The fourth Foundational Best Practice is lawyer biographies. (If you are new to my blog and that opening sentence doesn't make sense to you, please read these earlier posts about the 2010 AmLaw 100 Websites: Ten Foundational Best Practices Research: one, two, three, four and five - in chron order starting with the oldest one.)
Remember, the website analytics show (in the sites that we follow, and in most every site that we don't) more than half of all visitors to your law firm website go to view lawyer bios. I can't emphasize this enough. Your bios must be outstanding. Here are the attributes contained in this Foundational Best Practice:
The AmLaw 100 websites are scored on a 100-point scale - each attribute within each Foundational Best Practice is scored this way. All AmLaw 100 firms could easily score a total of 100 on this list - nothing in this list of attributes is far-fetched or unusual. But, surprisingly, they didn't.
On a rather significant spot-check review of bios (30 or more) for each firm, only one firm of the 100 firms included social media links on its bios - Winston & Strawn. (This example shows the "Share" icon, which enables a visitor to link to numerous social media outlets.) Therefore, the average score for all the AmLaw 100 firms was lower this year than in 2007 when social media wasn't included as an attribute. In 2007, the average score was 70.8. In 2010, it was 65.5.
The problem wasn't only a lack of social media, however. Without naming the firm names that received the analyses below, I am including five examples of AmLaw 100 lawyer bio reviews from the reviewer of this Foundational Best Practice. Read the numerous issues that several of the industry's largest law firms have:
Read the rest of this insightful post on the Law Firm 4.0 Blog.