In a recent study on how law firms use their websites in marketing their business, LexisNexis Martindale-Hubbell found that the most popular page on a firm’s site is the biography page. It’s a fact: 85% of site visitors will spend time reviewing an attorney’s bio. Clearly, the biography plays a critical role in your legal marketing program. And a thoughtful, well-written biography can be a real marketing asset.

What does a well-written estate planning attorney’s biography look like? Well, it doesn’t look like a resume, a CV, or a list of bulleted achievements. For many areas of legal practice, a bio that simply covers education, licensure and professional accomplishments may be suitable and quite enough.

For the estate planning attorney, however, the bio needs to say more.

You’ve outlined a business plan and defined your target. You’ve crafted a mission statement, a vision statement and spent time fine-tuning your “elevator” message. So how do you go about practice building? It’s time to begin creating your legal marketing kit, the tools that will help position you for success.

There’s a widespread misconception that the only gun owners in need of special consideration for firearms in their estate planning are those individuals who own a very valuable collection (i.e., expensive, antique) or those with specific NFA-regulated firearms (fully automatic machine guns, noise suppressors, etc.) 

While those collectors certainly need advanced planning, many more individuals need at least some planning considerations in place within their basic estate plan.