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Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

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Brand Thinking
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What’s the Right Mix of Website Content for a Professional Bio?

By Joe Walsh
February 12, 2015
What’s the Right Mix of Website Content for a Professional Bio?
Count us in as fans of the blog published by Matt Homann. This recent post on the optimal content for professional bios is a particularly wry and pointed take on the right mix of information to impress clients and prospects. It's focused on lawyers, but the lessons shared can apply to every profession—accounting, medical practices, consultants, economists, associations and more. It applies to any situation where the product is the people and their expertise. Clearly, the same principles also connect to offline bios in proposal and pitches.

As you take it in and perhaps share with others, here are five other tips for impressive biographies:

  1. Invest in very good professional portrait photography.
  2. Make the professional the star of the page—don't confine their photo to a 2x2 mug shot.
  3. Share more than name, rank, serial number and practice area memberships. The best bios do more than recite a resume, they articulate the problems that professionals help clients solve.
  4. Think about ways to make bios personal—share interests outside of work or passions beyond the work.
  5. Include descriptions of the professional's service style; not just what they do, but how they take care of clients.