To attract new clients and grow your business, you need a professional and engaging legal website. You might think that most visitors to your website are primarily checking out your home page, practice area pages, and blog. While they certainly go to these pages to learn more about your law firm, roughly half of all page views come from a law firm’s attorney biography section. Your firm’s attorney bios section can make or break your online presence and the importance of drafting the perfect attorney bio page cannot be understated. If the page is missing, people will think you have something to hide. If it isn’t done well, you may drive away valuable business before ever getting an opportunity to speak with a prospective client.  

Here’s what you need to know about the importance of attorney biographies and how you can draft a winning attorney bio for your legal marketing strategy. 

Why Attorney Perfect Attorney Bio Pages Are Important

Here are the reasons why you should invest time and resources in your law firm’s attorney biographies:

A Bio Breeds Familiarity

Most potential clients want to match a face with a name. Many people “Google” figures in the news or celebrities for photos because it adds perspective when they are reading about them. It’s often the same with the people we do business with. The easiest way to satisfy that curiosity is to have professional photos of yourself on your website so a potential client knows what to expect when they meet you for the first time. 

Bios Make the Relationship More Personal

In addition to having photos, an attorney bio gives potential clients the information they need to make an important connection with you. If there’s no connection, they may not move forward with signing on as a client. But, if you’re willing to share some information about yourself, they will likely feel like their legal matter will be in good hands if they can relate to you on some level.

Your Bio Establishes Credibility

Even if they decide they really like you, many clients won’t hire you if they don’t believe you have the knowledge and experience necessary to do the job. Your attorney bio gives you the opportunity to lay out your experience and credentials so a potential client has trust in your legal abilities. 

Attorney Bio Pages Help Your SEO

Search engine optimization (SEO) is the process of optimizing your website so that it ranks higher in the search engines, namely Google. This makes your website more visible to potential clients. Having the perfect attorney bio page is simply a good practice because it shows the search engines that you are a “real” business and are forthcoming with potential clients. 

Drafting the Perfect Attorney Bio Page

Think of your attorney bio as an opportunity to tell your story, not just list out a bunch of facts. You want to create an engaging piece of content that will connect with readers and show them why you are the best choice to handle their legal matter. Here are some things to consider as you draft your winning attorney biography.

1. Include These Key Components In Your Perfect Attorney Bio Page

While there’s no such thing as the perfect attorney biography, to create one that’s engaging, professional, and informative, it’s vital that you include some important elements:

• Professional Photo — A professional and high-quality head shot on your law firm’s website can help you make a positive first impression. 
• Experience and Background — Showcase your areas of expertise and qualifications to establish credibility and build trust. 
• Achievements and Notable Cases — Continue to build credibility by highlighting your professional achievements and listing any notable cases. 
• Clear Contact Info — Make contacting your law firm as easy as possible by clearly displaying your phone number and email address or linking to a contact form. 
• Personal Touch — Don’t forget to add a personal touch to your attorney bio that aligns with your law firm’s brand identity. 

2. Understand Your Audience

To create a compelling attorney biography, you need to spend some time getting to know your target audience’s wants and needs. Specifically, what types of legal challenges will your ideal client be facing, and what concerns might they have when searching for a lawyer? If you can address these items in your biography, you’ll be successful. 

3. Write an Engaging Introduction

Part of the first impression you make with your biography will be in the strength of your introduction. If you don’t start out strong, your reader may hit the “back” button and move on to their next prospective law firm. Consider hooking them with a story or anecdote that showcases your background or passion about helping clients achieve success. 

4. Highlight Your Qualifications and Experience

At some point, you need to provide the details of your education, experience, and qualifications. If you don’t, people might conclude that you’re trying to hide something. List where you went to school, your years of experience, bar admissions, awards received, judgments and settlements for clients, and other relevant information. 

5. Showcase Your Values and Personality

It’s also vital that you give potential clients a way to connect with you by letting your unique voice shine through in your bio. Avoid legal jargon and overly formal language. Instead, try to be human and relatable without coming across as unprofessional. Consider sharing what drives you to practice your area of the law and other things you are passionate about, such as community service. 

6. Be Mindful of SEO

Finally, keep SEO in mind as you craft your attorney bio. While you are writing your biography for the benefit of potential clients, you also want it to appear high in the search engines when people are searching for the services you provide. An experienced digital marketing specialist can help you optimize this content so it performs well. 

Create a Winning Attorney Biography for Your Law Firm’s Website

Your law firm needs every advantage possible against the competition. One way you can set your business apart is by creating a strong online presence that highlights who you are through winning attorney biographies. 

At Too Darn Loud Legal Marketing, we specialize in helping law firms get found and chosen by their target audience. Our digital marketing specialists will spend the time to get to know your law firm. We will then provide you with a customized strategy designed to achieve your particular goals. Contact us today to schedule a free consultation and website evaluation.