It’s kind of like the attorney at a bar association networking event who really should have gotten a hair cut three weeks ago. They think a little extra gel or changing the part in their hair will look fine. But the temporary fixes aren’t working, and instead they present an unkempt image that’s not professional at all. Your website is your face to the world. If it doesn’t get a haircut every now and then, trust us, it will be noticed!
Keep it fresh, starting with your biography. Be as modest as you like in person, but on your website, let your educational credentials and accolades shine. If you’ve earned badges and icons from leading lawyer reviewers (and if your state or local bar association permits them to be used), add them to your bio and, if possible, to your home page. Keep them up-to-date: many of those icons deliberately include the year they were issued.
Not telling anyone about published articles? Another activity to broadcast loudly is having articles published in professional journals and consumer media. Half of the reason for publishing is to be able to tout your knowledge and position yourself as a thought leader. Listing the articles on your website is an opportunity for fresh and relevant content, good for human visitors and Google algorithms alike.
Speaking or attending important conferences. Not everyone gets to be the keynote speaker or even a speaker at a breakout session. But even if you are not speaking but simply attending an important conference, that’s news and should be shared on your website. Give it some extra punch: share the top three or five new things that you learned. Didn’t learn a thing? Then you should be speaking. Contact the organizers a few days after you return from the conference and find out how to pitch yourself as a speaker.
Fill in the gaps. Remember that prospects are reading your bio with an single question in mind: Can this person help solve my problem? Your bio needs to give them as much information as possible to move them to a “yes” answer. If you participated in legal clinics during law school with a special focus, share that information. If you haven’t looked at your bio in a long time because you think nothing’s changed, then it’s definitely time for you to review it. If you’ve taken a course, added a credential, gone to a conference or spoken to the press, you’ve got fresh content.
Not sure if you’ve got something new to add? Submit a support ticket and let’s talk about what’s new with you!