Your professional bio is more than a formality—it’s often the first impression you leave with potential clients. When someone hires an attorney, they’re not just choosing a service; they’re placing their trust in someone they believe has the knowledge and skill to successfully take on their most pressing legal challenges.
In my experience, attorney bios account for a large percentage of law firm website traffic, and I know many in-house counsels rely on them when researching and hiring outside counsel. They’re a chance to highlight your expertise, build credibility, and give a glimpse of the person behind the title. A strong attorney website bio not only communicates your value but also connects with clients on a personal level, setting the stage for meaningful engagement in the future.
14 Tips For Attorney Bios
1. Know Your Audience
Your bio should primarily speak to your prospective clients. While other parties, like the media or potential hires, might look at your profile, your focus should be on the individuals who drive your business. Start by identifying your target audience and developing client personas tailored to each of your practice areas, including their specific needs, preferences, and challenges. Then write a bio that showcases the skills, experience, and expertise that matter most to them. For example:
- If you work with startups, you might say, “I help early-stage companies protect their intellectual property and navigate complex regulatory hurdles so they can focus on growth.”
- For family law clients, tailor it differently, e.g., “I guide clients through the emotional and legal challenges of divorce, fostering resolutions that protect their best interests.”
Understand the challenges your clients face, and use your attorney website bio to demonstrate how you are the best choice to resolve those problems.
2. The Intro is Important
The intro to your attorney bio should function as an elevator pitch, giving prospective clients a reason to contact you. Highlight your personality and value upfront with a brief story or key achievements.
Example:
“John Johnson has been with this law firm for 10 years. Passionate about resolving the complexities of divorce cases, John’s empathetic approach helps clients achieve fair, reasonable outcomes quickly and effectively.”
3. Use First Person (but wisely)
Using first-person quotes is an excellent way to humanize your attorney bio and make it relatable. While most of your web content will use third person, including a brief personal quote can make you more approachable.
Example:
“What I love most about practicing law is helping people overcome seemingly impossible challenges. Seeing the relief on my clients’ faces when we resolve their cases is why I do what I do.”
4. Talk About the Client “Problems” You Solve
For many prospects, legal matters are a source of immense anxiety. Your attorney website bio should do more than merely list your practice areas—you need to speak directly to the problems you solve and how you’ve been able to make life easier for your clients.
For example:
- Instead of “Practices tax law,” rephrase to “Helps clients minimize tax liabilities and resolve disputes with federal and state tax authorities.”
- Or, for a family law attorney, “Guides clients through child custody negotiations with empathy and an eye toward achieving a positive co-parenting dynamic.”
Focusing on benefits and what differentiates you from other lawyers is key to gaining a competitive edge.
5. Be Clear About Your Industry and Practice Area(s)
Make your expertise and practice areas immediately obvious. Clients often skim bios, so clarity is key. Use relevant case studies or specific outcomes to demonstrate your skills.
For instance, rather than “focuses on healthcare law,” a healthcare attorney might include more concrete statements like: “Recently advised a major hospital system on compliance issues and successfully defended them in a high-profile litigation case.”
By highlighting specific cases and the results you’ve delivered, you’re better able to communicate the value you bring to the table.
6. Include Accolades
Clients trust what others say about you more than what you say about yourself. Client testimonials, case studies, and accolades like a Chambers ranking can add credibility to your bio.
Example:
“Recognized as a Top 50 Litigation Attorney in 2024 by [well-known ranking organization].”
Just ensure you have permission to include external endorsements.
7. Demonstrate vs. Just Telling
Listing your practice areas is not enough. Show proof of your skills by sharing specific results—such as case outcomes, settlements, or client success stories (with permission).
For example, in a real estate attorney’s bio, instead of writing, “Experienced real estate attorney,” a better approach would be, “Successfully negotiated a complex commercial property sale valued at $5 million, protecting the client’s investment throughout the transaction.”
Sharing concrete examples of your work builds trust and distinguishes you from other attorneys who only offer vague claims of success.
8. Avoid Legalese
Prospects might struggle to understand complex legal jargon, and such phrasing could potentially turn them off. Even when writing for other attorneys, clear and straightforward language is always your best choice.
For example, instead of writing “Provides comprehensive litigation services in matters arising under the Uniform Commercial Code,” consider something like “Helps businesses resolve disputes over contracts and transactions.”
9. Share Personality
Law is a relationship business, and clients want to connect with you on a personal level. Adding personality to your bio—while staying professional—shows you’re approachable. Share what inspired your legal career, your passions, and what makes you unique. Highlight why clients enjoy working with you, and include a few hobbies to nurture trust and connection.
For example, you might include a sentence or two like:
“Outside the courtroom, I’m an avid cyclist and regular volunteer at my local animal shelter. These passions remind me of the importance of balance and community in life and in legal practice.”
10. Optimize for SEO
While your attorney bio needs to be relatable and engaging, search engine optimization (SEO) should also be top-of-mind. Search engines will index it like any other content, so it’s important to use descriptive language that aligns with how your audience searches, including key terms relevant to your services and location.
Example:
“As an Austin-based personal injury attorney, I help clients recover compensation for car accidents, workplace injuries, and medical malpractice.”
To explore SEO best practices, download this SEO for Law Firm Websites eBook.
11. Include Media
Visuals help humanize you. Include a professional headshot alongside your bio. If possible, add a short video where you introduce yourself and highlight your expertise.
12. Make it Actionable
Make sure your contact details are easy to find by placing them at the end of your bio. Include a clear call-to-action to guide readers on what to do next, encouraging them to reach out for more information.
Example:
“To discuss your case or schedule a consultation, please call our office or email us at [insert contact information].”
This leaves no doubt about the next steps.
13. Add Socials
Leads reading your attorney bio might not be ready to contact you immediately, but including links to your social media profiles can help them connect with you and learn more over time. Your social media profiles should include detailed bios that will reinforce your experience, build trust, and help both search engines and potential clients better understand your practice. Linking to your social profiles also gives prospects multiple ways to engage with you while staying updated on your work.
14. Keep It Updated
An attorney website bio is only effective if it’s up-to-date. Showcase recent accomplishments, case wins, or any new areas of focus that highlight your current skills and expertise. Visitors want to know what you’ve achieved recently—not what you did years ago.
For instance, if your current bio merely states that you “specialize in intellectual property law, with experience litigating trademark disputes,” consider updating it to include a statement highlighting recent wins, such as: “In the past year, I’ve successfully defended five startups in trademark disputes, including a $1.2M settlement in favor of my clients.”
Fresh, relevant information not only improves your credibility with prospective clients but also helps maintain strong SEO performance. Make updates a routine part of your content maintenance process, so your attorney website bio accurately reflects your capabilities and experience.
Takeaway:
Attorney bios are often the most visited pages on law firm websites, so they need to stand out. Unfortunately, many of them end up dull and forgettable. To avoid this, craft a bio that grabs attention, answers key questions, and leaves a lasting impression. When potential clients review your bio to assess your expertise, it should inspire them to schedule a meeting where you can showcase your skills in person. Consider adding a video to make your bio even more engaging!
