Recently, we shared a checklist for writing law firm content in the LLM era. As lawyers head back to work this week, we break down further where partners and associates can make fast, meaningful improvements with immediate impact: online bios, including law firm websites and LinkedIn profiles.

AI systems increasingly surface, summarise, and compare lawyer profiles. Clients do the same, just faster and with less patience. The aim of your bio is no longer to “sound impressive” per se. It is to make it obvious who you are, what you do, who you help, and why you are a credible choice, using clear, concrete language rather than vague phrases.

Here’s a quick 10-minute audit as you let the caffeine do its job!

Action 1: Check your opening sentence

Your opening sentence is the single most important line in your bio. It frames everything that follows for both humans and AI.

It should answer three questions in one clean line: who you are, what you do, and for whom.

Replace abstract openers such as “X is a highly experienced and dedicated lawyer” with something concrete:

> “Alex Jones is a commercial litigation partner in Manchester who acts for technology and manufacturing companies in shareholder and contract disputes.”

That sentence should include your role, practice area in plain English, location, and typical client type. Avoid starting with education, memberships, or generic virtues. Avoid words like “leading” or “renowned” unless they are immediately supported by facts.

Action 2: Say what you actually do

Immediately after the opener, include a short paragraph that sets out the work you handle.

Name the types of matters you work on. State whether you act lender-side or borrower-side, claimant or defendant, issuer or investor. Two or three sentences is enough. This gives AI something concrete to categorise and gives clients confidence you do the work they need.

Action 3: Surface clients or sectors early

Do not bury this information halfway down the page.

If you can name clients, do so. If not, name sectors, deal size, or context:

> “He regularly advises private equity sponsors, UK clearing banks, and founder-led businesses.”

Specificity consistently outperforms breadth.

Action 4: Remove vague adjectives

Do a fast delete pass.

Remove phrases such as “highly experienced,” “trusted adviser,” “commercially minded,” or “dynamic.” Replace adjectives with evidence such as years of practice, deal types, jurisdictions, or outcomes.

Action 5: Turn experience into outcomes

If your bio lists representative matters, lightly rewrite them to show substance:

Instead of “advised on a complex financing,” say “advised a regional bank on a £120 million refinancing of a logistics portfolio.”

Action 6: Make geography explicit

Always state where you practise and in which jurisdiction. If you work cross-border, say where and how. AI frequently misclassifies lawyers simply because geography is unclear.

Action 7: Align LinkedIn with your bio

Your LinkedIn headline should reinforce what you do and for whom, not just your job title:

> “Banking partner advising UK and Middle East lenders on acquisition and structured finance.”

Consistency across platforms matters.

Before and after: a real-world example

Before (typical anonymised live bio)

> “Daniel R. is a partner in the firm’s Banking and Finance department. He has extensive experience advising a wide range of clients on complex and high-value transactions. Daniel is known for his commercial approach and commitment to client service.”

After (LLM- and client-ready)

> “Daniel R. is a banking and finance partner in London who advises UK and international lenders on acquisition finance, refinancings, and syndicated loan transactions. He regularly acts for clearing banks and alternative lenders on mid-market and cross-border deals, including sponsor-led financings in the real estate and infrastructure sectors.”

The second version gives AI systems clear signals and allows a client to decide in seconds whether this lawyer may be relevant to their needs.

Final sense check

Before changing, ask one question: “If an AI had to explain in one sentence who I am and what I do, could it do so accurately from this page alone?”

If the answer is no, the bio needs some tweaks.