Bilzin Sumberg

Crafting attorney bios that instill trust, build relationships and boost reputation

Client situation

Bilzin Sumberg Baena Price & Axelrod LLP (Bilzin Sumberg) is a high-profile, Miami-based commercial law firm with a range of clients, from ultra-high-net-worth individuals and investors to some of the nation’s leading public and private companies. The firm has extensive experience in a variety of industries including finance, healthcare, hospitality, real estate, manufacturing, media and international tax law.

Bilzin Sumberg was revamping its website, including the messaging for its attorney bios — the most-visited pages on any law firm website. It needed a specialized writing team that understood the complexities of the legal industry, knew how to ask the right questions and could get to the heart of what made each attorney unique.

The Bilzin Sumberg team was looking for:

  • Key themes incorporated into the bio messaging

  • A compelling, yet concise “elevator pitch” format for each attorney bio

  • Conversational Q&A sections that showcased each attorney’s individual brand and gave clients a glimpse of what it would be like to work with the attorney

Bilzin Sumberg’s marketing team sought out a legal marketing firm that could “speak their language” and deliver on their precise vision.

Our solution

Our goal was to craft messaging that matched the elite caliber of Bilzin Sumberg’s practice and clientele, and to make the process as efficient as possible to accommodate the attorneys’ caseloads.

We developed a strategy based on the firm’s input and worked in tandem with the firm’s marketing team to create a targeted questionnaire to prepare attorneys before meeting them in-person. Our team quickly built rapport with the attorneys, which put them at ease, and our legal industry knowledge earned their confidence and respect.

By applying our proficiency in The Florida Bar ethics rules, we crafted copy for a range of attorneys, such as the firm’s Managing Partner, John C. Sumberg, and the firm’s Tax and Estate Planning Chair, Richard M. Goldstein, that was both hyperfocused and compliant. A seamless process — from interviewing and drafting to reviewing and editing — allowed us to deliver the project to the Bilzin Sumberg team comfortably within their deadlines.


Bilzin Sumberg’s new website successfully launched and has since achieved widespread recognition.

The legal industry is built on trust — clients hire lawyers, not firms. This is especially true for Bilzin Sumberg’s practice, which includes multimillion-dollar real estate deals, prominent celebrities and financial transactions that involve international regimes. Instilling confidence and the art of discreet negotiations are paramount, and after working with us, the firm’s attorney pages now exude those ideals.

Reputation Ink’s team possesses knowledge of the legal profession that few marketers and writers have. They understood and met our high expectations, and we were very pleased with their final product — high-quality content that differentiates our attorneys from the typical bios filled with laundry lists and legal jargon.


Laura Galeano, Esq.
Chief Marketing Officer
Bilzin Sumberg Baena Price & Axelrod LLP
Case Study CTA Bilzin-Sumberg