Your website bio is hurting you. Here’s how to fix it

Most website bios stink.

And that’s too bad because a bio can be the tipping point for whether you get a qualified lead or not.

So, in this blog, I’ll prove why bios are so important, show you some good examples, and give you some actionable tips on how to write one that brings in more leads. But first, a question.

Do you even need a website bio?

If you have a service-based business or are a solopreneur, the answer is a hard “yes.”

Here’s why.

Service-based industries require the human touch. And bios help potential clients answer that question that has plagued potential clients since there ever were potential clients.

That is, “Why should I work with this person?”

And the reader just wants to know two things. First, you’ve solve lots of problems like theirs. And you are not a complete egghead to work with.

Okay, so maybe I’m coming in strong on the egghead part. (I’m snarky today.)  

But your bio should make the reader the hero and let them know you are easy to work with.

What a great bio can do for you

The other day an agency asked me to write almost 60 bios for a service-based website.

The website had to have a bio on everyone from the chairman of the board to the receptionist. 

Why?

They knew that good bios produce the human touch.

They understood it was important for clients to know exactly who they were talking to when the receptionist picked up the phone. And they realized they could use the bios to showcase experience and explain how it helped solve a potential customer problem.

They also knew that, all other things being equal, experience and relatability would separate them from the crowd.

And that’s what a great bio does. It separates you from the crowd. It makes clients remember you when they are sifting through an endless sea of choices.

Rules of a good bio

Of course, a lousy bio can do the opposite. So let’s look at the rules of an effective bio to ensure we aren’t shooting ourselves in the foot.

Rule 1: Make the reader the hero

It’s the same story with about pages. Your reader comes to you with a problem they want to be solved.

So, just solve the damn problem.

I see too many bios talk about past experiences with absolutely no relationship to how it helps the customer.

Here’s what I mean. I was looking for really great bios to highlight. Instead, I found this one.

The bio spoke about the person’s combat experience in the military, listed all their military operations, and went into detail about the units they served with.

Then they listed their degrees and explained they liked reading and sitting on the couch.

I’m not knocking their service. I’m a veteran, too, so I get the leadership connection.

But in three paragraphs, they never mentioned how that military experience might help the client.

If they can’t figure out who the hero is on their own website, what business do they have handling your advertising?

Now here’s a better example. It’s from an about page so the author had already introduced himself.

Does it mention the military? Sure, but it tells the reader why it matters to them. It’s not implied; it’s crystal clear.

Most importantly, it addresses the reader’s concerns.

When you hire a copywriter for your business or agency, they have to be able to blend in seamlessly and quickly without disrupting the workflow.

Problem solved.

Rule 2: Stay humble

Express your experience and abilities, but don’t brag about them. For example, it’s okay to tell me you earned a degree in astrophysics from an Ivy League school.

But you don’t have to tell me about every scholarly paper you ever wrote unless it helps solve my problem somehow.

Rule 3: Every feature requires a clear benefit

Don’t make the reader think about how your background helps them. Just tell them.

Here’s an example:

Beverly Robins has learned a few things about accreditation and patient safety in her four decades of healthcare accreditation.

“Data talks,” said Beverly. “If you can’t measure it, you can’t manage it.”

That’s why the Director of Survey Education and Operations constantly seeks to use metrics to deliver quality products to her clients.

Four decades of healthcare accreditation equal knowledge about metrics that helps clients.

It’s that simple.

Rule 4: Pick the right point of view

If you are a solopreneur trying to connect deeply with the reader, write in the first person. If not, write in the third person.

Write in the third person if you have several bios on your website.

Rule 5: Keep it short

Get in and establish competence. Then, solve the customer’s problem and get out. Once they have their problem solved, they aren’t really interested in anything else.

I see a lot of people droning on about their hobbies or favorite things.

If you’re a plumber, mentioning you like mountain biking is okay. It’s a little touch that makes you human.

But you don’t have to tell me about the last 17 trails you biked. It might seem endearing, but it’s really a distraction.

Mountain biking has nothing to do with plumbing. And when my pipes are busted, I’m not interested in a deep dive into hobbies.

In good copy, every word has to count. It’s either working for you or working against you.

So, here’s the next question.

What goes in your bio?

Your name, of course.  But not just any old way.

It needs to be written as it relates to your customer and your tone and voice.

For example, if the tone and voice of my website were formal, I’d introduce myself as Theodore W. Daigle.

But it isn’t. I want to let my hair down (metaphorically, obviously) and build a familiar rapport. So, I introduce myself as Ted on my website.

Then move straight into your experience as a benefit to your customer. Know your customer’s needs and relate to them.

Here’s an example of how to do it.

Besides having a fantastic name, Justin Champion at Hubspot Academy (Just a Champion!) puts big numbers in his bio.

He’s helped 25,000 people reach their goals. Okay! And he’s been at it for eight years. Cool!

I’d work with him.

Finally, you can put in that personal anecdote. Just don’t overdo it.

Wrapping it up

Website bios are another tool to bring in customers and clients.

That’s it. Treat bios like anything else, and they become a boring liability.

So, establish competency, solve a problem, and follow the rules. If you do those things, you can tip the scales in your favor.