When I’m helping with website content development for a new client I always recommend a comprehensive About Us page. I think they’re very important for every business. It’s always great to be able to read about a store owner, why they started their business and how passionate they are about their products. A good website bio is also important for service providers, as they can reveal the level of expertise available within the company, plus give a good idea of the sort of people you will be working with. Plus, an excellent About Us page is very effective for building and supporting a brand, which will help people understand the motivation behind your business and what your commitment to your clients and customers is.
According to the Linkedin article titled “The Importance of Excellent Bios on Professional Services Websites” by Kevin L. Sullivan, which focuses mainly on service providers, approximately 80% up site visitors go to the bio page first. Sullivan offers several tips for crafting the best website bio you can.
Start With What’s Important
Provide the information that is most important to your clients and customers first in your website bio. For service providers, begin with your experience, expertise, and successes in your business. For those who sell products, begin with why you have chosen to provide the particular product lines you do and how you believe they will provide benefit to the purchaser’s life.
Basically, the best bios tell a story. Be specific about problems you have solved and the work you have accomplished. Instead of something like:
“Debbie Smith has 20 years of experience as an insurance broker and is fully accredited. She is highly respected in her field.”
Try this instead:
“With 20 years of experience as an insurance broker, Debbie Smith has helped thousands of clients find the insurance coverage they need at rates they afford. She is fully accredited through the Canadian Accredited Insurance Broker Program, and is passionate about the people she helps every day. Clients love working with her because she is able to explain all aspects of their coverage in a clear and concise manner, and is always friendly and approachable.”
It’s also very helpful to include a personal testimonial as well, such as:
“Client Jason Jones says that Smith helped him save 30% off his yearly insurance costs, and that she is always available to answer his questions. ‘I would highly recommend talking to Debbie about all your insurance needs. She always has the time to explain my options and how I can make the most out of my packages.’ ”
Get a Professional Photo Done!
Unfortunately, a selfie of yourself in a non-professional setting is not ideal for your website bio pic. A professional website bio pic is called a “headshot” — generally taken from the chest up — and a good one of you can be used for many things, not just your bio.
It’s important to invest in hiring a qualified photographer, who will take your picture using attractive lighting (whether natural or studio) and high-grade equipment. They should be able to portray your personality at the same time as bring out the best of your features. They’ll help you look friendly, relaxed, and competent. Make sure you feel comfortable with the photographer you choose, as that will help result in the best photo possible.
Call in a Content Developer
It can be very hard to write about ourselves, especially when it involves what some may feel is being boastful about our background. Remember, if you’re being honest and genuine, it’s not boasting!
But in all honesty, though, I believe the best website bios are written by people other than those being profiled.
As a website content developer and writer, I often interview our clients to help them build their bios. I ask questions I am curious about that lead people to talk about themselves in a way that they may not usually. Interviewing is a skill, and I like to keep it light and breezy, but also professional. When it comes to writing it all down, it’s often far easier for me to be complimentary than it is for people to be kind about themselves.
If possible, I’ll also go through resumes, CVs, and LinkedIn profiles of the people I am speaking with. The more information I can glean, the better! It only just helps me build a better package.
How Long Should Your Bio Be?
I usually aim for about 100 to 150 words for each website bio, which is enough to provide concrete examples of why that person is a good choice to work with as well as the level of service people can expect. For those who have an extensive background that can’t be properly encapsulated in that amount of words, there is always the option to link out to another page with more information.
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