Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

See More

the dish
on websites

the largest professional service firm
and association websites at a glance

See More

Brand Thinking
Bleeding edge thinking on branding and marketing


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.