We preach and preach and preach even more that marketing for lawyers is a simple formula. It goes like this: Reputation + Relationships = Success. When dealing with clients, we always start with the Reputation portion of the equation. And, under this category, we start with the attorney bio. We do this because this is the first place a potential client will most likely be introduced to you. It shows who you are and what you do. More importantly, it should show why you are the right person for the job.
Elements of a good bio:
- Written from client viewpoint
- Includes keywords
- Has industry or niche focus
- Includes statistics
- Tells your client service philosophy
- Contains a professional photo
- Lists credentials
What sets you apart?
- Research 3 other lawyers that do what you do
- What is impressive about each?
- Where does your bio pale in comparison?
- Where do they speak?
- What do they write?
- What groups they belong to?
You are your product. Define what you are in your bio. Let the reader make an instant connection with you. Prove that you know their business or personal needs. Far too many attorney bios are written from the lawyer’s own perspective. These bios are just a laundry list of accomplishments. If I am being sued for a breach of contract, do I really care that you were on Law Review 20 years ago? Negative.
Some experts say that the attorney bio should humanize the lawyer. We disagree. Bios that list more personal interests than information are silly. I do not care that you like Notre Dame football when I need the insurance company to pay for my house that just burned down. In fact, I like Michigan so I will never hire you. Get our point?
Most times, a potential client will get more than one referral. From there, they will go online to check the attorneys out. When choosing, your bio should make the reader say, “This is the lawyer I need to hire.”
Your ESQuisite Marketing team will review your bio and make it better for a mere $75.00. Contact us today to improve your product – you. Email us at email@example.com or firstname.lastname@example.org.