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is looking at your firm’s bio pages, you’re halfway there, but you will lose them with unengaging, complicated or outdated copy.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.