Marketing of Law Firms

Law firm marketing is essentially based on promoting the solicitor as the product, so your biography is a critical part of marketing your services. This article provides 5 quick ideas to make sure you get your bio absolutely right.

Writing a biography, for marketing a lawyer on websites or in printed material is often given very little thought and invariably done in little time. Worse still is the bio that a lawyer has not been involved in creating and some poor soul has scraped together from a resume.

If this rings a bell regarding your firm or bio then you have a serious flaw in your marketing strategy. You must remember that marketing for lawyers, especially those in repeat business areas of law, is based around the principle that the lawyer is the product. This is why the staff page of a law firm website is usually the most popular page after the home or landing page. If you charge an hourly rate for your time, you are the ‘product’, and any prospective clients will wish to have a good concept of what they are buying!

It’s true that some firms base their marketing on a general sales pitch, or branding in a specific area of law, but for most law firms the success of your marketing strategy will be due to whether the client believes they are getting good value when they buy the time of the individual that is doing the work. So, hopefully having impressed on you the importance of a strong biography, here are 5 quick tips for putting one together:

Essential Ideas for writing a compelling Law Firm Bio

Provide all the important information
It’s surprising how many law firm websites have biographies of their staff that neglect to include relevant information. And this doesn’t mean which law school you went to. Make sure to begin the bio with a full name, your position within the firm, the type of work you excel in, and any other firm responsibilities. And remember, you’re not writing this for other lawyers to read.

As a lawyer I was very happy the day I was admitted to the Supreme Court in my state. But honestly, many clients don’t have any interest what this means. So remember to include information that could be of interest to your client, not just what will impress other lawyers. By all means mention qualifications, positions on legal committees and the like, but unless it’s something your clients will understand and consider important, then leave it to the end of the bio. It may help to involve a third party. Have someone outside the legal industry read your bio and offer some feedback.

Your client is looking for a solution
As hard as it may be for your ego to accept, the client is not fascinated in you as individual. They are looking for someone they think can best solve their problem or most successfully undertake their project. So you need to give information that convinces them you’re the perfect professional for the job. In printed documents you should aim to include examples of how you’ve helped people, but online bios often need to be very short. So try to cover this one with phrases like, “More than ten years experience in”, “Recognised within the X business community for assisting with”, “A certified specialist in the area of”, or “Successfully negotiated more than 200 rural property contracts”.

Connect with the real world, not just the legal world
If your firm or practice provides services that are based in a particular city or region you can advance your marketing efforts by demonstrating a connection to that community. Being recognised as a “local” by prospective clients by demonstrating a connection with the region’s major industry eg. ” from a family with a long involvement in the coal mining industry”, helps to build a connection with the client.

Add a little personality
Don’t hesitate to inject a little personal to your biography. This doesn’t have to be the usual “Married with 2.5 children”. By all means include personal information if it helps with point number 4 above, but more than that, you ought to consider how you practice and the type of “client experience” you provide. Are you a ” fiercely determined approach”, a “collaborative practitioner focussed on keeping costs down” or a “down to earth, with a knack for easing clients concerns”. Finding a genuine point of difference in how you practice communicates that you are a real person with a real personality” and not the same as the myriad of other lawyers who are busily marketing themselves.

John Gray is a practising lawyer and the Senior Marketer at John Gray Marketing, an Australian specialist law firm and legal marketing consultancy. If you are interested in law firm marketing, legal marketing and marketing for lawyers, contact John Gray today.


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