Talking about yourself is hard.

Like, really hard.

Which is why you can imagine the look on many of our clients’ faces when we say “let’s talk about your website bio.”

After a deep sigh, and a slight chuckle, I usually hear:

“I have no idea where to start.”

Maybe you’re afraid of bragging too much. Maybe you feel like you won’t be able to say enough. Or maybe you feel there’s nothing important to say.

“Do I use first person or third person?”

“Should I talk about where I went to school?”

“How long should it be?”

So. Many. (Good). Questions.

In the wild world of bios and brands, there are so many variations—from one-sentence power statements to six paragraphs of someone’s childhood (and everything in-between). So, which ones actually work?

We’ll go over all of that. Because today we’re dedicating our time to talking about…

Writing A Bio That People Actually Want To Read

Let’s face it: your biography is about you, but not really. I know, I know—it sucks. But before we move any further, we need to understand why your website needs an About Page in the first place.

You may have felt in the past that your About Page was your moment to shine, or maybe you questioned why it needed to be there at all. Why do people need to know about me to buy my amazing skincare?

Good question!

The answer? Your bio isn’t about you.

It’s about the trust you instill in your customer.

Why you? What do you bring to the table to make your skincare line so remarkable? Did you grow up with eczema and swear one day you’d make a product line to help? Are you a dermatologist with years of experience?

Simply put, why should we care?

4 Tips For Writing A Killer Bio

So, what makes a killer About Page on your website?

I could give you my short answer. We could wrap this entire conversation up, and you could move on with the rest of your day if I simply told you that you didn’t need any formulas, talking points, or specific guidelines to write the best bio in the world.

True, if everyone had the same bio, life would be boring:

My name is _________.

I live in _________.

I went to school at _________ with a degree in _________.

(You get the idea.)

But there are a few brands out there that have a few things in common—things that take their About Page from zero to hero.

Let’s take a look at a few and figure out what makes them so darn special:

1. Hit Them With An Anecdote // Deckd

It’s easy to fall into the trap of “Name/City/School/Degree” when writing your About Page. One way to beat it? Transport your audience with a story! Don’t worry, you don’t have to write a novel. Take a look at the About Page for Deckd, one of The Wonder Jam’s clients—specifically the first paragraph. Notice it’s only (barely) three sentences long. Yet, judging on the first sentence, you probably already know what Deckd is all about: holiday decorating!

What makes this About Page so different is that it uses the nostalgia factor to tug at your heartstrings—it tells you what Deckd is, while making it about you and your emotional connection.

Why care about Deckd? Because holiday decorating is more than just impressing your friends and family; it’s about getting in touch with the true meaning of the holidays. Awww.

2. Make It About Them // Glossier

Anyone who knows me knows I’m obsessed with Glossier. Who isn’t? Everything about their brand is goals. But enough gushing! Let’s take a look at Glossier’s About Page. Remember how I told you earlier that an About Page is about you, but not really? Glossier just took that to the next level. Here’s the first thing you read on the page:

“You have now entered a people-powered beauty ecosystem. Here you’ll find products inspired by the people who use them, along with people to be inspired by, and for you to inspire.”

Woah. But trust me, it gets better. They even claim in one of their headlines that “you’re the beauty editor.” Glossier, in a nutshell, believes that beauty should be based on their users, not a bunch of people sitting in a boardroom that have no real interest in skincare + makeup.

Why care about Glossier? Because they’re actually listening to you, the consumer. A brand that is internationally known somehow feels like they live right next door. And that’s pretty powerful branding—all because they made it about you.

3. Give Them A History Lesson // Penzone

Have you guys seen Penzone’s new brand? It’s unreal. If you haven’t, you have to check it out. But what was so powerful about Penzone’s rebrand was how they were able to take years of rich history and somehow freshen it up, without losing who they are. Pretty neat, right?

If you take a look at Penzone’s About Page, you’ll notice the emphasis they’ve placed on their imprint over the years. Read the first section, and you’ll immediately sense that they know what they’re doing. Scroll down a little, and you’ll see awards and a timeline filled with important milestones they’ve hit since 1969.

The bottom line? Even if you just simply skimmed through Penzone’s About Page, you’d notice one thing: rich history.

Why care about Penzone? They’ve been around the block, and they know a thing or two about being amazing in their craft.

4. Break It Up // Tata Harper

Have you guys been noticing the trend in blogs these days? Listicles. Listicles everywhere. And there’s good reason for it, too—it breaks things up and makes them feel more digestible. For example, ever land on a homepage that looks straight out of the 90s with paragraphs upon paragraphs of text? Leave a comment below if you’ve ever actually read through all of it—i’d like to personally shake your hand.

We’d like to avoid someone landing on your About Page and immediately running away. That’s what makes Tata Harper’s About Page so special—it’s broken up into unique sections that feel easy to read. Plus, she gets creative with the content: the first block of text explains why she started her skincare line, her second block is dedicated to video content, and she even includes a content block on how her products fit into her routine.

Why care about Tata Harper? Well, for one, she actually uses her own products, which is pretty powerful. But you know how I know that? I actually felt empowered enough to read through her entire About Page without snoozing on my desk. Care about Tata Harper because she cared enough about your time and energy.

Know Your Why

No matter which approach you use for your About Page—whether a story, your awards, or even one powerful sentence—the most important thing to consider is your why.

Why is your brand so important to you?

Why should other people think it’s important, too?

So, with all of that in mind, I think I’m finally ready to answer those questions from the first part of our lesson:

“Do I use first person or third person?”

It doesn’t matter. What matters is that you communicate why your story impacts the customer’s decision to buy your product/service.

“Should I talk about where I went to school?”

If you think your education plays an important role in why you developed your brand and why someone should care, then yes!

“How long should it be?”

Remember that annoying-but-true statement I made earlier? The one about your bio being about you, but not really? It may be easy for you to read a novel about your life, but would your customer want to do the same? Maybe, but probably not.

There may be no hard and fast rule for writing a killer bio, and that’s probably why they’re so darn difficult to write. My advice? Make sure after every sentence you write, ask yourself why. You know why you started your brand, and now it’s time to convince the rest.

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That was A LOT. Proud of you! If you have any questions, I’d love to hear from you! Leave a comment below—or if you’d like to keep things private, you can DM me on Instagram.