New Year, New Me. Is it Time for a New Bio?

It’s a new year. It must be time for a new bio.

Okay, stick with me here before you groan and roll your eyes. Peek at your online and LinkedIn bios. This is not a heavy lift, I promise. Reading about yourself will remind you of the presentation you gave or an article you wrote in 2023 that didn’t get added to your biography. There’s a chance your work or client focus has shifted to adjust to current market needs. Does your bio reflect that? Maybe you started a volunteer role at a nonprofit last year that you didn’t consider adding to your bio. Add it now (and link to the organization on LinkedIn). Truly, it only takes a few minutes.

After reading your online bio, you may discover you want to make more substantive changes. Perhaps the tone isn’t right, or you want to focus on different substantive issues. Admittedly, a full rewrite takes longer, but the payoff will likely be worth the investment. Keep in mind that the best bios are not simply a regurgitation of your resume. They show – don’t tell – what it is like to work with you, and a bit more thought is required to get it right. You want the reader to understand what kind of person you are and why they should hire you. To get started, ask yourself the following questions:

• Who are your clients? Address those you represent and who you want to represent. What kinds of clients or industries are part of your practice plan?
• What special skills and advantages do you possess as an attorney and service provider? This is where you talk about your strengths regarding the law and why your approach to client service is distinct. 

The above questions may seem simple and obvious. However, they are far from easy to answer – particularly when creating viable talking points on “why you.” Considering these “bigger picture” questions upfront will likely result in a far more interesting bio description of who you are and what you do. 

When you begin rewriting your bio, consider the following tips:

• Less is more. Nobody has the attention span to read a “narrative manifesto” these days. Gone are the days of long-winded bio narratives that communicate experience and depth Instead, they are perceived as annoying and deter the reader from even wanting to review your information. Do everyone a favor and limit your bio narrative to no more than 300 words.
• Speak in clear language. Overly exhaustive and lengthy sentences are simply not read. Going on ad nauseam also says something about how you will act as a legal advisor. Further, avoid jargon or industry speak. I apply what I call my “mom” rule. If my intelligent and accomplished mother can’t comprehend your writing, it’s time to rewrite it.
• Just say no to passive voice. Use action verbs to describe your practice and accomplishments, and try to keep your language active and in the present tense. For example, “Jill has served as outside counsel to major corporations” versus “Jill serves as outside counsel to major corporations.” Also, avoid using too many passive voice adjectives such as “frequent” or “regular.”
• Avoid using “I” in your bio. While expressing your feelings with “I” statements is the right move, using them in your narrative biography is not.
• Limit superlatives. Using words like best, fastest, and most ethical is not a great idea unless they relate to the accomplishment described. Leave the superlatives to the new graduates.
• Avoid using acronyms. Acronyms sound like jargon that only attorneys use and can make you sound pretentious and out of touch if used excessively.
• Your bio is not a professional “laundry list.” Instead of providing a litany of accomplishments, profile your “star quality” work in the bio. What sets you apart from other lawyers in your field? Focus on your differentiating qualities.
• Bar ethics guidelines are for real. These rules differ from state to state and are important to know. They provide standards and principles for lawyers and law firm marketing. One universal ethics rule in writing an attorney bio is avoiding making exaggerated claims about your skills and experience. Be sure your marketing efforts – not just your bio – follow the ethics requirements in your jurisdiction.
• A picture tells a thousand words. Your photo should reflect you and what it means to work with you. If your current professional headshot doesn’t look like you in real life, it’s time to take a new one. A good rule of thumb is to get a new headshot every three to five years. Prospective clients should be able to recognize you when meeting you for the first time.
• Pay attention to your digital footprint. Your website bio and LinkedIn profile are the foundational building blocks of your digital footprint so it’s important to get them right. While the Google algorithm is fiercely protected, we know the good people at Google give LinkedIn profiles significant weight. Remember that law firm websites that consistently educate and analyze legal matters tend to get high marks with Google, too.

Go ahead. Do yourself a favor and look at your biography. It’s the window through which clients and prospective clients look at what it’s like to work with you. What are they going to see when reading your current piece? Make it a top priority to ensure your bio is a solid and updated reflection of you, your work, and your style.