There tends to be a big difference between what lawyers put on their online profile and what their potential clients actually want and/or need to know. The problem is that potential clients do not receive the information they need from you to make the decision to hire you as their legal representative.
In order to provide your current and potential clients with the information they require, you’ll need to incorporate some basic SEO copywriting strategies into your website.
One way to do this is by having a well-written bio for you and all of the attorneys at your firm. After all, what is a bio but a way to market individuals? Through a bio, you can both inform potential clients and incorporate SEO practices so that your firm can be located online.
Below you’ll find some tips on how to develop your bio to optimize it successfully.
- Have a summary
Summaries are short and sweet way to inform prospects and clients about your practice. The best part is that since they’re short, people will be more likely to read them. Include only the most important information in the summary.
- Have specific details
Rather than providing a never-ending list of accomplishments, simply discuss your specific focus areas. Try to use clients’ names if possible, as this gives the information for credibility. In addition, you should include information about settlements and cases you’ve won or strategies that work during trial.
- Incorporate video
By video, this means a professionally-produced video, not something you and your fellow attorneys shot on your phones. Video allows prospects to hear your voice, get an idea of how you perform and if they will get along with you.
- Link your bio to your social media
This works specifically for LinkedIn. The bio on your firm’s website and the one on your LinkedIn profile should match and work well together. You should also include links to any other appropriate social media platforms you use professionally. (A word of wisdom: You probably shouldn’t link to your personal Facebook page.)
- It’s okay to be a person
Don’t feel like you have to have your ‘lawyer hat’ on permanently. You can feel free to be appropriately playful with your bio, as long as your clients and prospects are still able to gather the information they need. Feel free to share information about your personal life. Do you volunteer? Work for non-profits? Have pets or run marathons? Hobbies? This kind of information can help foster relationships between you and your clients by finding some common ground.
Get additional tips on how to optimize your attorney bio, including a good headshot and talking about collaboration, by reading here.
For more advice on legal SEO copywriting, browse our blog. Or contact the expert legal copywriters at SEOLegal to learn about our marketing services.
