The "About Us" or "Profile" page is the second most visited page on your website. Potential clients find the home page and then click on your profile to learn more about you. Often, these readers are under the stress of a legal problem so they want and need to connect with someone who can help. Therefore, your profile page as the place where they can learn about you and your practice, is a significant part of their decision making process.
Because your profile page is so important, it is vital that you review and update it every three to four months. Here are some items to consider.
Your name, title, and contact info: This information should always come first and be clear for all to see. Prospective clients don’t want to work hard to find basic information.
Your photo: Readers want to see the person they will be working with. Make sure your photo is current and looks professional. A selfie won’t cut it.
What you do for your clients: In plain English, and while avoiding legalese and jargon, tell the reader what types of law you practice. Write in first person if possible, though some law firms do use third person and pronouns. Tell the readers what it’s like to meet with you and how you will work with them to solve their problem. If you have added a new service, this is the place to let the readers know all about it.
Write a compelling lead: If your lead starts with something like "Lance Lawyer is a shareholder in the firm. . ." it should be revised. It's better to be more personable and write: "As an elder law attorney, I help clients with issues about their future care and estate planning needs." This tells prospective clients seeking this practice area that they are in the right place.
Interesting facts about you: Think about what makes you excel at in practicing law. Maybe you’re really good at explaining it to clients or helping them reach a solution to their problems. Tell the readers what you like most about your area of practice, describe your hobbies, and include your latest community relations activities.
Once your profile page on your website is complete, remember to update your profile on the SBM Member Directory. It’s simple. Start by signing in to your account—your name will appear in the upper right-hand corner. A drop-down menu will then pop up, click on edit profile, make the changes you need, click save and you’re done. Your profile is up to date and ready to bring in new clients for the new year.
Roberta Gubbins has served as the editor of the Ingham County Legal News. Since leaving the paper, she provides services as a ghostwriter editing articles, blogs, and e-blasts for lawyers and law firms. She is the editor of The Mentor, SBM Master Lawyers Section newsletter.
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