What makes a good attorney bio?
Last Updated: February 8, 2024
From individual practice area pages to client testimonials, every page on your firm’s website has a purpose and important job to do. In many cases, the information conveyed on these pages is informational and fulfills SEO needs. After all, you need both potential clients and search engines to know what areas of law you practice and where your office is located. While necessary, these pages don’t provide much opportunity for personalization. This is where your attorney bio comes in.
Attorney bio pages are consistently among the most visited of all pages on law firms’ websites. This makes sense, as legal consumers want to know more about you – the attorney they need to trust to handle their matter. Often, this first impression of you is formed by reading your attorney bio and can play a critical role in helping distinguish you from your competitors. How can you make sure your bio is compelling? Keep the following tips in mind.
Attorney bio basics
Every attorney says they are experienced. However, it’s much more convincing to provide actual details about your achievements that demonstrate this fact. Including information about your professional credentials is far more compelling than simply saying “I’m an experienced lawyer.” Consider including the following in your bio:
- Areas of practice
- Bar admissions
- Representative cases
- Honors and awards
- Professional associations and memberships
- Published works
- Community service
When detailing this information, only include the highlights. Also, put this section at the end of your bio and in bulleted format. That way, it’s easy to quickly scan and digest.
Incorporating Client Testimonials and Case Studies
Including client testimonials and brief case studies within your bio can powerfully showcase your expertise and the positive outcomes you’ve achieved for clients. This real-world evidence can resonate deeply with potential clients, offering tangible proof of your legal prowess and dedication to client success.
Choose testimonials that reflect a range of your skills and highlight your ability to handle the specific concerns of your target demographic. For instance, if you specialize in family law, testimonials from clients who have navigated divorce or custody battles successfully with your help can be particularly compelling.
Briefly outline a few representative cases that resulted in favorable outcomes for your clients. These mini case studies should highlight the challenges faced, your strategic approach, and the positive resolution. Ensure that any client information is anonymized or that you have explicit permission to share their stories.
When selecting testimonials and case studies, look for stories that also speak to your empathy, understanding, and commitment to advocacy. Potential clients are not just looking for a skilled attorney; they’re looking for someone who cares about their clients and fights for their best interests.
Seamlessly integrate testimonials and case studies into your bio in a way that feels natural and authentic. They should complement the narrative of your professional journey and personal motivations, rather than feeling tacked on or overly promotional.
Think about what matters to you
Where did you grow up? Why did you become an attorney? How do you help clients? What are the things that light you up and give your life meaning? Coming up with answers to these types of personal questions can help spark creativity and emotion which can translate to an authentic and interesting attorney bio.
Potential clients read your bio because they want to know more about you as a person. Take time to contemplate what really matters to you, on both a personal and professional level, and figure out how to infuse those sentiments throughout your bio.
Put yourself in potential clients’ shoes
In addition to including details in your bio about things that matter to you, you must also consider what matters to potential clients. This is where it pays to really understand who is in your target demographic and the types of issues they may be facing.
For example, say you’re a family law attorney. How can you appeal to and address the concerns and needs of a parent who plans to file for divorce? Think about the physical, emotional, and financial state of your potential clients. Connect to your audience by speaking directly to them and addressing the types of challenges they may be facing.
Putting it all together
Once you’ve gone through the process of considering the factors outlined above, it’s time to draft your bio. When doing so, remember that you’re writing on a digital platform and for a digital audience. Be direct and succinct in your approach. With limited digital real estate, every word needs to matter. You aren’t writing an autobiography. Practice good self-editing and keep your attorney bio to three to four paragraphs in length.
To make information easy to scan (for both legal consumers and search engines) incorporate bulleted lists when it makes sense. Additionally, include a headshot or other photos, and make sure that they are recent.
Need help writing a standout attorney bio? FindLaw partners with law firms to write, design, and manage their websites. Learn more about how we can help your firm.