As a digital marketing firm, we’ve seen our fair share of websites. Each client coming on board brings their own set of marketing goals, so each website we create is different. But, there are a few areas that we feel each attorney needs to have as a website staple. One of these is the Bio Page.
What Is a Bio Page?
The bio page of your website is all about YOU. Your bio needs to let your potential clients know your story: your education, how you became an attorney, your work experience, awards … you get the idea. If you are part of a larger firm, they’ll want to know more about the practice as a whole.
Why Do I Need a Bio?
Research shows that website bio pages are one of the top searched pages overall – sometimes only second to the homepage. In fact, The Legal Intelligencer says that “Various surveys and other research over the past three to five years indicate that more than 90 percent of general counsel believe that law firm websites play a key role in influencing purchasing decisions for legal services, and that lawyer bios are the single most important section of a firm's site. In fact, lawyer bio pages generate between half and three-quarters of all the traffic on firm websites.” Wow!
And it’s not only potential clients or firms that are looking to use your attorney services. Other colleagues looking to make a referral, associations, trade groups and even judges will often go to your bio page to review your credentials and experience.
What Should My Bio Say?
With a bio being one of the most important pages of a website, you sure do want a good one! Often, attorneys may not spend a lot of time crafting the perfect bio – so here are some ideas to spruce it up:
- Show what type of law you focus on. Get to the key areas quickly and be specific!
- Answer “what can you do for me?” Sure, awards and accolades are important to list … but your bio should be client-focused overall. Share how you can help solve your clients' issues.
- Share your brand story. Your marketing should have a consistent brand message, and that also applies to your bio page. Everything from the writing tone down to the font and format of staff titles – make sure your brand message is clear.
- Be aware of state rules. Each state has different ideas of what is or is not ok for legal advertising, and this goes for websites too. Make sure you are aware of what is allowed and what needs to be left off of the bio page.
- Make updates. As your practice changes and your experience grows, you need to reflect these updates in your bio. If you haven’t changed your bio in a few years, it’s probably time to review and edit.
- Show some personality. When people think of a “professional bio” they may assume it should sound like a resume. But you don’t want to come off as stuffy or boring – you work with people, and they want to feel comfortable with you. Let them in on some of your personal interests and community involvement. Attorney bios should not be “cookie cutter”, they should be unique for each attorney.
Haven’t updated your bio page recently? If it’s time for a review, send your edits directly to the IMS Team via our Online Support Ticket.
Reference: The Legal Intelligencer (June 23, 2015) – “Autobiography of a Lawyer: The Most Important Part of a Firm's Site”