Your attorney biography is typically one of the most visited pages on your website. It needs to sell your skills, expertise, and personality in one succinct package. It must essentially serve as a call-to-action to compel readers to become clients.
Writing a biography about yourself requires cleverly disguising your résumé in story form. It shouldn’t read like a laundry list of accomplishments, but rather, weave together career highlights and qualifications into one easy-to-digest narrative. Below are five tips to write a compelling attorney bio.
1. Talk to Your Audience, Not at Them
As with any piece of writing, to write your bio, you must start by knowing your audience. If you are a child injury attorney, for instance, your audience is likely the parents of injured children. Write in a language that speaks to their concerns and emotional state. In this case, that would likely be a voice that is compassionate and sincere but also focused on the end results.
Your target demographic is potential clients, not other attorneys. Avoid convoluted legal jargon and so-called “lawyer speak.” Use simple-to-understand terms and an active voice.
2. Make it Less About You and More About Your Clients
Your readers want to know about you, yes, but specifically, they want to know what you can do forthem. Reframe your career highlights and professional achievements into something that directly impacts or benefits them. For instance, don’t just bullet-list a Martindale-Hubbell AV Preeminent rating. Explain why that may indicate a more satisfying client experience to come.
3. Use Headers to Organize Information
Most web pages benefit from the use of optimized subheads as a means to organize and highlight key information. Your attorney bio is no exception. Sample “categories” may include education, professional honors and achievements, community engagement, and affiliations.
However, instead of using drab headings like “Education” and “Professional Background,” try more descriptive titles like: “Experience Handling Divorce Cases Similar to Your Own,” “How My Education Will Impact Your Dog Bite Claim,” and “Two Decades of Fighting for Fair Car Accident Compensation.”
4. Give it a Little Personality
When you write the biography, it is one of the most natural and appropriate places on your website to allow your personality and personal philosophy to shine through. It’s an opportunity to humanize yourself instead of existing as just another generic attorney.
For instance, are you passionate about child custody cases because you were a child of divorce? Do you practice veterans disability law because your grandfather was a disabled veteran and you saw firsthand why benefits matter? These personal anecdotes help potential clients better understand why you do what you do, and why you’re the best fit for their case. Don’t forget to include a professional photograph!
5. Prove You’re an Expert in Your Field
Highlight professional accomplishments and affiliations that underscore your expertise. Examples include any books you’ve authored on a topic, niche groups to which you belong, media appearances, and professional awards. Don’t forget to include basic details like how many years you’ve been practicing in your field and any other experiences that help inform your current practice. Examples of past settlements and success stories also help to reinforce your skills.
Don’t have time to research, organize, and write the perfect attorney bio? We Do Web Content can handle that – and all your other content needs. Call us at 888-521-3880, or complete this online contact form.