Marketing may be something that has become a large part of many industries, but some professionals still don’t consider this category or struggle with how to market appropriately. You’ll want to know how to employ top-notch marketing for lawyers if it’s your law firm’s goal to continue to be successful in this competitive arena. Whether you’re new to marketing and need some assistance or have tried your hand at it in the past, there’s always something to learn. For instance, one key component of a lawyer’s marketing efforts is how to write a quality attorney bio.
Use Friendly and Relatable Language
Make it a point to use your first name or “I” in your biography content. You don’t want to come across as stiff or unapproachable. Write about your approach towards your law practice and include things that will make you memorable. This is your biggest chance to make an impression, as in many cases, it’s the first time a potential client will encounter you and your law firm.
Visuals make for a wonderful addition to any bio. Include badges and awards, such as those that are given by Super Lawyers and similar associations. It’s important that you have plenty of eye relief to give people a break from the text, especially if you have a great deal of written content. On that note, keep your sentences and paragraphs relatively short. Keep a decent amount of white space on each page of your site. Bulleted lists are ideal since you can keep the reader’s attention when it’s not a dense wall of text.
Type of Photo to Use
Your headshot photograph should be high quality. For this reason, it’s best to go through a professional photographer instead of someone in your office using their phone’s camera. Be sure to put your formal name and career title underneath it.
Some additional things you want to include are your credentials, such as your practice areas, where you attended school, the state bar memberships you hold, if you’ve been a professional speaker at industry events, and any awards you’ve been given, among other things. This also may be a good spot to put your client testimonials page link, if you’ve got one. It’s crucial that you have your contact information (phone, email, social media links) front and center.
Think of your audience as you write the biography. This should be geared in large part towards the benefits that they’ll get if they hire you, rather than merely listing your accomplishments. Put yourself in a potential or current client’s shoes. What would you like to know if you were looking for an attorney to handle your case? What do you have to offer clients that other firms in your area don’t offer? (lower cost, niche experience, efficiency, etc.). Figure out the ways you can present yourself so that you’ll stand out and give the important information where it’s readily available.
Legalese Is a No-No
Speaking of focusing on the client, you should avoid the use of complicated legal terms wherever it’s possible. Sure, there are instances in which you want to display your experience and services your firm offers, but it will turn off the audience if they come across too many of these words and phrases. It’s the mark of a good lawyer (or content marketing expert) if you’re able to put forth the same message in common language that will be understood easily. On top of that, Google algorithms do better with natural language when they’re scanning websites.
Search Engine Optimization Works
Search Engine Optimization, commonly known as SEO, is a strategy that has become extremely popular. If you talk to people who have done marketing for their own businesses, you’ll find that the majority of them have worked with SEO or hired someone who did. The key is to utilize several small tricks, including doing some research on what terms come up in the search engine for comparable legal practices who also do work in your practice areas. It’s a good idea to be specific in terms of location, services, special offerings, and related matters that people are likely to type in when looking for an attorney like you.
Attorney bios are best when they use commonplace and fairly casual language, feature SEO terms and phrases, have a professional photo and other clear visuals, and are focused on the client. If you are uncomfortable with the process, you can hire a marketing expert, especially someone who has experience in your field. Research content marketing agencies that are local to you and you’re sure to find one that’s a great fit.