Your attorney bio page should let potential clients know who you are and why you are the right choice to handle their legal needs. A lackluster bio on your law firm’s website can mean the difference between attracting a new client or sending them to look for a better lawyer. In this blog post, we’ll give you 7 tips on how to distinguish yourself from your peers by writing an engaging attorney biography.
1. Cover the Basics
It should go without saying, but we’re saying it anyway: A bio page MUST cover the basic facts about an attorney. This means clearly stating:
- Your full name
- Job title (Partner, associate, etc.)
- Where you went to school
- Bar admissions
- Area of law you practice
- Contact information
Your contact information should be prominently placed and easy to find. We recommend including a phone number and email address at a minimum. We also suggest including a link to your LinkedIn profile.
If you aren’t already on social media, find out why you should be.
2. Use a Professional Photograph
A picture is worth a thousand words. It’s cliché, but also true. Your picture is almost certainly going to be the first thing that draws the eye on an attorney bio page, so having a professional photograph is an essential part of creating a great first impression for potential clients. It should be a headshot that reflects your personal style. Do you prefer to smile in the picture, or maintain a serious and approachable look? Do the lighting and background complement the overall vibe of your website?
There are many nuances involved in getting a profile picture right, and attention should be paid to subtle details. Such thoughtfulness can ensure you’re showcased in the most engaging way possible.
3. Show Off Your Awards, Honors & Organizations
Potential clients want to know that an attorney has the experience and skill to handle whatever their legal issue is. One way to do this is by highlighting any important awards or honors that you have received. These should be easy to find but not overwhelm the rest of your bio. Balance is important. Some accolades that our clients highlight in their attorney bios are:
- Super Lawyers
- National Trial Lawyers Top 100 or Top 40 Trial Lawyers
- Martindale-Hubbell Peer Review Ratings
- 10.0 Avvo Rating
- The Best Lawyers in America
Showcasing relevant organizations further testifies to the dedication you have to your profession and the experience you have and continue to build. Organizations you might list include:
- Bar associations (state, federal, local)
- American Association for Justice
- Academy of Trial Lawyers
- Public Justice Foundation
- National Association of Criminal Defense Lawyers
These awards and organizations can be further enhanced with a description of your involvement. How long have you been a member? Do you serve on a board or as an officer?
4. Let Your Personality Show
Your attorney bio should give your readers some insight into who you are as an individual, outside of just being an attorney. Don’t be afraid to inject personality into your bio by including details such as whether you are married, have kids, have pets, etc. You might share your favorite hobbies or interests. It’s still important to keep it professional, but clients will be able to connect more if they see you as a person, not just an attorney.
Another way to let your personality show is by including a personal quote from you. This quote could speak to why you chose to become an attorney, why you practice in your specific area of law, your philosophy on the attorney-client relationship, etc.
5. Show Off Those Case Results
This goes hand in hand with demonstrating expertise. Case results show you can do what you say you can do. Have you recovered over a billion dollars for injured maritime workers? Did you negotiate a real estate deal between two corporate giants? Get a case dismissed for a client who was falsely accused of theft? Turn a lowball eminent domain offer into a huge recovery for a client who was forced to sell their family land?
You don’t need to share every case you’ve ever won, but sharing the biggest wins of your professional career speaks to what most potential clients want to hear.
6. Highlight Reviews from Happy Clients
Potential clients don’t just want an attorney who will win. They also want an attorney who will listen to them and treat them with respect. A case result won’t tell them if you’re that kind of lawyer, but reviews from past clients can. If you are one of several (or many) attorneys at a firm, we recommend trying to highlight reviews that are specific to you when possible.
Don’t have many reviews? Check out our post on why your law firm isn’t getting reviews and what you can do to fix it.
7. Community Involvement
Being an active and engaged member of your community doesn’t exactly help demonstrate your skills in the courtroom, but it does speak to your character and values. Some examples of community service to share include:
- Serving on the board of a nonprofit
- Coaching or sponsoring your child’s soccer team
- Sponsor a fun run
- Organize a toy drive at Christmas
- Sponsor a scholarship
- Host a canned food drive for your local food bank
This is a short list, but there are many ways, big and small, that you might be serving your community. Don’t be afraid to think outside the box!
Get Help Writing an Attorney Bio Page
At Thunderhead Marketing, we help law firms across the United States build websites that are pleasing to the eye, with engaging content that ranks well in search engines and converts visitors into leads. Contact us today to learn more!
