It’s no secret that the legal industry is saturated with attorneys in all practice areas. So, when your potential clients are looking for legal services, your attorney bio must stand out and communicate what you do, who for and why.
Whether your bio is featured on your website or somewhere else, it must be compelling and informative while building a connection with your audience. If this sounds like a tall order, rest assured that it isn’t. This guide will explain everything you need to know to write an attorney bio that connects and converts.
Your Attorney Bio Isn’t a Resumé
First, your bio shouldn’t be a re-hashed resumé, a list of previous employers or even a list of accomplishments. Unfortunately, this type of copy doesn’t give any details about you as an attorney. Although professionalism is important as an attorney, a CV published as a bio often comes off as overly stuffy and incredibly dull.
Your bio is an opportunity for your audience to get to know you. It also gives them a chance to relate to you, which can often ease the tension that comes with hiring an attorney. As a result, they’ll connect with you on a deeper level, which is known to drive conversions. #winning
Start Here: Dig Deeper Into Yourself & Your Potential Clients
First, there’s a bit of prep work you need to do before diving into writing your bio. This includes getting to better know yourself and your target audience, as well as what you have to offer.
Your Superpowers, Services & Industry-Specific Skills
Take some time to consider your superpowers. What are those things you do better than any other attorney in your area of practice? For example, are you a great communicator? Do you offer virtual consultations?
Next, think about your services and the industry-specific skills you use to deliver them. Does your previous experience as an engineer make you a fantastic IP attorney? Perfect! This is something you’ll want to mention in your bio.
Your Target Audience’s Needs, Desires & Concerns
Now, it’s time to focus your attention on your target audience. While your bio is about you, it should be written with your potential clients in mind. It must appeal to their needs and desires while eliminating their concerns about reaching out to you. So, how do you do that?
Start by creating an ideal client avatar for your practice. Give them a name, jot down what you know their needs are, what they want from an attorney and the fears they may have about hiring one.
For example, if you’re a family law attorney, your ideal client might be seeking support through a divorce. They may need an attorney that’s knowledgeable about child custody as they have two small children. They might also want someone supportive, as they fear the stressful process of divorce and the various outcomes.
With a picture of your ideal client in mind, you can write a bio that connects with them on a personal level.
The Attorney Bio Breakdown: An Easy-to-Use Writing Template
Now, it’s time for the fun part: writing your bio. Not sure how to get started? We’ve got you. Use the following as a guide for each bio section and a template as you write.
Section #1: The Introduction
In this section, introduce yourself! For example, state your title (i.e. Associate or Partner) and your primary area of practice. Also, include a quick explanation of who you serve and how.
Section #2: Details About Your Practice Area & Experience
Are you in estate planning? Or, do you work in consumer protection? Use this section to explain your main area of practice and your experience. Remember, this isn’t a CV. Instead of listing your past employers or education, tell a story. For example, state your experience and how it benefits potential clients now.
Section #3: Details About How You Serve Your Clients
Remember earlier when we discussed your superpowers? Now’s the time to use them. Explain what makes you different from other attorneys in your practice area. You’ll also want to speak to the fears and concerns you eliminate for your clients and what they can expect when working with you.
Section #4: Your “Why”
Now, take a bit of space to explain why you do what you do. Why did you choose this type of law to practice? Why did you want to be an attorney?
We’ll level with you: We know that this might seem a bit “woo-woo” at first. We get it. But no matter how professional the legal industry might be, your potential clients are looking for connection. And the only way to connect is by being authentic and human.
Your “why” will help your audience better understand who you are, which will form a better connection. And that connection leads to a consultation.
Section #5: The Call-to-Action
Speaking of consultation, the last section is your call-to-action (CTA). How should a potential client get a hold of you? Should they call your office? Send you a message? Explain how they should reach out in detail.
We typically recommend attorneys offer both a phone number and a contact form. This gives your potential clients options to choose a contact method that fits their comfort level.
3 Important Extras to Include in Your Attorney Bio
With the meat of your bio complete, there are a few additional things you should add-in:
- Personality: Your bio should reflect what it’s like to work with you. The best way to do that is by adding in some personality. If you’re witty or laid back, make sure your bio showcases that.
- A professional headshot: A headshot is a great way to introduce yourself to those on the other side of the screen. Make sure it’s high-quality and stay away from selfies.
- A quick blurb about your personal life: What do you enjoy doing in your free time? What’s your family like? Sprinkling in a bit about your personal life will add some humanity to your bio. And this is something your potential clients will connect with more so than your accomplishments.