You are an interesting person. There are very few truly boring people in the world, and if you are one of them, then congratulations, being boring has just made you interesting. So why does your website’s bio (or About page) read like a resume? What can you do about it? Continue reading
Advertising is all about making your firm stand out from the crowd. Whether your focus is on your expertise, practice area, or particular approach to legal issues, the one thing that your business has that no one else does is you. So why not use that asset to its fullest by telling potential clients your story on the About page?
Modern clients are looking for one thing more than any other in your advertising: authenticity. They don’t want a sales pitch. They want to know what makes you different. The best way to answer this question is to tell prospective clients just why you dedicate 40 (let’s be real, more like 60 or 70) hours a week to this business. Then you can use that story to show the unique value you can add to their experience. Here are a few examples:
- A man served as a police officer for years before an injury took him out of the line of duty. Rather than retiring, he went to law school and now handles criminal defense and police misconduct claims. His years on the force gave him an insight on the policies and procedures used in these cases that other criminal lawyers might miss.
- A general practice lawyer went through a hairy divorce that dragged on for over a year. After getting a chance to see the dirty side of family law from a client’s perspective, she became certified in collaborative divorce and focused her practice on helping others minimize the conflict she experienced.
- A top rated student from a top rated college went to law school because of his love of learning. He was particularly fascinated by the tax code and spent hours studying it. Now, he applies that same level of intensity to answering tough tax questions for businesses.
None of these stories focus on number of years practicing, GPAs or cost. Instead, they describe people who are passionate about what they do.
So what is your passion? Why are you a lawyer? Tell your story and make potential clients understand just what makes you and your business unique. If you need help writing content for your website, contact Lisa Schmidt.
Everybody’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.