Whether you attract new clients through referrals, centres of influence or networking events, never underestimate the value of a good website. And your online biography, which tells your unique story, is the at the heart of your website.
“When prospects will look at a financial advisor’s website,” says Loic Jeanjean, sales and marketing director with Vancouver-based Advisor Websites, “the first thing they’re going to read is the advisor’s personal bio.”
A biography that connects with readers and holds their attention requires a great story that is easy to read. Jeanjean provides three tips to help you craft your story:
> Choose the right narrator
Will you write your biography in the first person (“I”) or the third person (“he” or “she”)?
For most advisors, Jeanjean recommends using the third person, which puts forth a more professional tone. It is the standard for the biographies of CEOs and presidents of top corporations, he says.
The use of the third person is also a matter of perception, says Jeanjean: “A lot of people will trust information more when it comes from someone else, over what someone says about themselves.”
The voice you choose depends on your client base. If you want to attract high net-worth clients, business owners and seniors, the third person works best.
On the other hand, if your clients are young families and young adults, the more intimate and personable tone of a first-person bio might be more appropriate.
> Keep it short
While prospects will want to learn about you, they do not want to spend a long time reading a book-length biography.
The ideal length for your bio is approximately 300 words, Jeanjean says. If you can’t hold it to that word count, Jeanjean suggests, consider writing an extended version to complement a shorter bio. You can present the long version as a link to a separate web page or a downloadable PDF. The shorter version is presented on the main site.
Keep your paragraphs short and consider using bullet points to separate lists of items like specialties or awards.
The width of your lines is also a factor. Whether you are uploading your own bio or having a website designer do it, keep the width of content to 600 pixels or less. If the lines are too long, Jeanjean says, readers “will lose track of the words.”
> Include a photo
A great photograph is an essential part of any biography. “It helps the reader put a face to your name if they don’t know you yet,” Jeanjean says. “And it makes the bio more interesting.”
Make sure your photo is current and looks professional. That means good lighting and resolution that will view well on the web. While your biography is meant to be read, your photograph will be the first thing the prospect notices, so it must look polished.
This is the second installment in a two-part series on developing a biography for your website.