A Unique Approach To Writing A Better Company Bio
Your words on that about page need to carry your visitors from start to finish. Tell them a story so engrossing they’ll keep reading to the end.
When I used to attend live events, I always enjoyed listening to the speakers’ bios. They were more than just their names and what they did. Their bios were crafted to resonate with the audience and, often, the event they were speaking at.
That got me thinking about a company’s about page. We’ve all got one, but they’re often pretty dull. They describe what your business does and maybe your mission or values, but that’s it.
What if you could create a company bio that was engaging, compelling and maybe even entertaining? Even companies in a staid or conservative industry could have a little fun with it.
Here’s how you can do that.
It’s All About The Feedback
Some actors say they prefer stage acting to film and TV because they get immediate feedback from the audience. They can tell instantly when the audience gets the joke or is surprised by a secret’s reveal.
The same thing applies to speakers at events. They know they have to capture the audience’s attention before they even step on stage. It starts with their topic, but their bio or introduction can go a long way, too.
So, they take their bio seriously and work on it for a long time. They don’t just write something in 10 minutes and go with that. They labor over every word and the mood they’re setting with it.
You need to do the same with your company bio.
You should spend more time writing and revising it before publishing it on your live site. Harness the persuasive power of your marketers and copywriters to craft something worthy of online attention. Your words on that about page need to carry your visitors from start to finish. Tell them a story so engrossing they’ll keep reading to the end.
How can you write a better bio that will hold someone’s attention?
Picture An Audience To Write A Better Company Bio
Borrow the idea from conference speakers and picture an audience listening to your company bio. Read it out loud to yourself to see how it holds up. Read it to your customer support team, and ask for their honest feedback.
And look at their faces as you read it. Are they bored and looking at their smartphones? Or are they leaning forward in their chairs? You may have some revision work to do based on their reactions, but that’s OK. It’s hard to write the perfect bio the first time out.
Use the idea of an audience reacting to your company bio as inspiration to write a better one for your company. Picture your target audience scrolling through your website and coming across your about page. Think of how they’ll react to your words and the picture you’re painting with your words.
How Can You Find Out If They’re Reacting?
It’s a little harder to uncover your online audience’s reaction to your new bio, but you can with a few website apps. Set up your analytics app to track the page, and look at the stats showing time on page and clicks to the page.
You can even tell how well it’s working by installing heat mapping software on your website to see where people look, click and scroll. If they navigate away before getting to the end, it’s time to revise the bio again.
To drive even more traffic to your new bio, add a few compelling calls to action, and link to them. Be proud to link to it in your site header and email signature. Check out the site analytics again to see how people are reacting to the links and the page.
Company bios are often boring pages we publish on our websites as an afterthought. By shifting how you think about your bio and picturing a live audience reading it, you can write a better bio that actively tells your company story in an engaging way that people will talk about online.
It doesn’t matter whether you can see your audience or not; you know they’re out there. Write a better bio, and make them see and remember you.
By Thomas Griffin, co-founder and president of OptinMonster. Entrepreneur, investor and software expert. First published on https://www.forbes.com/ October 5, 2020