When you find an article or blog post that captures your attention, are you curious about the writer? How many times do you take a look at the author’s bio box to find out more about them?
If you write from more than your own blog, you most likely have a bio box published at the end of your article on a third party website. When is the last time you stopped to check your Author Bio, to make sure it captivates readers so much that they want to check you out on your home turf, your own website?
Therein lies an understated opportunity for you to convert traffic from a third-party website back to your own digital property. Your author bio box is the bridge between turning someone from a reader to a visitor. A great bio box can take a large percentage of a website’s readers and bring them to your website. A poorly or carelessly written bio box can result in low click-throughs, even if your article was very good.
What is an author bio box?
A bio box is the “About the Author” box you see at the end of a blog post or article that tells you about the post author. A good bio box not only allows you to meet the author, but it gives you a way to connect with the author. This is crucial for converting traffic from your guest posting efforts back to your site.
How do you write a great bio box? Here are five steps to captivate your audience, in four sentences or less.
Step 1: State the Main Benefit Upfront
To get someone’s interest in reading the bio box all the way through, have the benefit clearly stated right from the beginning. Don’t wait till the middle or the end.
A lot of people stop reading when they get to the point where they’re expecting to be “sold.” You have just a split second to convince them to keep reading at that point. Use that split second (or first sentence) well by presenting a powerful benefit.
Step 2: Include a Proof Element
If you make a strong promise or benefit statement without backing it up with proof, readers may or may not actually believe you. However, even just one strong proof element like a testimonial, study or endorsement from a well-known industry celebrity can give you a lot of credibility.
Obviously the bio box isn’t the right place to walk through all the merits of your product. That said, having just one or two proof elements can make a big difference.
Step 3: Keep It Short
Before someone reads a paragraph, they subconsciously size it up. If the paragraph is more than four lines long on the screen, chances are they won’t even read it. Try to keep your bio box to just three or four powerful and carefully written sentences.
Step 4: Strong Call to Action
What do you want someone to do? One common mistake marketers make is using the bio box as an “About Me” page. Instead, be clear in asking people to do what you want. If the goal is to get them to click a link, tell them to do that, along with a concise explanation of what they’ll get by doing so.
Step 5: Professional-Looking Photo
On many websites, your photo will be shown beside your bio box. While your bio box won’t always be read by visitors, almost everyone will look at your photo. It can make a big difference.
Have a professional-looking photo taken. If possible, use a portrait photograph that’s been retouched for color balance and proper contrast.
If you follow these five tips, you’re bound to have a captivating author bio box. Start by stating what benefit they’ll get right up front. Back it up with a small but impressive proof element. End with a strong call to action, keeping the bio box three or four sentences long. Finally, make sure you have a professional-looking photograph besides the bio box to lend you credibility.