Important points made by Bob Ambrogi on Law Sites with regard to lawyer bios:
A professional biography should be structured no differently than any other piece of good writing:
It should have a theme.
It should use facts to back up that theme.
It should be written in a compelling style that draws in and holds the reader.
All of this should be done in no more than six paragraphs.
Developing an effective lawyer bio takes some thought. While Bob disagrees with Matt Homan’s Venn diagram whether or not your bio matters depends on your target audience.
If you have a sophisticated tax practice and your target audience is comprised of business owners, generally speaking, your lawyer bio matters more. If you’re target audience includes those who have been recently arrested for dui and are searching for a lawyer online, it is likely that your lawyer bio will matter less.
The truth is that both Bob and Matt are correct. You need to have an effective bio but you also need to structure your site in a way that captures the attention of your target audience and converts those visitors into new clients for your firm.
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I agree with all of those points except for the six-paragraph bio. I think that a good bio should be under three paragraphs. While you may think that your accomplishments and hobbies are important, most people don’t want to spend that much time reading about how great you are. Instead of a long, narrative bio, stick with a short bio and perhaps a few bullet points describing your most recent accomplishments/casework.
If you want to give viewers more info, maybe you could add a link to articles that other people have written about your firm.