Nothing is more critical for injury law marketing than the lawyer bio page. It is often overlooked; most injury lawyers I have spoken with hate their bio, and they really don’t focus on it once their webpage is up. However, in terms of injury law marketing, it is your most important real estate. In this post, I’ll tell you why and include some tips on how to make the injury lawyer bio page that you can be proud of.
Why The Bio Page Is So Important For Injury Law Marketing
The bio is so underrated in injury law marketing. Let’s discuss why it is important. It serves many purposes, and more than you probably realize. Here are some of the reasons your lawyer bio page needs attention and to be one of the strongest pages on your website:
- First Impressions Count – If you look at your website analytics, a lawyer bio page is one of your most common organic landing pages after your home page. Thus, for many of your web visitors, this is the first impression of both the injury lawyer and your law firm. You only get one first impression, and a great bio page can be that tool to ensure you get off on the right foot.
- Differentiation from the Competition – In my experience, the lawyer bio page can become a comparison page between your law firm and a competitor. A great bio page explains your expertise and credability. From an injury law marketing perspective it can differentiate both the law firm and the injury lawyer from competitors.
- Establishes Credibility and Expertise – Showcasing your education, awards, achievements and experience is important in injury law marketing. Clients want to work with somebody who knows what they are doing, they want somebody they can trust. The bio page is the place that best displays your expertise.
- SEO Benefits – You need to appear when people search for an injury lawyer by name on a search engine. It is relatively easy to rank for your own name, so your bio page should appear well in search. However, A well-optimized bio page can help your page’s overall rankings and reach. It’s a page people will dwell on, and gives a positive user experience which Google prioritizes currently.
- Humanizes the Injury Lawyer – This is an underrated element. Your advertising, social media, and potentially general demeanour can intimidate or make you seem unapproachable. A bio page is a great opportunity to show more about who you are and make you more human. If they’re on the bio page, you can lay down your sword and welcome the potential client into how you work and why you do what you do.
How to Make The Best Bio Page
Now that you realize how important the bio page is for injury law marketing, how do you make a great one? There are a few things to consider:
- Get a Current Professional Headshot – You should update your headshot every three years. There’s nothing more off-putting for a client than you not looking like your headshot. It sets the relationship off on the wrong foot. Additionally, get a professional headshot, wear professional attire, and have a reasonable back-drop. This will convey competence, approachability, and confidence.
- Have A Well Written Bio – This takes two paths based on your experience, for junior lawyers bios are harder. If you’re a new injury lawyer talk about why you practice injury law, what motivates you, and what things you do in your spare time. If you’re an experienced injury lawyer, highlight your experience, cases, achievements, and really lean into that expertise. Then round it out with your extracuriculars. The bio doesn’t need to be long, but it needs to convey your motivation and expertise.
- Memberships and Affiliations – Highlight the memberships and affiliations you have. Display to clients that you’re up-to-date with injury law and the community.
- Client Testimonial or Reviews – Include a client testimonial or review from a previous client if available.
- Contact Information – Include your office address, phone number, email address, and potentially a contact form that goes directly to you. If possible, include a meeting booking link that syncs with your calendar.
- Languages Spoken – Mention all languages you speak, and if possible maybe have your page designed in a way that allows you to flip your page into those languages.
- Video Bio – A 45-90-second video introducing yourself, why you practice injury law, and other elements of your practice can be highly engaging to your bio page.
- Call to Action – Your bio page can be a powerful tool in injury law marketing. Include calls to action, whether to book a free consultation, read some posts from your injury law blog, or a pop-up when the user scrolls away to book a meeting directly with this lawyer. Try to make this page visit very productive as the person on a lawyer bio page is likely nearing the bottom of the purchase funnel.
Rock Bound Marketing Can Bring Your Injury Law Marketing to the Next Level
Rock Bound Marketing was founded to help injury lawyers conquer their injury law marketing challenges. The lawyer bio page is a great example. Many injury lawyers hate their bio pages and ignore them. However, as learned from this post, they are a critical piece of real estate that you must use to your best advantage. If you need help optimizing your webpage or with digital marketing strategy, contact Rock Bound Marketing today.
