When visiting a website to learn more about an author, expert, or entrepreneur, the first thing I look for is the “About” page. I need to know quickly what the person does, how qualified they are to do it, and how they express themselves.

About half the time, there’s no information on qualifications (this is especially true with companies selling services to authors). I get the impression that people like to talk a lot about what they do, but not why we should trust them to do it for us.

But even when those essential trust-building qualifications are included, so many of the About sections I read are dry and boring. They lack personality. They don’t draw me in.

Help readers discover the real you

I want your all-important “About” page to communicate exactly what it should to your target readers. I want you to pull them in with your words. I want you to discover how to write a powerful “About the Author” page so readers want to engage with you.

That’s why I asked writer and content strategist Sonya Matejko to share with us the About page advice she offers her clients.

Introducing Sonya Matejko

Freelance writer and Vienna, Austria, resident Sonya Matejko uses words to make people feel seen and heard. Whether through branded content, a founder’s bio, a reported story, or her poetry, Sonya writes because she believes well-written stories have the power to empower and connect us, and to help us grow.

Sonya is also the founder of Nurtured Narratives, a wellness-focused storytelling company. There, she provides a feel-good storytelling experience for brands, entrepreneurs, and others who value well-being.

Here’s our conversation about how to write an “About the Author” page that sizzles and sings.

How to write a powerful “About the Author” page

Why is an “About” page an important component of an author website?

Put yourself in the shoes of a reader. Imagine you are between two non-fiction books about improving self-confidence with equally good reviews.

Certain that both could give you valuable insight, you go to the authors’ websites to see whose insight you are more likely to resonate with. The first About page confirms what you suspected: the author indeed has credibility (previous books) and knowledge (related certification). Check.

But then you go to the second About page. As you learn more about them, you realize you want to learn from them.

Their story doesn’t just offer credibility. It offers relatability. And they become not just an author you’d like to hear giving a talk but one you’d want to talk with over coffee.

This is the power of an About page on an author’s website.

What’s your About page philosophy?

My philosophy centers on feel-good storytelling, and the same applies to About pages.

Consider the question: How do you want your potential reader to feel about you as an author? Do you want them to feel:

• Like you both look at life in a similar way?
• Like they can trust you based on your experiences?
• Inspired by your perspective?
• Empowered by your way of thinking?

This could be the difference between having a one-time reader and having a reader on your email list, first in line for pre-orders, and following you on social media — because it feels good to them to be a part of your community.

What are the most common mistakes individuals make with their About page content?

The most common mistake is leaving much to be desired.

It’s not enough to have an About page with your bio and headshot to check the box of having one.

Imagine the frustration from a reader who’s already read your bio in the book or on Goodreads, and then they get to your About page to learn more and are hit with the exact same content. It feels like a waste of time for them — and a wasted opportunity for you to build loyalty and connection with a reader.

It’s totally understandable if the idea of adding more to yours is overwhelming. So, start small.

Consider the questions you often get from readers. They might come from Instagram DMs, book signings, email  messages, or even via your aunt at family gatherings. Write down three, then include those answers in your About page narrative or in an FAQ.

What are the most important elements of an “About the Author” page?

Whether you write fiction or nonfiction, the most essential elements on your About page include:

• Who you are
• What you write about
• What makes you credible to write about this
• Why you do all of it

Especially for nonfiction, you want to show people that you have a solid foundation of knowledge to lend to the topic. They need to know that you’re more than just someone who’s read a few studies and developed their own theory over coffee.

But then you also want to include your why; this will be the hook. The other elements are check marks so the reader says, “OK, they know what they’re talking about.”

But then the why is the “OK, I want to be a part of this conversation.”

Here’s a great example from Whitney Goodman, the author of Toxic Positivity. You see, she goes through her bio, training, and press features.

But then she has a section called “I Believe,” and this is the section that intrigues me most. It’s just four lines, but it’s these four lines that, if someone on the page believes them too, lands her a new reader.

Other good examples in nonfiction include Mark Manson, Lori Gottlieb, Vivian Tu, Kevin Wilson, and Susan Cain.

How can authors write an About page self-description that stands out and resonates with their target readers?

For nonfiction authors, chances are you will not be the first author to write about your topic of choice. Even if how you look at it is different, there have most likely been books related to the umbrella topic that have been published before yours.

Of course, the reason your book will succeed is not because of the topic. It will be because of how you talk about it and the unique experiences in your life that have shaped that perspective. This is also why readers will choose your book over another on a similar topic.

Stand out by telling readers how you see the world, what shaped that sight, and why you feel compelled to share what you know with the world. Many people can write about healthy eating, but none share your story about what got you into it.

Don’t just tell a story. Tell your story.

(And P.S. it doesn’t have to be long! See this short but solid example from Jacquelyn Ogorchukwu Iyamah.)

A fiction writer usually needs to approach their About page description differently than a nonfiction writer. What one thing do you think is the most important thing to include on a novelist’s About page?

Fiction differs in that readers are more likely to make an initial choice about a book based on their preferred genre, the storyline, the setting, etc., rather than on the author. However, that doesn’t discount the value of having an About page for fiction authors.

That’s because once readers get hooked on a book, a series, or an author’s writing style, they’ll often want to know more — especially before the author’s next book. The Author page can satisfy that need.

Lisa See’s About page is a great example. She not only has her bio, but she also showcases insights into where she finds inspiration for her books. Plus we learn more about what led her to become the author she is today.

As another example, consider Kristin Hannah. Her About is divided into sections, each meeting a varying interest for a reader with things like her favorite books and fun facts about her.

Is there anything else you’d like to add about how to write a powerful “About the Author” page?

Writing what you know is one thing, but writing about yourself is another. So, if you’re sure of the story in your book but unsure of your story as an author, you’re not alone.

And I’d love to help you get sure. I’m open to connecting with you to help you access clarity around your story and write an About the Author page that’ll tug at the heartstrings of your future readers. Get in touch with me if that sounds appealing.

Do you have an “About” page on your author site? Please share the link in a comment so we can admire it! (You can see mine here.)

Condensing your personal story into a few sentences can be a challenge.

There’s also pressure to do it well, because your author bio can either seal the deal with a reader or be a deal breaker.

You need to sell them on the fact that you’re qualified to write the book they’re considering. You also need to position yourself as a successful writer who understands industry norms.

Give yourself the credibility you deserve by including these three author bio essentials. Readers expect to see them on your book’s back cover and sales pages. Don’t disappoint.

1. Third person voice

Nothing says “I don’t read books” — never a good thing for a writer — like a bio that includes “I.”

Always write your bio in the third person.

One of the best ways to do that is to pretend you’re a reporter writing about someone else. Taking that step away from yourself – getting that distance – helps you become more objective about what is and isn’t relevant for your bio and how to express it.

2. Relevant author bio information

Many authors leave out important specifics. For novelists, these can be tidbits that infuse the bio with the writer’s personality. Nonfiction authors need details that establish credibility.

Typically, fiction author bios are more personal than those for nonfiction authors (other than memoirists).

Here’s a romance writer’s bio as an example. It has interesting, quirky details and personality. Don’t you love it? Let it inspire you.

Nonfiction author bios, on the other hand, should focus on the writer’s relevant credentials. This fitness book author does a nice job of emphasizing his qualifications to write on the subject:

“Jim Stoppani, PhD, received his doctorate in exercise physiology with a minor in biochemistry from the University of Connecticut. After graduation, he served as a postdoctoral research fellow in the prestigious John B. Pierce Laboratory and department of cellular and molecular physiology at Yale University School of Medicine, where he investigated the effects of exercise and diet on gene regulation in muscle tissue. For his groundbreaking research he was awarded the Gatorade Beginning Investigator in Exercise Science Award in 2002 by the American Physiological Society. From 2002 to 2013 Stoppani was senior science editor for Muscle & Fitness, Muscle & Fitness Hers, and Flex magazines. He is currently the owner of the JYM Supplement Science and jimstoppani.com.

Stoppani has written thousands of articles on exercise, nutrition, and health. He is coauthor of the New York Times bestseller LL Cool J’s Platinum 360 Diet and Lifestyle (Rodale, 2010) as well as Stronger Arms & Upper Body (Human Kinetics, 2009) and PrayFit (Regal 2010). He is also coauthor of the chapter “Nutritional Needs of Strength/Power Athletes” in the textbook Essentials of Sports Nutrition and Supplements (Humana Press, 2008). Dr. Stoppani is the creator of the popular training and nutrition programs Shortcut to Size and Shortcut to Shred, as seen on bodybuilding.com. Dr. Stoppani has been the personal nutrition and health consultant for numerous celebrity clients, such as LL Cool J, Dr. Dre, Mario Lopez, and Chris Pine.”

Including irrelevant information is a common author bio mistake

You might be tempted to confuse your author bio with your life story.

Don’t.

Your readers are looking for information that reassures them that you know what you’re doing. If you include every highlight of your life, you risk losing them by suggesting that you aren’t famiiar with “how it’s done.”

This bio for a self-published author of a supernatural thriller set in a farming community will help make this clear.

There isn’t a lot here that’s relevant to his book. Does where and when he was born matter? Or that he supported himself as a waiter while launching a short-lived acting career?

What would you have expected to read in the bio of an author of a mystery incorporating supernatural elements that takes place in a rural location?

The author bio featured above might have told us, instead, that the idea for the book came from a story he heard growing up. Perhaps he was inspired by his grandmother’s talk of her experiences as a medium. Or maybe he has read so many thrillers that his wife made him rent a storage unit for them.

In other words, there’s not much in his personal story that connects to the story he wrote. Focus on those specifics that will help us connect you to your story. And yes, show us your personality, too.

3. Features from bios of popular authors in your genre

Search for the best-selling, traditionally published books in your genre on Amazon, Bookshop, or BN.com and study their author bios.

Look for and note patterns. (I write them down when I do this.) They might relate to:

• Length
• Tone
• Personality
• Specificity
• Past writing successes, including best-sellers or awards

Then write yours so it reads like those of the top-selling authors in your field.

Author bio resources

While it’s easy enough to write your bio simply by incorporating these elements, you can also use a template. Reedsy offers one; so does Kindlepreneur.

You can also get a template and sample, along with several other author marketing templates and examples, in my Build Book Buzz Publicity Forms & Templates.

What counts is that you write an interesting, relevant author bio that’s in line with industry standards and norms. Think of it is a core marketing element that tells readers two things:

1. I understand book publishing
2. My book won’t disappoint you

Take your time with it. Show it to others. Then use it to help sell your book.

What’s the most important thing you need to communicate in your own author bio? Tell us in a comment!

(Editor’s note: This article was first published in December 2015. It has been updated and expanded.)

Your author bio is an important online press room element because it’s the only tool you have to make the case that you are the best person to write this book and to write it well.

This information is just as important for reporters, producers, bloggers, and meeting planners as it is for readers. They all need to know that your professional and personal history offer excellent credentials for your novel or nonfiction book.

A press kit bio is longer

While your book cover and sales page bio should be only two or three sentences, a good press kit bio can be longer if it makes sense. (I generally recommend that you write a long bio for your press kit first, then pull a short version for your cover and sales pages from that.)

But just because longer is okay doesn’t mean it should represent your life story. I’m often discouraged by the number of authors who write 1,000 words or more, beginning with something like this:

Joseph Smith was born in Tulsa, Ok., in 1970, the youngest of John and Mary Smith’s three children. His family moved to St. Louis, Mo., when he was 4. There, he attended Catholic schools, receiving the “best hair” award in his senior yearbook. He attended Madison College, where he met his wife, Annie. It was love at first sight. 

Unless these details are relevant to his book – if, for example, the book is set in St. Louis or about parochial education or men’s hairstyles – not much of this tells us why he’s the right author for this story.

Why are you qualified to write this book?

Whether you’re writing fiction or nonfiction, your author bio should focus on why you’re the best person to write this book because that, in turn, will tell us that:

• You know what you’re talking about.
• You’ve written a book that people will want to read.

Can it be entertaining? Sure, if that’s appropriate for your subject matter.

Can it be boring? For a press kit, that’s okay too, as long as the relevant information is there. The emphasis on press kit elements is relevant facts. Press kits are about news, not entertainment.

What to include

What should you include? Present any information that demonstrates your credentials to write this book. For nonfiction authors, that’s usually:

• Education
• Work experience
• Professional memberships
• Industry leadership roles
• Industry awards

For fiction writers, consider:

• Information that explains how you came to write this story – perhaps where or how you grew up, or your work experience
• Writing awards or acclaim
• Previously published works, including short stories and anthologies
• Fiction workshops or training programs you’ve presented to other writers

What to omit

What should you leave out?

Here’s a little tough love: We don’t care that you’ve dreamed about writing a book all your life.

Most authors have always wanted to write a book. That’s not unusual or special. In fact, as the self-publishing industry has grown, it’s become something of a cliché in bios.

And, really, as readers, we’re less interested in your dreams and more interested in how your book will contribute to ours.

With that in mind, keep the focus on why you’re qualified to write the book. Omit random details that don’t add to your credentials. (You might find a home for them on your website “About” page, though.)

Examples

Examples help, don’t they?

Nonfiction

Here’s one for nonfiction writer Mark Harris, author of Grave Matters: A Journey Through the Modern Funeral Industry to a Natural Way of Burial.

Mark Harris is a former environmental columnist with the Los Angeles Times Syndicate. His articles and essays have appeared in the Chicago Tribune, Reader’s Digest, E: The Environmental Magazine, Hope, and Vegetarian Times. His profile of a foster care community for Chicago Parent won a journalism award for feature writing. He is a member of the Society of Environmental Journalists. Mark lives with his family in Bethlehem, Pennsylvania.

For Grave Matters, Mark has been interviewed by Fresh Air host Terry Gross and appeared on CNN, MSNBC, ABC News and the CBC. His views on green burial and funeral matters have been reported on in the New York Times, USA Today, the Washington Post, Baltimore Sun, and People magazine, among others. Working with the board of the Fountain Hill Cemetery in eastern Pennsylvania, he established the first natural burial ground in the Lehigh Valley, Green Meadow.

He speaks regularly to college students, church congregations, hospice workers, home funeral providers, consumer-friendly funeral advocates, and funeral directors about green burial and funeral issues.

A graduate of Stetson University and the University of Chicago, Mark is an adjunct instructor at Moravian College and a Woodrow Wilson Visiting Fellow. His current book project focuses on green homebuilding.

You can see why Mark’s bio works well for his subject matter. It’s straightforward and professional, as it should be.

Fiction

Novelists are often better able to have a little fun with their bios, providing that a lighter tone is a good fit for the book and its subject matter. You can see novelist Travis Heerman’s personality peeking out of his bio:

Freelance writer, novelist, award-winning screenwriter, editor, poker player, poet, biker, roustabout, Travis Heermann is a graduate of the Odyssey Writing Workshop and the author of Tokyo Blood Magic, The Hammer Falls, The Ronin Trilogy, and co-author of Death Wind, plus short fiction pieces in anthologies and magazines such as Straight Outta Deadwood, Apex Magazine, Alembical, the Fiction River anthology series, Historical Lovecraft, and Cemetery Dance’s Shivers VII. As a freelance writer, he has produced a metric ton of role-playing game work both in print and online, including the Firefly Roleplaying Game, Battletech, Legend of Five Rings, d20 System, and the MMORPG, EVE Online.

He has a Bachelor of Science in Engineering, a Master of Arts in English, and teaches science fiction literature at the University of Nebraska Omaha. He has presented workshops on writing and publishing at the Odyssey Writing Workshop, Lighthouse Writers Workshop, Pike’s Peak Writers Conference, and Colorado Gold Writers Conference, and regularly appears at conventions across the U.S.

He enjoys cycling, martial arts, torturing young minds with otherworldly ideas, and monsters of every flavor, especially those with a soft, creamy center. He has three long-cherished dreams: a produced screenplay, a NYT best-seller, and a seat in the World Series of Poker.

Mark and Travis use different approaches to communicate that their author credentials are excellent. You also get a sense of each author’s personality, which is helpful.

When writing yours, focus on facts and relevance and skip the life history unless you have a solid reason to include it. Your author bio isn’t an encyclopedia entry. It’s a sales tool.

Resources

Before writing yours, be sure to also read “Avoid these 4 author bio mistakes” on this site.

Need more help? Build Book Buzz Publicity Forms & Templates has a template and author bio example. It includes templates and samples for all other author press kit materials, too.

Proud of your press kit bio? Link to it in a comment!

(Editor’s note: This article was first published in July 2011. It has been updated and expanded.)