Get More Clients with an Attorney Bio Page that Grabs Prospects' Attention

According to attorney rating and comparison website, AVVO, there are now at least seven once-notable credibility claims for attorneys that no longer carry value in the minds of consumers:

1. “I have 20 years of experience practicing law.” If you narrow your search down to only lawyers who have at least 20 years of experience practicing law, you will still be left with an unmanageably long list. The market is so saturated with this claim, it no longer means much to those in the market for an attorney.

2. “I am aggressive and will fight hard for you.” This claim is generalized and not measurable or verifiable. It is quite unlikely that any attorney is going to claim that they are afraid to stand up for their clients.

3. “I’m a former prosecutor,” or “I’m a former public defender.” Many, many criminal defense attorneys start off their careers as assistant prosecuting attorneys, prosecuting attorneys, or public defenders. This claim no longer makes an attorney stand out from the rest.

4. “Board-certified,” or “Million-dollar advocate.” Claims like “board-certified” and “million-dollar advocate” are industry terms that mean nothing to the average person who is looking to hire an attorney. These qualifications may impress other lawyers but they are not going to resonate with people in the market for legal services.

5. “I am available 24/7.” Room service is available 24/7; people of high stature are not. Offering your services on-demand and around the clock cheapens them and gives off an appearance of desperation that does not serve you well, as a professional.

6. “I graduated from a prestigious law school.” The vast majority of potential clients are not familiar with the differences between law schools. Everyone who wishes to practice law is required to graduate from law school, so specifying which law school you attended is not going to make much of a difference in the minds of most people.

None of the above credibility claims any longer give a potential client the motivation to choose you versus another attorney. Attorney marketing in the US is evolving quickly and it is all too easy to be left behind. A reputable law firm marketing company can provide you with tools, including but not limited to SEO for lawyers, to make your law firm stand out from the crowd without resorting to invasive, offensive, or desperate maneuvers.

About Richard Jacobs

My name is Richard Jacobs, and I’ve discovered quite a bit about the plight of solo practitioners and small, 2-5 attorney firms like yours these past 13 years.

I’ve come to understand the unique challenges in marketing ethically and effectively that attorneys face because I have:

  • Helped over 180 attorneys author their own practice area book and become the ‘implied expert’ in their practice area
  • Helped hundreds of attorneys successfully navigate Google’s search algorithm changes, growing their websites from 2 potential clients calling a month to 4+ calls per DAY for some clients.
  • Interviewed and promoted over 507 attorneys nationwide, in practice areas such as:
  • DUI / DWI
  • Family Law
  • Criminal Defense
  • Bankruptcy
  • Auto Accidents
  • Social Security Disability
  • Slip & Falls (Premises Liability)
  • Real Estate
  • Estate Planning / Probate
  • Wage and Hour Claims
  • Expungements / Post Conviction Relief

Before you decide to invest in your marketing, it makes sense to first request your complimentary, custom, no obligation video website review.

Richard is the author of 6 books published on Amazon, Kindle and

Richard is available for speaking engagements on direct marketing for attorneys and has recently spoken at the following legal conferences:

  • PILMMA (Personal Injury Lawyers Marketing & Management Association)
  • Las Vegas DUI Summit – Private event for DUI attorneys
  • New York Boutique Lawyers Association
  • Perry Marshall & Associates Marketing Academy (Marina Del Rey, CA)
  • National Association of Criminal Defense Lawyers (NACDL)
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