You’ve spent a lot of time and money designing the ultimate website. Featuring a sleek and innovative design and marketing strategy, your law firm website cannot be launched without a great lawyer biography. It’s not uncommon for lawyers to sit down to write their biographies and get stuck.
No one wants to read a boring lawyer biography. Of course, it will be important to mention that you were a member of the Law Review Board and worked for before, but your potential clients won’t care as much as you might think. You should write your lawyer bio in a way that reflects the unique value proposition of your law firm. Here’s how to start perfecting your law firm’s lawyer biographies.
Edit legal jargon
Make sure to remove anything that sounds like legal jargon. You want your clients to be able to understand what your bio is saying and to feel like they can relate to and trust you through your bio. If it’s littered with words that anyone outside of the legal community wouldn’t understand, they’re less likely to find you relevant.
Creativity is the key
You’ve probably read your fair share of lawyer biographies at this point in your career. Which bios caught your attention the most? More than likely, those with the most creative flair. If you don’t know how to describe yourself, check what your past customers had to say in their comments or reviews. If you’re a dreaded attorney, you’ll want this detail included in your attorney’s bio. Are you a force to be reckoned with in insurance negotiations? Make sure your bio describes you in such a way that your potential clients will say, “This is exactly the type of lawyer I need to represent me.”
Present your references
The biography of your professional lawyer on your website is the perfect opportunity to showcase your references. Lawyers who have credentials are more likely to be viewed as authoritative. Prospective clients want a lawyer on their side who they know has a proven track record. Whether you’ve earned a National Trial Lawyers Top 40 under 40 badge or have a perfect Avvo rating of 10.0 / 10.0, your attorney’s bio should showcase these accomplishments so clients can easily see at a glance. eye you know how to win.
Show readers your humanity
While it is important to showcase your accomplishments as a lawyer, it is equally important that your biography shows that you are a human being as well. Describe the community organizations you are involved with or volunteer with. What kinds of activities do you enjoy when you are not working? Including these details can make you more accessible to potential customers. But more than that, it can give you an edge. For example, if you are a personal injury lawyer who is also an avid motorcycle enthusiast, this signals to someone who has been injured in a motorcycle accident that you are a lawyer who will truly understand their point of view.
Write customer-focused content
Every detail you include in your lawyer bio should be client-focused. The way you write your bio should describe how your assets, accomplishments, and resources can help that potential client solve their legal problem. For example, multimedia features are something that you will want to include in your bio.
But don’t just list that you were on some news channel or that a case you had was featured in a well-known crime drama. Include some information on how this achievement benefits the reader. For example, have you been featured on a news channel as a correspondent with legal expertise? These details can set you apart from other lawyer biographies who tout their accomplishments without taking the time to explain to readers how those accomplishments will help them win their case.
If you’re stuck on writing bios for your business website, keep it simple. What do your customers really care about the most? They care about your background, your approach to client and case management, and why you are the right lawyer to help them. When you know what you want to find, it’s easy to write bios that grab their attention.