Why Lawyer Author Bios Matter in Content Marketing

Key Takeaways:

• Attorney bios are among the most critical components of your website and should be an integral part of your law firm’s website design.
• Clients looking for an attorney want someone they can see is successful and trusted. Your bio showcases that.
• There are critical mistakes you can make when writing your bio, but there are also numerous opportunities to enhance your profile to ensure it’s working for you.
• Let Array Digital refine and tweak your bio (and website marketing) to help support your law firm’s growth.

Readers searching for legal representation often find generic or uninspiring lawyer bios online, leaving them uncertain about which attorney to choose.

This lack of compelling information frustrates potential clients, who worry they won’t receive the personalized and competent legal assistance they desperately need.

Crafting distinctive and authentic lawyer bios that highlight your unique expertise can build trust, set lawyers apart from their competitors, and help clients feel more confident in choosing the right law firm for their needs. This blog post will review the essential elements for creating an engaging attorney bio and provide a free template to help you craft your winning bio today. For further help creating an online presence for your law firm, contact Array Digital’s strategists today.

Why do lawyer author bios matter in the digital age?

An attorney bio is an opportunity to showcase professionalism, skill, and experience, all critical to any prospective client looking to hire an attorney to help them with their legal needs. First impressions matter. Potential clients will use these bios to gauge whether an attorney seems credible, competent, and a good fit for their needs based on personality.

Attorney bios:

• Significantly impact a client’s hiring decision, second only to a personal recommendation
• Are researched to determine if a person “feels” right to the prospective client
• Provide a way for the attorney to connect more personally with a website visitor

Common mistakes to avoid in your lawyer bios

As important as an attorney bio is, it’s critical to get it right. Remember, this is a first impression. The following are some of the most common mistakes attorneys make when crafting a bio:

• Generic information: Boring, monotone, fact-only information doesn’t capture attention. It also doesn’t get read.
• Legalese: Use terminology and phrasing that the average person recognizes rather than legal jargon that’s complicated or difficult to read.
• The wrong length: Keep bios about 300 to 500 words, providing information the reader needs and wants to know without focusing too much on deep legal insights and research.
• Being boastful: Use your LinkedIn page to discuss your successes. Use clear language without boastful expressions to document those wins in your bio.
• Overly humble: You also don’t want to be overly humble. Readers may wonder what (if anything) you’ve accomplished and achieved.
• Lack of updating: Bios need to be updated on a routine basis (at least annually) and should be proofread. Spelling and grammar mistakes undermine your message and credibility.

Key components of a strong and engaging attorney bio

Now that you know what not to do, consider what should be included in your bio on your law firm website.

• Write in first person: It creates more of an intimate experience between you and the reader and feels more personal (it’s certainly better than “he” or “she” throughout the content).
• Focus on including what the client needs: As an attorney, your value proposition is solving their legal problem. Ensure your bio contains examples of what you did and how.
• Include SEO: Search engine optimization (SEO) is a must for your content marketing efforts. While you shouldn’t stuff keywords into your bio page, you should include words that can help give you more support in the search engines. Ensure you use practice area terms, location information, the target market where you provide service, and any differentiating factors.
• Photos: A professional photo that’s up to date and offers a friendly smile is critical. Legal professionals should be seen as just that — professionals that look reputable. Photos help. A professional headshot helps you become a person, not just a name on a page.
• Call to action: This isn’t the place for significant legal marketing, but tell the person on your bio page what to do next, such as providing insight into how they can contact you or fill out a contact form.
• Accolades: It is a good idea to include memberships, professional associations, certifications, case studies, or other details that help you to stand out. State your membership in the Bar Association, prominent speaking engagements, additional memberships (e.g., Super Lawyers), or other notable achievements.

Best practices for maintaining an impactful lawyer bio

Whether you practice personal injury law, family law, corporate finance, or any other area, people want to know who you are, what you can do for them, and whether you are the best person to contact. In order to know that, they will read your attorney biography and get to know you personally, but they also will need to know that the information is up to date, important to them, and representative of your law practice today.

To help you, incorporate these best practices into your attorney biography:

• Showcase testimonials: When you receive new client testimonials, incorporate them into your bio. Do this often, ensuring the content is always fresh. Putting the date of the client testimonial helps the reader see you’re actively working on your practice.
• Keep practice areas up to date and thorough: Ensure that the content on your bio reflects the current practice areas you are providing service for within the firm. For example, if your family law practice begins to offer probate services, incorporate that. If you stop offering a service, remove it from your bio.
• Keep your achievements up to date as well: If your law practice wins a case, make a note of the recent accomplishment. That helps keep your professional bio up to date as well.
• Offer accessibility tools: Offer accessibility tools in your bio to provide more up-to-date legal support to people with different abilities.
• Mention engagements: Mention the ways you support your clients. Include information about community events if your law practice is active in the local community. Include any media coverage that relates to the good work you do.

Free lawyer bio template: Build yours today

This bio template makes it easy for you to craft an authentic, high-quality website bio. Make sure to update it to reflect your specific information and modify it to include additional details related to your skills.

[Your Name] – Attorney Bio Template

• Heading: [Your Name],
• Subheading: Senior Partner | Criminal Defense Attorney
• Profile Summary:
• [Your Name] is a dedicated criminal defense attorney with over [XX] years of experience representing individuals in complex criminal cases. As a senior partner, [he/she/they] works in [Key Practice Areas, e.g., white-collar crime, drug offenses, DUI, violent crimes]. [He/She/They] believe in providing personalized legal representation tailored to each client’s unique needs.

Key Qualifications:

• [Degree, Law School, Year]
• Licensed to practice in [States/Courts]
• Certified specialist in [Specialization]
  • Only mention a specialization approved by the ABA!
• [Additional certifications, if any]

Practice Areas:

• Criminal Defense: [List of Key Areas, e.g., White-Collar Crime, Violent Crimes]
• [Related Practice Area]
• [Related Practice Area]

Career Highlights:

• Secured [XX] acquittals in high-profile cases involving [Crime Type].
• Negotiated favorable plea deals leading to reduced sentences for clients charged with [Crime Type].
• Named “Top [Field] Attorney” by [Recognized Legal Publication] for [Years].
• [Other notable accomplishments or recognitions]

Professional Affiliations:

• Member, [Local/State/National Bar Association]
• [Other Professional Organizations]

Published Work & Speaking Engagements:

• Author of “[Title of Legal Article/Publication],” published in [Journal/Magazine Name], [Year].
• Regular contributor to [Legal Blog/Magazine].
• [Keynote Speaker/Panelist] at [Conference Name], [Year].
• [Guest Lecturer] at [Law School/University].

Community Involvement:

• Volunteer Legal Advisor for [Nonprofit Organization]
• Pro bono representation for [Cause/Initiative]
• [Other Community Service or Involvement]

Contact Information:

• Phone: [Phone Number]
• Email: [Your Email]
• LinkedIn: [Your LinkedIn Profile]
• Office Address: [Office Address]

Personal Note (Optional):

• [Your Name] is a firm believer in [Personal or Professional Philosophy], working tirelessly to ensure every client receives the best possible defense. Outside of the courtroom, [he/she/they] enjoy[s] [Hobbies/Interests].

Why law firms partner with Array Digital

While you went to law school and built your practice, our team learned to build highly effective websites and mastered digital marketing for our clients. When you partner with Array Digital, you gain insight into the most effective resources available today to build your law firm marketing, enhance your online presence, and have a custom digital marketing strategy designed for your brand.

Testimonials

“The entire team at Array Digital is amazing! They are incredibly knowledgeable and very quick to respond to their client’s needs or concerns.  If you are looking for a professional team to handle your website, I definitely recommend them!!!” — Donna T.

“Array Digital has built an awesome website for our law firm and has used SEO to move us to the top of the page on Google. Two of our most recent settlements were for clients who found us on Google, which is a direct result of the great work Array Digital has done for us. They are true professionals who know their stuff!” — James K.

Looking to make your law firm’s attorney bios stand out online?

At Array Digital, we specialize in marketing strategies tailored for law firms. Our team understands the importance of a compelling lawyer author bio and knows how to highlight your expertise to attract the right clients. Reach out to us today at 757-333-3021. Schedule a free consultation to speak with our strategists and learn the Array Digital difference.