Don’t take it personally. Nobody is perfect, but unfortunately, when it comes to law firm bios — well, most of them stink. They tout the vast accomplishments of the lawyer: where they went to law school, if they graduated with honors, whether they were on law review. Then they often include a laundry list of each and every type of legal matter the attorney has ever dealt with in their life. The main problem is, attorney bios are often created with very little thought into strategy. This is unfortunate, especially considering how important bios are.
Your bio matters to decision makers. Ninety percent of general counsel claim the attorney bios are the most important part of a law firm’s website (2009 Wicker Park Group). Studies have also shown that bios are the most viewed pages on law firm websites, generating over 50% of the page views. If a good bio can help you land one more client this next year, what would that be worth to you? What about five new clients? Perhaps your bio deserves a little more attention than you are giving it.
There are three major problems that plague the bios of law firms, and some of them are pretty easy to fix….