Legal business development is no longer a local endeavor. In today’s AI-enabled legal marketplace, companies are open to hiring lawyers across markets and continents—provided they have precisely the right expertise.
In this environment, the attorneys who stand out to prospective clients and AI answer engines are the ones whose practices send clear signals of authority. This requires focused bios that contain a deep body of insightful content that supports their claims of expertise.
The traditional attorney bio—brief, static, and formulaic—was not built for this new world.
The Rise of the “Attorney Microsite”
This whitepaper introduces the Attorney Microsite—a more flexible and powerful approach to the lawyer bio. Instead of forcing every attorney into the same rigid template, it allows firms to build richer profiles around each lawyer’s specific audience, expertise, content, and business development goals.
The result is a bio that does more than summarize credentials. It becomes a knowledge hub that helps prospective clients and AI answer engines better understand what the attorney does, why it matters, and why that attorney may be the right fit.
About the Authors
Robert Algeri is a co-founder of Great Jakes, a strategy-first brand and website design agency that partners exclusively with growth-focused law firms. He helps firms clarify their positioning and translate it into modern digital experiences that differentiate them from competitors. Deeply involved in the legal marketing community, Robert is an active member of the Legal Marketing Association (LMA) and has served on a range of boards and committees. He also writes and speaks regularly on law firm branding, websites, and growth, including contributions to industry outlets such as the LMA’s Strategies magazine.
Dion Algeri is a co-founder and Creative Director at Great Jakes. For more than 20 years, he has helped shape modern legal marketing by translating a deep understanding of the legal marketplace into sophisticated digital experiences for law firms. He writes and speaks frequently on legal marketing, including contributions to the American Bar Association’s Law Practice magazine. Dion also serves as editor of the Great Jakes blog, where he shares practical insights on law firm branding and websites.
