What It Means to Write a Compelling Executive Bio
Apr 11, 2017
Leadership pages: they set a tone and direction on how visitors to a company website are educated and, more broadly, how the company is represented and perceived by the public. Executives listed on a leadership page play an important role in setting the character for the entire company, including the CEOs.
Executives are often one of the first branding messages visitors to a website look at, getting a sense of the personality behind the company. It’s a natural area of interest and it can often be a point of reference with other business executives looking to court a venture between two organizations.
Add to this, executive bios located on corporate leadership pages rank strongly on Google and impact not only an executive's online reputation, but the company they represent as a whole.
So, needless to say, leadership pages and the executive bios on these pages play into strong, proactive online reputation management.
With that said, bios need to be compelling, so knowing how to make it colorful, while remaining professional, is paramount in today’s high-tech internet age.
First, consider including photos of executives on leadership pages. Admittedly, not everyone likes their photo taken and many do not like having photos of themselves online. But, there are positive points to includes photos with bios. Photos help to optimize executive bios and leadership pages overall for Google. Outside of Google ranking and search results, photos also put a face with a name and potential clients and business partners may feel more connected with executives and more willing to conduct business with executives if they can get a sense of who he or she is outside of textual description.
Next, spice it up. Color matters. Visitors to the page could be fooled into thinking executives are dull and lifeless without a sprinkling of keywords that allude to personality and leadership. Executives typically have worked hard to get to where they are -- highlight those points and achievements without overtly embellishing them. Everything should accurately reflect the resume of the person being promoted in the bio.
And since the purpose of the page is to educate others about him or her, there’s no harm in taking the liberty to publicize his or her passions, interests and strengths, but brevity in these areas is encouraged. Being too billowy or fluffy can be a negative, so balance is key.
Finally, it doesn’t hurt to highlight aspects of the executive’s personal life, as this will make them more relatable to everyone else. If they have a family and the person in question is comfortable with it, mention the wife and kids without giving too many details in order to maintain their privacy and security. It is the internet after all!
Capping everything off, keep in mind there are informal and formal bios. The owner of 40-year-old coastal surf shop is more likely to have a page that reflects the demographic of his customers than that of a large accounting firm, for example. Again, striking the balance is always something to keep in mind. The type of company and with whom that company does business with will often set the tone for the direction of any of the bio pages on a company’s website.