You picked off the low-hanging fruit when you joined the firm. You know, those quick wins that made your lawyers take notice and gave you instant credibility? Once you had your footing, you likely shifted your attention to more complex undertakings. You immediately put new processes and rules in place. You got your client teams up-and-running, and you and your team handled a round of Chambers submissions. You’re figuring out how you’re going to integrate your firm’s client intake process with a brand new CRM system. (Good luck de-duping all that data!) You’re even working on firmwide policies for social media, anti-harassment, and hopefully, a crisis communications plan.
So now, let’s dive into what you might be avoiding. Funny thing, completing this seemingly dreaded project can have an immediate, positive impact on your firm’s bottom line. That’s because it’s often where, when, and how clients make their decision as to which attorneys are going to make the shortlist.
Need proof? Here are some statistics about the importance of attorney biographies:
- 90% of in-house counsel rely on attorney bios when researching and hiring outside counsel.
- Attorney bios rank the 2nd most important resource when researching lawyers and law firms. The first is recommendations from trusted sources.
- Attorney bios are the largest driver of traffic to law firm websites. 83% of in-house counsel (up from 78% from last year) ranked lawyer bios as important when researching outside lawyers and law firms for a potential hire.
- Another study showed that only 39% percent of law firm traffic enters through the home page, with direct traffic to the bios outpacing by 2:1.
There is good news. You are not alone.
Every firm faces this issue at some point or another. Invariably, marketers will begin to ask: How – and where do we start? And, what is the best way to handle this?
Some firms will devote the time and resources to rewrite bios for every attorney. Of course, the number of attorneys in your firm typically dictates the practicality of this approach. Managing 50 attorney bio rewrites located in a few offices is a far different project than updating bios for a firm with 700 attorneys worldwide. Yes, some large firms have managed to rewrite 700+ bios before their new site launched!
One approach we’ve seen is to focus on just the attorneys whose bios are most often included in pitch packets or in response to an RFP. Another approach is to schedule the bios updates so far in advance of a website redesign that the re-launch is not delayed to having completed rewriting every attorney’s bio. Still another approach is to manage the rewrites on a practice-by-practice schedule, so as not to overwhelm the marketers. Need help determining the best plan for your firm? Feel free to contact me.
 Zeughauser/Greentarget’s 2017 State of Digital & Content Marketing Survey
 Zeughauser/Greentarget’s 2018 State of Digital & Content Marketing Survey
 2016 Canadian Legal Digital Survey, conducted by fSquared Marketing
 Great Jakes Survey, 2014
NOTE: We are currently updating newer information from our sources, and will post by the end of July 2020.