When we work with advisors and they use Google Analytics, we can see the most-visited pages on their Web sites. Almost always, one of the top three is the "About Us" page, which provides their biographies. 

Although important, many of these pages are fair, at best. The risk is that you are likely to lose the opportunity to work with that client if you don't make a good first impression.

Why Your Bio Is So Important
It is no secret that this is a relationship industry and that people want to work with people. A prospect that is going to trust you with his or her financial assets is going to want to do research and get to know something about you first. 

In other words, prospective clients are going to go online and look you up. They want to know everything about you and that is why they go to your biography page more than most others.

Here are five elements of a great bio page:

1. Show a picture. You do not have to be a model to include your photo on a bio page. Let the Website visitor see you are a human through pictures, but invest in a photographer who knows how to take higher-end photos that will convey both your professional and personal personalities. Make sure you smile.

2. Explain what you do. Prove that you can solve your prospects problems. Avoid jargon and use the keywords that your prospects will understand.

3. Don’t be long winded. In today’s information overload age, we do not have time to read every word, so make sure your key messages pop off the page. Utilize subheads and bullets. If your bio is scanable, the readers will get what they want out of it and hopefully you will win the business.

4. Use videos. If people want to learn about you by searching the "About Us" page, a video can be super powerful because it allows folks to see and hear you. 

5. Be personable. Do what you can to make a personal connection so people get to know you as a person. If they like you, they are more likely to want to work with you.

“The key pieces of a bio are the professional history, destinations and education. but my favorite part is the personal information. It makes an advisor a little more approachable,” shared Victoria Bowen, president of GoingIndie.com.

Bowen recommends differentiating yourself by having some information about what you like to do or what you are passionate about.

William Harris, founder and managing member of WH Cornerstone Investments, lists a "Who knew" section with interesting facts under his normal bio. 

“On nine out of 10 meetings, someone will make a reference to our bios. It is always something different,” said Harris. “They want to know you are a real person.”

Now imagine having a 10-minute conversation about a fun fact in an initial meeting. That is a pretty good way to start off a potential relationship.

Where Should Your Bio Be?
Biographies shouldn't just be listed on the "About Us" or "Our Team" page. Because they are so important, prospects should not have to search to find them. If your Website offers a slide show on its home page that promotes multiple items that can be scrolled through, make sure the biography page is one that visitors easily see.

Also, use social media to show your bio. As someone who was in LinkedIn’s top 1 percent of profiles searched in 2012, I can attest to the fact that prospects are not just looking on your Website to learn about you. While Twitter is brief and to the point, LinkedIn gives much more space to get impactful messages across.

Jim Dario, managing director of product management at TD Ameritrade Institutional, believes most advisors do not differentiate themselves. 

“Social media is an important tool to build a presence online," he said. "It is vitally important, because the way the Gen X clients are going to purchase the services of an advisor is different than what baby boomers have done. GenX-ers are going to utilize technology, looking at your Website as well as your social media presence.”

Spring-cleaning time is here. Use it to clean up your online bio and social media profiles!

Mike Byrnes is a national speaker and owner of Byrnes Consulting LLC. His firm provides consulting services to help advisors become even more successful. Need help with business planning, marketing strategy, business development, client service and management effectiveness? Read more at ByrnesConsulting.com and follow @ByrnesConsultin.