Your Story: Tips For Crafting An Effective Bio

You’ve finally gotten your business or organization up and running. The future looks bright – except for one thing: people don’t know much about you.

In fact, the company or founder “bio” is a frequently overlooked portion of website design, branding, and general company attention. But, in today’s business environment, customers and clients are drawn to origin stories – dramatic or not – that paint a cohesive picture of where a company comes from.

Not only are bios vital to establishing your presence – they can also become a critical lynchpin in your quest to develop a tangible and long-lasting brand. For a quick guide on developing your own, unique bio, check out this guide from the experts at Communication Insights.


Write In The 3rd Person

A common mistake for first-time company or owner bio writers? 1st person narration.

By writing instead in the 3rd person (referring to yourself using your own name), you not only sound much more professional – your accomplishments and accolades appear much more substantial.

Think of it this way: visitors to your website or “about section” are already looking for more about your company or organization. When they read that you hold a professional certification, for example, it is much more impactful if this information is delivered as if an unbiased intermediary is telling them about you.


Target For Location

 Another important thing to keep in mind? Where your bio will be read.

For websites and inclusion within a larger, company “about section,” a longer bio might be appropriate. In more casual settings, like in the “about section” of a social media profile or online category listing, you might want to err on the side of brevity.

In any case, you’ll want to make sure that the content of your bio comes close to matching the overall tone of the surrounding content. Have a lighthearted website? Serious social media profile? You’ll want to follow suit with your own information.


Personal….But Not Too Personal

When writing a bio, it is very important to project an aura of relatability, and, most of all, open friendliness, to prospective clients or customers.

At the same time, while it might be tempting to discuss personal details, you’ll want to keep incongruent information out of your bio.

Mentioning that you enjoy surfing, for example, could be a great place to build relatability, especially if you live in a coastal community. However, you might think twice about recounting your last trip to Hawaii in all its glory.


Use A Template

In many cases, you might find yourself drafting bio information for not only yourself but your entire staff.

Particularly for companies with many employees or a large executive team, it might be helpful to adopt a rough bio “standard” that all featured company bio sections adhere to. Not only does this promote readability – it can also impress potential clients.

To help get you started, here is a sample company bio template from the marketing gurus at Forbes.

 [Name] is a [title] who works with [who you help] to [how you help them].

[First name] [knows/believes] [what you know/believe about the work you do].

[First name] has [landed/secured/garnered/worked at/supported] [insert your most compelling experiences and wins].

[First name] is a [trained/certified/awarded] [insert relevant trainings, awards, honors, etc].

[First name] holds a [insert degree] in [insert area of study] from [insert university].


Get Help From The Communication Professionals

 If you need help crafting a bio, drafting company materials, or even developing your corporate vision, the experts at Communication Insights can help.

Company founder Kathryn Lancioni’s considerable experience in the corporate and professional communication worlds have granted her a unique perspective on all things messaging and publicity.

To get started, contact Communication Insights to schedule a consultation.