Marketing professional service firms entails unique challenges and skills. Your people are your product, so it’s imperative that you showcase them in a way that is easy to understand yet still displays all their qualifications. It’s important to utilize modern web technology and best practices to create bio pages that truly highlight your teams’ skills and expertise. Read on to learn more.
Be Approachable
- Every bio page should include a portrait photo. Choose a photo that is both professional and amiable.
- Write in a style that’s friendly and engaging, not verbose or too technical.
- Don’t use inside lingo and jargon, it can alienate your audience.
- Include personal social media links to LinkedIn, Facebook, and Twitter pages, whenever available.
Be Organized
- Avoid long, scrolling pages of content. Instead, separate content into relevant tabs. Grouping information into sections helps readers find what’s interesting to them and quickly digest the information.
- Select tab names that are obvious and help users find what they are looking for.
- Use bullet lists, heading styles, and pull quotes to make the content scannable and easy to read.
- Be consistent from bio to bio in style, tense, tone of voice, and structure.
- Make sure tabs do not appear if there is no content within them.
- A downloadable vCard and bio PDF should be easily accessible from each bio page. Most modern websites programmatically generate these components, eliminating the need for the site administrator to manually create vCards and PDFs and upload them to the website’s CMS.
Be Relevant
- Always create crosslinks to relate content on each bio page to other pages within the website. Crosslinks should be specific to the skillset of each person. Crosslinks may include related practice areas, industries, services, markets, news and articles, projects, etc. See examples below.
- Bio page content should help clients qualify you and trust you. Including personal information can help build camaraderie and trust.
- Highlight thought leadership whenever available, such as articles you’ve written and speaking engagements.
- Include award badges to highlight areas of expertise and leadership.
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