Want to write a compelling attorney profile that will make potential clients feel like you could be their new lawyer? According to Lance Tarrant, Law Firm Marketing Specialist for LexisNexis, it may help to think of your attorney website profile like a dating website profile. Some of the goals are the same. You want to reveal enough to create a connection, but not so much that viewers find your profile long and boring.
An attorney website profile serves a very different purpose than looking for a date, of course. Along with a personal connection, your professional profile should convince potential clients that you have the knowledge and experience to help them with their legal matters.
Website visitors often have specific ideas about what they like to see in an attorney profile, as shown in research by LexisNexis® Martindale-Hubbell®. The "2013 Law Firm Website Conversion Study" found that those factors included an attorney photo, detailed information about the attorney's accomplishments and an easy-to-read format. Viewers also want to be able to easily find contact information, such as phone numbers and email links.
Here are some other tips for writing a compelling attorney website profile:
- Develop a profile that is keyword driven, so search engines can find you. Be sure to include such terms as your area of practice and location.
- Include all your relevant biographical information. You may want to consider a "short" bio with critical information, with the option to click through to an expanded bio where viewers can learn more if they want.
- Customize your bios by letting your personality shine through. Include your hobbies and community service, as long as they are non-controversial.
- Provide examples of cases where you have prevailed on behalf of a client. Include a range of case types (if applicable) and case sizes, so clients with smaller cases won't feel intimidated about contacting you.
- Showcase a picture of yourself. Potential viewers want to be able to associate a face with a name. If you haven't taken a new one in awhile, it's time for an update! Be sure the picture conveys a professional image.
- Provide a video link, where you "introduce" yourself. Letting clients see you can develop a connection like nothing else. The video doesn't need to be long, but it should look professional.
Lance Tarrant joined LexisNexis in 2007 as a Territory Manager where he assisted firms with legal research, practice management, and marketing solutions. Lance now specifically works with law firms and individual attorneys with a focus in the area of marketing. He has over 15 years of marketing experience including 12 years with the Bellsouth Yellow Pages where he won numerous awards for his sales and leadership performance. Using his vast marketing experience, he is able to take a consultative approach in helping attorneys and law firms evaluate their current marketing efforts and where there may be areas for improvement. His marketing philosophy is built upon increasing the visibility, credibility, and personality of a lawyer or law firm with the overall goal of improving the quantity and quality of their client base.