Most traffic on a law firm website goes right to lawyer bios (see the chart).
The reason is deep in the attorney psyche, according to marketing consultant Amy Knapp. "Attorneys are slow to accept the real way that clients make hiring decisions" she says.
Here's what does not get new clients:
- Old articles (over 3 years) and anything you wrote in law school.
- Neglect: a bio that is out of date.
- Text that goes on and on (and the opposite: one content-free paragraph).
- No picture.
- Bios that start out with where you were born or went to school.
- No links to your speeches and articles.
Elements of a bio that do generate new business are:
- Peer reviews and recommendations from other lawyers.
- Client reviews and testimonials.
- Case histories of results obtained for clients.
- Text describing how you work with clients.
- A recent and nice picture.
