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Lawyer profile writing

The most important page on your website.

It decides whether they call. When a prospect checks the name they've been given, your profile is what they read. We write lawyer profiles that confirm the referral and prompt them to call.

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Lawyer profile writing and photography
A polished lawyer profile page

Our approach

A prospect rarely reads a profile to learn your history. They read it to answer two questions, and most profiles answer neither.

  • They're checking, not browsing

    By the time someone lands on your profile, they've been given your name. They're not deciding whether they need a lawyer or not. They're confirming you're the right one for their problem. The profile that wins the call answers the two things they actually came for: have you done this before for someone like them, and what will it be like to work with you.

  • A profile is a CV's opposite

    A CV lists everything. A profile leaves out almost all of it. The work isn't recording your career, it's selecting the few things that prove you can handle this matter and that you're someone worth calling. Most profiles read like an internal record. The good ones read like an answer.

  • The profile travels further than the website

    What we write doesn't only live on your firm site. It carries into capability statements, proposals, speaker kits, award submissions, and directory listings. Get the profile right once and it does work everywhere the lawyer's name appears.

What we do

We interview the lawyer, consolidate what already exists, and write the experience and expertise that prove the case. Then we make sure it's found and consistent everywhere it appears.

  • Experience

    • Interviewing the lawyer to surface the work that actually matters, not just the work that's easy to list.
    • Writing experience snippets: short, specific accounts of matters handled, framed for the prospect rather than the casebook.
    • Deal tombstones and matter summaries that prove depth at a glance.
    • Drafting new experience copy the firm can use across the profile, proposals, and submissions.

  • Expertise

    • The right mix of technical legal skill and plain language, pitched at the people who read the page.
    • Communicating what the lawyer does, for whom, and why it matters, without burying it in jargon.
    • Framing expertise so a referrer, a prospect, and a potential hire each find what they need.

  • Approach

    • How easy you are to reach, or how selective, if exclusivity is the position.
    • How you run a matter: collaborative, hard-fighting, steady, whatever's true and worth saying.
    • Where a background outside law, an upbringing, a geography, or a set of beliefs genuinely shapes how you work.
    • What happens after the call: onboarding, what to expect, the kind of work you take.
    • Communicating the value of your work without putting a price on the page.

  • Found and consistent

    • Making sure the lawyer is found cleanly on search engines and AI assistants when someone looks up their name.
    • LinkedIn profiles written for the platform: first person, headline, summary, and work history, not the website profile pasted across.
    • LinkedIn banner design and the essentials in place: custom URL, contact details, privacy and visibility settings.
    • Writing to specific character counts where the platform or template demands it.

  • Photography

    • Selecting the photography that matches the profile and does its own work on credibility.
    • Pulling in our designers where headshots or banners need producing.

Select your package

  • Website profile

    From$600

    The main offer. A website profile written to convert prospects, reassure referrers, and attract talent.

    Perfect for:

    • Lawyers whose profile is thin, dated, or reads like a CV
    • Firms upgrading profiles one lawyer at a time
    Get your proposal

  • LinkedIn profile

    From$400

    A LinkedIn profile written for the platform. First person, headline, summary, and work history that hold up to a search.

    Perfect for:

    • Lawyers using LinkedIn as a working tool, not an afterthought
    • Firms standardising lawyer profiles across the team
    Get your proposal

  • Speaker kit

    From$600

    A profile built for the stage. Bio, topics, and credentials ready for conference organisers and event hosts.

    Perfect for:

    • Lawyers who speak, or want to
    • Firms putting lawyers in front of associations and industry audiences
    Get your proposal

All prices are in Australian Dollars (AUD) and GST exclusive.

How we deliver it

Profile work happens inside an engagement model. Most firms come to us through one of these.

  • Strategy & advisory

    Strategy & advisory

    When the profiles are part of a bigger rewrite. A firm repositioning, rebranding, or rebuilding its website needs the lawyer profiles to follow a consistent line. Best for firms getting the whole presence right at once.

  • Projects, campaigns & tasks

    Projects, campaigns & tasks

    The packages above, delivered on a fixed-fee basis. A single lawyer's profile, a set across a practice group, a LinkedIn refresh for the team. Best for firms with their own marketing function who need specific profiles written.

  • Fractional CMO & team

    Fractional CMO & team

    Profiles written and kept current as part of the firm's marketing function. New lawyers onboarded, existing profiles updated as careers move, the whole set kept consistent. Best for firms that want this maintained, not just done once.

  • Training & workshops

    Training & workshops

    When the firm wants the capability in-house. We teach in-house marketers how to write a profile that converts, so they can produce them for the firm themselves. Best for firms with someone in the seat ready to take it on.

  • How does our law firm get started with preparing lawyer profiles?

    Most firms come in one of a few ways. For a single lawyer or a handful, it's usually a fixed-fee project, one of the packages above, delivered to brief. If the profiles are part of a bigger rewrite, a repositioning, a rebrand, a new website, that runs through strategy & advisory so the whole set follows one line. If you want them written and kept current as people join and move, that sits inside a fractional engagement. And if your in-house marketer wants to produce them, we teach the method so they can run it. Not sure which fits? Start with a conversation and we'll point you to the right one.

  • Why does the profile page matter so much?

    It's the page a prospect reads before they call. They've been given your name, they look you up, and the profile is where they decide whether to make contact or ask for another name. The homepage sets the frame. The profile is where the referral is won or lost, and most are too thin to do the job.

  • How is a website profile different from a LinkedIn one?

    They're different platforms. A website profile lives on your firm site and reads accordingly. A LinkedIn profile is built for LinkedIn's own conventions: a headline that works in search, a summary that reads like the lawyer talking, a work history laid out the way the platform expects. Pasting one into the other doesn't work, so we write each for where it lives.

  • Can you do the whole firm, or just one lawyer?

    Either. Plenty of firms start with the one lawyer who needs it most, then roll it out. Others do a practice group or the full team at once, usually as part of a website project or a fractional engagement. The per-profile work is the same. Doing several together keeps them consistent and tends to cost less per profile.

  • Do we own the profile once it's written?

    Yes. Once it's paid for, the profile and everything we draft around it is yours, with no usage restrictions and no ongoing licence. Use it on the website, in proposals, in capability statements, wherever the lawyer's name appears.

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