Archive for the ‘Website Content’ Category
A well-written website bio is a critical piece of a powerful online resume. Even the most highly referred prospective client is going to check you out online, and one of the best places to find information is on your law firm’s website. It’s also understood that the attorney controls this information, so it better be good. Below is a piece I put together for a presentation that provides tips and examples for writing the best narrative.
Remember: A prospective client is initially interested in only one thing…
Are you the best lawyer to represent him or her today?
Impactful bios start with who you are and what you do. (But those openings really are telling the prospect what you can do for them.) Examples…
Dale is a trial attorney with over 30 years of courtroom experience.
Karen represents small, medium and large businesses in complex real estate transactions.
Tom has earned a national reputation for producing strong results for clients in serious personal injury and wrongful death cases.
For more than two decades, Jennifer has stood shoulder-to-shoulder with clients facing incredibly challenging circumstances.
Bill represents insurance companies and corporations in complex cases involving coverage limitations, errors and omissions, and third party liability.
Examples of ineffective opening bio statements…
Dan graduated from the Cumberland School of Law in 2000 and joined the firm shortly after.
Sue grew up in Philadelphia and earned her undergraduate degree in journalism from Penn State, before studying law at Rutgers.
Prior to joining the firm, Sam worked at a large Dallas law firm known for handling complex real estate deals.
Important items to cover in your bio…
- Experience (two decades, more than 15 years)
- Awards (AV Rated by Martindale-Hubbell, named to Georgia’s list of Legal Elites)
- Dollar Figures (completed acquisitions totaling more than $16 million, recovered over $50M in compensation for clients)
- Speaking Engagements (frequent speaker at national and local conferences)
- Unique Knowledge (Prior to starting her career as a lawyer, Joan was a Registered Nurse for 8 years at the Emory University Health Care System.)
- Approach (handles each case with incredible attention to detail)
- Education (NEVER first… unless Harvard, Yale, Stanford. A graduate of Harvard Law School, Reba works with…)
- Clerking Experience
- Significant Cases or Matters
- Quote (what does helping clients mean to you)
Key Point: Revisit your bio at least every 6 months. It can always be improved and the chances are you have something significant to add.
Key Point II: Keep in mind that sometimes a prospect must sell you to another person in their organization or family. Make that task very easy for them.
Strong Bio Example: http://algatlanta.com/our-team/pat-anagnostakis/
Marketing is one of the few areas of business where there are truly an infinite number of approaches. Whether your firm generates new clients via the Internet, TV, yellow pages, billboards, or radio, you have tons of choices regarding messaging, imagery, slogans, and all the other things that get potential clients interested in working with you.
One of the most common statements I’ve heard over the years (and I’ve termed it “The Death of Good Marketing”) is:
“If I were a client, that wouldn’t appeal to me.”
Some of you already see this coming, but you’re not the client! In fact, in many cases, you couldn’t be more different than the people or businesses you represent. Let’s prove it…
If you’re a DUI defense attorney, do you routinely drink way too much alcohol and get behind the wheel?
If you’re a business litigator, how many times have you entered into a commercial venture with someone you know very little about?
If you’re an employment lawyer, when is the last time you email-blasted a joke to everyone in the office with a naked picture in it? (Okay, maybe that’s a bad example.)
The reality is that you should never put something on your website or other marketing that you’re uncomfortable with, or that doesn’t advance the image you wish to promote for your firm. However, there may be times when there are options that are all acceptable by those standards, but they may just not resonate with you. Don’t discount those options because they don’t work for you personally. Your clients are much different than you, and a variety of approaches may give your firm more opportunities to generate business from those that see the world differently, but whose dollars spend exactly the same.