This guideline looks at proven copywriting skills you need to optimize your author bio in other to achieve the desired result.
In as much as I have seen lots of writers and bloggers with their savvy, creative articles; one major area they often overlook is the author bio. They have either forgotten or probably naive that the entire concept of ‘conversion optimization” is also as important as the overall strategic significance of search engine optimization, as it applies to the content or article being written.
Please remember, that the main purpose and focus of content marketing is to get tangible result, either in the form of:
- Getting and increasing Leads (email leads)
- Getting and increasing sales
- Creating awareness for your business
- Getting backlinks and traffic to your blog/website etc.
I have discovered seven strategic copywriting skills needed to craft out the winning and highly converting author bio. But before, then let me clarify some few important details.
Differentiating between an Author Bio and Author Byline
An author bio is a profile definition and short description about the author, writer, and/or publisher of a blog post.
An author bio is usually at the end of a blog post and in most cases, it is enclosed in a box where it contains. For best practices, it is condensed to about 40-60 words for efficiency and to avoid cluttering.
An Author byline
For standard best practice, an author byline is mostly located at the top of an article, directly under the blog post title or article topic. It contains basically the name of the author and date of publication.
7 Conversion Optimization for An Author Bio
The first optimization technique is the by far the most important out of them all. A thorough explanation is given below.
- 1# Your Self Personality
Your self-personality encompasses three essential facts, which include a definition of:
- Who you are
- What you do
- Why You are needed
The main essence of having a bio profile is to answer the above three questions. Once a bio is lacking unique answers to the above, then it is worthless garbage and it will not give the desired conversion result.
It should contain your name, what you are doing/offering and why your readers/visitors need you. Once these three factors are in place, you will be amazed at the conversion you will be getting from direct contact messaging, leads generation and overall exposure.
A very good bio example (from copyblogger, http://www.copyblogger.com/author/henneke-duistermaat/) that illustrates my point is shown below.
- 2# Establish your authority in the space.
One thing you should understand is that real people are the ones reading your blog posts and as such, they are more interested in knowing more/dealing with the author. The way you present yourself can either make or mar your prospect or success.
In buttressing the number one point above, it is equally important to give your readers a sense of comfort by letting them know they are dealing with a professional, an authority in this field.
An example is shown below. Please note the brief, yet powerful description being mentioned.
- 3# Include an image with some personality.
Images are appealing, we need not argue about that. According to a statistical research carried out by LinkedIn, it was established that;
A LinkedIn user with a profile photo stands to get;
- 21x more profile views
- 9x more connection requests
- 36x more messages
Since our focus is on getting a high conversion optimization from our bio profile, this particular issue should be taken seriously.
However, the major concern here is that, the use of a crystal clear, high definition picture should be used. It is recommended that the pictures to be used in the bio profile should be engaging, inviting and friendly with white background.
An example of such is shown below.
- 4# Fuse And Mix Your personality Into The Bio Profile
Wait a moment, think about this; what is the difference between an average sales and a super sales person? The difference is majorly in their approach. In essence, their personality difference is the key to differentiating between the average and the super sales man.
This same concept applies to your bio profile.
A very good example of my explanation is shown below.
- 5# Include an offer in your author bio.
People loves offer. This is what I mean. For example, if your blog post or entire website is about fashion or its related niche, why not offer them a make-up or facial training (it may be free or premium, depending on your plan. The description will contain a link where they will sign up for the training, doing so will help you increase your leads generation and also gives you direct marketing opportunities in making money.
A practical example is seen from the bio below.
- 6# Follow up your bio link with a landing page.
I am pretty sure that the concept of a landing page is not new to you. This particular step involves including a link that will lead your readers/visitors to a direct landing page where they can sign up for your services, products or free offer.
The logic behind this is because any visitor that actually reads your entire post is 80% guaranteed to become a hot prospect and as such, it is an advantage to you if you are able to capture his/her attention, email and then follow up later on.
This is one of the unique points of conversion optimization expected of a professional author bio and it works best for a guest post.
It works best if there is an offer on ground as mentioned in the earlier point above; examples of what you can offer includes:
- Huge discount on your products
- A trial version on your product (this works best for software’s and online stuffs)
- Opportunity to win a huge prize
Jacob McMillen understands this better; his guest post profile on crazyegg explains it all. His author bio and the landing page are both shown below.
- Be very specific in everything you say.
Professional looking author bios are slick, short on point and straight to the offer. Remember, the standard best practice is that it should range between 40-60 words; in essence, you do not need to be beating around the bush because time is so precious to your readers.
Be specific with your bio, be specific on what you do and stands to offer. Doing this is guaranteed to give you quality leads and sales.
A very good example is from the profile of Lianna patch, from https://copyhackers.com/author/lianna/ (as seen below).
There are millions of content all over the place, your focus should be on how to convert your marketing content strategy into sales. In essence, optimizing your profile is one of the most under-utilize weapon that can help.
Implement the above stated guidelines and you will be surprised at the conversions you will be getting.Note: In the spirit of full disclosure, I am an affiliate marketer for Bluehost and this post contains an affiliate link of the company. I may get a commission if you decide to purchase anything from Bluehost and other recommended products. I only recommend products & systems that I use and love myself, so I know you’ll be in good hands.