Writing a website bio (or “About” page content) that will convert effectively can feel like an almost impossible task. There are so many different ways you can go about it, even the number of templates available online can be overwhelming.
The good news is, it doesn’t have to be! To write a compelling bio, there are only a few things you have to keep in mind to wow your readers and turn them into leads:
1. Write it Well
Whatever you write, write it well.
You want to put your best foot forward in your bio, and you don’t want things like bad grammar or flow to get in the way of getting your information across to your readers. Something as simple as having a trusted friend proofread your bio or using a tool like Grammarly (a free online software that will correct your writing for grammar errors, tone, and even plagiarism!) will ensure that nothing gets in the way of your message. And if you do a lot of writing, I highly recommend investing in Grammarly’s premium plan!
2. Accurately Portray Your Accomplishments and Qualifications
The primary function of a website bio is to provide the reader with all of your qualifications that make you the best candidate for the job — whether that’s a service you offer, a product you make, or things that you write. Before entering into a business relationship with you, your potential customers will want to know if you are the right person for that kind of partnership.
Include things like education, work experience, awards, or testimonials to help the reader know how awesome your work is and why you are the right person for the job.
3. Provide Contact Information in Your Website Bio
If someone has made it to your “about” page, they are likely looking to contact you. Make sure you include all the ways you are comfortable with potential clients or partners approaching you. You could include a form on the page itself to make it easy, or keep it simple with an email and phone number. It is a good idea to provide multiple options for contact so that visitors can get in touch the way they are most comfortable communicating.
4. Let Them Get to Know the You Outside of Work
Whether your readers are looking to purchase a good from you, purchase a service you offer, or enter into a business relationship with you, they want to get to know the real you. While education and accolades are necessary to see if you have the skills to solve their problem, they also want to figure out if you, as a person, would be a good fit for them.
Include information about your hobbies, your family, and your values to let them know what kind of person you are when you step away from the computer.
5. Be Authentic
It is so crucial that you are 100% authentically and genuinely you in your website bio. You can go the easy route with a plug-and-post template, but that circumnavigates the most important purpose of your bio: autheticity. You won’t see the same results with a template; stay true to your to your business & brand by writing something original and authentic.
If you’re a storyteller, tell a story. If you like to tell jokes, put a few in your bio. If you are data-driven, let your about page reflect that. You want to attract partners and clients that are drawn to you as a person because that’s how quality relationships are formed. Authenticity is key.