We’re pretty good at spotting firms that are in the planning stages of their new website. The tell? Usually, the marketer in charge posts questions on legal marketing-related social media and Special Interest Group forums that go something like this: “Can you share some examples of some great attorney bios?” or, “What firm do you feel has the best lawyer bios?”
Here are six fantastic attorney bios, each for a different reason.
1. SERIOUS, AND A STANDOUT
Firm: Ifrah Law
Attorney Bio: Jim Trusty
Besides this attorney’s obvious advantage of having a name that immediately conveys reliability, this bio gets right to the point in the first sentence.
After 28 years as a prosecutor, James (“Jim”) Trusty brings to Ifrah Law extensive experience in complex, multi-district white collar litigation, especially in matters involving RICO, The Computer Fraud and Abuse Act, and The Money Laundering Control Act of 1986.
2. COMPELLING CONTENT
Attorney Bio: Colin Kemp
We love this bio because it starts with a testimonial. Where bios typically represent an attorney’s description of himself or herself, here are glowing words of praise from a very reliable source. The content of the quote in addition to its placement make it a compelling reason to pick up the phone to call Colin.
In case the first sentence didn’t grab you, the rest of this attorney bio will: it continues use colorful laudatory words from clients throughout the entire page.
A persuasive and successful trial lawyer, Colin captures the respect of clients and jurors alike. Indeed, after the Victaulic trial described above, jurors praised his “mad skills” and called him simply, “the killer.”
3. JUST LIKE ME!
Firm: Beer Attorneys
Attorney Bio: Eric Knustrom
Too many law firms opt for bios which impress other lawyers, instead of appealing to potential clients. This firm represents craft breweries, so it uses a tongue-in-cheek style with witty graphics that positions its lawyers as aficionados of the beer industry rather than stuffy practitioners.
While not all law firms can get away with this hyper-casual approach and emphasis on personal interests and fun facts, this law firm knows its audience and shows it can speak their language.
4. BEST ATTORNEY BIO PHOTO
Attorney Bio: Sarah Fink
When you imagine a lawyer’s bio photo, is the lawyer perched in front of a window, with the city skyline in the background? Or, do you see a traditional head-and-shoulders shot, with a colored background the only difference between it and a passport photo?
What makes KaiserDillon’s attorney photos so appealing is the combination of sophisticated lighting (it’s moody), choice of background color (yes, it’s brown) and impeccable styling and art direction.
5. SHARP AND SMART BIO PAGE LAYOUT
Attorney Bio: Antonia Apps
A lot of marketers must’ve gotten the memo because we’re starting to see much-improved bio pages. Info that is critical to visitors is finally front-and-center. The days of attorney bios displayed in 6 pt. typeface are coming to an end.
We chose Milbank’s bios because they personify the style we want to see more of. The layout is sharp. The typeface is large but doesn’t overwhelm. And the strong color that surrounds the attorney’s photos help make the pages pop. Most of all, Milbank’s content is well-organized, and quickly gives visitors what they came for:
- Primary Focus & Experience
- Recent Significant Engagements
- Recognition & Accomplishments
- Speaking Engagements & Publications
Note that the attorney’s education, which is not of primary interest to most clients, is located at the bottom of the page. The details are revealed only when the tab is activated. (That was in the memo, too.)
6. WE LEAD INTERESTING LIVES
Firm: Lowenstein Sandler
Attorney Bio: Raymond Thek
The opening line of Ray’s bio is loaded with intrigue. Yes, innovation— a key word for this firm’s strong Tech practice — is a key driver behind his career, but it is only one of his passions. What might those other passions be? The reader must keep going.
After hearing about his interesting career in both law and angel investing, we finally learn that: “Ray describes himself as an avid reader of the classics, an ‘insane, maniacal hockey fan from the age of four,’ and a Civil War buff who has been to Gettysburg seven times.”
This is someone who would be fun to spend time with. And GCs in tech and other sectors frequently must spend a lot of time with their outside counsel.
Cookie-cutter bios just don’t cut it any longer.
It’s all about compelling content, sharp layouts and contemporary photography, and meaningful insight into the attorneys’ lives, in – and outside the office. Hope the examples illustrated above have given you some needed inspiration. But if you need some assistance, we’re here to help. Let’s start the conversation.
Full Disclosure: Ifrah Law and KaiserDillon are happy clients of Knapp Marketing.
Updated February 18, 2020