How to write professional team bios
What is a team bio and why do we like them?
A team bio is a short biography of someone who works on your team. It adds a splash of human personality to your website, which is increasingly important with the rise of bland, AI-generated content out there.
It’s also a fab way to showcase your organisation’s PoV (point of view), which is all about expressing who you are to audiences and what’s important to you as a business. According to HubSpot’s 2026 State of Marketing Report, this is one of the very best ways to stand out beyond your competition.
Apparently, people are also spending longer reading ‘About us’ and ‘Meet the team’ pages, which Black Lab Digital reckons is down to clients taking more of an interest in the people they could be working with.
It makes sense, really: we trust a company better when we feel that they’re genuine people with real experience. And the easiest way to prove that? Some banging team bios.
How to write a great ‘Meet the team’ page
In my experience, writing team biographies is one of those things that makes people’s toes curl a little. Many of us hate writing about ourselves and struggle to know where to start.
Do we just talk about our expertise? Should we be a little playful? Do we want to come across as a bit ‘out there’? Oh wait, did that sound too cheesy? WHO EVEN AM I????
It’s a spiral that’s fully understandable and 100% relatable.
But the truth is, beyond a few key ingredients, how you write your team bios is going to vary considerably depending on your organisation and brand ToV (tone of voice).
So, instead of giving you a template (which will only make you sound like everyone else – and who wants that?), I’m going to talk you through the key questions you should be considering when writing up your ‘Meet the team’ biographies. Once you’ve worked through these, you’ll be ready to get cracking writing up some smashing team bios, I promise.
Four things to consider when writing team bios:
What purpose do you want your team bios to serve?
What ratio of professional-to-personal should you go for?
What (and who) should you include in a team bio?
How long should they be?
Is a team bio always appropriate?
Let’s jump in at the top.
What purpose do you want your team bios to serve?
Asking ‘why am I actually doing this; what do I want to achieve?’ is always a good start when writing any sort of copy or professional content. It informs everything that happens next.
Here are a few different reasons why a business might want to create team biographies:
Appearing more approachable. A ‘Meet the team’ page shows you’re not just a faceless company. More than that, it can demonstrate that you’ll be friendly and easy to work with, which goes a long way.
Spotlighting expertise. Team bios are the perfect place to describe the experience the people in your company have. I bet you and your team have some impressive accolades, so now’s your chance to shout about it.
Developing your brand. Some businesses use team biographies to showcase their brand PoV and ToV, which helps stakeholders know what sort of company they’ll be working with and whether it’s the right fit.
Making communication easier. Listing team members and writing a little bit about them helps stakeholders know who to contact and who they’re speaking with should they get in touch. It’s one of those extra details that creates a good first impression.
Fostering a team spirit. Having a dedicated space on your website to talk about how brilliant each member of your team is can be a real morale boost for staff. Plus, it helps people in your company feel part of a community.
Creating more ways to be discovered. Let’s face it, content builds opportunities to be found online and team bios are no different. Anyone googling one of your team members, for instance (perhaps because they want to work with them), will be shown your website in the search results.
You might want to do all of these things through your ‘Meet the team’ page, but knowing what your focus is will help you to position your team bios in the right way.
How professional or personal should a team bio be?
It’s the big question. But, now you’ve had a think about why you’re writing team bios in the first place, it should be a little easier to answer.
If, for example, your main purpose is to highlight expertise and experience across the team, then you’ll want to lean more on the professional information side.
That doesn’t mean you can’t share snippets of personal info too – like the person’s favourite thing about working at the company or some fun facts about who they are away from the desk – but I’ve seen team bios which consist solely of a one-line sentence describing everyone’s party trick. Something like that wouldn’t cut the mustard if you want to show off your experience, although for the business in question it was perfect.
(Side point: remember, sharing career experience doesn’t have to be dull and dry. A good writer will bring out your expertise in a way that’s engaging and true to your ToV.)
The one-line-party-trick example is quite extreme. Most organisations will strike a balance.
I’ve written team bios for a company that just wanted an extra sentence at the end of each biography that told readers who they were outside of work. It fitted brilliantly with their professional, approachable ToV. Others might share personal info that’s related to the industry they work in. For instance, I’ve seen editors for outdoor magazines talk about their love of cycling in their team bio.
There’s no one-size-fits-all here, so be guided by what sort of a business you are, who your audience is and why you’re writing the bios in the first place.
What (and who) should you include in a team bio?
Okay, so we know there aren’t hard and fast rules, but what could you include in your team bios if you wanted to?
Most businesses will pick and choose from any number of the following, although, let’s be honest, the top one is fairly essential…
Name and job title
How long they’ve been on the team
What they do day to day
What their experience is
Some career highlights
Why they love their job
What they do outside of work
How you can contact them
You might not want all of these elements, but if you just need to get something down on the page and kick things into gear, responding to these prompts is a great place to begin.
Once you’ve done that, you can always chop and change what info you include based on how it’s sounding. Does it feel too corporate? Is it too long (we’ll get onto that)? Does it sound like you’re oversharing? Maybe you don’t want individual members to be contactable. Etc. etc.
The other question to explore at this point is who to include?
If you’re a small team of three, you’re probably popping everyone on the ‘Meet the team’ page. If you’re ASDA, you’re unlikely to be listing the 150,000 people employed by your company, including Gerald down the cheese aisle.
I’ve worked for clients who just want to include the senior leadership team, but I’ve also seen pretty big companies listing dozens of staff members across their departments. If you’re going to do that, some sort of filtering system is probably a good idea, but otherwise there’s no reason you can’t have the whole gang on your website.
How long should a team bio be?
You’ve no doubt spotted the general theme here, so zero prizes for guessing that the answer is: it depends what you’re going for!
Some businesses might choose to share a couple of sentences to bring out their team’s human side. Others might have a full paragraph for everyone, giving a bit of back story on people’s roles and achievements.
Realistically, though, each bio shouldn’t be more than two or three brief paragraphs.
Dense chunks of text are off-putting and sometimes entirely unreadable, so keep things concise wherever you can. Writing is much easier to digest when it’s broken down into smaller parts.
It’s also a good idea to keep the length of your biographies fairly consistent across the board, rather than having Mary in Marketing’s bio two sentences long, while Gary in Graphics has three whole paragraphs to himself.
Keeping your bios a similar length looks more intentional and makes things fair across the team.
Is a team bio always appropriate?
There are certain times when sharing information about your team might not be the best move.
Not everyone feels comfortable having their name and contact details online, even for work purposes. This is especially important to consider if anyone on your team handles sensitive or controversial topics. If you work in a law firm or for a politically active charity, for example, sharing staff details on your website could make your team vulnerable.
You may also have staff members who simply don’t want their information, including where they work, available online for personal reasons.
Always give people the choice of opting out of a ‘Meet the team’ page, and remember to ask for permission from staff members before you share anything about them online, especially photos.
A few suggestions to help your team bios stand out
To round things off, here are a few ideas that should make the whole team bio process a little easier.
One of my favourites is to create mini fact files for each member of your team, asking them to fill them out. That way the info is easy to read, consistent and eye-catching.
You might include sections such as:
Name:
Job title:
Summarise your job in 15 words:
Favourite day of the week:
One thing you wish you’d known 10 years ago:
You get the idea. You can be as playful or as serious as you fancy.
You could also:
Ask staff members to write each other’s bios to avoid that ‘ick’ feeling of writing about yourself (and probably resulting in some lovely, positive content about each other!).
Present the biographies in first person to make them feel less removed and more personable.
Record a ‘meet the team’ video. You could interview staff members or write out a script depending on how your team’s feeling…
Ask a freelance copywriter to drop in and help you out.
That’s me, by the way…! Feel free to send me a message if you’d like support writing team bios from yours truly.
P.S. I’m here to help with any element of your written content – from website text and e-newsletters to printed brochures and adverts – so, whatever it is, let’s have a chat.
