Rethinking the Attorney Bio, Part 1: Song of Myself

The pivotal role of attorney bios on law firm websites is well-established and much-discussed. It seems, though, that bios are still mired in a “bolt on” strategy — keeping the basic narrative framework and visual presentation the same, just adding features like videos.

To fully unlock the persuasive power of attorney bios, it’s necessary to craft them like a modern storyteller or bard would. That’s why I was captivated by Kate Battle’s recent post “Creating a One-Sheet for Your Law Firm.” Battle writes:

“In the music industry (as well as other industries), there is something called a one-sheet that bands use for marketing. Back in my college days, I spent a lot of time creating these for record labels and bands. As the name implies, a one-sheet is a one-page document that quickly gives people an introduction to the band, what it sounds like and how to contact the right people for shows, interviews or albums.”

“A few weeks ago, a musician friend of mine asked me if I could send him my one-sheet so he can share it with other musicians who might be interested in my legal services. That made me think: Just because I can’t carry a tune doesn’t mean I shouldn’t have a quick and simple way to share information about my business.”

Exactly.


Rather than asking people to effectively read your resume, the “one-sheet” approach gives busy people with a lot of options enough information to develop an active interest and contact you directly.

Battle provides a format to create a simple and effective one-sheet for a law firm, but the same principles and techniques will work for attorney bios:

  • Start with a simple header, listing the name of your law firm, attorneys, practice areas, pricing system and contact info.
  • In paragraph one, give basic information about your firm history and list a few things that make it unique. In other words, what makes your law firm different from others?
  • In paragraph two, expand on your firm’s bio by including more information about your attorneys, recent accomplishments and past successes.
  • As with a band’s one-page, use the next paragraph to share a bit of buzz about your firm. Was your firm recently covered in a news story? Are clients saying great things about your firm? Use this part of your one-page to share a few news bites and testimonials.
  • Close out with information on where consumers can find out more about your firm, such as links to articles, a list of your recent publications, and information on upcoming speaking engagements or law firm events.
  • Finally, hit save and print a few copies. Anytime you discover a new referral source, be sure to send a copy so they can easily tell others why your firm is the right firm for their referrals.
How do you tell your own story in your website bio?