Most lawyer bios turn off potential clients.
Why do these bios do exactly the opposite of what lawyers want them to do?
People don’t read your bio to find out where you went to school. They don’t read your bio to find out if you were on Law Review. They don’t read it to find out where you worked before. They’re not trying to find out about the big wins you’ve had.
Save that stuff for your resumé. And understand that your bio is not your resumé.
If you must include any or all of this information in your bio, bump it to the bottom of the page. Trust me, people will lose interest if you lead with the resumé stuff.
Why People Read a Lawyer Bio
Potential clients read a lawyer bio because they’re making an assessment. They’re trying to figure out what’s in it for them.
And they want to find out if this particular lawyer - you - will be a match for what they’re trying to accomplish. If you'll be able to solve their problem.
A referral partner is doing a similar assessment, trying to figure out what kind of business they should send to you. And even before that, if they should send you business.
The resumé stuff doesn’t tell that story or answer these questions. That’s why people stop reading when you lead with information that's only tangentially related to what they care about.
3 Things to Include in a Lawyer Bio
Who. Why. How.
Step 1: Clearly identify who you serve.
Get specific. This will make someone say, “This is the lawyer for me!”
Include a section called “who we work with.” Then describe your ideal client.
Pro tip: you can attract more clients and weed out bad leads by clearly identifying who you don’t work with.
Step 2: Explain why you do what you do.
Don’t assume everyone thinks hiring a lawyer is nothing more than a callous, money-for-services transaction. Don’t assume everyone views you as a hired gun who’s only out for cash.
People want to believe there’s a reason other than money for doing what you do.
They want to believe you’re looking out for their best interests. And referral partners want to know that the clients they send you will get first-rate service because you actually care.
Create a section called “why it matters” in your bio. Describe why you do what you do.
Did something happen in your life that led you to your practice area? Score bonus points by telling that story here.
Step 3: Describe how you deliver the results people want.
Every client wants to feel like they’re part of something special. By retaining you, they’ll get an exemplary result.
Describe how you deliver your services so they can picture themselves as your client before they even pick up the phone to contact you.
Again, get specific. Spare people the vague platitudes like “big firm quality at small firm prices” and "aggressive representation".
Explain in detail, step by step, what someone will experience from the first day they become a client.
This not only reduces friction when you pitch them, but it also sets accurate expectations and lays the ground rules of engagement.
Remember, how you market your law practice sets the tone for the quality of your clients, and the quality of your relationships with those clients. Make sure your bio sets the right tone and attracts the right clients.