Your bio should say what you sell.
By Madison Fine, founder of MADDS Marketing
You know when you visit a business profile and the bio says, “Elevating experiences. Inspiring possibilities. Bringing your vision to life”?
Okay, babe. Are you a florist or an accountant?
It sounds polished, but I still don’t know whether you can help me. Now I have to scroll through your posts to investigate, and you’re counting on me being interested enough to do that.
Your bio should give someone a reason to stay before asking them to explore.
Name the thing people can buy
“Helping you thrive” could mean therapy, bookkeeping, personal training, or a really good multivitamin. Name the service.
You can have personality and still be clear. A house cleaner could say, “We clean. You get your Saturday back.” But somewhere nearby, I need to see that you offer residential cleaning and where you work.
Think of your bio as an introduction at a party. If someone asks what you do, you probably wouldn’t stare into their eyes and say, “I transform possibilities.” You’d tell them.
This is the same problem I talk about in Pretty Is Not a Marketing Strategy. The presentation can catch someone’s attention, but the message needs to explain why they should care.
Help the right customer recognize themselves
You don’t have to squeeze your entire business into three lines. You do need enough detail for someone to think, oh, this is for me.
Take this fictional skincare business:
Before
“Luxury services. Exceptional results. Helping you feel your best.”
After
“Custom facials for sensitive, acne-prone skin in Las Vegas. Book your first appointment below.”
The second version tells me the service, the concern it addresses, the location, and the next step. A person looking for that treatment has a reason to click.
The first could belong to a spa, a hair salon, or a limousine company.
You don’t need to sound like every business. You need your customer to recognize their problem.
Tell me what happens when I click
“Link below” tells me where the link is. It doesn’t tell me why I should use it.
Try a next step that matches your offer: Book your first appointment. See services and pricing. Request a quote.
Then check the destination. If your bio promises booking, the link should make booking easy. Sending me to a homepage where I have to find another menu adds a step you could have saved me.
Steal this and fix yours
Here’s a starting point you can copy:
[What you do] for [who you help] in [location, if relevant]. [One useful reason to choose you]. [Next step].
For MADDS Marketing, that could look like:
“Websites, branding, and marketing for businesses ready to get seen. Las Vegas + beyond. Get your free visibility audit.”
Adjust it to your space and voice. If you sell online, you may not need a location. If your name field already identifies your service, use the bio to explain the value. Make the whole profile work together.
Try it on someone who doesn’t know your business
Show them your profile for a few seconds, then ask:
- What do I sell?
- Who is it for?
- What would you do next?
If they’re guessing, revise it. You’re checking whether a new customer understands the introduction, not whether your best friend thinks it sounds cute.
And please don’t spend the next three days rewriting your bio. Make it clearer, check the link, and get back to running your business.
Your turn: paste your current bio in the chat and tell me what you actually sell. I’ll pick a few to rewrite in a future post.
Want me to look beyond the bio? Get your free visibility audit, and I’ll identify three specific things to improve across your website and socials.
Madison Fine
Founder, MADDS Marketing · Your resident Marketing Bitch