Your Website Bio
Lately I have been asked to review and comment on drafts of website bios. Since a great number of lawyers I am coaching are wondering about website bios, I thought I would share my thoughts. Keep in mind, I am not a website designer or a branding expert, but I have prepared many drafts of my own website bio when I was practicing law, I have read articles about the topic and I have looked at hundreds of lawyer website bios, so I will share with you my thoughts and how I see website bios changing in the future.
First, I have to offer a confession. Back in the old days, I hated the once a year ritual of updating my Martindale-Hubbell bio. I am not exactly sure, but I think I thought it was a waste of time. I was AV rated and I thought that was all clients cared about when they did research on a lawyer. Additionally, the potential clients in my target market knew me. When law firms first created websites in the 90s, many of us merely cut our Martindale-Hubbell bio and pasted it in the new law firm bio. I again looked at it as a waste of time.
I think website bios are now more important than ever. Clients are no longer local or loyal. They still tend to hire lawyers over law firms and they screen lawyers by their profile. I also think website bios are more important than ever for younger lawyers. In a 2001 survey of how buyers of legal services view websites, Greenfield Belser Ltd. learned that nearly two-thirds of those surveyed go online to locate outside counsel. They go directly to the firm websites and rely on search engines also. I bet the percentages are far greater in 2008 than they were seven years ago.
Here are a few of my thoughts:
Photos: I think they should be in color and not just mug shots. I also believe it is important to dress for success when your photo is taken. It is not a good idea to have the website photos taken after the cocktail party at the firm retreat. It is also not a good idea to use the photographer who does 1000 photos for the church directory or school.
Industry Expertise: In the 2001 survey, Greenfield Belser learned that two-thirds of the searches by buyers of legal services target specific industry expertise. So, if your practice lends itself to one or two industries it is important to identify those on your website bio.
Experience: Experience handling a particular type of matter is important. I believe that buyers of most legal services want to know whether the lawyer they are hiring has experience handling the particular type of matter for which they need help.
Articles/Presentations: I believe this is a particularly important area for young lawyers. I was once asked to do a presentation to a group of lawyers, many of whom handle insurance coverage cases. Like a potential client I went on line and did a search for insurance coverage and lawyers. None of the names of the lawyers attending the workshop came up in my search. I did find a lawyer who had three pages of articles and presentations on every aspect of insurance coverage. I have no idea if she is a great lawyer, but I know she must know this area of law very well to get published and asked to speak so often.
Downloads: If you have written articles or given presentations, make sure a potential client can download them. That way instead of "selling" you are "showing" your expertise. I recommend you consider having your presentation materials downloadable and even recommend you include video clips from a presentation, but only if a professional did the video.
What Makes You Unique: I believe the website bio is a place to identify what makes you unique and special. One of the best young lawyers who worked for me had grown up in his family's construction business and had actually run a part of the business. Another associate in our firm had worked as an engineer for the state department of transportation. Those two lawyers had construction experience that our construction clients would value. An associate in my old firm spoke German fluently, having lived in Germany for two years. That might be something a German based company would value. A lawyer I am coaching was a manager of a McDonald's restaurant before going to law school. Another lawyer I am coaching grew up in Japan and speaks Japanese fluently.
Future Website Bio Features: I am not sure whether any firm is doing it yet, but I predict that some day soon a potential client will be able to click on the website photo of the lawyer and watch a short video. Why is this an important change? To paraphrase a Seth Godin quote: "Our clients have way less time and way more choices." They need ways to determine whether you are the kind of lawyer and person who they want to hire. The video is a way to get to know you. Check out http://www.mvsp.biz/ to get an idea of what I am talking about. Or, if you remember Sean Yazbeck who won "The Apprentice" during the fifth season, you might enjoy seeing some of the innovative use of video on his webpage. http://seanyazbeck.com.
