How to write a bio with personality

Right now, does your bio feel like a boring list of credentials, a jumble of jargon, or maybe it’s just feeling a bit off, like it doesn’t sound like you? Well, today I’m breaking down the biggest bio mistakes, the key components of a standout bio, and how to write a bio that attracts the right people without sounding awkward or generic.

Let’s get into it.

If you’re a therapist, coach, or service provider, your bio isn’t just sitting on your ‘About’ page—it could be anywhere. It might be read out when you’re introduced on a podcast, appear in a directory, or be used when you’re being introduced as a speaker.

That means your bio might be the first thing a potential client hears or reads about you, which is incredibly important because first impressions matter. Unfortunately, many bios fall into the same traps. They are too credential-heavy, listing degrees or awards without making people care. They might be full of jargon, aiming to impress colleagues rather than connect with potential clients. And they often lack personality, making them sound just like everyone else.

Your bio should make potential clients feel seen and safe to reach out to you. Here’s a permission slip because I love a permission slip—you don’t have to sound overly professional or perfect. You just need to sound like you.

When researching for this episode, I read a few strong bios and noticed they had four or five things in common:

• Storytelling – ‘Here’s why I do what I do.’

• Transformation – ‘This is what I help you achieve.’

• Authority – ‘I’m the expert you’ve been looking for.’

• Relatability – ‘I’m a little like you.’

• Personality – ‘This is what I’m like to work with.’

Your bio should also align with your point of difference. If you’re a deeply reflective and insightful therapist, your bio should feel layered and introspective. If you’re a no-nonsense business coach, it should be clear and punchy. And if you’re a creative helping others embrace their creativity, your bio should showcase that.

The Nuts and Bolts of a Great Bio

A strong bio should answer key questions to build trust and connection:

1. Who are you? Add a little credibility and unique positioning. Include your name, profession, business, and what makes you different. You can also mention key credibility markers, such as credentials or features in publications.

   Example – Business Coach: Jess is a business strategist and founder of The Scalable Solopreneur, a coaching programme that has helped over 500 service-based entrepreneurs scale sustainably. With a decade in corporate leadership and an MBA, she’s been featured in Forbes and Business Insider.

   Example – Florist: Mia is an award-winning floral designer and founder of Wild Ivy Blooms, a boutique floral studio specialising in garden-inspired arrangements. Trained at London’s Covent Garden Academy, her work has been featured in Vogue Weddings and The Knot.

2. Who do you help? Speak to your ideal client and their struggles. Show empathy by highlighting their challenges.

   Example – Business Coach: Jess works with entrepreneurs struggling with inconsistent income and overwhelming to-do lists. If you’ve ever thought, “I love what I do, but I don’t know how to grow my business,” she helps you create systems that work—all without burning out.

   Example – Florist: Mia works with couples, event planners, and boutique hotels who want florals that feel effortless yet superbly elegant. If your vision is lush, organic, and anything but hydrangeas, Mia’s designs bring it to life with artistry and precision.

3. How do you help? Outline your key services, signature methods, or unique approach.

   Example – Business Coach: Through her Scalable Solopreneur method, Jess blends business strategy, marketing, and automation to help clients streamline their business, raise their rates, and reclaim their time.

   Example – Florist: Mia sources seasonal blooms from sustainable farms, blending colour psychology and floral artistry to create arrangements that tug at the heartstrings.

4. What is it like to work with you? Give a sense of your personality and working style.

   Example – Business Coach: Clients describe Jess as the perfect mix of tough love and clarity—she cuts through the noise with real, actionable strategies.

   Example – Florist: Clients describe Mia as a calming presence on wedding days, someone who listens, understands their vision, and delivers with grace.

5. A Personal Detail (Optional, but Fun!) Adding a unique touch can make you more memorable.

   Example – Business Coach: When she’s not coaching, Jess is hiking with her rescue dog Bruno, testing productivity hacks, or enjoying a 3 p.m. espresso break.

   Example – Florist: Mia’s home is always filled with flowers and homemade sourdough, and she’s known for turning dinner parties into impromptu floral workshops.

Time to Revamp Your Bio

Now, take a look at your own bio. Read it out loud—does it flow? If you stumble over it, your audience probably will too. See if you can make a few small tweaks.

And if you want more bio-writing tips, make sure to subscribe to the podcast. I’ll see you next week!