It can be difficult to market legal services online effectively, particularly for new attorneys and those trying to set up a website for the first time.
A major part of marketing your services as a professional attorney is giving your potential clients the right impression of you. When you communicate your personality and values properly, your clients will be able to connect with and trust you more easily, which leads to them being more eager to do business with you.
The best way to give a positive impression of yourself is through a well-written professional attorney bio. But how do you set about writing one of those?
We’re going to cover the ins and outs of professional attorney bios by providing a step-by-step breakdown of how to craft a stunning one.
Part 1 – Research
Before you can start writing your attorney bio, you first need to know what’s going to go in it. To determine that, it’s a good idea to make sure you understand the requirements of such a bio.
Remember, you’re not just providing a brief summary of yourself; you’re marketing your skills as an attorney. Crafting an excellent bio is part of your marketing strategy and should be treated as such.
There are two key aspects of research you’ll want to be certain you cover. These two – which we will look into shortly – are crucial to ensuring your finished bio is competitive and conducive to your success as an attorney.
Knowing What’s Desirable In The Industry
What are the clients in your specific area of expertise looking for? What sorts of things make one attorney bio more attractive than another? Which keywords and phrases draw in clients, and which ones are only there to fill up the space?
These are the sorts of questions you’ll need to answer before you can begin writing your professional attorney bio.
Many clients, for example, seek to find attorneys through referrals. Building trust and demonstrating your competence is therefore crucial. You must design your bio to win prospects’ trust and show evidence of the value you can provide.
The more you know about what sorts of features and phrases do catch clients’ eyes, the more you can optimize your own bio to look attractive to anyone who’s been referred to you. You might want to consider including case studies and client testimonials within your bio.
Analyzing Other Attorneys’ Bios
It’s good practice to learn what the competition is doing.
Analyzing the bios that other attorneys, particularly ones within the same field, have posted lets you form a clearer idea of what you want your own bio to look like. For example, what level of detail do competitors go into? Do their bios strike the right balance between efficient communication and making the most of their expertise. You should pay close attention to this and determine what to include to help you stand out from the crowd.
Please note that the idea behind this type of analysis is not to try and emulate the work of others. Rather, it’s about learning and researching so that you can take the marketing mistakes others have made and avoid yourself.
Part 2 – Planning
Now that you’ve gathered all the information you need to start creating a great professional attorney bio, it’s time to synthesize that information into a usable format. More specifically, you’ll be creating a plan to follow in the next part.
Proper planning and execution go a long way. If you can lay the groundwork for the kind of bio you want to write before you start, it’ll be easier to write the right bio right away.
This should be the first thing you do once you’ve completed your research and planning phases. In this step, you should write out everything that could potentially fit within the bio. This includes items and ideas you aren’t 100% sure about. You will refine all of these later.
The sorts of things you noticed in the research phase will influence the direction that your brainstorming takes.
For example, if you’ve noted that every high-quality attorney bio you came across included details about how to reach them at all hours, you should make sure you’re equally accessible and that you’ve optimized your client intake process.
Make sure your business internet phone service provider equips you with an app for softphone so that you can pick up calls from any device anywhere and provide prospects with your contact number, email address, and any relevant social media profile details.
Remember, with more lawyers joining the bio pool every year, the competition is only getting more intense. That means you have to go beyond the essentials to stand out from the crowd.
IMAGE: MY CASE
This step involves taking your brainstormed ideas and narrowing them down to only the best ones. You’ll want to ax anything repetitive, weak, uninspired, or unoriginal, as well as any ideas that don’t fit with the others.
Equipping Yourself With The Right Tools
Unlike the others, this is less of a step and more of a vital piece of advice to bear in mind as you brainstorm and plan.
Any job comes with valuable tools that help you get it done more efficiently. Writing an attorney bio is no exception. As we’ve mentioned, being accessible to prospects is critical. But, having the ability to reach a supportive network of colleagues can also help you write a stunning bio.
You should consider investing in a small office phone system so that you’re able to include colleagues in the brainstorming process. Make sure you’re armed with collaboration tools like screen and file sharing to get the most out of this stage in the process.
Part 3 – Drafting
This is the part where you take all the points you’ve gathered and turn them into a fully written bio.
The idea is not to get it perfect right away – the next stage is all about editing your work into something truly stunning. However, in this phase, the focus should be on writing everything out that you could possibly need.
As before, having too much written is better than too little. There’s no need to worry about your exact word choice either, as these are all things that will be fixed and adjusted later. For now, the idea is to follow the structure of your plan and simply write until you’ve incorporated every idea that made it past that planning stage.
Part 4 – Editing
We’ve written an attorney bio, and now we’re going to turn it into something fantastic. This stage is all about honing, perfecting, and optimizing your bio until it’s highly professional and absolutely ideal.
It’s a good idea to compare what you’ve written to your plan and see how well your draft communicates the ideas and phrases you wanted to focus on. Then you can edit your work to bring your best qualities into the spotlight.
This is also the stage when you add in links that help your bio look and feel more professional.
For example, incorporating a link back to any previous client ambassador social media accounts can be a great way to connect with prospects and provide the social proof they’re after. Social media is a particularly popular way for lawyers to market themselves and connect with clients:
IMAGE: SPROUT SOCIAL
Part 5 – Publishing
This is the final step. Your attorney bio is now ready, which means it’s time to put it out there and let your prospective clients see it. As you’re publishing your bio, it’s a good time to ensure that the rest of your website is fully ready as well.
For example, let’s say you’ve registered your website’s domain, but only in some parts of the world. You’ll want to buy and register domain names (as well as domains for any other regions you’re not already registered in) as soon as you can.
Tips To Keep In Mind
There are a few things to remember to make your job easier as you craft a stunning yet professional attorney bio. First, you’ll want to make it as easy as possible for your clients to find you. That means giving them access to your VoIP phone number, where you can always be reached, somewhere in the bio.
It’s also essential to pick a good photo to include if you do choose to include one. You want to look professional and capable, yet also approachable and friendly. Striking that balance is vital in communicating the right impression to your clients.
Lastly, remember to optimize your bio. It’s not about adding in more content but about boosting the quality of that content. Structuring your bio efficiently is more important than cramming it full of too much info.
If you are interested in even more business-related articles and information from us here at Bit Rebels, then we have a lot to choose from.