For a Relationship-Based Business, its people – as well as the connections and relationships they cultivate – and their experience are two of the best elements the organization can use to differentiate the experience they have to offer. Biographies have long since been the go-to method for highlighting a firm’s team and reach, but careful consideration should be taken when crafting them for the digital realm.
Let me start by saying that a web biography is NOT the same as a resume. A web biography is about business development and relationships, not about an individual’s entire work history. How it’s written should follow directly from how you want to be positioned in the market.
Here are 5 tips to consider when crafting a web biography:
- Be strategic about what’s included. You can’t be an expert in everything. At least not authentically. And if you are a generalist, then market yourself as a generalist.
- The biography should provide an impression of your capabilities and experience and differentiate you from others. It should not just be about the volume of your experience. Back up what you say with data.
- Short is good. Please. Stop writing long paragraphs. Your biography is not a writing sample. No one is going to read all that (ok, maybe members of your family will). Break up your content with bullets and sub-headings so it is easy to scan. Keep sentences brief. Use straight forward language, and avoid adjectives.
- Do not presume the reader speaks your language. As a lawyer, assume you could be speaking to non-lawyers, for example.
- Identify the author of the biography – is it you or is it the firm? Be consistent with the firm’s tone (casual, formal, personable, conservative etc.).
To explore additional ways your firm can build digital relationships, visit bit.ly/1NBuildingRelationships.