Why Your Law Firm's Website Bios Stink (And What You Can Do About It)
Law Firm Website Design: Staff Profiles
Why Your Law Firm's Website Bios Stink (And What You Can Do About It)
No offense, but most law firms' website bios stink. They are typically little more than a laundry list of accomplishments that most clients could care less about and are often cobbled together with no strategy in mind, which is unfortunate, considering their importance.
According to a survey of general counsel at major companies conducted by the Wicker Park Group, 100% of respondents said they visited law firms' websites when evaluating and making a purchase decision and 90% of respondents said that the bio section is the most important part of an attorney's site. Although law firm bios are important, many law firms neglect them. These are some of the major problems we encounter with law firm bios:
The One-Size-Fits-All Bio
Many law firms try to be everything to everyone, using their website bios as a space to mention every type of case they've handled since their inception. But if you try to appeal to everyone, you'll appeal to no one, so target a specific niche instead.
The key to discovering the right niche for your law firm lies in identifying your ideal client. Once you do that, focus on meeting your ideal client's needs. The online marketing space is highly competitive, but focusing on a specific niche can help you stand out from the competition and drive more targeted traffic to your website.
The Bio Written for Robots, Not Humans
People tend to hire lawyers they know, like, and trust. You'll make it difficult for potential clients to get to know you, much less like you as a human being, if your bio makes you sound about as charming as a hunk of steel. Don't write a generic bio – allow people to get to know you better by writing a bio that highlights your strengths and unique qualities. Adding photos to your law firm bio can also help to build trust. If possible, have your photos taken by a professional photographer.
The Static, Lifeless Bio
Most law firms' bios are rarely, if ever, updated. But in the age of social media, creating a static, lifeless bio is downright unacceptable. Your potential clients want to know what you've been up to and whether you keep up with the latest trends in your practice area, among other things.
Make your law firm's bio page more engaging for visitors by adding social media buttons, a live feed of social media network updates or links to articles you recently wrote. By inviting prospects to connect with your law firm via social media, you enable them to engage in conversations with you even if they're not ready to hire you just yet. You can also liven up your bio page with a video. Videos are 50 times more likely to appear on the first page of search engine results than any given page of text, according to a study conducted by Forrester.
Remember: many potential clients read your law firm's bio. Your bio page matters, so it's time to give this little piece of online real estate the attention it deserves!
Revamp Your Law Firm's Website and Bio with efelle
Seattle internet marketing and web design firm efelle specializes in building law firm websites that achieve measurable results. Let our designers, marketers, and copywriters craft a compelling website for your law firm that appeals to your ideal customer and helps you generate more leads online. Give us a call at 206.384.4909 or fill out our online contact form to set up a free consultation!