Are you considering your author bio as an idea?
If you prefer most online marketers, the answer is probably yes.
I do not believe
Just Google “Author Bio-optimization” and see what turns your search takes. not much. Just one or two dated guides. Clearly, digital marketing experts do not see the commercial potential of a customized writer bio.
Well, I got news for you.
By ignoring your bio, you are missing out on a lot of business.It is an unused gold mine that can do a lot for your business.
Do you want to sell your products / services more, grow your list faster, increase your authority, attract tons of hot leads, and rank front-page for your selected key phrases … all in one With touch touch?
You can achieve all of that through a highly customized author bio. Ready to dig up nuggets promoting business from your bio?
First, uncover 5 conversion-killing bio bloopers.
5 amazingly common bio mistakes that reduce interactions
Blooper 1: Swalehead Bio
Although a bio is said to be “about the author”, it is not really about you.
This is not the place for shameless chest-thumping. It’s all about why your readers should care about you (because of what you can do for them) so leave the laundry list of your personal interests and achievements.
Pay attention to the problems solved for your audience.
Blooper 2: The Verdi Bio
Long bios quickly kill the reader’s interest.
Aim for 40-60 words. It is too long for you to fill in your message but not too long to bore readers.
If you make it long, people have not read it. It is so easy.
Blooper 3: Faceless Bio
Repeat this marketing mantra after me:
Surely, the word that fulfills this statement is “faith”, so if you don’t include a picture, how on earth are people going to connect with you as a human and trust you? Study after study has shown that people like to look at other people, especially their faces.
By not including pictures, you are not missing an affair and branding moment. LinkedIn data suggests that you may have a profile photo:
21x more profile views
9x more connection request
36x more messages
Blooper 4: The Rigid Bio
Using one-size-fits-all bio tank conversions.
Yes, being basic helps.
But if you want to bounce conversions, you have to do something else. Tilt each bio towards the specific audience you are writing. You will connect better with your readers.
Blooper 5: Bland Bio
It is a great thing.
Bio-writing, like a dissertation, sucks the zing necessary to build an authentic human relationship. This leaves it dry and tasteless.
To connect with readers, write with personality. Massage your brand’s dynamic voice in copy. Personality is the magnet that draws readers towards you.
Now that you are out of dishonesty, optimize your bio.
1. For conversion, please include CTA
Seems obvious, doesn’t it?
You feel that including a call to action in your bio will be a no brainer. Turns out that it is not. I am a lost count of author bios with no CTA. Zero. nothing. Nada.
are you kidding with me?
I put you in the reader’s shoes for a moment. She is blown away by your stuff. Unlike the always shrinking attentive restrained scanner, she reads all the way downward. She is so thrilled that she cannot wait to learn more about this amazing person and her brand.
You tell him that you’re Andy Awesome who works for Amazing Brands. Oh, and you like cat videos. Just. What an anti-climax. Waste of a great conversion opportunity. A heart-rending story of a hot prospect torn apart by a cold clueless brand.
Sorry, Meredith, aka Marketing Nerd. You had to be No link No CTA. No picture.
Like any other content, your author bio should have a conversion goal.
To get the conversion, slip in one or two CTAs. For conversion you have to take the first step to optimize your bio. Decide what people want to do after reading your content.
2. Link to landing page, not your homepage
Your homepage is like a train station.
People can go to many different places from there: about services, products, contacts, resources, meeting the team, etc. The options are endless. No wonder visitors freeze in front of myriad choices.
Consider the diagrams above, which show a homepage (left) and a landing page (right). The orange areas on each diagram represent the links on the page.