Insight

Crafting a Client-Attracting Bio: Tips You Can Use

Put your most relevant information first. Make it sound like you.

What Should A Lawyer's Bio Do?
MA

Mark Annick

August 6, 2018 09:00 AM

Your bio is a valuable piece of digital real estate that should be used to convey both expertise and approachability. A tall order to be sure, but not an impossible one. With the majority of law firm website traffic going to attorney bios, it’s paramount to create a page that makes a killer first impression.

Don’t bury the lead

The first sentence in your bio is an opportunity to grab the reader’s attention with an informative and provocative introductory message that sets you apart from the crowd.

Think of all the content available to a potential client. Now, consider that this potential client has managed to wade through all of the information available on the Internet to land at your bio page. Now what? Will “Gina handles a wide array of environmental matters for Fortune 500 companies as well as small businesses” really make you want to read the rest?

Rather than using a style akin to the previous example, try something more engaging: “Gina’s experiences as a marine biologist tracking whales in the Pacific Northwest inspired her to pursue environmental law to work as an advocate for wildlife.”

Stay Current

Often, law firm bio page templates include sections for awards, publications, memberships and pro bono work. For each of these areas, it’s important to list your most recent accomplishments first.

For example, let’s say you wrote the definitive treatise on NAFTA in 1994. Even if that publication launched your entire trade agreements career, it should still be grouped with the nineties. Instead of listing it first, use your professional summary as an opportunity to expand on the treatise and provide a background story for your work.

The same principle applies to your photograph. If Friends was still airing new episodes the last time you sat for your headshot, it’s time for an update. Forego the standard gray background and head-and-shoulders image for something dynamic. Use a local park or the lobby of your building; try looking away from the camera and taking the shot at an unsuspecting angle. For more photography advice, have a look at Androvett Creative Director Verdell Christopherson’s tips for taking a good photo.

Make it sound like you

In-house counsel wants to work with attorneys who are intelligent, capable and competent. The problem is that there are loads of attorneys who fit the bill.

Your bio page is your opportunity to set yourself apart. Of course, 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.

Ultimately, people want to work with people they can talk to. So, avoid long phrases filled with legal jargon, and steer clear of monotonous lists separated by a mind-numbing series of commas and semi-colons (try bullet points instead). Use the space to make your bio smart, and yourself approachable.

Once your bio is written, work on the finishing touches. Have a proofreader review it for spelling, grammar and style accuracy. Don’t forget the contact info and office location.

Finally, if you’re ready to take your bio to the next level, send it over to a digital marketing team for review. A digital marketer can help you optimize your content to make it appealing to search engines (i.e. Google-friendly) and to track visitors to your bio page so you know where all that traffic is originating.

----------------

Mark Annick helps businesses respond to reporters and the media. Prior to joining Androvett Legal Media & Marketing, Mark spent more than 20 years in print, radio, and television journalism, working as a reporter and anchor for television stations in Dallas, as well as Rhode Island, Pennsylvania, and North Carolina. You can contact Mark at mark@androvett.com.

Related Articles

Why Mobile Optimization for Legal Websites Is Essential


by Jamilla Tabbara

Mobile optimization helps law firms build credibility, connect with clients and improve digital marketing.

A group of mobile devices with websites perfectly optimized for smaller screens.

Law Firm Marketing: 5 Strategic Steps to Attract More Clients


by Jamilla Tabbara

A practical framework for marketing a law firm with purpose.

Light bulb above a chalkboard illustrating strategic ideas

Best Lawyers Legal Publications: Elevating Your Law Firm Through Targeted Print Marketing


by Jamilla Tabbara

Legal publications help law firms leverage print marketing to build credibility, connect with clients and stand out.

Images of Best Lawyers Print Publications

Best Lawyers: The Ultimate Legal Directory Option


by Jamilla Tabbara

How the right legal directory option can drive trust and growth.

Best Lawyers logo surrounded by icons representing features and tools, symbolizing the benefits of B

The Importance of Content Marketing for Law Firms and Strategies for Success


by Jennifer Verta

Strengthen client relationships, boost visibility and drive growth with effective content marketing tailored for law firms.

Illustration of a central red figure surrounded by gray figures in a circular network

Why Is SEO Important for Your Law Firm's Website?


by Jennifer Verta

Key law firm SEO strategies to grow your practice and build credibility online.

Person working on a laptop with virtual SEO icons, including search targets and analytics symbols

Introduction to Demand Generation for Law Firms


by Jennifer Verta

Learn the essentials of demand gen for law firms and how these strategies can drive client acquisition, retention, and long-term success.

Illustration of a hand holding a magnet, attracting icons representing individuals towards a central

How Does Domain Authority Impact the Digital Marketing Success of Law Firms?


by Jennifer Verta

Understand why domain authority is crucial for your law firm's SEO and how to effectively improve it.

Illustration of a laptop displaying a gauge-like icon for measuring success, with a background of da

Preparations Begin for the 10th Social Law Firm Index by Best Lawyers and Good2bSocial


by Best Lawyers

Best Lawyers and Good2bSocial will collaborate on the most comprehensive SLFI report yet.

Best Lawyers and G2B Social logos with connecting ampersand on a dark, abstract grid background

How Does Your Firm Measure Up?


by Best Lawyers

BL Intelligence provides your firm with valuable industry data.

Best Lawyers 27th Edition Stats

David Ackert's Top Advice on Social Media and Client Prospecting


by Best Lawyers

The president of Ackert Inc. offers his insights on business development to Best Lawyers following the 2019 Legal Marketing Association Annual Conference.

Social Media Tips for Law Firms

Highlights From the 2019 LMA Annual Conference


by Best Lawyers

Did you make it to LMA 2019? Read the Best Lawyers recap of this year's biggest takeaways.

2019 LMA Conference Recap

How to Handle a PR Crisis


by Mike Androvett & Mark Annick

Planning your strategy in advance, and having a team ready to handle a disaster, can help you tackle a problem before it starts.

How Law Firms Should Handle a PR Crisis

Our Tips on Top Lawyer Lists


by Pat Rafferty

What are legal rankings, and how can you get your name in the top spot?

A Guide to Lawyer Rankings

Hanging Your Own Shingle? Put Your Best Foot Forward on Day One


by Scott Parks

How to market yourself to get new clients and keep your old ones after starting a new firm.

Tips for Starting Your Own Firm

The Publisher Is You: How to Tell Your Story Effectively


by Kit Frieden

Control the narrative and bring attention to your work and expertise with these publishing tips.

Self-Publishing in the Legal Industry

Trending Articles

Introducing the 2026 Best Lawyers Awards in Australia, Japan, New Zealand and Singapore


by Jennifer Verta

This year’s awards reflect the strength of the Best Lawyers network and its role in elevating legal talent worldwide.

2026 Best Lawyers Awards in Australia, Japan, New Zealand and Singapore

Revealing the 2026 Best Lawyers Awards in Germany, France, Switzerland and Austria


by Jamilla Tabbara

These honors underscore the reach of the Best Lawyers network and its focus on top legal talent.

map of Germany, France, Switzerland and Austria

Effective Communication: A Conversation with Jefferson Fisher


by Jamilla Tabbara

The power of effective communication beyond the law.

 Image of Jefferson Fisher and Phillip Greer engaged in a conversation about effective communication

The 2025 Legal Outlook Survey Results Are In


by Jennifer Verta

Discover what Best Lawyers honorees see ahead for the legal industry.

Person standing at a crossroads with multiple intersecting paths and a signpost.

The Best Lawyers Network: Global Recognition with Long-term Value


by Jamilla Tabbara

Learn how Best Lawyers' peer-review process helps recognized lawyers attract more clients and referral opportunities.

Lawyers networking

Jefferson Fisher: The Secrets to Influential Legal Marketing


by Jennifer Verta

How lawyers can apply Jefferson Fisher’s communication and marketing strategies to build trust, attract clients and grow their practice.

Portrait of Jefferson Fisher a legal marketing expert

Is Your Law Firm’s Website Driving Clients Away?


by Jamilla Tabbara

Identify key website issues that may be affecting client engagement and retention.

Phone displaying 'This site cannot be reached' message

A Guide to Workers' Compensation Law for 2025 and Beyond


by Bryan Driscoll

A woman with a laptop screen reflected in her glasses

Medical Malpractice Reform Trends in Texas, Utah, Georgia and SC


by Bryan Driscoll

A fresh wave of medical malpractice reform is reshaping the law.

Medical Malpractice Reform Trends hed

Why Jack Dorsey and Elon Musk Want to 'Delete All IP Law'


by Bryan Driscoll

This Isn’t Just a Debate Over How to Pay Creators. It’s a Direct Challenge to Legal Infrastructure.

Elon Musk and Jack Dorsey standing together Infront of the X logo

Best Lawyers Launches CMO Advisory Board


by Jamilla Tabbara

Strategic counsel from legal marketing’s most experienced voices.

Group photo of Best Lawyers CMO Advisory Board members

Changes in California Employment Law for 2025


by Laurie Villanueva

What employers need to know to ensure compliance in the coming year and beyond

A pair of hands holding a checklist featuring a generic profile picture and the state of California

Common Law Firm Landing Page Problems to Address


by Jamilla Tabbara

Identify key issues on law firm landing pages to improve client engagement and conversion.

Laptop showing law firm landing page analytics

New Employment Law Recognizes Extraordinary Stress Is Everyday Reality for NY Lawyers


by Bryan Driscoll

A stressed woman has her head resting on her hands above a laptop

Best Lawyers Introduces Smithy AI


by Jamilla Tabbara

Transforming legal content creation for attorneys and firms.

Start using Smithy AI, a content tool by Best Lawyers

How to Create High-Converting Landing Pages for Your Law Firm


by Jamilla Tabbara

Learn how to create high-converting law firm landing pages that drive client engagement and lead generation.

Laptop screen displaying website tools to improve client conversion rates