Is Your Bio Costing You Clients?
Is Your Bio Costing Your Clients
Writing blogs for your firm’s site is an important way to present yourself as an authority in your particular area of practice, but there’s a more significant piece of content you probably haven’t thought about…
YOUR ONLINE BIOGRAPHY.
WHY IS IT WORTH TAKING THE TIME TO WRITE (OR REWRITE) YOUR BIO?
Telling a compelling and informative story about who you are as an attorney is critical, and here’s why…
The most popular pages on law firm websites are attorney bios, getting up to 80% of the traffic driven to the firm website by search engines.
Additionally:
Your bio provides information that potential clients use to become actual clients. It is your opportunity to set yourself apart. You’ll want to convey intelligence, capability, and competence, but you also want to position yourself as someone who would be pleasant to work with.
Your bio can be repurposed for other places where bios appear. For the firm website, you should write a full-length biography that goes over your education, experience and personal attributes. Using the most critical information from that full bio, you can create shorter, custom bio entries that can be used in a number of different ways. For example, you should use some form of your bio on:
· Legal Directories
· Social media
o LinkedIn
o Facebook
o Twitter
o Instagram
· Organizational membership listings
· Content contributor bios
o Publish articles
o Speaking engagements
Finally,
Your bio (in all of its forms) adds to your SEO with keyword optimization. Even a short bio should be rich with the keywords that your target audience will enter in a web search as they try to learn more about their legal issues. If written using real language rather than legal jargon, attorney bio pages have a very good chance of ranking well for large numbers of different keywords and phrases that potential clients will rely on when researching legal resources and narrowing down their options.
Need help writing a BIO that brings in clients?
This guy might want to start by turning on his laptop,
but you should start by contacting us!
WHAT SHOULD BE INCLUDED?
If your firm’s brand is successful in generating solid SEO that delivers consistent traffic to your firm’s website, you have to sell the visitor on contacting you. It is critical that you provide basic identifying information, but you also need to use clear language regarding the kind of law you practice: both practice areas and the services therein.
Here is a general checklist of the necessary info:
Full name and title
Professional headshot
Practice areas and services
Info about why this kind of law matters to you
Provide relevant examples of what you do and how you do it well
Don’t just list your experience; explain how it helps your clients
TAKE A LOOK AT OUR FULL BIO TEMPLATE FOR A COMPLETE BREAKDOWN OF ALL THE INFORMATION THAT WILL HELP YOU AND YOUR FIRM BUILD SEO AND BRING IN CLIENTS!
After confirming that you provide the kind of legal assistance they need, the number one concern of people looking for an attorney is whether the attorney has handled a similar matter. In additional to listing the kind of law your practice, highlight your experience by including examples of cases you’ve handled. Providing case studies will help reassure your visitors.
Your case history is only relevant to prospective clients if they understand how it has prepared you to help them, so provide details. You do not have to reveal client identities, but you should say enough about your case examples that people will be able to understand them and apply your experience to their situations.
To keep your bio from getting too long and cumbersome, consider writing a blog for the most relevant and interesting cases in your case history. You can then link brief mentions of those cases in your bio to the blogs, allowing people to review additional information if they would like. Don’t forget to have a clear CTA, or Call To Action, within your blog that allows people to contact you, such as “To Schedule a Consultation with Attorney Name, CLICK HERE.”
A well written bio should make the reader feel like they’ve gotten to know you better. It will help to develop a necessary level of trust as they move along the path from anonymous visitor to potential client.