Attorney bios are a business development tool. Here’s how to use them

It’s probably one of the first things you handle when a lawyer joins your firm, but our guess is that most attorney bios haven’t received much love since then. 

Hey, we’re not here to judge. We know the attorneys have been busy doing all the stuff they were hired to do. The thing is, that bio is one of the most important marketing tools your firm has. Done right, it can be a passive business development asset, drawing in potential clients and contacts without lawyers having to lift a finger.

Attorney bios are among the most frequently visited pages on a law firm’s website, used by decision-makers to compare and contrast firms and gauge attorney skills and compatibility. If a prospective client is looking at your firm’s bio pages, you’re halfway there, but you will lose them with unengaging, complicated or outdated copy.

Your attorneys know how their training and experience have shaped them into the professionals they are today and how that makes them an invaluable resource to clients. But do their pages tell that story? 

Here are five secrets to crafting attorney bios that resonate.

1. Humanize the attorney

If someone is considering hiring a lawyer, they have a problem that needs solving. It might even be the biggest challenge of their personal or professional life, so they’re probably also stressed about it and looking for someone they can trust to guide them through. That someone is not a law robot who speaks only in legal jargon with a laundry list of their credentials and matters in chronological order. 

Clients want to know who they’re hiring and what it’s like to work with them. It’s why the personal information sections are often the most-read parts of an attorney bio page — and this is unlikely to change as younger generations tend to put more stock in who their attorneys are beyond their day jobs. 

While we know this might not come naturally to a risk-averse and reserved cohort, attorneys won’t come across as authentic, relatable or likable if they’re holding back the things that make them who they are. There’s no need to dig too deep (in fact, don’t!). Instead, consider what aspects of the attorney’s life clients might find interesting.

For example:

• Hobbies 
• Family
• Community involvement
• Pets
• Sports teams
• Pro bono work
• Other causes the attorney cares about (without getting too political or controversial).
  

2. Tell a simple, compelling story

An effective bio speaks the client’s language, clearly and immediately demonstrating how this attorney can help them and what unique experience they bring to solving their specific challenges. Instead of listing credentials and a deluge of details, the bio should do the work for the reader by connecting the dots between the attorney’s expertise and the client’s needs. 

The first few lines are crucial for catching and keeping attention. When writing them, consider what single aspect of the attorney’s skills and experience is most likely to make a prospective client want to reach out, and lead with that. This might not be their most recent matter or accomplishment, and that’s OK. Clients don’t need to know about everything the attorney has ever done — just what’s relevant to their needs.

To ensure you’re pulling on the most noteworthy and interesting threads, use a questionnaire to help tease out a complete picture of the lawyer’s work, personality and approach to practicing law. 

The temptation to tell multiple stories about the lawyer here can be strong, but sticking to one simple message will be more impactful. So, be ruthless, sacrifice those darlings and make every word count. (We’re good at this if you’d like some backup.)

3. Maintain uniformity 

I know we told you to customize each bio to make sure the attorney’s unique personal and professional attributes stand out, but this doesn’t extend to the format, style and overall design of the page. Consistency is crucial for demonstrating that your practitioners are part of a unified team, rowing in the same direction.

The most effective formats begin with a 50- to 100-word narrative to pique curiosity, followed by two short paragraphs highlighting the most important and impressive facts about the attorney, as well as how they’ve demonstrated excellence and value for their clients. 

The next section should provide examples of the clients, cases and issues the attorneys have handled. Lead with why the experience is noteworthy and benefits clients, rather than wading into the weeds of a legal issue. Keep it short at around 50 words per matter and use bullet points for readability. And while it might seem logical to list as many practice areas as possible, clients are increasingly seeking niche practitioners. Focus only on those that the attorney has the deepest experience with and wants to work on in the future.

Remember to include key search terms throughout every bio to enhance search engine optimization (SEO). 

4. Update the copy regularly 

A stale bio can mislead potential clients, underselling your evolving skills or recent achievements. Each bio should reflect the attorney’s latest case wins, thought leadership contributions or industry shifts they’re navigating. This not only strengthens their credibility but also helps attract the right clients, demonstrating that the lawyer remains relevant in a fast-changing legal landscape. A regularly refreshed bio also shows that they’re proactive and engaged, which are qualities that resonate with clients seeking reliable counsel.

A crucial part of updating bios is removing information, experience and credentials that are no longer recent or relevant. Updating attorney bios regularly keeps their professional profile aligned with their current practice and expertise. 

The rule of thumb for axing presentations and articles from a bio is once they’re five years old. That said, use your best judgment. If there was something unusually notable or relevant about the engagement or topic, then you might want to keep it on there longer. The point is: you want to avoid turning your bio page into a graveyard of unnecessary information because that will dilute your message.

5. Keep it succinct and scannable

Concise content is more engaging and accessible to potential clients and busy decision-makers who are likely scanning for key information. A short bio also forces clarity and focus, allowing the most important details to stand out, and making it a more effective business development tool.

Make sure each bio highlights the attorney’s core strengths, unique expertise and value proposition without overwhelming the reader. The idea is to make it easy to see how the attorney can help them. 

Succinct copy is also more respectful of the reader’s time, helping them find the information they need without forcing them to wade through unnecessary details. Don’t force prospective clients to decode what you mean; tell them!

Well-crafted lawyer bios are a strategic tool

Much like a mini profile, attorney bios are an opportunity to narrate the story of an attorney’s professional journey and personality — and firms that recognize this will stand out in a competitive market.

Bios that reflect a lawyer’s greatest strength, experience and personality traits will resonate more with decision-makers, as opposed to those that dwell on firm culture, irrelevant accolades or outdated engagements. 

The way you present your experience and services says a lot about your ability — or inability — to synthesize complex information into a clear, compelling narrative, which is a trait that clients value. If your attorney bios are the same as every other firm’s, why should anyone choose you? 

Need help performing an attorney bio glow-up? Chat with us: info@rep-ink.com.