When we build new websites for our clients, we always recommend including an attorney profile page. These pages not only spell out your hard-earned credentials, but they also give your practice a human face. In this post we’ll explore three reasons these pages are important that you perhaps haven’t considered.
1. They prove you’re real.
This may seem like a no-brainer, but an “about us” page with your photo immediately assures the visitor that your website, and therefore law firm, is legitimate. It may seem strange, but there is a shocking amount of scam and phishing websites out there with downright false information. Your attorney profile page is an easy way to show users you’re not a robot and they can trust what you’re saying online.
2. It’s the second most-visited page on your site.
Only the homepage gets more clicks than your attorney profile page. It typically goes like this: a user gets to your homepage, confirms you offer the services they need, then checks out your about page before either giving you a call or going back to search.
While some users do look deeper into the site, your practice area pages mainly exist for SEO purposes rather than as tools for actual client conversion. If you’ve opted out of having an attorney profile page you may be shooting yourself in the foot.
3. They allow users to make assumptions about you.
This isn’t a bad thing when you’re in control of the content. Just make sure your photos and copy reinforce the attitude you want to portray. For example, if you’re a family law attorney, you should feature a photo of you that says, “I’m serious about my work, but I’m also easy to talk to and nonjudgmental.” Think warmly lit in a comfy office chair and a “listening” pose. Conversely, if you are a criminal defense lawyer, your profile page should communicate that you’re tough, assured and even a bit intimidating. Your clients want evidence that you’ll command the courtroom on their behalf. Excellent standing posture, arms crossed, intense stare and a sharp suit should do the trick.
Without an attorney profile page, your clients will still make assumptions about you. The danger there is that they could assume you’re someone you’re not, opening the door to frustration for both them and you if the fit isn’t good.
