Why Your Online Lawyer Bio Matters.

Sometimes it is the little things that can make a big difference in growing a law practice. Often, lawyers megaphonewill avoid marketing because it will take too much time or it is an activity outside of their comfort zone.

Today I consulted with a lawyer who has avoided marketing for the past couple of years because he did not think he should have to market his practice. He is an established lawyer, has an excellent reputation and has been practicing law for 25 years. I challenged him to reframe his concept of marketing from “pushing” his service onto people to “attracting” clients who could benefit from what he does best.

I also showed him how we could leverage his excellent reputation to create a marketing plan.

The first thing we did was type his name into Google and review the search results. We discovered that his LinkedIn profile had the wrong title, two of his bios from lawyer lists were outdated with old addresses, and his Avvo profile was incomplete. On his web site profile page, there was no information on how to contact the lawyer. Most important, none of his bios or profiles answered the question, “why should I hire you?”. There was no mention on the value he provided clients or the client problems he excelled in solving.

The first marketing strategy was not to schedule 5 lunches or send out letters asking for referrals, rather it was to research how clients were finding him online and update and revise all online bios to communicate a consistent, relevant, and compelling message targeted to his ideal client.

Revising and updating your bio is a simple, effective marketing strategy every lawyer can take to increase their on-line presence and reinforce their reputation. Last week, I received 3 calls from lawyers who attracted clients as a result of updating and promoting their bios.

The following is one example:

“Interesting – I just got a call from a new client who, when asked how she got my name, said she found me on line and that she really liked my profile and how I relate to clients as people.”

Updating your bio and profile may seem like a small thing, but it can deliver significant results.

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