Attorney Bios: 6 Tips to Maximize Your Profile

Did you know that less than half the people that visit your Elder Law or Estate Planning law firm website enter through your homepage? 

Many search for your name, or by searching for a particular term such as “estate planning attorney in my area” and enter through the attorney’s bio page. 

Some studies show that as much as 80 percent of legal website traffic goes straight to the bio page and not the homepage. 

That means your attorney bio, (and your team’s) matters.

Attorney bio pages work at the bottom of the sales funnel for a law firm. This means that those ready to actually hire are the visitors that read your bio. 

Elder Law Marketing Estate Planning Marketing

Your attorney bio needs to optimized for search, readable and professional, and actionable so visitors know how to contact you when they are ready. 

Remember: Don’t write your bio to impress other lawyers! Try to impress potential clients. That’s the first thing to get clear on when you start.

Here are a few tips to make sure your bio page is converting leads the way you want it to:

1. Professional Photography

This one is simple – start with a professional photo. Spend some money on a professional photographer for shots that you can use not just on your website, but your social media pages too.

Sample Attorney Bio Elder Law Marketing

2. Value proposition

Potential clients don’t care where you were born or where you went to school. Think of questions a potential client might ask the first time they come to you with a legal issue and tell that story as part of your bio page.

Elder Law Marketing Value Proposition

3. Video

Video is should be used throughout your law firm website and your bio is no exception. A quick video introducing yourself can go a long way in building trust and credibility.

Elder Law Marketing Attorney Bio Sample 5

4. Qualifications, credentials & honors

You want to include these accolades on your bio page, but don’t dominate it with them. Readers want to know what sets you apart from other attorneys, but they likely don’t care where you went to school or what degree you got. 

Place this information lower on the page, or put it in a bulleted format.

Elder Law Marketing Attorney Bio Sample 6

5. Simple, relatable language

It is important to keep your bio simple and relatable to your audience. Tell stories. Avoid legal jargon. Have someone else read it and give feedback on how it makes them feel, and if they would hire you.

Elder Law Marketing Attorney Bio Sample 7

6. Update it

Now that you know what needs to go into your bio, don’t plan on just writing it once and leaving it. Having a five or ten year old bio will stand out for all the wrong reasons.

Plan to update your bio as experience, honors, circumstances, and skills change and develop. Look at your bio annually and change things as needed.


If you’d like to learn more about how we can help your Elder Law or Estate Planning practice  get more consultations and clients by using effective marketing, schedule a free 15-minute call with us.

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