How to Write a Business Bio That Doesn't Sound Boring

Your Bio Is Working (or Not Working) While You Sleep

Every day, potential customers read your bio. On your website, LinkedIn, Instagram, Google Business listing — anywhere you exist online. They're deciding, in about 10 seconds, whether you seem trustworthy, competent, and someone they'd actually want to work with.

Most business bios fail this test spectacularly. They're either painfully dull ("John has 15 years of experience in the consulting sector and holds an MBA from..."), awkwardly corporate ("We are a dynamic, results-driven solutions provider..."), or so vague they could describe literally anyone ("I'm passionate about helping people achieve their goals").

Your bio is a trust signal. It's often the last thing someone reads before deciding to get in touch — or to click away. So let's write one that actually works.

Why Your Bio Matters More Than You Think

For sole traders and small business owners, your bio is essentially your shop window. Unlike big companies with recognisable brands, customers are choosing you — your skills, your personality, your reliability. Your bio is where they decide whether to take that step.

A strong bio does three things:

1. Builds credibility — it tells people you know what you're doing
2. Creates connection — it shows you're a real person, not a faceless company
3. Drives action — it makes people want to get in touch

Think of it less as a CV and more as a conversation starter.

The Bio Structure That Works

After reading hundreds of business bios (it's a strange hobby, we admit), we've found that the best ones follow a simple four-part structure:

1. The Hook

Your opening line should make someone want to keep reading. It can be a bold statement, a surprising fact, or a direct address to the reader's problem.

Weak: "Sarah is a freelance graphic designer based in Manchester."

Strong: "Bad design costs small businesses thousands in lost customers every year. Sarah makes sure that doesn't happen to yours."

The second version isn't about Sarah — it's about the reader. And that's the secret. Your bio should answer the question every potential customer is silently asking: "What's in it for me?"

2. Credentials

Now you've got their attention, back it up. This is where you establish that you actually know what you're talking about. But be selective — list only the credentials that matter to your target customer.

Include:

• Relevant qualifications or training
• Years of experience (but make it specific)
• Notable clients or projects (with permission)
• Results you've delivered (use numbers where possible)

Example: "With 8 years as a designer for brands including [Client A] and [Client B], Sarah has created visual identities that have helped businesses increase their enquiries by an average of 40%."

3. Personality

This is what separates a good bio from a great one. People don't just hire skills — they hire people. Show a bit of who you are beyond the work.

This doesn't mean listing your hobbies like it's a dating profile. It means giving a glimpse of your values, your approach, or something that makes you memorable.

Examples:

• "When she's not designing logos, she's probably arguing about typography on Reddit."
• "He believes every business deserves branding that doesn't look like it was made in Microsoft Paint."
• "She runs on strong coffee, tighter deadlines, and an unhealthy obsession with Pantone swatches."

A touch of humour works wonders — but only if it comes naturally. Forced humour is worse than no humour at all.

4. Call to Action

Your bio should end with a clear next step. What do you want the reader to do?

• "Get in touch for a free consultation"
• "Drop me a message to discuss your project"
• "Check out my portfolio to see what I can do for your business"
• "Book a free 15-minute call"

Don't be pushy. Just make it clear and easy.

First Person vs Third Person

This depends on context:

First person ("I" / "we") feels warmer and more personal. It's ideal for your own website, social media bios, and direct client communications. It creates a sense of direct conversation.

Third person ("Sarah" / "they") feels more formal and is better suited for professional directories, speaker bios, press kit material, and anywhere your bio is being presented by someone else.

Some people write their bio in third person on their own website, thinking it sounds more professional. It usually just sounds like you're pretending someone else wrote it (because you did). For sole traders and small businesses, first person almost always wins.

A Practical Compromise

Write your bio in both versions and use whichever fits the context. Here's how the same bio reads in each:

First person: "I help small businesses get found online through search engine optimisation that actually works — no jargon, no magic tricks, just results."

Third person: "Alex helps small businesses get found online through search engine optimisation that actually works — no jargon, no magic tricks, just results."

What to Include and What to Leave Out

Include

• What you do and who you do it for
• Evidence that you're good at it
• Something that makes you human and memorable
• A way to get in touch

Leave Out

• Your entire career history (this isn't a CV)
• Generic buzzwords ("passionate," "driven," "innovative" — everyone says these)
• Irrelevant qualifications (your Grade 8 piano doesn't matter unless you're a music teacher)
• Anything negative ("After being made redundant..." — reframe it positively)
• Overly personal information (keep it professional with a human touch)

Adapting Your Bio for Different Platforms

Your core message stays the same, but the length and format should vary by platform.

LinkedIn (About Section)

You get 2,600 characters, but most people won't read that much. Aim for 500-800 characters. Lead with what you do and who you help. Use short paragraphs. Include a call to action.

Pro tip: LinkedIn's "About" section is searchable. Include keywords your ideal clients might search for — "freelance copywriter London" or "small business accountant Bristol."

Website (About Page)

This is where you can go deeper. Your website About page can be several paragraphs, include a photo, and tell your story more fully. But still lead with the customer — what you do for them — before talking about yourself.

Consider including:

• Your story (how you started)
• Your values and approach
• Client testimonials alongside your bio
• A photo (people trust faces more than logos)

For more on making your website work harder for you, see our guide on creating a business website that gets enquiries.

Instagram / TikTok (Bio)

You have 150 characters. Make every word count.

Formula: What you do + who you do it for + a call to action or link

Example: "Handmade ceramics for people who hate boring mugs. Shop below."

Google Business Profile

Keep it factual and keyword-rich. Google uses this text to help people find you, so include your location, service type, and key selling points.

Email Signature

Two to three lines maximum. Your name, what you do, and how to reach you.

Common Mistakes

Being Too Formal

"We leverage synergistic methodologies to deliver optimal outcomes for stakeholders." Nobody talks like this. Nobody wants to read it. Write like a human.

Being Too Long

If your bio is longer than 200 words on social media or more than 500 words on your website, you're probably losing people. Edit ruthlessly. Every sentence should earn its place.

No Personality

A bio that could belong to anyone is a bio that belongs to no one. Find the thing that makes you different — your approach, your backstory, your perspective — and lean into it.

Forgetting the Customer

Your bio isn't really about you. It's about what you can do for the person reading it. Lead with their problem, not your CV.

Not Updating It

If your bio still mentions a qualification you got in 2015 or a service you no longer offer, it's time for a refresh. Review your bio at least once a year.

Examples of Good Bios

Here are a few structures that work well:

The Problem-Solver: "Most small businesses overpay on tax because they don't know what they can claim. I make sure you don't. I'm [Name], a tax adviser specialising in sole traders and freelancers across the UK."

The Storyteller: "I started [Business Name] after spending ten years watching great businesses fail because nobody could find them online. Now I help small businesses show up on Google — and stay there."

The Direct One: "I design websites that make people buy things. If your current site isn't doing that, let's talk."

The Relatable One: "Running a business is hard enough without worrying about the numbers. I'm [Name], and I take the stress out of bookkeeping so you can focus on what you're actually good at."

Writing Your Bio: A Quick Exercise

If you're staring at a blank page, try this:

1. Write down the three most important things your customers need to know about you
2. Write down one thing that makes you different from competitors
3. Write down one personal detail that makes you memorable
4. Now combine them into three to four sentences

Don't aim for perfection on the first draft. Get the substance down, then refine the language. Read it aloud — if it sounds awkward spoken, it'll sound awkward read.

Your Bio Is Part of Your Brand

Your bio, your financial management, your customer service — they're all part of how your business is perceived. Getting the details right, from your About page to your bookkeeping, is what separates businesses that feel professional from those that feel like a side project.

At Accounted, we believe that managing your business should be as polished and stress-free as the image you present to the world. Penny takes care of the numbers behind the scenes, so the version of your business that customers see — starting with your bio — is the best one.

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Related Reading

• How to Build a Personal Brand as a Sole Trader
• Pre-Launch Marketing on Zero Budget — A Founder's Guide
• Building a Waiting List Before You Launch Your Business
• How to Get Your First Testimonials and Case Studies