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Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

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Brand Thinking
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Burkey Belser, The American Lawyer and the New Face of Lawyer Bios

By Burkey Belser
April 12, 2016
Burkey Belser, The American Lawyer and the New Face of Lawyer Bios

For years, we have preached that a law firm website is like a mall and its lawyers (and service areas), the stores in it. No one goes into an unappealing store; neither does anyone read an unappealing biography. 

The solution? Change the formula. 

Invert the relationship between the high school headshot and wall of copy that is the typical biography. Bring the lawyer to the foreground with an excellent, even dramatic, portrait that humanizes a lawyer more than a high-school headshot ever will. Present biographical information in bite-sized chunks that don’t choke the reader.

The seller’s goal (law firm) is to reduce the arm’s length distance between seller and buyer. 

Your goal is to have your prospect “meet” the lawyer online before they actually meet them face-to-face. I could hold up a tiny black and white portrait next to my face and I doubt you would connect that individual in the passport photo to me. You certainly get no sense of who I am or what kind of experience you might have working with me. A great portrait can begin to create that relationship. That’s just the beginning of a great biographical presentation and it is the story behind this week’s article in The American Lawyer online. Unfortunately, if you don’t subscribe, you won’t be reading the article, but you’ve just read the gist of it. Read the entire article if you can.