Most attorney bio pages are either overlooked or thrown together haphazardly. Here, learn how to make the most out of the bios on your site.

By Lisa


Category: Content Marketing Productivity Random

Consistently, bio pages are some of the most viewed and read web pages on attorneys’ websites.


Because bio pages are the place where prospective clients can get a feel for you as a person, a place where they can determine whether or not you are competent and trustworthy enough to handle their legal needs.

It may not be the first impression you or your website makes, but it may very well be the deciding factor when somebody decides to get in contact with you or look elsewhere for an attorney. That’s why we included sprucing up bio pages on our 2017 marketing trends report.

And yet, we’ve found that bio pages are also some of the most overlooked web pages by attorneys when it comes to developing their website content, thrown together haphazardly or created as a listing of accomplishments and accolades.

In a law firm internet marketing world that’s somewhat dominated by SEO at the moment, your first inclination may be to let anything that doesn’t actively improve your firm’s search results take a backseat. But letting that happen is missing out on the vast opportunity your bio page affords you: a real chance to connect with clients. And connecting with clients is a huge help when it comes to optimizing your site’s conversion rate.

If you’d like some help writing your bio, don’t hesitate to get in touch. On the other hand, if you’re planning on tackling your bio by yourself, download our cheat sheet to guide you through.

Without further adieu, let’s get to it.

What’s in a Good Bio?

At this point, hopefully you understand that your bio pages are an important and integral part of your website. What you may not understand, at this point, is why.

What does a good bio page really accomplish for you?

That may seem like an easy-enough question, but it’s important to remember that your bio is not for you. It’s for your leads and prospects.

Take this great graphic, which perfectly demonstrates the differences between what attorneys think should be in their bio pages, as opposed to what leads are looking for.

What lawyers put in their bios. What clients look for in lawyer bios.

As we mentioned earlier, bio pages are the best place on your website to establish a connection with your potential clients. You want your bio page to strike a chord in those potential clients, making them feel that you are the absolute best attorney they could possibly find to handle their legal issues.

A good bio page accomplishes that, and it does so by giving your potential clients the FEELS.

The FEELS is an acronym we created for you to better understand how to approach writing your attorney bio page. You can think of it as the general set of guiding principles, or even a checklist, to achieve the awesome bio page that drives your conversion rate through the proverbial roof.

Our acronym stands for the following:

Familiarize leads with who you are
Establish your credibility and competency
Elicit an emotional response or connection with leads
Leverage your strengths
Sell the lead on your services

Now, how exactly you go about accomplishing all of those is dependent on you. There’s no recipe or secret sauce to attorney bio pages. We can’t tell you that putting a photograph of you, your family and your golden retriever on your bio page will definitively raise your conversion rate. It may; it may not.

But we can at least give you an idea of the kind of content that you’ll want to have on your bio page and how you’ll want to present that content.

Presentation, specifically, often goes overlooked with attorney bio pages. In many instances, we see attorney bio pages that are large blocks of text without any separation, essentially making the task of reading your content as difficult as possible for your potential clients.

We HIGHLY recommend using a number of headers on your bio pages to break up text and create distinct sections so people reading the page can easily find the content they’re looking for. Bulleted lists can be a great asset to breaking up text on your page, but also make sure that your entire bio page isn’t comprised of one large bulleted list.

The name of the game is readability, and how you format a page contributes to that as much as the language you use. If you can make it easier for a potential client to read your bio page, chances are you’re more likely to give them the FEELS.

Speaking of which, let’s figure out just exactly how you can do that.

Familiarize leads with who you are

The primary purpose of a bio page is pretty self explanatory. It’s a biography, a place where people on your website can get a picture of who you are as an attorney, where you’ve been, what you’ve done, and perhaps a sense of how you do business.

Of course, a bio page is no substitute for an in-person meeting. A well put together bio page, however, should make the same sort of lasting positive impression you’d expect from face-to-face contact with somebody.

So how do you go about that? Here are some guidelines to do so.

Utilize effective images.
Ideally, your bio page should put a face to you and your firm’s name. The easiest and most effective way to do this is through quality images. These images can come in the form of pictures or videos. If you have the resources, a well-produced short video of you introducing yourself is ideal. At the very least, have a good headshot of yourself at the top of the page.

Take this attorney bio page from Van Sant Law, for instance.

At the top of the page, he has two pictures of himself: a hero image and a body shot. We’re not saying to overload your bio pages with images, but if you can naturally fit two or three images on the page, it will help your potential clients get familiar with you.

Weave together the personal & professional.
Including a personal touch isn’t just about describing how you spend free time and listing out the members of your family. It’s not bad to include those things, but what’s more important is that you show how who you are as a person led you to practice law, and specifically your type of law.

Talk about yourself authentically.
If you have a bunch of publications, presentations, and accolades on your resume, then by all means include those things. They’re impressive, and leads want to be impressed by you. But at the same time, it’s critical that these elements are framed as a result of your passion for your work – not to look good. In other words, be relatable, not braggadocious.

Establish your credibility and competency

While your attorney bio page shouldn’t look like a resume, it should certainly include information that would establish your credibility and competency in your field to potential clients. Establishing this idea is all about highlighting your experience. If you’ve been practicing personal injury law for 30 years, that’s a major selling point to people looking for a personal injury attorney.

What you think is impressive as an attorney may not always be impressive to your prospective clients, but people would rather see what you’ve accomplished than not have that information.

Here are some tips on how to establish yourself as an experienced and credible attorney:

Show what you’ve done.
We mentioned earlier that it’s a great idea to include accolades, presentations, and publications in your bio, as long as it’s done in a tasteful manner. Adding this information to your bio page should give your potential clients a sense that you know what you’re doing. Did you go to a particularly prestigious law school? Have you handled high profile or high stakes cases and found success? Play up the success you’ve had in a way that shows your clients you’re not only capable of handling their needs, but that you’re the right attorney for the job.

Add your testimonials.
As consumers, one of the most effective selling points for any product is hearing a testimonial. Knowing that somebody else had a positive experience working with you adds a tremendous amount to your credibility. Don’t be afraid to ask your past clients to write you a testimonial. Most clients who’ve had a positive experience with you will be happy to do so, and reading their testimonials should give you a better idea of what your prospective clients are looking for.

This is a perfect example from Petro Cohen Petro Matarazzo of effectively establishing your credibility on your bio page.

As you can see, the attorney has included both testimonials and his experience at the bottom of the page right next to the call to action and contact information. Placing the testimonials and experience next to the contact info is a smart move strategically, as it will help the potential client feel comfortable and confident getting in touch with you.

Elicit an emotional response or connection with a client

Perhaps the most elusive and difficult concept to nail down, eliciting a positive emotional response with potential clients may also be the most important part of giving them the FEELS. We’re not telling you to make your potential clients cry or swell up with joy while reading your bio page, but to establish a connection.

If you can make the grieving widow who’s searching for a will and probate attorney after her husband’s death feel a sense of comfort because she’s stumbled on your bio page and trusts you and your services, you’ve effectively created that emotional connection.

While doing this can seem nebulous and difficult, here are some thoughts to consider when trying to elicit an emotional response from prospective clients:

Discuss your reasons for choosing the area of law you practice.
You don’t need to write an entire origin story for what molded you into the superhero attorney you are today, but a paragraph about what led you to practice law can go a long way in establishing an emotional connection.

Did you act as an attorney during a mock trial in elementary school and decide from an early age it was your calling? Were you on a completely separate career path but stumbled into law and found you enjoy the nitty-gritty details of litigation? The human elements of life can be the most engaging part of your bio page.

Above all else, establish trust.
Often, trust isn’t established by rational or logical means at all. Some people are just lucky enough to born with trustworthy faces. For that reason, we think establishing trust is a product of eliciting a positive emotional response from your potential clients.

Of course, showing your credibility and competency is a major factor, but you also need to tell your potential clients that you are committed to providing them with the best legal services possible. If you offer free consultations, explain that you do so because you’re dedicated to helping your clients and don’t want to hinder that in any way. If you can effectively explain why you and your firm are somebody’s best legal option, you can establish that sense of trust.

Leverage your strengths

When we think of people who have found success, we often think of people who may not have been born with all the talent in the world but still found ways to get things done. We think of the athletes that may not have been big or strong enough, but had the intangible factors that made them a force to be reckoned with, or the singers that may not have had the most beautiful voice in the world but knew how to perfectly accent a phrase.

We think of people who play to their strengths.

Leveraging your strengths is all about knowing what you do best and properly highlighting that in your attorney bio page. Much like listing your accomplishments and accolades, you want to be specific when it comes to your experience with the kind of cases you most often work with.

Take this example from Eskew Law.

The attorney clearly states his objectives with his clients, listing out the process step by step. He explains exactly who he does and does not represent. By making this clear to his potential clients, he is playing to his strengths.

To properly leverage your strengths as an attorney, keep these things in mind:

Don’t spread yourself thin.
We’re all familiar with the phrase “a jack of all trades but a master of none,” and when it comes to your bio page it’s exactly how you do not want your potential clients to view you. You and your firm may routinely practice a number of different kinds of law. You may handle both business litigation and personal injury cases, occasionally. But when it comes to your attorney bio, highlight the kind of law you most regularly and effectively practice.

Of course, it’s fine to mention you practice a variety of kinds of law, but if your primary interest is taking on certain kinds of cases, your attorney bio should reflect that.

Know your audience and its needs.
This is a vital factor for any sort of content on your website, and it’s no different with your bio page. If your primary target audience is people seeking lemon law attorneys, include information in your bio page about your experience with lemon law. If you’re seeking out personal injury cases, explain how you understand the hardships your potential clients are facing dealing with their personal injury issues.

Getting the point across that you understand your audience’s specific needs will ultimately help your firm get the cases it desires and deserves. 

Sell them on your services

If you can effectively accomplish the above and make your potential clients FEEL, adding the “s” and giving them the FEELS becomes a straightforward process. Primarily, you want to give your potential clients the ability to reach out to you once they make the decision that you are the right attorney for their needs.

Don’t make reaching out a difficult process. Include all the necessary links and information necessary for them on your bio page.

To effectively sell leads on your services, make sure to:

Include a call to action.
A call to action should ideally be placed at the end of all of your content on your website. Practice area page? Call to action. City page? Call to action. Your bio page is no different. Direct people where you want them to go. Make sure to include a link to your contact page, and include your phone number so that mobile users can click to call you directly.

Integrate your social media
Your social media platforms give you a chance to stay connected with your potential clients well after they initially find you online. Make sure that your social platforms, like Facebook, Twitter, and LinkedIn are all linked to your bio page. If a potential client doesn’t make a decision immediately after seeing your site, giving them the ability to connect to you on social media will keep you in their minds when they finally decide they need an attorney for their legal needs.

Feel like you need help? Reach out!

We know that your bio page as an attorney is as important as any other page on your website, and hopefully you know that now too. And hopefully you have a good sense of what you can do to optimize your own bio pages to help boost your conversions.

But if you’re struggling and feel like you need some extra help with your crafting your own bio page, we can help! Our Content team loves working with clients on improving their sites, and we can help you get the most out of your bio page.

If you’re struggling to work out the kinks of your bio page on your own, don’t hesitate to contact us today!

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