If you are reading this blog, it’s likely that you understand the significance of a well-written bio for professional service providers. However, did you know that most website visitors tend to look at the bio pages more than any other page? This fact makes a bio one of the most critical components of your website. But how can you make your firm’s bios more compelling? What features do your potential clients actually care about? In this blog, we will share our five steps for building a better bio!
Step One: Optimize the bio page.
Before you begin writing a bio page, it is essential to gather all the key elements required for a fully optimized page. A well-written bio typically includes various sections such as expertise, awards, education, and other relevant information. It is also crucial to research the terms commonly used by search engines and include them in your headlines and website copy to ensure your bio page contains the information your audience is searching for. We highly recommend compiling the following items and including them on your website bio pages:
- Professional name and title
- Professional headshot
- List of expertise and experience
- Accolades, publications, and case studies
- Education breakdown and notable accomplishments
- Keywords or terms this professional should be found for (i.e. corporate lawyer)
Step Two: Start the bio with a positioning statement; end it with an impact statement.
In order to craft a captivating bio, it’s vital to start with a strong opening sentence that goes beyond simply stating one’s name and title. It’s important to consider how this individual is viewed within their industry and what sets them apart from their peers. By weaving these unique details into the opening sentence, your bio will immediately stand out from the rest.
As you move on to the body of the bio, make sure to highlight the individual’s expertise and technical and soft skills. However, it’s not enough to simply list these skills; you must also showcase how these skills translate into tangible value for clients, the firm, and the industry as a whole. By doing so, you’ll highlight the true impact this individual brings to their work.
Finally, to make the biggest impact, conclude the bio with a powerful statement that emphasizes the individual’s unique selling point. This is your opportunity to leave a lasting impression on readers and make them eager to work with this exceptional professional. Remember, creativity is key!
Step Three: Personal touches make a difference.
Bio pages traditionally focus on an individual’s professional experience and skills. However, there is a growing trend to also include personal details and unique touches that make the page more interesting and engaging. There are two main ways to achieve this:
1. A “Life Outside the Office” Section
A professional service provider’s bio can be an excellent opportunity to establish a connection with clients. One effective way to do this is by sharing a brief description of the provider’s hobbies and passions outside of work. This helps clients relate to the provider on a personal level and sets the foundation for a strong working relationship.
Along with this, adding photos of the things the provider loves or values could be an excellent idea to add a creative touch to an otherwise standard bio page. There are numerous examples you can draw from; some firms use a professionally curated image of items that represent the individual, while others use personal photos of the individual and their family/friends, etc. Either way, a unique visual can make a bio page more engaging and memorable.
2. Quotes and Testimonials
Want to take your bio to the next level? Incorporating quotes and testimonials is the way to go! These quotes can be seamlessly woven into the body copy or incorporated into the design to catch the reader’s eye. Whether it’s a quote from the lawyer themselves, a satisfied client, or even a fellow team member, it’s important to choose strategically. Highlight their strengths and quality of service. If the individual is known for being a thought leader, let their quote reflect that. If they pride themselves on their personable approach to client service, make sure the testimonial highlights that. Quotes and testimonials are powerful tools to reinforce an individual’s exceptional skills and high-quality service.
Step Four: Incorporate your brand.
Bios offer a unique opportunity to showcase how your team “lives the brand.” While it is important to highlight an individual’s unique qualities, it is essential to also underscore their contribution to the firm’s brand. For instance, suppose your brand values a “hands-on approach.” In this case, you can strategically weave information that demonstrates how this individual applies this value to their work, such as visiting clients’ workplaces, personally investigating key elements of the case, or mentoring associates and law students through practical training. Although the way a person embodies your brand may differ from individual to individual, highlighting how your brand values align with the people of your firm is an excellent way to showcase your identity and what sets you apart.
Step Five: Make it customizable.
A professional bio is a critical element of your online presence, as it is likely to be used across various platforms such as LinkedIn, articles, publications, and other online directories. Given the limited space on these platforms, it is essential to craft a bio that tells a compelling story of who the individual is, what they do, and why they are the best option for their particular field of practice, all while remaining easily customizable for the various platforms it may be used on. To achieve this without spending a lot of time rewriting each section every time a bio is needed for something new, make each section of the bio count, including the positioning statement, expertise body copy, and impact statement. To make the bio stand out, clearly define the individual’s unique selling points, brand, and client value proposition, and reinforce them throughout every section of the bio so that each part can stand alone. By doing so, you will create an effective and persuasive bio that showcases the individual’s skills and expertise and sets the firm apart from the rest of the industry.
Bonus Tip: To ensure consistency across all platforms, consider drafting both long and short versions of the bio.
Need assistance drafting meaningful bios? Cubicle Fugitive can help!
Are you struggling to create bios that truly reflect your industry expertise while still appealing to your target audience? Look no further than Cubicle Fugitive! Our communications team has years of experience working with professional service providers to craft bios that are both meaningful and engaging. Whether you need help improving your existing bios, drafting new ones, or redesigning your website’s bio page, we can provide you with unique recommendations and support. Don’t settle for uninspiring bios - contact us today to learn more about our bio writing services!