Attorney Bio Pages: 13 Ways to Supercharge Your Profile

Fewer than half the visitors to your law firm’s website enter through your homepage.

Many enter by searching for particular attorneys by name or punching a particular search term (like New York real estate attorney) into Google and clicking through to the lawyer’s bio page.

Some estimates suggest that attorney bios attract 80 percent of legal website traffic.

So, attorney bio pages matter, and it pays to put time into crafting the best possible version. Most firms know they need them, but few know how to engage visitors with them.

• Should I make it purely professional?
• A mix of personal and professional?
• How much emphasis should I put on my achievements?
• How can I make it less…well, you know… boring?

These types of questions are normal. We answer them here with an overview of the most important elements of any attorney bio page.

Before we get to the finer details of a compelling bio, let’s quickly look at the “big picture” items, including many helpful attorney bio examples.

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Getting the “big picture” right with your attorney bios

Attorney bios work at the bottom of the sales funnel for law firms.

What does that mean?

Well, people looking to hire a law firm (those “ready to buy”) read attorney bios. They are ready to hire an attorney rather than just looking for general information about a particular area of law. That makes bio pages an important law firm lead generation strategy.

That’s important to know regarding your law firm’s marketing and messaging for visitors.

It means that you need to make your attorney bios:

• Searchable (optimize them for legal search with law firm SEO tactics)
• Readable (write them professionally and make them readable)
• Actionable (include details of how a visitor can contact the individual attorney)

Your attorney bio needs to stand out from the others and be found online. it must convey all the reasons why someone should hire you and clearly show how interested parties can contact you to start the conversation.

Sometimes, the bio section can make the difference between whether a potential client reaches out for services or moves on.

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What not to do with your law firm bio

Before we look at what an attorney bio page should look like, let’s briefly consider how many lawyers write their biographies.

You’ll quickly see why the following types of phrases are best avoided, especially at the beginning of an attorney bio when you need to capture reader interest:

• “His/her practice focuses on…” (it’s what they all say)
• “He/she is uniquely qualified in…” (it’s unlikely to be true)
• “After completing his/her law degree at…” (education and credentials are important, but few people choose lawyers based on where they graduated)
• “Larry, Larry, Larry…” (don’t start every sentence with your name—it’s a common mistake that’s not at all client-focused)

There’s not too much wrong with the following bio except the repetition of the name, which makes it sound a little self-obsessed (on the plus side, he doesn’t use his second name, which some lawyers do and is entirely unnecessary).

Avoid phrases that are overused, cliched, or sound repetitive. They’re highly unlikely to inspire someone to think, “Wow! This guy’s different from the average lawyer.”

It’s also a no-no to brag about your achievements. The trick is to sound professional and well-qualified without becoming instantly dislikable to people. After all, most individuals hire people they like and trust—not just the ones who claim to be the best.

Now, let’s get into what you should do with your attorney bio pages, plus some amazing attorney bio examples.

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1. Use professional photography

A simple one to start with: the professional pics.

No passport pics. No holiday shots. Professional pics like Wilson Criminal Defence in Calgary.

If you don’t yet have shots that you’re comfortable with, spend some money on a professional photographer and get them done.

That’s what the New Mexico Legal Group did and look at the results.

Professionals use the correct lighting and capture the style and the image you want to portray to potential clients. There are no cutting corners with this—Oykhman Criminal Defence in Canada didn’t.

You’ll never regret your decision, as these shots can be used across your website and all your social media pages.

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2. Include a compelling “value proposition”

Depending on who you read, you have six or seven seconds to make a good first impression when someone lands on a webpage.

You need to make good use of those seconds. The professional and eye-catching headshot helps. Next, people need to know exactly how you can help them.

Nobody will care much where or when you were born, but unfortunately, that is how some bios start.

This one from an attorney at Werman Salas in Chicago starts with strong statements demonstrating the potential value she can bring to a client’s case.

If you‘re unsure of your value proposition, think of the types of questions that potential clients might ask when they first meet you with a legal issue. They usually want to know how you can help them.

This attorney from Vogel Lawyers in Calgary makes it very clear.

Here’s how they do it at ITR Law in Topeka.

Finally, this is a good example of a compelling value proposition in the overview of a lawyer bio from Pretzel & Stouffer in Chicago.

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3. Add testimonials or mini-case studies

Praise is better when other people say it. So, why don’t more attorneys include testimonials in their bios?

Attorney reviews provide instant and direct credibility for individual attorneys. Not general statements about the law firm but specific references to your work.

That’s pure gold when you’re trying to convince someone to hire you—as a bio page should.

This litigation lawyer at the international law firm, Pillsbury, includes a prominent testimonial at the top of his attorney bio and throughout the page.

All lawyers should have usable testimonials in their armory. What better place to use them than showing a visitor that you’re a good match for what they need?

Here’s another good example from the bio of an attorney at Kraayeveld Family Law Attorneys.

You could even consider including mini-case studies in your bio if they illustrate how you help your target audience. Success stories can tell potential clients a great deal.

So, if a testimonial or short case study is likely to resonate with your target audience, it’s a good idea to include it. The lawyers at Kegler. Brown, Hill & Ritter agree.

Here’s how Trey Porter, a DWI attorney in San Antonio, includes mini case studies in his bio.

Rather than case studies, this lawyer from Barton Legal in Wisconsin includes a “Notable Engagements” section on his attorney bio page.

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4. Prominent contact info

Include the attorney’s formal name, title (partner, associate, etc.), and direct contact information. This makes it easy to get in touch with you without having to “jump through hoops.”

Bryan R. Kazarian in California makes his email address and cellphone number prominent at the top of his bio.

Here’s an even better example from Affordable Defence in Ottawa (it includes the address).

Houston and Alexander in Chattanooga place a “free case evaluation” form right next to their attorney bios so that it’s very easy to get in touch.

Many lawyers use v-cards, which are downloadable virtual contact files that automatically enter contact details into your system.

If you do use them, include a link like this attorney bio from the Bradley law firm.

This bio from an attorney at Legal Solutions of New Mexico includes prominent social media links, too (never a bad idea).

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5. Include trust badges

Trust badges on your website help to build confidence and trust in visitors, making it more likely that they will pick up the phone and call you.

From your homepage to the attorney bio pages, it’s a great idea to include these badges.

Thomas J. Babbo from HMBR includes a badge that shows he’s ranked in Chambers USA 2022—a current reference to a trusted organization.

The managing partners at Jimerson Birr in Florida include trust badges even more prominently in their attorney bios.

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6. Promote your main practice areas

Including main practice areas in bios is a basic requirement.

Make it very clear to potential clients the areas of law a specific attorney focuses on—especially if your firm covers many practice areas.

Included in each attorney bio at Vogel Verjee is a section like the following, covering the main practice areas that each lawyer can help with—and a link to find out more.

Even if you have a relatively narrow practice area in your firm, it’s good to define what you specialize in personally as an attorney.

Fady Mansour at Affordable Defence in Ottawa does this.

Many of the best attorney bios display practice areas on tabs or down the side of the page, like this example from a construction lawyer at Kirwin Norris.

At Burwell Nebout Trial Lawyers in Texas, they break it down even more in their bios by indicating percentages against each practice area for each lawyer.

This is in the bio of partner Russell B. Burwell III.

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7. Credentials, qualifications, and honors

No attorney bio would be complete without an overview of your credentials and qualifications—but too many are dominated by them.

Get the balance right. You’re not writing a CV. You’re expected to be well qualified. Most people don’t care where you went to law school or what type of degree you got.

Readers want to know what sets you apart from other well-qualified lawyers in your field and how you can help them.

Bryan R. Kazarian in California includes his credentials and awards/recognition in tabs near the top of the page like this.

As a general rule, lower on the page (or in a tabbed format like above) is best for including information such as education, qualifications, awards, and honors unless something helps you stand out.

Trey Porter Law includes a logo section at the foot of the main lawyer bio, showing professional associations, memberships, and honors.

Here’s how a managing partner at eclat Law in Florida details bar and court admissions on their bio.

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8. Links to articles/publications/media

Another important way to establish credibility in your bio is to provide links to your documented work.

For instance, if you have published articles about matters relating to client issues, link to them.

Here’s how attorney Samuel Bryant at Bryant Taylor Law in Florida does it at the end of his bio.

At Hoyt & Bryan in Florida, attorneys have tabs for “Author,” “Selected Presentations,” and “Radio/Television.

Any way that you can demonstrate your expertise in your bio is fair game. Robert Scott, a technology attorney at Scott & Scott, LLP, includes links to his podcasts in his bio.

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9. Video/multimedia

Video marketing is used more widely on all aspects of law firm websites, and your attorney bios should be no exception.

You don’t have to be a TV celebrity and well-known lawyer like George Carroll Whipple III (of employment law firm Epstein, Becker Green) to include videos on your bio.

For instance, the attorneys at Colorado Legal Group all have videos featured in their bios.

Source

Here’s another good example from Alan Pearse, a DUI lawyer in Edmonton.

At the Nebraska Legal Group, each attorney includes a personal video message “popup” on their bio page.

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10. Personality

If you like mountaineering or sky-diving, show it.

We believe that personality counts—and you shouldn’t hide it.

Depending on the main practice areas, the outlook, and positioning of your law firm, you may be restrained by certain conventions when writing your bio. This is common.

If you have some freedom to express yourself, we suggest using it to convey some personality like David Crum at Colorado Legal Group.

You might think, “David’s bio looks great, but I defend hardened criminals,” or “I’m a bankruptcy attorney, and my clients expect a certain level of professionalism”—and that’s fine.

It’s your call. We know David, and he’s a consummate divorce law professional. He just prefers to display some of his personality in his firm’s bios, encouraging his team members to do the same as him.

Of course, he also includes education, awards, speaking engagements, and publications in his bio—but at the foot of the page.

Here’s another great example from ITR Law in Kansas, where the attorney focuses on activities outside of the office or courtroom.

How much personality you inject into your bio depends on your law firm’s outlook and how comfortable you are talking about your life outside of law.

The lawyer bios at YLaw Group in Vancouver include entire sections on each attorney’s “Personal Life.” While this will be overkill for some firms, it may be worth considering.

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11. Maintain an uncluttered layout

Take a look at how tidy this bio looks from Houston & Alexander in Chattanooga.

The bio uses “accordion-style” expanders to display information. All the information is there but “hidden” until a visitor clicks on the + sign. Then the information is revealed, but it doesn’t clutter the page unless you want it to.

Another good way to present a lot of information in a neat and tidy format is to use tabbed headers and bulleted content like the bios for Vogel Lawyers.

Simply click on the tab, and the information is revealed.

Finally, check out the design of the following bio. This is typical of the bios at Pillsbury—clean and uncluttered with a mobile-first design.

Focus on organizing your content so that it is easily digestible and displays well on mobile. That applies to every page on your website, not just the attorney bios.

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12. Use simple and relatable language

Whether you use the third person or first person is up to you. There is no prescribed “best way,” and it will probably come down to what you’re most comfortable with.

However, keeping the language simple and relatable to your audience is important. Avoid legalese.

Try not to repeat your name over and over again (“Larry specializes in…”. “Larry’s achievements include…” “Larry spends his spare time….”) You want to prevent it from sounding like a legal CV in prose form.

In his bio, Ryan DeHoyos of DeHoyos Law in Texas talks directly to his target audience in plain language.

Make sure that your bio reflects who you are. People hire professionals who they know, like, and trust.

A final word on language. If your firm targets people from different backgrounds and ethnicities, you may want to offer bios in languages besides English.

This lawyer from Friedman Mansour, a criminal law firm based in Ottawa, includess version of their bio in English, French and Spanish.

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13. Be authentic

Most of all, people who hire you want to know that they’re getting the real thing. It’s fine to promote the positives but make sure that you believe everything you say — and that it’s true.

Does your attorney bio truly reflect who you are as a lawyer and as a person?

Here’s a good example of an employment lawyer bio that conveys authenticity very well in the copy (this sounds like an attorney you’d like to have on your side in an employment law case, for sure):

Here’s another good example from business attorney Stacey-Ann Taylor.

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Is there an ideal length for an attorney bio?

Anywhere from two to six paragraphs is a good guideline (more if you use a tabbed format), but the length is not the most important issue for attorney bios. Content and design are the key elements of bios.

A well-designed bio using tabs/accordion style expanders can include a significant amount of information but look succinct on the page and be easy to digest.

On the other hand, a shorter bio can look difficult to read and cluttered.

Longer bios with plenty of your keywords are generally better for searchability on Google so going long is probably better than going short.

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Final tip: keep your lawyer bio up to date

Don’t make the mistake of writing your lawyer bio once and leaving it for years. Most bios haven’t been updated in the past 12 months despite the attorney’s career progressing and the legal industry constantly changing.

Nobody wants to read a tired, out-of-date, 10-year-old bio. That would only stand out for the wrong reasons.

Attorney bios should be updated as circumstances, experience, honors, and skills develop and change. Most lawyers should take a look at their bios annually and make any necessary changes.

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Use these attorney bio examples to level up your marketing

Nobody sets out to write a boring lawyer bio, but many out there read like a CV. You can be the most qualified and skilled lawyer in the world, but unless your bio speaks to your target audience, it probably won’t do what you want it to do.

Don’t write your attorney bio to impress other lawyers. Try to impress potential clients. That’s the place to start.

Imagine your ideal target client is in the next room and will read your bio after you complete it:

• What do they want to know about you?
• What will put their mind at ease about their legal problem?
• How can you help them solve an issue?

Then, include what you have seen above, and your attorney bio page will stand out for the right reasons and talk to the people who count.

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