One of the hardest questions I have ever been asked…”Why don’t you tell me about yourself?”

It seems like a pretty simple request, but for some reason it always catches me off guard and I never know what to say. Part of the problem is that I don’t think I’m particularly interesting.

The second is that up until recently, I didn’t think of why the other person was asking. I just saw it as small talk (something I loathe) before we got into the good stuff.

However, as I talk to other entrepreneurs, I have learned that writing your bio is both a science and an art. There are some landmines to avoid and some key elements that you should include. In this article, we’ll go into detail on your About Me page, and then give some tips for shorter bios.

First though, let’s make sure we understand the purpose of your About Me page.

The purpose of your About Me Page

The purpose of your About Me page is to give the reader enough information about who you are, what you do and why they should care to take the next step (i.e. booking a call with you.)

That’s it.

It’s not an autobiography or your resume. It’s a way to introduce yourself to someone who doesn’t know you.

Here are some tips to help you write an engaging and effective online bio…

Hone that first statement

The first sentence of your About Me page is crucial. Just like the first sentence of a book, it needs to grab the reader’s attention and make them want to read more.

There are two approaches you can take here: “I help” statement or a value statement.

Your “I help” statement follows this format: I help [audience] to [results] by [your zone of genius].

For example, “I help busy moms to get their lives back by teaching them how to meal plan.”

Or, “I help entrepreneurs to double their online sales by optimizing their website for conversion.”

Or, “I help busy entrepreneurs have captivating and engaging content without having to spend all of their time writing”.

This is a great way to quickly tell the reader what you do and who you do it for. They can quickly assess if you offer a solution to their problem.

The second approach is a value statement. A value statement is a sentence that tells the reader what they can expect from working with you. Value statements may be a better fit for our product businesses because the focus is on the results that they will get.

For example, look at Uber. “The Smartest Way to Get Around” encompasses what they do (getting you from A to B quickly and easily) but also the result that you can expect (you’ll get there without having to think about it.)

Similarly, MailChimp’s value statement is “Send Better Email.” Again, telling us what they do but also the result that we can expect.

The heading of your page is the most important – if the first line doesn’t capture your audience, the rest of the content doesn’t land. So make sure you take the time to figure out what will resonate with your ideal client.

Now that we’ve got that figured out, let’s move on to the rest of your page…

It’s actually not about you.

I know, I know. The title of this post is “How to Write an Engaging and Effective Online Bio” but it’s not really about you. It’s about the person reading your bio. Why are they reading it? What do they want to know?

Answering these questions will help you focus your writing and ensure that you are providing value to the reader.

For example, when it comes to your About Me page, help your reader to clearly see that you know the challenges that they face. You understand their problem and that has helped you to develop the solution.

Be specific about your solution.

In order to connect with your reader, you need to be relatable. And in order to be relatable, you need to be specific. When it comes to writing your bio, don’t be afraid to share the details of who you are and what you do.

This doesn’t mean that you need to share your life story. But, it does mean that you need to be genuine and authentic.

For example, if you are a business coach, don’t just say that you help people with their business. Be specific and say something like, “I help busy moms who are struggling to find time for their business.”

Then, give some kind of indication about what working with you looks like. For example,

Include some kind of proof

Let’s start with a phrase that has become a bit of a cliche but is true: people buy from people that they know, like and trust.

When it comes to your bio, social proof is a way to build trust with your reader by providing evidence that you are an expert in your field.

There are a few different ways that you can do this. You could include testimonials from clients, media mentions or even awards and recognition.

You could highlight some key accomplishments in your field – not only do you know what you’re doing, but you’ve done it before.

But what if you’re just starting out?

If you’re new to your field or don’t have any social proof yet, that’s okay. You can still build trust with your reader by sharing your process and what you’re currently working on.

For example, if you’re a coach who is just starting out, you could share your own journey and how you’ve been able to help others who are going through the same thing.

This will not only build trust with your reader, but it will also help you to establish yourself as an expert.

Be sure to include a call to action

Your bio is not complete without a call to action. This is what you want your reader to do after they fall in love with you (because obviously – you’re amazing!).

Even if you have a big “book a call” button in the header of your page, you cannot assume that your audience will click there. We need to be direct and lead our people.

So, what do you want your reader to do after they finish reading your amazing bio?

Do you want them to book a call with you? Join your email list? Follow you on social media? Whatever it is, make sure that it is clear and easy for them to do.

An Outsider Perspective

Remember how I said I don’t like writing about myself? No one does. It feels weird and icky.

That’s where getting outside help is handy. Whether it’s getting someone like me to take a look or even write it, there are benefits to an outside set of eyes.

In fact, check out what Nathalie said about her “About Me” page. I asked how she thought it would help her business and she said it will provide clarity on my journey, my desire, my path which helps connect me with my audience.

So if you are finding your About Me page doesn’t really reflect YOU, let’s book a call and chat about it.