For the most part, clients will learn about you through your firm’s website. They might read your blog or maybe they even follow you on Twitter. Regardless, all of those sources should direct them to a centralized bio. So what should your bio say?
At a minimum you want to list: education, area of practice, jurisdictions you are admitted to practice in, and how to contact you. Your contact information is by far the most important information. There is some debate about whether clients actually care where you went to law school. I am a young lawyer, but nobody has ever asked me.
Listing your practice area(s) should help clients zero in on whether you are right or wrong for their case (assuming they notice it). Admitted jurisdictions is more for the discerning client—many clients will assume if they found your website that you can help them.
Get a good picture
A client has never congratulated me for graduating magna cum laude or making the dean’s list, but they give me lots of props for my picture. My friends, of course, refer to it as my high school graduation picture.
You can decide for yourself, but I would suggest a professional photographer and something with perhaps an interesting background—like a moving train.
Add something interesting
About half of my clients have asked about my time as a screenwriter or working on Arnold Schwarzenegger’s elections ads. It puts some personality behind that smug picture and allows clients to know something more about me than legal jibber-jabber.
Maybe you run in marathons or happen to be an expert botanist—put it in there. Your goal should be to showcase a bit of your personality before they even get into your office.