![]() Are you sure a prospect will hire you, based on what they read? You’ve got a great team in your corner. Let’s assume that. But if a potential client is shopping your firm against others, do you have the biographical edge that translates into their confidence—and your bookings? The “About Us” page on any website is guaranteed to be read by a potential customer, and the bios of you and your team must shine. Here are some tips for getting the job done right: Consider the context. Prospective clients read bios as a part of their due diligence. But they don’t just want to know you’re qualified; they want to be impressed. And never forget that they’re, ultimately, comparing your team to another’s. This is where breadth and depth come into play. The bigger your firm, the more important the breadth. But if you’re a boutique shop—a specialist—this is your chance—indeed, your opportunity—to show off. The more you can focus on the type of potential client who will be reading this, the better you can empathize, and cast each team member’s story in its most favorable light. Don't try to be all things to all people. That will backfire. Answer the reader’s questions. Sure, they’re tacit, but they’re not hard to deduce, so make sure you address them:
Do it right. Book the interviews and set aside time on the calendar to do them. Take good notes—or even designate someone else to take them while you do the interview. And/or you can record the conversation. That’s up to you. And if your bio needs to be written, have someone else interview you. Be a good interviewer. Don’t dominate. Ask just a few questions. Take your time: some subjects like to think a little before answering, so let them. In a good interview, they’ll be doing most of the talking, not you. Aside from “How would you describe your job at this company?” you may have noted a mere six questions in that earlier paragraph. You don’t need much more. Find the thread. After you’re done interviewing, re-read your notes and compare them to the original input material (CV, LinkedIn, etc.) you’d received. You’re going to have way more information than you need; your job now is to find those few great “nuggets” that make that person unique and interesting, and their story compelling. Highlight/underline/cull those parts; those are the bones of your bio. Tell the story. “Story” is the important word here. Your reader/prospective client is reading this bio because he or she believes, rightly, that he or she needs to. But they don’t expect it to be fun. So surprise them. Make it fun. It’s perfectly fine to open with a teaser, such as “When Jane Smith started working here, she thought she would be a [MENIAL JOB], and not end up the [KILLER DESCRIPTION OF THE ROLE SHE PLAYS NOW].” Hit the mandatories. Awards won, professional associations, licenses, certifications, publications, etc. They’re important—but frankly, they’re not very exciting reading. Consider setting them as a bullet list or inset box, just so the reader can see them and be impressed, even if just skimming. Shorter is way better. Remember your reader: They just want/need to be impressed, and quickly. They don't want to read an entire Wikipedia article. Plus consider these two arguments for brevity: 1) the fewer the words, the denser the accomplishments, and 2) shorter reads better on a phone screen. Be consistent. We’ve seen potentially good websites taken down a peg simply by the inconsistency of the team bios. Don’t make that easy mistake. Look at it, again, from the reader’s point of view. They may click and read one bio in detail, then click a few others and skim… you can’t be sure. But you can be sure that if your bios aren’t congruent in terms of structure, style, voice, and personality, it will damage your credibility, your brand, and your chances. One exception: Your top team leaders can get longer bios than supporting staff. That should be obvious. But they still needn’t be novellas. Even the bio photos should look consistent, as if they were all done at the same photo shoot. A cheap trick: If you’re stuck with disparate photos and no budget, convert them all to black-and-white, or use the same filter on them all. It can save you in a pinch. Button with the personal. Save the fun tidbits/hobbies/spouse-and-kids for the end. Your reader wants facts first. But, believe it or not, they want this info, too. Why? They want to know that your people will be fun to work with. Yes, “fun” and “work” in the same sentence. They’re the client; you’re the vendor. Make their life better. Make them eager to work with your team. It may well be the razor-edge difference that makes them choose you over a competitor. Consider getting help. Writing bios is, frankly, harder than it looks. A well-crafted bio is fun to read and compelling, leaving you both satisfied and excited about the prospect of working with that person. But it also requires time and effort, not to mention skills you may not possess. If you find the prospect daunting, or simply want to keep your time free for core activities, consider bringing in expert help. The results will be the best you can get, and the investment will pay strong dividends. Contact us and let’s get a quote in your hands.
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