What does your law firm’s About page look like? Is it the basic run-of-the-mill content that talks about the partner’s, total years of experience, and notable cases? Then there’s a picture of the firm’s attorneys standing together with their arms crossed.

This is boring and overdone, and yet attorneys continue to accept it for their own website. When too many law firms all have the same website content, it becomes white noise. Your firm’s website About page becomes just another in a sea of webpages.

Follow this guide and craft something unique for your law firm.

Don’t be Formulaic or Robotic

As an attorney, you know firsthand how dry and formulaic some types of writing can be. Unfortunately, the content on a law firm’s About page tends to feel and sound just as dry as legal writing. This is what happens when a lawyer tries to write their own website content.

Writing your law firm’s About page isn’t like writing a legal brief. Pretend like your writing a story. Be authentic and reinforce that there are humans behind the website and law firm. Someone unrelated to your law firm should find the writing interesting and want to keep reading.

How to Create Your Law Firm's About Page

Be Memorable

Stand out from the crowd and do something unique. This makes your website and law firm stand out and be memorable. You want the About page to make an impression so that the reader doesn’t immediately forget about your law firm when they close the webpage.

People tend to have a bad opinion of lawyers in general. Your law firm has an uphill battle to create a rapport with a potential client. Especially when you consider that people are far more likely to do business with people they like.

Humanize your law firm by showcasing your lawyers and their team. Talk about more than just their legal experience. This helps potential clients to relate to the attorneys on a personal level and makes them likable. Consider adding a limited amount of personal information.

Focus on the Client

Write your law firm’s About page with your clients in mind. Think about the reasons your clients tell you they decided to hire your firm. Tailor your about page to speak directly to the important decision points. Speak directly to what appeals to potential clients to motivate them to act.

Tell Your Law Firm’s Story

Your law firm’s story can be a powerful one. Write it in a voice similar to how you would tell the story if you were telling it to a close friend or family member. Avoid tangents that will take readers away from the main plot. Establish trust by sharing your firm’s humble beginnings and how you’ve worked hard to grow. Highlight your commitment to excellence and give examples of hardships you’ve overcome.

How to Create Your Law Firm's About Page

Finish with a Call to Action

What do you want your reader or website visitor to do? Hopefully, it’s to hire your law firm. One of the best ways to make that happen is to tell them what to do.

Finish your About page with a call to action that tells the reader to engage with your website. It needs to be an action statement that’s simple and to the point. Essentially, “do this now”.

Request a free consultation today.

Schedule your attorney meeting now.

Make an appointment with our firm.

These examples are short statements that tell the reader to do a specific task. Each one spells out an action that directly correlates with your law firm cultivating more leads. You can easily track how many people book through your website’s About page with metrics.

Write Your Law Firm’s About Page Today

You’re an expert in what you do. Clients trust you because you’re the best with the experience and knowledge necessary to effectively represent them. Shouldn’t you trust the experts with your website content creation?

Writing your About page is a completely different type of writing than legal writing. While you are skilled at crafting legal briefs, writing your About page can leave you stumped. That’s when you need to consult with me.

As a law school graduate, I understand the legal industry and the importance of developing a strong reputation for your law firm. Combine this with my marketing experience, and I’m able to craft the perfect website content for your firm’s website. I can inject the right amount of interest and personality to keep your readers engaged while also remaining professional.

Send me a message and let’s get started on your law firm’s About page.