Rewrite Your Bio Page Today
Your About page is the second-most-visited page on your website. It's also, almost certainly, the worst-written. Fix it in an hour.
Open Google Analytics on your site. Sort pages by traffic. Your homepage will be first. Your About page will be second or third. Now read your About page. There's a good chance it's written in third person, in the voice of a press release, with the word “passionate” in the first sentence and a list of qualifications you don't actually use any more. Visitors are reading this page in significant numbers, and it's telling them that you are exactly the same as every other solicitor in the country.
Write it in your voice
First person. Short sentences. Direct. The way you'd introduce yourself if a client's friend leaned across at a dinner party and asked what you did. Not “Sarah is a partner at...” — “I'm a solicitor specialising in...”
Lead with what you do, not what you've done
Clients don't care about your training contract in 2003. They care whether you can solve their problem in 2026. Lead with the work you do today, the clients you do it for, and the kinds of outcomes you produce. Your career history is supporting evidence, not the headline.
Have an opinion
Most solicitor bio pages are interchangeable because they say nothing controversial. Pick a view about your area of practice and hold it. “I think most employment disputes are best resolved before they reach a tribunal.” “I don't take work on a contingency basis.” “I think most family disputes are made worse by lawyers.” Real opinions make you memorable. Bland summaries make you forgettable.
Show, don't list
Instead of listing your panel memberships, mention what they actually mean. Instead of listing your reported cases, name one and tell the reader what you learned from it. Specificity beats breadth, every time, on a bio page.
The photo
A real photograph. Recent. Looking at the camera. Not a stock image, not a 2014 corporate shot, not a wedding photo cropped from a group. Spend an hour with a competent local photographer and use the result for the next three years. It is the highest single-cost-to-impact lever on your entire site.