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The "last mile" is a
supply chain management term (and a single released by hard rock/glam band,
Cinderella, in 1989, and also a play and movie from the 1930s) that refers to a
product's last mile before it gets to market and on store
shelves. Apparently, it's the hardest and most expensive leg of the process.
According to Wikipedia, "This last leg of the supply chain is often less
efficient, comprising up to 28% of the total cost to move goods. This has
become known as the "last mile problem."
Fishburne, a self described "Marketoonist," created this
cartoon that reminded me of lawyer website biographies. (You can
subscribe for free to his weekly marketoon at www.marketoonist.com.)
His cartoons reach more than 100,000 marketers each week and have been featured
in The New York Times, Fast Company and Wall Street Journal.
Law firm marketing and business
development professionals struggle to inspire their lawyers to regularly update
their website bios. While this cartoon is applicable to a branding
campaign or website as a whole, I want to narrow the focus and ask you to
consider how buyers of legal services are evaluating their short list of
Here is how the lawyer selection
supply chain works:
Here is how the lawyer biography
supply chain works on the law firm side:
For the lawyers who refuse to update
their bios, you aren't hurting your marketing team (although their frustration
is mounting), you are hurting your chances of competing and getting
hired. If your bio is dated, bland or sounds like 1,000
other litigators, employment lawyers or corporate/securities/M&A
lawyers, you will quickly be dismissed by buyers of legal services as
For those lawyers who do update your
bios, but don't focus on what truly differentiates and distinguishes you, you
may or may not get the chance for an interview. Why take that risk?
For the small handful of you
who write an overview that is compelling, up-to-the-minute with regard to the
work you are doing today, and include representative experience that answers
the questions: what have you done, for whom have you done it, and what
can you do for me -- you have the greatest chance of rising to the top of the
thousands of lawyer website biographies.
And, bonus, your Google search
results will be more relevant, too. Google typically pulls the first 150
characters in a lawyer's bio for the search results. "Marty" Truss
(James M. Truss) is a litigation partner at Cox Smith in San Antonio. Here is the
overview for his bio.
here is the top Google result when searching for "marty truss."
This is how Marty is known, and wants to be known.
update your bios every quarter - refreshing them with new,
more current keywords (think of the search terms your target buyers would use
to search), recent publications, speeches, board appointments, and most importantly,
More than 50% of your website
visitors view the lawyer biographies. And typically, these pages are
viewed more frequently and longer than other pages on your website.
Website biographies are consistently the most important business development
tools that lawyers have today.
more insight at the Law Firm 4.0 Blog.
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