By Julie Bays, OBA Management Assistance Program Director

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.

Bios also have a significant impact on online visibility. Search engines index these pages, increasing the chances that potential clients will find the lawyer’s profile online. For solo practitioners and those in small firms, your bio may be the primary opportunity to connect with prospective clients before any direct interaction.

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.

Add a Human Touch

Include one or two sentences about your motivation or community involvement. This personal touch makes you more relatable and memorable to prospective clients.

Structure for Readability

Organize your bio using short paragraphs, subheadings, and bullet points to make it easy to scan and read.

Keep It Current

Review your bio at least annually. Outdated information or an old headshot can give the impression of neglect.

Always Include a Next Step

Don’t assume readers know how to contact you. End your bio with a clear call to action or a link to your contact page.

Before and After: A Bio Makeover

Before (Ineffective Bio)

John Doe is a partner at Doe & Associates. He graduated from law school in 1997. He has handled a wide variety of cases. John is admitted to practice in Oklahoma and the Northern District of Texas. He has served on various committees and has spoken at several continuing legal education programs. He is dedicated to client service.

After (Effective Bio)

John Doe – Helping Oklahoma Businesses Resolve Contract Disputes

For more than 20 years, I’ve helped Oklahoma businesses protect their interests in contract negotiations and disputes. I know how stressful litigation can be, so I focus on practical solutions and keeping clients informed at every step.

• Practice Areas: Business litigation, contract disputes, mediation.
• Background: J.D., University of Oklahoma College of Law, 1997.
• Community & Service: Volunteer mediator for the Oklahoma County Small Claims Court; frequent CLE presenter on contract law.
• Outside the Office: Avid cyclist and youth soccer coach.
• Contact: Schedule a consultation at [link] or call (405) 555-1234.

The difference is clear: the revised bio is written to engage clients, not just list credentials. It is well-structured, approachable, and ends with a direct call to action.