How to Write a Great Bio That Attracts Clients for Your Small Business

As a small business owner or sole proprietor, your bio is an opportunity to make a great impression on clients. To prospective clients, it is more than a description of who you are and what you do. Your bio is a means to establish credibility and connect with them. Continue reading to learn some key elements for writing an effective bio that will help you stand out, as well as examples of award-winning bios.  

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What is a Professional Business Bio?

A bio is a detailed description of who you are, your professional background, business name, services you provide, and unique selling proposition (USP). A great bio may include accomplishments and significant turning points that show off your proficiency and success in your industry. The inclusion of this information may also help establish your credibility and connect with potential clients and partners.

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How to Write a Compelling Bio

1. Start with your name and business name
   • Most exceptional bios begin with a name introduction and the name of their company. Don’t worry too much if your company’s name appears on that page more than once. To clarify your position, you can also include your title or role, such as "Founder" or "CEO."
2. Include your professional background
   • After you've mentioned your name and brand or company name, it's time to give a brief overview of your relevant professional experience. Your experiences must be pertinent to your brand, business, and role. Make sure to emphasise the abilities and background that will demonstrate your competence and draw in the necessary audience.
3. Showcase what you do
   • Using a few lines of your bio, describe what you do as a small business owner. You can start by listing some of your primary responsibilities so that readers can picture who you are during work hours and what you have to offer them in your field.
4. Present your unique selling proposition
   • What makes your business different? What unique offer does your client receive from you? These are important questions that readers need to know the answers to. Your USP, which includes specific skills, service, approach, and values, is one of the things that will distinguish you from others in your industry. This section of your bio may be the reason why potential clients prefer you to the competition.

Example of a Bio for a Website

Here's an example of a bio that captures the essence of what makes a great bio.

‍Jane Doe has always been passionate about helping others on their journey to mental wellness. She began her counseling career in 2009, after receiving foundational training at a local mental health clinic. In 2020, she joined Michelle at Mindful Wellness Therapy to further develop her therapeutic skills under the guidance of a Licensed Clinical Psychologist. Inspired by this experience, Jane founded Pathways Therapy Group (PTG), her own practice, in 2015.

Since then, she has specialized in Cognitive Behavioral Therapy (CBT)—having been trained by a leading expert in the field—and obtained her Licensed Professional Counselor (LPC) certification, two certifications in trauma-informed care, and is currently pursuing her certification in Eye Movement Desensitization and Reprocessing (EMDR).

As a dedicated mental health advocate, Jane also volunteers with local crisis hotlines and support groups. She regularly attends workshops, conferences, and professional development seminars, because she values ongoing education for herself and her team, ensuring they stay informed on the latest therapeutic approaches.

In her 15 years of practice, Jane has helped clients from all walks of life achieve greater mental clarity and emotional well-being. When not working with clients, she enjoys spending time with her three dogs, Wayah, Weasel, and Titus, who also make occasional appearances at her practice to help create a calm and welcoming environment.

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Final Thoughts

While these nuggets are important to include when writing your own bio, keep in mind that they do not have to be in the order listed. Just make sure you're creative with it after you've identified your target audience or potential customers. Be natural; don't make your bio dry and dull when explaining why you might be a good fit for them.

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