- Focus on the first 150 characters. Your bio should start with 150 characters that get right to the point and grab the reader’s attention. They also need to speak directly to Google for SEO, so those first 140 characters are serving a dual purpose that’s important on both fronts.
- Create consumable content. Web readers scan pages before reading, so provide short paragraphs with headings and subheadings. Use bullet points and call-out boxes to break up dense content. Avoid overly formal or technical language; conversational content is more engaging and readable.
- Separate from the pack. Don’t use your bio to market to everyone everywhere – focus on what sets you apart and highlight that. A narrow and focused marketing message that helps you cut through the noise can open the door to a new client. Once that happens, you can expand that relationship to the full scope of your practice.
- Keep it current. Anything new that supports your professional reputation should be added to your bio as soon as it happens. Ideally, your bio should include a live ‘news feed’ with links to your most recent articles or news items. Your representative experience should always be up-to-date too.
- Join the conversation. Social media is a dialogue between you and your network. It’s professionals talking about issues of law, sharing law firm and company updates, and posting news about promotions, job changes and more. Your clients and colleagues are waiting to hear your thoughts, so get active on LinkedIn and Twitter and add the icons on your bio.
