Marketing a law firm is primarily based on selling the solicitor as the product, so your biography is an essential component to marketing your services. This article offers 5 essential ideas to make sure you get your bio absolutely right.
Developing a biography, which markets lawyers on websites or in printed material is often given very little thought and invariably done in a rush. Worse still is the bio that a lawyer hasn’t been involved in writing and another worker has scraped together from a CV.
If this rings a bell regarding your firm or your bio then you have a serious flaw in your marketing strategy. You must remember that marketing for lawyers, especially those in repeat business areas of law, is based around the principle that the lawyer is the product. That is why the staff page of a law firm website is generally the most popular page after the home or landing page. If you charge an hourly rate for your time, you are the ‘product’, and your prospective clients want to be aware of what they are buying!
It’s true that some companies base their marketing on a general sales pitch, or branding in one area of law, but for most law firms the success of a marketing strategy will be due to the client believing they will get good value when they buy the time of the lawyer doing the work. So, hopefully having impressed on you the importance of a well-crafted bio, here are 5 ideas for putting one together:
Quick Ideas for writing a compelling Lawyer Biography
Provide all the relevant information
It’s bewildering how many law firm web-sites have biographies of their staff that neglect to include relevant information. And this doesn’t mean which law school they attended. Make sure to begin the bio with a full name, your position within the company, the type of work you provide, and any other firm responsibilities. It’s important to remember that you’re not writing this for other lawyers to read.
As a lawyer I was pretty pleased the day I was admitted to the Supreme Court in my state. But truly, most clients won’t have any interest what this means. So remember to include information that may be relevant to your client, not just facts that will impress other lawyers. By all means mention qualifications, positions on legal committees and the like, but unless it’s something your clients will understand and consider important, then leave it to the end of the bio. It may be of some help to involve a third party. Have someone outside the legal industry read your biography and give you some feedback.
Your client is looking for a solution
Difficult as it may be for your ego to accept, clients are not engrossed in you as individual. They are looking for a solicitor they believe can best solve their problem or most successfully undertake their project. So you need to provide information that convinces them you’re the right professional for the job. In printed documents you should aim to include actual examples of how you’ve helped people, but online bios are often very short. So try to use phrases such as: “More than 10 years experience in”, “Recognised within the X business community for assisting with”, “A certified specialist in the area of”, or “Successfully negotiated more than 200 rural property contracts”.
Connect with the real world, not just the legal world
If your firm or practice provides services that are based in a particular city or region you can improve your marketing efforts by demonstrating a connection to that community. Being recognised as a “local” by prospective clients or demonstrating a connection with the region’s major industry eg. ” from a family with a long involvement in the coal mining industry”, helps to build an immediate connection with the client.
Add a little personality
Don’t be afraid to inject a little personal to your biography. And this doesn’t just have to be the standard “Married with 2.5 children”. Include personal information if it helps with point number 4 above, but more importantly, you should think about your ‘flavour’ and the type of “client experience” you provide. Are you a ” fiercely determined approach”, a “collaborative practitioner focussed on keeping costs down” or a “down to earth, with a knack for easing clients concerns”. Finding a genuine point of difference in how you practice shows that you are a real person with a real personality” and not the same as the numerous other lawyers who are busily marketing themselves.
John Gray is a practising lawyer and the Senior Marketer at John Gray Marketing, an Australian specialist law firm and legal marketing consultancy. If you are interested in law firm marketing, legal marketing and marketing for lawyers, contact John Gray today.