Why Most Lawyer “About” page Fail — Ethically and Financially
by Kristi Patrice Carter, JD
Your About Page Could Be Costing You $ 100K+. Here's Why.
Let’s set the record straight: most attorneys’ ‘About’ page reads like an obituary.
They’re filled with details about where the attorney attended law school, the clerkship they secured after graduation, and the number of committees they serve on, among other significant details. This information is valuable if you’re looking to recognize your hard work and efforts or to impress your peers. However, if your goal is to attract clients? It could be costing you, possibly six figures or more.
Here's the ugly but honest truth:
Clients don’t care about your résumé; they care about what you can do for them.
They don’t hire attorneys who only speak in legalese or boast about their credentials all the time. Clients hire professionals they trust to get the job done. Someone who understands the law, empathizes with their situation, can effectively argue on their behalf, and get them out of a tough spot.
If your About page doesn’t clearly communicate how you can help clients, you’re missing out on potential income and giving competitors an opportunity to attract your prospects (and clients).
What Should Your About Page Do?
Consider your About page as a closing argument rather than a biography. You can include accomplishments, but focus only on those that matter to clients.
A stellar About page isn’t just about you. It’s about you and the client. It is a way for you to connect, persuade, and build trust. A stellar About page makes prospects and clients feel seen and understood, while showcasing why you’re the best person to resolve their legal issues.
Most importantly, an ‘About Us’ page should support your claims with evidence by including:
- Client success stories
- Recognizable publications or media appearances
- Significant verdicts or settlements
- Case volume or client count
- Rave reviews (in the client’s own words)
An amazing About page isn’t about bragging. It’s about building credibility and demonstrating, rather than stating, why you should represent them.
Your Clients Aren't Reading, They're Scanning
Clients are busy, overwhelmed, and stressed. They need help now. If your About page is filled with legal jargon or irrelevant details, prospective clients will barely read it and will quickly move on to the next site.
Rewrite your bio so it:
- Connects emotionally by demonstrating your understanding of their situation.
- Demonstrates value – Discuss what you’ve done for individuals similar to them.
- Builds trust – Utilize testimonials, results, and a clear next action.
Bottom Line
If your About page focuses solely on you, rather than on what you can offer prospects and clients, it’s not fulfilling its purpose.
Clients hire attorneys who understand the law and their unique situations, so stop treating your About page like a résumé or an obituary; instead, treat it as your best opportunity to build trust and attract new business.
Ready for an About Page That Works?
If your About page resembles a résumé, it’s time for a KPC upgrade. Our JD-powered marketers will rewrite it to build trust, demonstrate value, and convert clicks into clients while showcasing your expertise.
Let’s transform your About page into a quiet rainmaker. DM us today for a special LinkedIn offer.
