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PROFESSIONAL SERVICES BUSINESS DEVELOPMENT AND MARKETING INSIGHTS

| 1 minute read

'80% of legal website traffic is to biographies'

Biographies. 

We all (I assume) love writing them as much as going to the dentist's. Unless you're one of those teeth-overachievers. No one likes you Ted, move on.

As Vivian Hood highlights in the article below, ignoring the biography section on your firm's website is a gross error. Not only does the bulk of traffic end up there, but it can make the difference between a client picking or bypassing you.

Here's what you should include in your bio:

  • Links to your social media (make sure these are kept updated too!) The usual suspects include LinkedIn and Twitter, but why not show some personality by including your Pinterest or Instagram too?
  • A brief summary in which you make crystal clear your areas of expertise (don't spend it all talking about out-of-date or irrelevant experience).
  • Links to your thought leadership (blogs, insights, articles etc). If you are not currently creating content, you are missing out on an opportunity to demonstrate your expertise - this will make the difference if someone is hesitating between you and someone else.
  • Be specific. There is a temptation with bios to try and be all things to all people, but the secret to success lies in being specific. Focus on your niche expertise.

This isn't all down to the individual lawyer, this type of best practice should be encouraged for all biographies across a firm. 

And a special plea: throw away the high school yearbook-style headshots.

How engaging and readable are your attorney bios? Keep in mind that 80 percent of legal website traffic is to biographies, with 30 to 90 seconds spent viewing each on average. Create compelling bios that show personality. Update them regularly, and include thought leadership generated by that attorney. Woodyear acknowledged that most general counsel (67 percent) vet lawyers online and on LinkedIn before reaching out. How are your attorneys using LinkedIn? Review your firm’s strategy for LinkedIn and go beyond sharing content on the company page or thinking of LinkedIn profiles as a second biography.

Tags

lawyers, biographies, website, law, marketing, personal brand, branding

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