Most attorney bios aren’t written to convert. They’re either too academic or filled with credentials that don’t connect with your ideal client.

But your attorney bio is often one of the most visited—and most influential—pages on your law firm’s website.

Here’s how to write an attorney bio that not only ranks on Google but also drives leads from clients who are ready to hire.

1. Lead with what your client actually cares about

Skip the resume talk upfront. Your ideal client wants to know:

• What type of legal issues you handle
• Who you help
• How you help them achieve peace of mind, results, or resolution

Instead of this:

“John Smith is a graduate of Georgetown Law and a member of the ABA.”

Try this:

“I help families in Michigan resolve complex estate planning issues with clarity and care—so they can protect what matters most.”

Start with the problem you solve, not the degrees you earned.

2. Naturally include local SEO keywords

Google needs to understand who you are and what types of cases you’re interested in.

That means including relevant location and service keywords, such as:

• “Chicago criminal defense lawyer”
• “Probate attorney in Austin”
• “Family lawyer serving San Diego”

SEO tips

• Use location and service keywords in the first 100 words.
• Update the meta title and H1 to include your name and specialty.
• Optimize the URL structure (e.g., /attorneys/jane-doe-nyc-immigration-lawyer).

Additionally, link to related service pages (e.g., personal injury services) to enhance site architecture and guide user navigation.

3. Add a high-quality headshot and plain-English title

A polished bio photo increases trust and professionalism.

Pair it with a plain-English title that clearly states what you do:

• “Immigration Lawyer Helping Families Get Visas and Green Cards”
• “Estate Planning Attorney Serving Seniors and Families in Tampa”

Avoid vague firm titles like “Partner” or “Associate” unless paired with a descriptive phrase.

4. Highlight experience, testimonials, and outcomes

Social proof builds credibility.

Add specific details that reassure your potential clients:

• Number of years in practice (“20+ years helping injured workers”
• Types of cases you commonly handle
• Client testimonials (if allowed)
• Recognitions, awards, or community involvement
• Generalized success metrics (“helped over 500 families with Medicaid planning”)

Avoid guaranteed results—stick to what you’ve done, not what you promise.

5. Use structure that works for AI and generative search

Generative platforms like ChatGPT, Perplexity, and Google’s AI Overview prioritize bios with:

• Clear subheadings
• Bullet points and skimmable content
• Short, structured “About Me” intros
• Clean HTML or structured schema data (e.g., Person, LegalService)

If you’re unsure how to implement schema, tools like Schema Pro or Yoast can help simplify the process.

6. Avoid these common bio mistakes

When optimizing for clients and search engines, avoid:

• Generic phrasing: “Handles a wide range of legal matters” = no clear niche
• Overloading the intro with academic history: Save that for later sections
• Ignoring mobile formatting: Use short paragraphs, strong headers, and buttons

7. How to structure bios for multi-attorney firms

Standardize the format across your team while allowing for personality.

Include:

• Client-centric intro (1–2 sentences)
• Focus areas and keywords
• Experience and background
• A personal detail or quote
• CTA with a direct link to schedule or call

You can also add filters to your attorney listing page by location, practice area, or languages spoken to improve usability and SEO.

8. Include a strong call-to-action (CTA)

Every bio should close with a next step. Embed links and buttons to drive action.

Effective CTAs:

• “Schedule Your Free Consultation”
• “Call Me to Discuss Your Case”
• “Contact Our Team Now”

Use clear, direct phrasing and position your CTA at the end of the bio—and optionally in a sticky sidebar or header.

Think like a marketer, not a lawyer

An effective bio is a powerful conversion tool.

When you:

• Speak directly to your ideal client
• Structure your content for both search engines and real people
• Showcase relevant experience and outcomes

…you create a profile that drives leads, builds trust, and ranks well in AI and organic search.

Need help writing or optimizing attorney bios across your firm? Schedule a Discovery Session with Kaleidico.