Beyond the homepage, the most important pages on your law firm’s website are those that profile your attorneys and, possibly, your staff members, too. With visually striking and engaging attorney bios, your law firm can:
- Generate traffic to your website
- Leave visitors with a solid first impression, and
- Spur those potential clients to contact you.
In this article, we go into more detail about why attorney bios are so important. We also discuss some of the key ingredients of a compelling attorney bio.
However, sometimes, you just know it when you see it. So, we also provide examples of great attorney bios, or bios with a highly effective blend of all those ingredients.
Want to learn more about how Consultwebs can help you take advantage of the value attorney bios bring to your law firm’s digital marketing campaign? Contact us today. One of our consultants would be glad to talk with you.
Why Are Attorney Bios So Important?
Consultwebs has worked exclusively with law firms for over 25 years. In that time, we’ve helped our clients navigate numerous changes in the digital marketing landscape from Google, Meta, Microsoft, and many others.
However, we can safely say that one aspect of our approach has stayed the same — we focus on attorney bios. Why? Simply put, people who need legal services, including other law firms, want to read them.
As this Law.com article reports:
- Attorney bios capture 80 percent of overall traffic to law firm websites.
- 64 percent of in-house counsel say that attorney profiles are “important” when looking online for outside counsel to hire.
With solid profiles of your attorneys and staff members, your law firm can achieve numerous objectives in your digital marketing campaign, such as:
- Generating traffic – An attorney bio can contribute to your firm’s search engine optimization (SEO) strategy by including keywords that target your practice areas and geographic location(s).
- Making a strong first impression – An attorney’s profile page is the first thing people may see when they visit a firm’s website. Within seconds of scanning your bios, a visitor can get a good idea of your experience, personality, and distinct ways of serving clients.
- Building trust – You can show how your firm’s lawyers are relatable and trustworthy. Those are key factors when people hire an attorney.
- Displaying your diverse strengths – Your firm’s lawyers and staff each offer something unique and valuable to clients. Your bios allow you to showcase the range of talent and experience that your firm offers.
- Establishing credibility and authority – You can highlight your attorneys’ education, achievements, leadership in the legal community, and their ability to handle even the most challenging cases.
- Driving conversions – By highlighting your attorneys’ attention to clients and providing prominent links, phone numbers, email addresses, and contact forms, you make it easy for clients to reach you.
What Are the Key Ingredients of a Great Attorney Bio?
The one thing an attorney bio should never be is cookie-cutter.
If you provide visitors with a “blah” set of generic profiles, or even a well-written profile with a bland or non-user-friendly design, you shouldn’t be too shocked when those visitors click away to another law firm’s website.
So, what steps can you take to boost your law firm’s attorney and staff profiles? Here are seven key ingredients that we believe make an impact:
- Use a great photo (and don’t forget video) – A professional headshot — with elements like pose, angle, lighting, background, and facial expression — visually conveys an attorney’s character, while video provides a more revealing glimpse at their personality.
- Make it easy on the eyes – Photos, videos, headers, bullet points, and graphics make the bio more readable and easily scannable. The design of a profile also says something about a law firm’s personality.
- Showcase your unique value – You can use results, testimonials, and compelling narratives to show the experience and other strengths your attorneys and staff members bring to a potential client’s case.
- Display your personality – Don’t just say that a lawyer is “a fighter.” Instead, you should explain how their background, training, and experience led them to adopt that approach. Show — don’t merely tell — why visitors can trust and want to hire them.
- Focus on your audience – Highlight education, certifications, bar admissions, awards, and other achievements. However, explain how it helps the lawyer to serve clients. You lose a visitor’s interest if you can’t connect those qualifications to their legal needs.
- Optimize for keywords – When it comes to SEO, blending targeted practice area and geographic area keywords in your attorney bio pages is simply a reliable way to draw traffic to the site. A firm should also routinely refresh and update the bios.
- Drive conversions – Prominently display contact information for the law firm and the specific attorney. Again, make it easy to connect.
What Are Some Examples of Great Attorney Bios?
We think you’ll find that the following are examples of attorney bios that subtly and successfully blend the key ingredients we discussed above:
Salvi, Schostok & Pritchard P.C.
https://www.salvilaw.com/attorneys/patrick-salvi/
The firm’s attorney bios feature sleek professional photos and videos shot at its offices in a glossy, 50-story tower in Chicago’s North Loop. The buttons and graphics allow visitors to easily find information about the attorney’s education, awards, honors, and past results, and a contact button is on the top menu bar. The videos connect with potential clients by explaining what inspires the lawyers and highlighting the attention they give to their clients.
Jebaily Law Firm, P.A.
https://www.jebailylaw.com/our-firm/rangeley-bailey/
The top of each bio for this law firm, which is located between Florence and Myrtle Beach in South Carolina, displays a photo of the attorney in a relaxed, confident pose. In addition to putting contact information at the top of the page, the firm includes testimonials to help build trust and credibility. The bio also explains the attorney’s community involvement, not just their legal accomplishments. (Shout out, too, for including bios of staff members, typically the first people clients meet when they come to the office.)
Charles R. Ullman & Associates
https://www.charlesullman.com/attorneys/charles-ullman
Given that the growing law firm’s founding attorney is a Raleigh native, it is a nice touch for the firm to blend the city’s growing downtown skyline into the background of its professional headshot photos. The bios convey how the attorneys, who focus on helping families through divorce and other family law matters, have their own families, establishing relatability. The videos answer frequently asked questions, and Google Reviews provide social proof.
Bayuk Pratt
https://bayukpratt.com/attorneys/bradley-pratt/
The attorney bios for this Atlanta personal injury law firm feature professional photos, eye-catching graphics, and easy-to-find contact information. The bios also effectively convey how the firm’s founding attorneys, Frank Bayuk and Bradley Pratt, draw from their past experience as partners at one of the world’s largest defense firms to help their clients seek compensation. Placing complimentary remarks from opposing counsel is a unique way to establish trust and confidence with prospective clients.
Davis, Saperstein, & Salomon, P.C.
https://www.dsslaw.com/our-firm/attorneys/steven-benvenisti/
This firm, which primarily serves New York and New Jersey, provides visitors with bios showing what motivates each attorney to practice in their areas of the law, and it reinforces the theme with videos and photos. The graphics allow for easy scanning of the firm’s credentials, while the video testimonials are highly effective and relatable. The bios also include links to blog articles about the attorney or written by the attorney. Contact information is in the top bar.
Mama Justice – MW Law Firm
https://www.mamajustice.com/our-team/missy-wigginton/
What stands out the most about the bio for the founder of this Mississippi family law firm is the personality it conveys. In addition to its eye-catching, reader-friendly design, the bio offers prospective clients a first-person narrative of what inspired the attorney to give her law firm its unique name and dedicate herself to her practice areas. Again, the use of Google Reviews serves as social proof.
Marks & Harrison
https://www.marksandharrison.com/marks-harrison/our-professionals/
Marks & Harrison is one of the nation’s oldest personal injury law firms. It is also growing into one of the largest, expanding its offices from Virginia into Maryland and Washington DC, and growing its roster to 32 attorneys. The stylish-looking bios, though brief, showcase the breadth of experience and range of services the firm offers clients. It also introduces prospective clients to its intake team and other members of its staff of more than 130 support personnel.
How Can Consultwebs Help with Your Law Firm’s Attorney Profiles?
As our veteran Digital Marketing Manager, Monica Tarantino, explains in this article, we want to make our clients’ attorney profiles stand out. Because we realize the vital role that attorney bios play in a law firm’s digital marketing campaign, we take the extra steps, such as:
- Interviewing attorneys so we can understand and convey their stories
- Focusing on details that reveal who they are as lawyers and individuals
- Learning their motivations and defining moments in their careers
- Connecting their backgrounds to how they can serve potential clients
- Providing eye-catching, scannable, and easy-to-navigate designs
- Prominently featuring contact and practice area information
- Incorporating professional photos and videos
- Merging Google Reviews and testimonials into profiles for social proof.
- Tailoring attorney bios to each platform, such as Facebook or LinkedIn
- Optimizing bios for targeted practice areas and geographic locations.
Contact Our Experienced Digital Legal Marketing Team Today
We take pride in the attorney bios we provide to our law firm clients. They reflect our 25 years of experience, knowledge of time-tested digital marketing strategies, and commitment to adapting to changes so we can better serve our clients and help them reach their digital marketing goals. Contact us today to speak with a consultant and learn how we can help you boost your law firm’s attorney and staff profiles and leverage them effectively in your campaign.
