Statistics show that a professional’s bio is often the first entry point for prospects, yet many firms devote more time to other pages and neglect bios for years (or more). The focus on other pages, whether due to a belief that they are the primary conversion tools or a desire to highlight a team-oriented approach, overlooks a key opportunity. In professional services, where individual credentials play a pivotal role, a compelling bio can be just as valuable as any other page.
A well-crafted bio should do more than list qualifications—it should engage your target audience, build trust and encourage potential clients to act. A standout bio not only reinforces the firm’s value proposition but also serves as a gateway to other parts of the website, guiding visitors to explore additional resources, blogs and more.
Since so many bios fall flat, we’re starting with the basics of what makes a bio effective—and how to ensure yours stands out. Let’s break down the key elements that will transform your bio from bland to compelling so it doesn’t just check a box but actively engages and converts your audience.
- An interesting opening: Oh, the joys of storytelling! Most website bios follow the same structure: “Mr./Ms./Mx. Professional has worked at ABC Firm for x years.” Instead of being engaging, they read like laundry lists of job titles and qualifications, offering little insight into the person behind the professional. This doesn’t have to be the norm; make your bio interesting by starting with a catchy hook that grabs your readers’ attention. You can still give an overview of your expertise but it should be attention-getting and speak directly to your targets.
- The “why you?” question: There is no doubt that the professional services industry has never been more crowded and likely that prospect is looking at several options, so why not address the “why you” question now? Answer your value proposition. What sets you apart?
- Relevant professional experience: Focus on accomplishments that are relevant to your industry and showcase your impact, whether that’s through results, leadership or innovations. Don’t just give broad overviews; highlight any areas of deep expertise that align with the services or solutions your firm offers.
- Client-centric approach: Shift the focus from a list of accomplishments to how those accomplishments benefit your clients. Explain how your skills and experience translate into solutions for their needs. Take it a step further by tying this in with your relevant accomplishments described above.
- Personality and relatability: There is a reason why bios tend to end with something personal – I like going for walks on the beach with my two dogs; I have three daughters and love to ride bikes etc. Including a few sentences that humanize you – whether it’s hobbies, interests or community involvement – makes you approachable but it doesn’t always have to be in the form of one sentence at the bottom.
- Call to action: We’ve found that many professionals hate the call to action because it comes across as too salesy. They would rather the prospect want to call you because your bio is so impressive, but what is missing here is that a call to action makes it easy for the prospect. You are not just saying, I am the best at what I do; instead, you’re saying, I am the best and pick up the phone so I can step you through it. Make it easy for them to act.
- Optimize your bio: Another huge, missed opportunity is that SEO agencies don’t always place enough value and emphasis on bios. Consider using relevant keywords or linking related content to improve search engine visibility.
- A recent professional headshot: We must bring up the headshot and we want to emphasize the importance of the word “recent.” You need to have a new headshot every two years. There is no way of getting around it, folks. No one wants to meet you for the first time and realize they are meeting a person who is 10 years older. Not that it matters you are 10 years older but don’t surprise your prospective clients.
Why does your bio suck?
While we’ve given you some tools to ensure your website bio doesn’t suck, we’d be remiss if we didn’t tell you what you may be missing the mark on.
- Too generic or boring: Let’s be honest: most bios you read are pretty boring. Again, they follow the same format and structure as nearly every bio you’ve read so when you read a new one, it likely doesn’t stand out from the last ten you read.
- Overly focused on credentials: We are not saying your degrees, certifications and experience are not important, but they feel stiff and impersonal. Focus on showcasing your skills and experience in a way that make you more relatable or interesting to potential clients.
- Doesn’t speak to the client: While we already talked about the importance of gearing your bio to the client, it’s one of the more frequent mistakes we see so worth revisiting. Instead of highlighting how your expertise benefits clients or solves problems, many focus only on what they’ve done, which can alienate the reader rather than engage them.
- Outdated content: Given we come across those who haven’t touched their bios for years, it’s common to see bios that look old and are missing newer, more impressive accomplishments.
- Too long or too short: Finding the right balance in terms of length is an important consideration. Don’t overwhelm your reader with every excessive detail you can think of (this is not your CV) while not leaving your prospects hanging by leaving out key information (which may get them to wonder if you don’t have much to offer).
- Unstructured and hard to read: Bios that aren’t well-organized with a clear flow of information can be difficult to digest. If it’s hard for someone to scan and find the most relevant details quickly, they will likely lose interest.
Final Thoughts on Bios
Don’t overlook the bio. It’s an essential tool in your marketing arsenal to build better connections, engage prospects and convert them to clients. By moving away from the status quo of structure and focusing instead on adding personal touches and client-centric messaging, your bio can truly reflect your unique offering and value. Remember, your bio is often the first impression potential clients have of you; it’s an opportunity to showcase who you are, what you offer and how you can meet their needs.
In the end, investing time and thought into creating a stellar bio can help your firm’s visibility and credibility and encourage prospects to learn more about you and your services.
Partner with a Trusted Marketing and PR Agency
Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more.
Looking to grow your firm with a proven marketing and PR team? Contact Berbay at 310-499-2584 or info@berbay.com
