Last month we focused on ways to spotlight your employees on your website. Here are some tips to consider as you write the bios.
- Keep it short. Tell the reader what you do and outline your strengths and talents. Detailing everything you’ve ever done is just one more source for information overload. You are trying to tell a potential customer why they should want to work with you and why they should trust you. We suggest giving a broad overview of your experience and education, but it does not need to be a list of your employment history.
- Add character. While experience and education usually prove your worth in your occupation, it doesn’t say a lot about you as a person. We recommend including some personal but relatable details like why you picked your profession, why you enjoy working at your business, or what beliefs or skills do you have that might help a customer. It’s also fine to throw in little fun details like hobbies and family, but don’t go overboard.
- If it makes sense, include links to your personal Twitter, LinkedIn, and other social media profiles. If you are a leader in your field, social media is a great way to prove your expertise. Make sure most of your posts are professional in nature though. If it is all kids and cats, you may want to keep your social profiles to your social life.
- Put the most important stuff first. For those of you who don’t remember high school English, this is called an inverted pyramid. People skim websites so make sure they are reading what you most want them to know.
- Write in the third person. especially if your company has more employees than just you. It makes the bio sound more objective. Plus, seeing your name instead of “I" may help the reader remember your name and your business easier.
- No matter what format you decide for your website, we encourage you and your employees to develop several versions of your personal bio and your company description. Sometimes longer bios will be needed, and on Twitter, you only have 160 characters to describe yourself.
- Watch your language. Use action verbs. Avoid buzzwords.
- Use photos. We recommend individual head shots because we think it gives the employee a chance for them to show their personality. And the minute you post a group shot, someone in the group moves on. We see it all the time.
Are you spotlight employees on your website? If you are looking for ways to do so, check out our article "Ideas for Spotlighting Employees on Websites."