How to turn lawyer biographies into marketing tools for law firms
A lawyer’s biography, especially an online version, is one of your first methods of contacting potential clients. Whether people are seeking representation or simply doing research about the company, what is published to the world should speak for you, not about you. By following a few simple guidelines and thinking of your bio as a marketing tool rather than a resume, attorneys can create a powerful message.
It reflects your signature.
If your company prides itself on having a friendly, informal environment, let us know. Using your name can immediately attract people and create a warm connection with readers. If your company prides itself on being a global powerhouse, “Mr.” or “Mrs.” send a clear message and a serious tone. The only thing to avoid? Nicknames. Even in the most informal office, some nicknames are too informal for a business setting.
Tell customers how YOU can help them.
Identify your customer. Now gather the experience and/or cases that would interest them. A bio is not the place to list everything you’ve done; it’s a place to highlight the expertise you have in a particular area. If you are currently litigating cases revolving around aviation, then a previous career as a pilot would make clients take notice. If you’re currently working in real estate, it’s just a fun fact.
Don’t limit yourself.
Many attorneys find themselves covering more than one practice area and there is no rule that says you can only have one bio. Tailoring your bio to each practice area can be a useful tool when meeting with potential clients. A general bio can highlight your overall accomplishments, and additional area-specific bios can be a great follow-up tool.
Avoid the dreaded lists.
Edit yourself when it comes to memberships and awards. Keep descriptive paragraphs lively, short, and informative, and remove lists in a separate space on the page. Keep them limited to only those organizations or awards that are recent or important to your practice. You can always create a full (longer) bio, available on request.
Don’t be personal.
Customers want to know how you can help them, not that you play second base on the company softball team. Try not to include hobbies or personal interests under a business heading. If you want to include the information, create a separate item and label it “Life Beyond the Law…” or “Life Outside the Company…”
Keep it up to date.
Review your bio every three to six months (if not more) and take stock. Keep your information up-to-date, and make sure you’re talking to clients you want, not clients you’ve already had.