Over the last two years, I have written tons of bios and about pages. I couldn’t tell you how many because honestly, I’ve lost track. Bios are very hard to write by yourself. You are the expert at what you do, but that is also the problem.
Over time you have picked up acronyms, descriptions, and other industry-related jargon that the average person might not understand. So here are some things to keep in mind when writing a bio for your website.
Determine the type of bio you need to write
What will the tone of the bio be? Professional? Funny? Personal? A little bit of all three? How do you want to come across? You will need to decide this before you sit down to write your bio.
Does it jive with your website
You may also want to think about the content that is already on your website. Does this flow with the material that is currently on there? If not, you might want to consider a few tweaks across the board.
Put yourself in your reader’s shoes and include a call to action
So someone goes to your website, clicks on the about page and starts to read.
- Does your bio grab their attention?
- What are they learning about you and your business?
- Have you shown your expertise in an easy to understand way?
- Are you explaining what you can do to help them?
- By the time they finish reading your bio, are they comfortable in making a purchasing decision?
- Or at the very least, want to get in touch with you?
All good bios should make these things pop out to your potential client or customer.
As for the call to action
We are all in business to make money, and sometimes we need to add a reminder so that potential clients go, yes, he/she sounds good. I do want to schedule a call with them, or yes I do want to work with them.
Every page on your website should have a call to action. Your website is a sales tool as much as an educational tool, so don’t forget that component.
It’s not about YOU!
Every piece of written content on your website should be about how you can help them with their problem, even your biography. It’s about you but also not about you. You need to show your potential customer why they should buy or work with you.
This is the biggest mistake I see people making when they write their bios. If all , your potential client or customer sees is I did this, and I did that, people may go, what’s in it for me? An example of what this type of bio might look like is:
I have always wanted to be a bookkeeper. I took a course at XYZ college, and from there I worked at XYZ company. I love numbers, and I hope to become an accountant in the future. I have a dog named Coco and a rabbit named Teddy.
It was hard for me to write that because it’s such a departure from what I usually write, but do you see what I mean? This is all about you and nothing that would entice them to work with you besides the fact that you are a bookkeeper.
Make it interesting
Jane Smith is the Founder of XYZ company and loves helping her clients get results is an okay sentence. It sounds professional, but the problem is that it’s not very interesting. Even if you work in a field that is more traditional like law or a financial company you can spice it up a bit, so it is more memorable.
A sentence that reads,
If you want results, Jane Smith is the person to see. As the Founder of XYZ Company, she lives for your success, is undoubtedly a more attractive sentence.
I also am a big fan of super short bios that get straight to the point.
Jane Smith, XYZ Company CEO, getting a thrill out of breathing life into your business. Read more here.
Let’s face it; we are all time-starved, so why not get straight to the point so your prospective client or customer can move on with their day.
Don’t tell your entire life story
A long rambling bio is something you want to avoid at all costs. Something you can do to avoid this is to write down in point form the critical details that you wish to include. Once that’s done, then put it all together. This way, you won’t be prone to ramble on and on, and it also ensures that the key points are included within the bio.
Another tip is to write in first person to start
Start writing in first person, which is your point of view. It may be easier to do it this way first since it’s how we generally talk.
Then change it over to third person, writing as if someone is introducing you. For example, Laura Watts is a professional writer and content creator.
Don’t use big words
Flowery words that nobody understands makes you sound pompous. Things like I effectively navigated the technical aspects of the merger, blah, blah, blah.
Keep it simple. Tell us what you do and how you can help, and people will respond well to your biography.
Remember to spell things correctly
We are all human, and we make mistakes, there could even be some in this post. However, people will take you less seriously if you have spelling errors on your website. It looks amateur and unprofessional.
At the very least, if you aren’t a good speller get someone to read over it for you or hire an editor. In the long run, it’s worth it.
Update your bio every three to six months
Once you have crafted a wonderful biography for your website that checks all the boxes make sure you update it every so often so that it is still accurate and reflects your current business.
As always, if you need help with your bio, feel free to reach out!