A prospect who reads your website biography wants to know that you are trustworthy and capable. That’s why your bio is one of the most important components of your website.

“It’s all about being transparent, honest and personable,” says Loic Jeanjean, sales and marketing director with Advisor Websites in Vancouver, which builds websites for financial professionals.

In order to build that trust, your bio must have these seven key elements:

1. Title and designations
Your title and designations define your credibility. If you are a senior wealth advisor, for example, the prospect will understand that you have the experience and qualifications to work with high net-worth individuals.

Having recognizable designations, such as certified financial planner (CFP), registered financial planner (RFP) or chartered accountant (CA) will demonstrate your expertise in financial services.

2. Numbers
“Whether you’re a rookie or a veteran,” Jeanjean says, “it’s the numbers that tell a story.”

If you have been working in the financial services industry for 25 years, say so. That tells the prospect you are an established advisor.

If you are a newer advisor, use details from your education, such as being one of the top students in your graduating class, or having received a prestigious scholarship or other academic awards.

3. Experience and specialties
If you have had various positions in the industry, explain what the diverse experience has taught you. For example, one advisor might describe a career path in which he rose through the ranks to become a non-producing regional director, but became a producing branch manager because he missed interacting with clients.

Include your areas of specialization, such as retirees or business owners.

If you are a rookie with limited experience, Jeanjean suggests communicating why you are passionate about your work.

4. Education
A bio that excludes information about the advisor’s education is a red flag for prospects, Jeanjean says. Most prospects want to know that you attended a recognized institution with a good reputation.

Whether you attended a college or university that is known nationally or only locally, this information further demonstrates your expertise.

If you are in the midst of working toward a designation, include that as well. It shows that you place importance on continuing education.

5. Achievements
If you have won any awards, have been interviewed by media or have been published, include those details.

If you cannot claim any such accomplishments personally, find out if your firm has won any awards. Simply being affiliated with an award-winning firm works to your advantage.

6. Industry associations
Mention any memberships in financial associations, such as Advocis or the Canadian Institute of Financial Planners (CIFPs), as well as local organizations, such as your chamber of commerce.

These memberships show the passion you have for your work, Jeanjean says. They also demonstrate that you are well-rounded as an individual and knowledgeable about your industry.

7. Personal information
Include details about your family, hobbies and any involvement with charitable organizations. This information increases the likelihood that a prospect will feel he or she can relate to you personally.

“It makes the advisor more real and personable,” Jeanjean says. “The client becomes a client of the advisor — not because of the financial institution that’s backing them up, but because they like them.”

Avoid controversial topics such as politics or religion. While you may have strong opinions, ask yourself if you are willing to lose a wealthy client because he or she disagrees with your stance on capital punishment or organized religion.

This is the first instalment in a two-part series on writing your website biography. Next: How to format you bio.