Start Small...Second Steps
In our second installment of the “Start Small” series, I want to take a look at an incredibly undervalued part of your marketing plan. It’s right there on your firm’s website for everyone to see, yet if I had to make a wager I would probably say you haven’t given much thought to its power or potential.
What could be so important and yet hiding in plain sight?
Your Bio page.
Think about it. If I am choosing something as important as someone to represent me in a legal matter, I’m going to want to know who this person is. And yet, most attorneys look at writing their bio as a chore. As something that really doesn’t make that big of a difference. As something that can’t be that differentiating factor.
I am here to tell you, that kind of thinking is wrong.
According to analytics, some of the most viewed pages of a law firm’s website are their Bio pages. In the highly competitive market, this might be the first and only opportunity you have to build a connection with someone. As I’ve said before, it’s all about creating authentic relationships, so let’s not let a valuable opportunity go to waste.
This is a concrete step you can take in building your marketing plan, and you can take that step from the comfort of your chair.
Let’s look at how you can make you Bio stand out and start working for you.
We all know a picture is worth a thousand words. What they don't tell you is that a bad picture, can be worth a lot more. Make sure the picture on your bio is professional and CURRENT. I can’t tell you how many lawyers I meet who have been using the same picture for ten to fifteen years. A good professional picture is a worthy investment and can be used on your firm’s website and your personal LinkedIn page.
2. Tell an Engaging Story
Your bio is not your resume! Twenty years ago a simple regurgitation of your accomplishments might have been fine, but not today. Your bio should attempt to engage your reader and connect with them. How do you do that? Through personal information, such as where you are from or where you went to school. Perhaps an area of interest about which you are truly passionate. Maybe even share with them why you practice law in the first place. Remember, people looking for legal counsel are looking for people they can trust. Your list of accomplishments, while impressive, might not be enough to make that connection.
3. Keep it Current
Like your picture, the information in your bio should be current and up to date. It is so easy for us to get caught up the day to day pressures of being a lawyer and running a firm. it’s easy for a year or two to go by without updating information. So much can change in a year’s time, so make sure your bio is keeping up with the career you have now, not five years ago. Once you have an up to date picture and an engaging story, check in on your bio every three to four months. Have you presented at a conference recently? Be sure to add it. Have you developed a new area of practice? Do you have a new hobby you are really passionate about? These are the things that form connections with potential clients.
There you have it. I hope I have inspired you to take a look at that Bio section. Feel free to leave a comment in the section below!