Writing a professional bio or content for an ‘About’ page can feel like a daunting task if you’ve never written one and you’re not sure where to start. But this is vital content for your website, because it provides your potential client or customer important information and it begins to establish a foundation of trust.
Whether you should choose to make your bio casual and fun to read or take a more traditional or formal approach really depends on your industry and your audience. But there are a few tips, tricks, and standards to keep in mind that should be included in any bio, regardless of style or personal flair.
How to write a professional bio.
When writing a professional bio for yourself, you want to capture the reader’s attention, pique their interest, and present yourself in a memorable way. Here is a step-by-step guide to writing an easy to read and effective bio:
- Start with your name. While it may feel redundant or unnecessary, you should always start your bio with your first and last name. If a reader is in a hurry and doesn’t finish reading, or if they don’t remember anything else about your bio, there’s a good chance they’ll still catch and remember your name if it’s the first two words they read.
- List your current title or position and the brand or business name. If you are placing this bio on a site for a business you own or work for, you will want to include your position/title and the name of the business. This immediately establishes who you are and how you are relevant to the company that the reader is interested in. If you are a freelancer or you have an independent practice, you would either mention a personal business name or pseudonym that you have established for yourself, or simply mention what you currently do.
- Elaborate on your current position. While most people are familiar with the more traditional or common titles and positions (such as CEO, owner, manager, or administrative assistant), there are many positions and titles that have different values and responsibilities depending on the company or industry. Don’t assume your reader will naturally know exactly what your title means or understand exactly what you do. Mention your primary responsibilities, and give the reader insight on what you do and what you contribute to your industry.
- Include your accomplishments and accolades. Some professionals can feel hesitant to list their achievements and successes in a bio, afraid of the risk of appearing arrogant or boastful. But in most cases, your accomplishments are not only something you should be proud of—they also make you a more valuable, more experienced, and more well-rounded member of your team and your industry, and they are evidence of your values and work ethic.
- Describe your values and motivators. Speaking of work ethic… many potential clients and customers find it informative and, often, inspiring to know why a professional does what they do and how they do it.
- Make it personal. Don’t be afraid to mention the important details of your life outside of work, like your family, your hometown, or your hobbies. You’re not a lifeless robot whose only purpose is to provide them with a product or service—being transparent about who you are and what matters to you outside of work allows your reader to connect with you on a more personable and likeable level.
- Make it count. Often times, when we are presented with or consume a lot of information, we tend to remember the beginning and end of something more than the middle. (This is why it’s best to start with your name!) When wrapping up your bio, be sure to end it on a good, strong note. This can be a personal detail that is funny or unique, or a strong and positive note about your work. Whatever approach you choose, take this opportunity to leave a pleasant and memorable impression.
Do you have executives or key players in your company that you want to introduce on or off-site? Share these instructions with them so they can write powerful bios for themselves that you can include on your ‘Meet the Team’ or ‘About Us’ page.
How to write ‘about’ content for your business.
The structure for an ‘About Us’ page is similar to that of a professional bio—there are many different ways you can tell your company’s story and various tones you can use to present it, but no matter what approach you take, there are a few key points you should always include.
- Mission statement. Similar to your name in your professional bio, your mission statement is something you want your readers to read and remember, even if they skip over or forget everything else. And a mission statement is something most potential clients and customers really care about. What is your company’s goal or objective? What do you offer and what sets you apart from competitors? This is valuable information that should always come first.
- Tell your story. Whether you’re a new start up or you’ve been in the game for over a decade, your company has a story. This story can include founding inspirations, major milestones, trials and triumphs, and other details of your journey from day one to today. Learning the story of your company can establish a foundation of trust for your potential client or customer and give them better insight into who you are as a company.
- Target your audience. It’s likely that your product or service isn’t for everyone, so it’s important to mention who you serve. What is your target audience? Who is your potential client or customer? Not everyone who comes across and reads your ‘About’ page will be in your target audience, but they might know someone who is, and if it’s clear to the reader who your audience is, they may be more inclined to pass the word along.
- Present your offer. While you’re explaining who your audience is, explain what it is you have to offer them. Who you are as a company is important to most readers, but they also want to know what you’re doing, so don’t shy away from including that.
- Share your values. Just like the sixth step of writing a personal bio, you want to remind your readers that you’re company is made up of a team of people—humans just like them. Wrap up your ‘About’ page with some insight on the values of your company and the team that makes it happen. Many clients and customers value and are loyal to brands and businesses that have admirable values and a respectable company culture.
How to leverage that content.
A great bio is like a great resume—you want to get it in front of the right people at the right time. And since there is no way to tell exactly who will read your bio (without sending it to them directly, of course), it’s a good idea to put it in places that can increase the likelihood of the right people coming across it at any time.
Having an ‘About’ page on your website is a perfect place to start, but it doesn’t need to end there. You can re-use your bio and ‘about’ content, in whole or in part, on your social media profiles as well. A professional bio is a powerful tool that you can leverage when you’re networking online, and it can even be used if you’re featured in an article or on someone else’s platform, or as an introduction for yourself at an expo or event.
How we can help.
When we build websites for our clients, we always include an ‘About’ page (or several when necessary) to showcase the history, story, and value of the company. We also place the owner and core teams professional bios in the places where they’ll be the most impactful. We also work closely with our clients to ensure that their content and bios are professional, powerful, and optimized for maximum leverage. If you’re ready to get started on your new content and a new website to share it with, contact us today!