Biographies play a critical role in marketing for lawyers and their firms. They appear on law firm websites and on third party websites such as Linkedin. They are reprinted by law firms for use in marketing materials and pitch books for new business, presentations and speaking engagements. Clients and prospective clients read your bio.

As recruiters for the partner search firm that we co-founded and formerly partners of large law firms ourselves, we have reviewed thousands of biographies. While there are some very well-written bios in the marketplace, we see far too many uninspiring and confusing biographies. Worse yet, judging by the similarity of biographies of lawyers practicing at the same law firm, it is apparent that some lawyers choose to “mark-up” a bio written by another lawyer in the firm, which itself was poorly written.

A few common-sense guidelines will improve your biography.

Keep your bio short, focused and informative. Less is more. Generally, biographies that go on for many paragraphs or, in some cases, pages are not the most compelling ones.

Do not present yourself as a jack of all trades. The market is increasingly specialist focused. Highlight just one or two practice areas and take inspiration from your firm's practice area marketing materials in describing your strengths. Choose your words carefully—your biography is not a legal document. Legalese should not play a part in the bio. Having terms such as “including, without limitation” or “included but not limited to” should not be used. If you miss a subject, we promise you won't be sued for omitting it.

Unsubstantiated phrases make some biographies read like clichés, e.g., “experienced and knowledgeable,” “working on complex matters,” “possessing a deep understanding of the market“ or “having unique insights.” Is any lawyer paid their hourly rates to do something simple? If you choose to include these kinds of phrases, providing a little context will help, e.g., adept with complex capital structure with multiple tranches and tiers,” or “unique insight gained from a decade working as a prosecutor.”

We can infer rather quickly from reading a biography the relative stature of a partner. For example, a partner's skills should suggest strength and leadership, e.g., advise, counsel and lead. Words like assisting, drafting and researching or performing due diligence connote, at best, “second chair” roles.

Think about the target audience for your bio. Many bios are written from an academic perspective that will not resonate with clients. We have joked about some of the things that partners choose to include. For example, be selective about your service to your firm. Of course, there are committees that connote leadership and responsibility. Service on an executive committee or hiring committee or as a mentor, for example, adds stature to a biography. Service on a diversity committee or charitable foundation signifies a commitment of both the firm and the lawyer to a laudable cause. Does a client really care whether you serve on an opinion committee or played on the firm's softball team?

Praise from clients provides credibility. The inclusion of quotes from clients and respected journals to illustrate skills, e.g., “sources refer to him as an excellent deal maker and a strong strategist” add credibility. Self-congratulation adds little. You may have beaten Tiger Woods in a golf match when you were in high school, but is your bio the right place to brag about it? References to listings in industry recognized publications go a long way. Lesser respected publications do not add much and read as if you are reaching for stature.

List transactions and wins that are relatively current, e.g., those that are within three years. A list that goes back for a longer period becomes tedious to read and is not as relevant. An exception, of course, would be a reference to your involvement in a landmark decision or precedent setting transaction.

List awards that are granted to the few rather than to a cast of thousands, especially in the education section (Dean's list, really?). It may also be helpful to explain what the award was for, rather than simply mentioning an award by name, so that the reader understands the relevance of the award.

Finally, review your biography for errors in spelling, grammar, syntax and missing words. It would not be a bad idea to have someone else proof it before it is posted on a website. Give your bio the attention that you would give to a client memorandum.

Richard Goldberg and James Hisiger, formerly partners of Dechert and Latham & Watkins, respectively, are the co-founders of Premier Partner Placement LLC. They can be reached at [email protected] or [email protected].