Firstly, here’s what your website bio’s not.

❌ It’s not an impersonal re-counting of all your career achievements.

❌ It’s not pretending someone else is writing it (especially when you’re a business with ONE team member – you)

❌ It’s not necessarily your origin story (although it might be).

Your website bio is the best chance for your reader to know, like and trust you (which ultimately leads to sales).

And they can’t do that through:

“Suzy has worked with KG&B for 17 years, with a commitment to excellence and a passion for team building.”

So let’s help Suzy write something more engaging, and who knows, you may even glean a few tips at the same time 😉

1. Firstly, what is a website bio, and can we call it something more fun?

Typically, in a service-based business there are two types of website biographies:

→ The ‘mini About’ section, which is a mini bio that sits on your homepage with CTA to click through to your About page

→ The actual About page, which is a larger bio that is almost your entire About page.

The goal of both of these bios is to give readers an insight into the person behind the business. 

The About page is typically the second most visited page on a website, and that’s no surprise because consumers are interested in the human behind the brand. 

So because we know people increasingly buy from those they know, like and trust, these bios need to be written in a way that personalises you and makes the reader say,

“OMG I really like this person”.

So the answer to the second part of the question is yes, we can call it something more fun:

Mini About and About page. 

(ok, still some brainstorming work to be done).

2. So what should you include for the bio for your website?

The rules for writing a mini About page and an About page are essentially the same. 

The best way how to write a good website bio is to:

1. Personalise yourself through specific details about your personality and life.
2. Reflect your customer’s pain points and struggles through your own story.

Bring the two together? 

And there’s your recipe for conversion.

You need someone to like you, and you need someone to believe you are the solution to their problem. 

Let’s dive into how to write with specifics first. 

3. Here’s how to add specifics so your website bio resonates

People love to categorise other people into tidy boxes, and adding specifics is a way to help them categorise you…and love you.

 When you’re first introducing yourself, you want to add in a ‘personality’ snippet to humanise you. 

Instead of writing: 

❌ “Hi, I’m Marisa, the thinker, writer and person behind the words that make brands loved.”

Re-write with something specific:

✅ “Hi, I’m Marisa, the thinker, writer and middle child behind the words that make brands loved.”

The specifics of ‘middle child’ makes my story come alive in a way that the word ‘person’ just can’t do.

Let’s look at another example:

Instead of writing: 

❌”Hi, I’m Alex, a bartender who makes great cocktails.

Re-write with something specific:

✅ Hi, I’m Alex, a bartender who’s witnessed more first dates than Tinder and Bumble combined.

The specifics of ‘more first dates than…’ instantly transports the reader into Alex’s world, and makes him seem human (and funny to boot). 

4. Here’s how to choose the best story to tell in your website bio

Once you’ve introduced yourself in a way that makes readers feel like they know you, now it’s about showing that you can provide a solution to their problem.  

I hate to break it to you, but your About page ISN’T about you. 

So if you’re wondering how to write a good website bio , the first thing you need to do is get crystal clear on what your ideal customer’s problem is. 

Then, you need to reflect their problem in YOUR story.

Let’s take a look at some examples. 

Case study 1: Creative Copywriter

Service: Copywriting for brands that don’t do boring

Problem audience has: They want to stand out through personality, become loved and sell more. 

The story I’ll tell (snippet from my About page): 

I got sold a lot of things as a marketer, but here’s the thing: despite loving their products and services, I didn’t buy from most of them a second time. I wasn’t compelled to jump on their latest drop, stalk them online, or subscribe to their latest digital products.

They didn’t make me feel.
They didn’t make me laugh.
They didn’t make me go ‘oh damnnn that’s good.’

→ Here  I’m reflecting their struggle of not having a lovable brand, in my own struggle of finding other brands unlovable. 

Case study 2: Financial Coach for Millennials
Service: Money management coaching for young professionals drowning in debt
Problem audience has: They’re overwhelmed by student loans, credit card debt, and feel like financial stability is impossible despite having decent incomes.

The story they’ll tell:
I remember staring at my bank account on my 30th birthday, wondering how I’d managed to earn six figures but still lived paycheck to paycheck. My student loans felt like a life sentence, and I’d convinced myself that “everyone has debt” was just part of adulting.

Then I realised something: our generation wasn’t taught how money actually works. We were told to get degrees at any cost, but not how to recover financially afterward. 

→ Here they’re reflecting the reader’s struggles of living paycheck to paycheck with their own story of trying to make ends meet and not being taught financial basics 

5. And once you’ve outlined their problem you make the pivot.

Pivot from the pain point that you’re experiencing (that you secretly know they’re experiencing, too) to how you now offer a solution to that problem. 

Pivot Example #1: Creative Copywriter

I understand that knowing how to write and sell are two different things, and that personality is a gamechanger for your brand.  And the only way to get it? [enter THE PIVOT] Through copywriting that has a unique voice and messaging that demands attention. 

Because you don’t want people to buy from you just once, you want repeat customers who are loyal, devoted and follow you with a passion. I’m the expert who’s ready to approach your brand with the mind of a comedian, strategy of a psychologist and humility of an influencer. 

→ See how the story pivots from the prior problem (brands who don’t have personality don’t get me hooked) to the solution…you want repeat customers, and I’m the expert who can get that for you. 

Pivot Example #2: Financial Coach for Millennials:

When I finally turned my own finances around using systems—not willpower or extreme budgeting—friends started asking how. Now I help other professionals stop the anxiety spiral every time they check their accounts and instead build wealth they once thought was impossible.

→ See how the story pivots from the prior problem (not being able to manage finances) to the solution…financial systems. 

So let’s recap how to write a good website bio

The good news is that your bio is actually not really about you. You need to first pull them in with specifics about you (to make them, know, LOVE and trust you), but then, you need to get crystal clear on the problem you’re solving so that you can reflect their pain points in your own story.

Make the pivot to how your services solve that pain point? 

Voila, you’ve just got yourself a new customer.

And if you want more tips on how to make your website convert? I have an *extremely* popular freebie called How to Write a Homepage that Makes You Money.

Download HERE, then enjoy the seriously good insider tips for FREE.

Love and lots of interesting words, 

Marisa Twentyman

DIRTY Copy

PS. Find me on Instagram HERE