid".

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