Your LinkedIn bio is often the first impression potential customers and partners will have of you and your business. An effective bio tells your story, builds your credibility, and convinces visitors why they should care about your company. As a business owner, your bio has extra importance – it’s a chance to humanize your brand and connect with your target audience on a personal level.
But writing your LinkedIn bio can be a daunting task. With limited space and immense pressure to get it just right, where do you even begin? This comprehensive guide will walk you through the key steps for crafting a compelling, conversion-focused LinkedIn bio as an entrepreneur.
How Long Should Your Bio Be?
LinkedIn provides 2,000 characters (including spaces) for your bio – so about 300 words. But longer bios tend to perform better. According to LinkedIn, profiles with bios of 121-200 words see a 22% increase in views versus those with 0-80 words.
Aim for a length of at least 150-300 words. Anything shorter risks leaving out important details about your experience and expertise. Anything longer may cause viewers to lose interest.
Here are some tips for making the most of your available space:
– Stick to complete sentences with proper punctuation and grammar. Avoid bullet points or sentence fragments.
– Use formatting strategically. Try bolding your name and company name to make them stand out.
– Be concise. Cut out unnecessary words. Each sentence should move the narrative forward.
– Ask a friend to proofread. Typos or errors could undermine your credibility.
What to Include in Your Bio
Your bio needs to cover a few key elements while telling a compelling story. Here are sections you may want to incorporate:
Headline and Branding
Your headline appears right below your name at the top of your profile. This is valuable real estate – use it wisely to describe your role and convey your unique value proposition.
For example:
“Passionate retail business owner helping brands expand in the Midwest”
“Leading Arizona’s top digital marketing agency for SMBs”
This is also a place to establish your personal branding. What words do you want associated with your name? Incorporate 1-2 of those keywords.
Professional Summary
Use 2-3 concise sentences to explain what you do, your expertise, and the value you provide. This section should align with your headline and give viewers insight into your core offering.
For example:
“Experienced e-commerce entrepreneur who enjoys helping brands grow their online presence. Founded ABC Company 5 years ago to provide hands-on digital marketing services to SMBs across the U.S.”
Founder Story
Share a short anecdote about why you started your company. This is where you can add some personality and backstory. Explain what motivated you to become an entrepreneur.
For example:
“After 10 years working in corporate retail, I dreamed of starting my own business focused on my true passion – helping small shops get online. So I took the leap, quit my job, and launched my digital marketing agency out of my home office in 2015.”
Company Info
Provide a brief overview of your business – when it was founded, your location(s), size, target customers, and any notable facts or achievements.
For example:
“ABC Company is a {city} digital marketing agency founded in 2015. We’re a team of 10 serving SMBs across the U.S. Named a Top 10 Small Business Influencer by {Publication}.”
Services/Products
Briefly explain your core products or services. Focus on the top 1-3 offerings most relevant to your target audience.
For example:
“We specialize in e-commerce website design, SEO, and social media management to help brands strengthen their online presence.”
Call-to-Action
End your bio with a CTA inviting viewers to learn more or get in touch. This gives them a clear next step.
For example:
“Let’s chat about how we can help take your business online! Contact us at www.abccompany.com”
Tips for an Engaging Bio
Beyond covering the key information, you want your bio to be memorable and compelling. Here are some tips:
– Share your “why” – what motivates and excites you as a business owner?
– Reveal small personal details – do you have kids? Pets? Hobbies? Avoid anything too private.
– Use an active, conversational tone – write as if speaking to a friend.
– Tell a story – take readers on a journey from past to present.
– Focus on benefits – how does your work positively impact customers?
– Quantify achievements when possible – metrics like revenue, customers served, and growth convey credibility.
– Include links to your website, blog, media features etc. to provide social proof.
– Use industry keywords to come up across relevant searches.
Bio Examples
Here are two strong LinkedIn bio examples for business owners:
Manufacturing Example
John Smith, Owner at Smith Manufacturing
Headline: Colorado manufacturing leader driven by quality and innovation
Professional Summary: Armed with a Mechanical Engineering degree and 10+ years in manufacturing, I founded Smith Manufacturing in 2010 to bring high-quality metal fabrication and CNC machining services to the Rocky Mountain region.
My Story: My passion for manufacturing began in my parents’ machine shop, where I worked every summer during high school. After earning my engineering degree, I cut my teeth in the industry at a large contract manufacturer. When the recession hit in 2008, I saw many smaller shops struggling to compete. I dreamed of starting a nimble manufacturing company focused on quality, not just quantity. In 2010, I took the leap of faith, rented a small warehouse, and launched Smith Manufacturing.
Today, we’re a 15-person team serving over 100 customers across industries like aerospace, robotics, and medical devices. I take pride in maintaining a personal relationship with each client to fully understand their needs and deliver exceptional service. When I’m not on the shop floor or quoting a job, you can find me exploring Colorado’s outdoors with my wife and kids.
Let’s explore how Smith Manufacturing can help you make top-quality parts for your next project! Contact us at www.smithmfg.com.
Digital Marketing Example
Mary Johnson, Founder & CEO of MJ Digital
Headline: NYC’s Top Digital Marketing Agency for Startups & SMBs
About: Mary is an experienced digital marketer turned entrepreneur. After 15+ years leading marketing initiatives for Fortune 500 companies, she founded MJ Digital in 2018 to provide hands-on digital marketing services for startups and small businesses.
My Story: I’ve always loved the fast-paced, creative world of marketing. While I enjoyed working with big brands, my dream was to start an agency focused on the little guys. Most small businesses don’t have big marketing budgets or in-house expertise. I wanted to level the playing field by providing affordable, transparent digital marketing services tailored to each unique business.
In 2018, I finally took the leap. I launched MJ Digital out of my Brooklyn apartment, working with just a few early clients. Four years later, we’re a thriving woman-owned firm with a 10-person team serving over 200 amazing businesses across NYC. Being able to help local entrepreneurs grow has been so fulfilling.
When I’m not working, you can find me chasing after my two kids, taking photos, or checking out new restaurants in NYC.
Let’s grab coffee and discuss how MJ Digital can amplify your digital presence! Book a strategy session at www.mjd.co.
Optimizing Your Bio for Search
A strong LinkedIn bio isn’t complete without proper SEO optimization. Here are some tips to improve your findability:
– Include relevant industry keywords throughout your bio, but avoid overuse. Shoot for a 2-3% keyword density.
– Weave in your target keywords phrases in a natural way. Don’t just list them out.
– Include your most important keywords in the first paragraph whenever possible – this boosts their prominence.
– Use keywords in your headline that clearly describe your business and establish expertise.
– Include keywords in your profile URL if possible (www.linkedin.com/in/keyword-name).
– Add keywords in your “Experience” section titles. For example: “Founder & CEO at [Your Company] | Retail Marketing Agency”
Optimizing for search takes experimentation and analysis. Use LinkedIn’s analytics to see which terms drive the most profile views. Refine your bio over time to maximize visibility.
Key Takeaways
– Craft a 150-300 word bio focused on your professional story and capabilities. Be personal but concise.
– Include sections like your founder story, company overview, services, achievements, and call-to-action.
– Use an engaging, conversational tone and storytelling elements. Focus on your “why.”
– Optimize with relevant industry keywords to come up in searches. Experiment to see what works.
– Update your bio regularly as your business grows and evolves.
Your LinkedIn bio is key for establishing credibility, connecting with your audience, and boosting your brand as an entrepreneur. Take the time to craft a compelling bio that humanizes you and convinces others to care about your company. If done right, your bio can be a valuable asset for reaching new customers and opportunities.
Conclusion
An effective LinkedIn bio allows business owners to share their unique story and make strong first impressions on potential customers, partners, and talent. While bios are limited to 2,000 characters, crafting a longer 150-300 word profile with strategic keywords, formatting, and personal details can help maximize impact. Focus on conveying your passion, expertise, company offerings, achievements, and value proposition – while using an engaging, conversational tone. Regularly update and optimize your bio as your business grows. With a compelling, conversion-focused bio in place, your LinkedIn presence will be a key asset for reaching and resonating with your ideal audience.
