MP900385564Everybody’s got one. No, not a bellybutton, an “About” page. Maybe yours is called “Bios” or “Meet the Staff,” but pretty much every attorney’s website has a page that introduces them to their readers on a personal level.

Why? Because you are offering a service. Potential clients want to know who they will be working with and look you in the virtual eye. One expert says,

Website analytics show that over 60% of visitors to your website land on lawyer biographies, and about 90% of general counsel indicate attorney biographies are the most important pages to them on a law firm website.

So why not make the most of the space? Here are 3 tips to connect with potential clients.

1. DO Use a Professional Photo

A professional head shots is a staple of modern legal marketing. But more traditional lawyers run the risk of turning clients away with their stern gaze and crossed arms.

Instead, try to choose a photo that shows you can relate to the clients in some way. Are you smiling? Maybe you’re in the middle of a consultation. If you are really daring, try a more casual shot outdoors or even without a suit.

The photo should be consistent with your brand. But even if you are tough as nails in the courtroom, make sure your About photo is more approachable than your average porcupine.

2. DO Think Outside the Office

The easiest way to make a biography is to basically duplicate a lawyer’s résumé. But just because it’s easy, doesn’t make it right. Résumés are not written to relate. They are written to impress human resource managers within the industry.

Potential clients probably do not care that you were 2nd in your class. But the fact that you enjoy trail riding on the weekends might intrigue them, or they might find solace in your religious or volunteer activities. Use your About page to connect as a person, not just list your professional achievements.

3. DO Link to Your Social Media Pages

If you have more than 1 attorney in your firm, use the About page as a portal to the content marketing you each are doing elsewhere on the web. Does your partner have a blog dedicated to dog bite issues? Does your associate maintain the firm’s Twitter account? Are you the one who updates the Facebook page? Post links.

This makes it easy for potential clients to get a handle on your expertise without having to ferret out who covers what in your office. Remember, clients aren’t usually hiring the firm. They are hiring the one person there who is a specialist in exactly what they need.

The About page can be a glimpse into the lives of each of your attorneys and support staff. By using it intelligently, you can help potential clients think of you and your staff as people instead of just cogs in the litigation machine.