Tips for Writing an Engaging Attorney Biography
Here’s the thing most lawyers don’t realize: attorney bios are some of the most-read pages on your whole website. Seriously. People click it before they even think about calling you.
Why? They want to know who you are — not just what you do. And if your bio reads like you copied it from your LinkedIn profile, you’re losing them.
Credentials matter, sure. But they’re not the part that makes a stressed-out visitor say, Yep, that’s my lawyer.
Done right, your bio can work like a one-stop shop. A place where someone can learn everything they need to feel confident picking up the phone.
Lead With What They Care About
Don’t start with where you went to law school. That can wait.
Start with the work you do, who you help, and how you help them.
Instead of:
“John Smith graduated from the University of Michigan Law School in 2015.”
Try:
“I help injured clients hold insurance companies accountable — and I’ve been doing it for more than a decade.”
See the difference? One is a fact. The other is a reason to hire you.
Make It Feel Like You
The best bios read like you’re telling your story, not like you’re filling out a court form.
Why did you choose your practice area? What’s the kind of case that gets you fired up? If you’ve handled hundreds of DUI defenses or helped families navigate high-conflict custody battles, say so. In plain English.
And yeah, it’s okay to let a little personality through — especially in practice areas where trust is a big deal.
Turn Attorney Bios Into a One-Stop Shop
Your bio should be the hub for everything about you. That means:
- The cases and practice areas you handle most
- A couple of career highlights or big wins (no need to write a novel)
- Speaking gigs, media appearances, or articles you’ve published
- Memberships in professional organizations
- Testimonials or client quotes (with permission)
- Links to blogs, guides, or videos you’ve created
- A downloadable resource if you have one
When all of this is in one place, visitors don’t have to click all over your site. They get the full picture — who you are, what you’ve done, and why they should work with you.
Yes, SEO Still Matters
Your bio is a goldmine for SEO. Use phrases like “Chicago criminal defense attorney” or “Minneapolis personal injury lawyer” naturally in your copy. No keyword stuffing — just enough so Google knows you’re relevant to the searches that matter.
The Photo Is Part of the Bio
Skip the old, stiff studio shot. Go for a professional headshot with good lighting and a real expression. Friendly and confident beats stern and intimidating nine times out of ten.
Don’t Leave Them Hanging
The end of your bio is your chance to give them direction.
“Schedule a free consultation today.”
“Call now to discuss your case.”
Make it obvious what the next step is, and link right to your contact page.
Why This Works for Attorney Bios
For a lot of people, your attorney bio will be the deciding factor. If it gives them the information they need, shows you’re credible, and feels like a real person wrote it, you’re halfway to getting that first call.
Think of it as your digital handshake. It’s where the relationship starts — so make it count.
Need help turning your attorney bios into actual client generators? At PSM Marketing, we write profiles that feel authentic and still bring in leads. Let’s talk about making yours work harder.
Attorney Bio FAQs
Do attorney bios really matter that much?
Yes — more than most lawyers think. A lot of people click straight to your bio before they read anything else on your site. They’re asking themselves, Do I like this person? Do they get my problem? If your bio feels cold or generic, they’ll just move on to the next attorney.
How long should my bio be?
Long enough to tell your story, short enough that people actually finish it. Somewhere in the few-hundred-word range works for most attorneys. You want the essentials — your work, your background, a bit of personality — without turning it into your full CV.
What belongs in an attorney bio?
The basics: what kinds of cases you handle, your experience, education, and any big wins or unique credentials. But also why you do what you do — the human side. Add a good photo, maybe link to an article you’ve written, and always give people a clear next step, like how to call or email you.
