Many of us have visited a law firm’s website, navigated to the “About Us” page, and found ourselves reading a long block of text that resembles a résumé. These bios often include dates, degrees and bar admissions, but rarely provide insight into who the lawyer is, how they serve their clients or why someone should choose to contact them.

For attorneys, this is a missed opportunity. A biography is frequently the first impression a potential client or referral source receives. When crafted effectively, it demonstrates competence, establishes trust and reflects an understanding of the client’s needs. Conversely, a poorly written bio can discourage engagement.

In today’s legal landscape, where professionalism and communication are critical to delivering legal services, investing time to write a clear, client-focused biography is an essential component of maintaining a high-quality practice.

WHY BIOS MATTER

Lawyer biographies are not merely filler content; they are among the most frequently viewed pages on law firm websites. Clients often review them before deciding whom to contact. A compelling bio serves as a reflection of an attorney’s competence and professionalism.

LEAD WITH CLIENT VALUE

Begin your bio by focusing on what you do for clients, rather than starting with your job title. For example, instead of writing, “Jane Smith is a partner at Smith & Jones,” try: “I help Oklahoma families protect their assets through careful estate planning and trust management.”

USE PLAIN LANGUAGE

Avoid using legal jargon. Clients don’t want to interpret terms like “multi-jurisdictional dispute resolution.” Instead, use plain language such as “help resolve conflicts across state lines” to make your services clear and accessible.

SHOW, DON'T TELL

Replace vague statements like “provides excellent service” with concrete examples. For instance, “Recently guided a family through guardianship proceedings with compassion and efficiency” provides a clearer picture of your abilities and approach.