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Have you read your website bio lately? If not, you might want to take a gander. In case you need a refresher, it probably goes something like this: "Blah, blah, blah, Impressive School Name, blah, blah, Membership Organization, blah, blah, blah, Board of Directors," and so on. I find they make very useful material for a mother who wants to impress her bridge group. Needless to say, they’re not exactly great marketing material, which is exactly what they’re supposed to be.

According to the Wicker Park Group, 90 percent of general counsel claim that attorney bios are the most important part of a law firm’s website. Additionally, studies have shown that bios are the most viewed pages on law firm websites, generating more than 50 percent of the page views. That’s right — more than practice areas, news or "about us" pages. This is increasingly the case as more companies look to reduce legal costs by incorporating more associates on their legal teams.

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