5 Key Elements for Writing the Perfect Biography

Does crafting the bio for your website give you writer’s block? Use these key elements to create the perfect digital CV and connect with your ideal client.

By Jessica Dolby, Marketing & Communication Specialist

One of the questions I get asked most frequently when discussing a new website is whether you need to include a biography for yourself and your team. The answer is a resounding yes.

In today’s world of inbound marketing, consumers choose brands—and advisors—based not only on expertise, but personal connection. The team page is often visitors’ next stop to learn more, so make sure it stands out while providing the information they’re looking for.

Here are the 5 key elements you need to include:

  1. Name & Title
    • Name – This one might seem obvious, but just like when introducing yourself in person, you need to state your full name.
    • Title – Choose a title that feels dynamic enough to be part of your professional brand, but don’t worry about making it too unique—you want it to be self-explanatory. (Remember you need to get it approved through Compliance, so stay consistent!)
  2. Experience
    • Develop your audience’s trust by sharing your professional expertise.
    • Go in order of importance, rather than chronologically. (The average reader has a short attention span, so you want to cover the essential areas first!)
    • How long have you been working for your company?
    • How did you get involved in your field, and what did you do before?
    • What do you specialize in today?
    • How can you help your clients? (This is a good opportunity to reinforce your mission statement/value proposition or highlight your unique service offerings.)
  3. Achievements & Education
    • Where did you go to school, and what did you study?
    • What are your qualifications?
    • Any professional memberships?
    • Awards?
  4. Get Personal
    • Balance the professional with the personal—prospects want someone they can trust as a human, as well as an expert!
    • Add details about your hometown, family, a unique hobby, volunteering, or your own hopes and dreams.
  5. Go Visual
    • In today’s digital landscape, a recent headshot that matches your branding is a minimum.
    • Including other images, even a slideshow or video, that showcases you at the office and outside.

Last but not least:

  • Keep it simple and concise – It should only be 3-5 paragraphs with around 1-3 sentences per paragraph.
  • Stay consistent with your point of view – If you start in first or third person, end there.
  • Have fun! Writing about yourself isn’t easy, but it doesn’t have to be hard.

Want to learn more about crafting the perfect bio and creating website content that sparkles? Contact our marketing team to set up a consultation.