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Bios. The bane of every law firm marketer's existence. How can something so seemingly simple be so hard to handle? There are probably as many answers to that question as there are types of bios — but the basic issue is that attorneys are generally not great salespeople (caveat: some are great salespeople, aka rainmakers) and they are often introverts. While lawyers may like to speak about themselves, many are not effective in how to speak about themselves and their work in a way that is appealing to clients.
So, why are bios so important? Survey results and research routinely show that clients check out attorney website bios a lot. For example:
With clients so focused on bios, it is critically important that attorney bios be concise, updated and speak to clients.
There are many elements that contribute to crafting a robust attorney bio, though there are three over-arching elements that all professional bios include:
Get to the point, quickly. If you take nothing else away, remember this: attorneys should not include everything about themselves and their experience in their bio. Instead, lawyers should focus on what they do well, what they are experienced with and — almost most important — what they enjoy and want to do.
Stay on point. Leave out laundry lists; if an attorney must include a list, bullet it and only include matter details from no more than the last five years — unless the attorney has a Supreme Court win or a multi-billion-dollar deal in her past.
What have you done, for whom and what was the result? One of the most important things that gives a bio a boost is including an attorney's specific legal experience, for whom, and what the result was. This is what clients really want to know.
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