How much should you talk about yourself on your website? Should you “brag” about your accomplishments? How self-promotional should you be in your copy? And how do you avoid sounding arrogant or conceited?
The answers to these questions depend on context and reader expectations. Sure, readers will expect your bio page to share your accomplishments and qualifications (in fact, they want to know that information if they’re visiting your bio page), but pages about topics meant to be educational should be light on (or free of) self-promotion.
Here are a few tips to help:
- Focus your accomplishments on your readers
- Sprinkle your accomplishments throughout your site
- Refer to your company or your firm, not to yourself
- Use testimonials
Focus Your Accomplishments on Your Readers
When you write about your accomplishments on your bio or about page, keep the focus on you. After all, that’s the purpose of those pages.
But on pages other than bio or about pages, write about your accomplishments in a way that puts the focus on what you can do for your clients or customers. If you’re a lawyer, you might tell a story of a difficult case you resolved successfully for your client, demonstrating to your readers how you can help them solve their problem.
For example, let’s say you helped a client who was in a difficult custody battle. Her spouse was spreading rumors about her to gain full custody. You successfully exposed the truth behind these lies and your client ultimately won joint custody. This story would be a good example of your skills on a page about difficult or contentious child custody disputes.
Don’t Make Each Page a Resume
Your readers want to know about your accomplishments — this is likely how they’ll pick you or your firm; however, this doesn’t mean your pages should be lists of your accomplishments.
Instead, give your readers the information they came for and use your accomplishments to show them how knowledgeable you are.
This goes for things like your case results as well. You’re proud of the verdicts you won — and you should be. But you shouldn’t simply put the same list on each page. List a few if they pertain to the page’s topic. For example, on a page about truck accidents, you might list your top three truck accident verdicts.
Pro-tip: Don’t brag about things that don’t matter.
Keep unrelated, humorous tidbits on your bio or about page. Companies that try to position themselves as inviting and personable might encourage employees to share funny or relatable notes about themselves on their bio pages (I was the 2005 Hula Hoop Champion in college!). That might work on a bio page, but not on most other pages, especially if you’re a law firm or other professional.
Talk About Your Firm or Company, Not Yourself
This one is a bit of a loophole. Instead of bragging about yourself, brag about your firm, company, or team. Consider the following examples:
I have received an AV Preeminent Rating on Martindale-Hubbell every year for the last 15 years.
Our firm has received the Best Personal Injury Firm award every year for the last 15 years.
When you refer to your firm instead of yourself, it usually comes off as less boastful.
I’m very proud of the work I did on this case.
I’m very proud of the work our team did on this case.
By mentioning your team, you focus on your team instead of yourself. This allows you to give yourself a subtle pat on the back while showing your gratitude and pride in those you work with.
Testimonials are a great way to brag without seeming conceited. After all, you aren’t even bragging; your clients are doing it for you!
One of my favorite features of my firm is that I always make myself available for my clients, even if I have to drive to their home or hospital room.
Jenna was great! My car was totaled because of my accident so she met with me at my home. The service her firm shows clients is unparalleled.
I’m always available for clients, even if they call me in the middle of the night.
I called Jenna after my DUI arrest; she answered the phone at 2 a.m.! Now that’s dedication!
The message is the same, but coming from an unbiased third party is more trustworthy and natural.
Even if you have a designated testimonials page, you might include a testimonial on other pages when it makes sense to do so. For example, you might include a testimonial from a client you helped successfully resolve an insurance claim against a large truck company on a page about truck accident cases.
Bragging about yourself might make you feel uncomfortable, but it might be necessary to convince your readers you’re the person for the job.
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