Now that you have moved a lot of your CV information off of your homepage and replaced it with emotional, consumer advocacy copy, you still need a place to tell the prospective referral about you as the attorney they could potentially be working with for months to help solve their complex issue.
That is where we use Attorney Biography pages.
Today, you will need to create an Attorney Bio page for every key person in your firm. To help with the connection of people to your firm, you may want to include a page for each person on your staff.
Do not try to create one long page with everyone’s biography information, we want you to create a unique page for each person. This will with the search engine returns for searches on your name.
The “Attorney Biography” pages are, oddly enough, something numerous firms get wrong.
Through our research, we have found these pages are typically the second most frequently visited pages on the website.
So why don’t law firms put effort into these pages?
Often, attorneys seem fine to just offer a short paragraph about themselves or the partners and, perhaps, a map with directions for how to locate the firm. This isn’t enough information about your firm for most prospective clients.
Yes, people care about your years of experience as a lawyer; however, that’s not what’s going to motivate them to call.
The number of years you’ve been in practice doesn’t truly distinguish you from the other lawyers in the area, and it doesn’t provide prospects a reason to give you their business.
Like your homepage, you need to speak to how working with your firm will benefit your prospects.
Think about it this way: people hire people.
Honestly, your prospects couldn’t care less about your degrees, titles, or positions—sorry.
What they really want to know is if they can relate to you as a person as well as if you can solve their problem quickly and professionally.
Your “Attorney Biography” is the place to carve out your own personal piece of the whole law firm’s brand.
Use this opportunity to tell your story:
- Why did you become an attorney?
- Why should a potential client want to work with you specifically?
- What are your interests as a person and not just an attorney?
- Can you show the prospective client your connection to the community where they live?
Taking the time to craft a thoughtful biography page will set your website above and beyond most of the law firm sites we see, and your prospects will notice.