Content Marketing
Across industries, the bio page tends to be one of the most visited next to the home page. Here at BankBound, we find that our clients’ “Meet Our Team” pages tend to rank in the top 10 landing pages each month. So, what does that mean for your financial institution? Strong lender and team member bio pages can support your SEO efforts, build personal connections with customers, establish trust and credibility for your brand, and drive goal completions such as click-to-call, click-to-email, and click-to-loan applications. It’s worth investing time and energy in building a solid “About Us” page. In this article, we’ll show you how with these tried-and-true tips!
Create a survey for team members to complete.
Streamline the bio page process by first building a survey to collect details about your lenders and other team members. You can use a form-fillable PDF or an online survey tool to easily collect this information.
What if my team is too busy to fill out a survey?
Get buy-in from team members by explaining the benefits of the bio survey:
- Specific details are more engaging than general information.
- Gives you a chance to highlight accomplishments and achievements.
- List hobbies and other fun personal details to be relatable.
- With a digitally-engaged customer base, your bio page is often your first impression.
- Customers want to know the person behind the contact information before they call or email you.
What to ask on the bio survey
A good biography page should include a professional image and some personal details, as well as the standard contact information. Listing hobbies and community involvement can make your lenders and bankers appear more personable and relatable.
Here are some of the questions we include when sending bio surveys to our clients:
- What is your experience in the financial industry? How many years have you been at this particular bank or credit union? In this specific job?
- What are your job responsibilities? Mention specific areas of expertise.
- Mention any leadership roles you have at your financial institution.
- What impact have you had externally or internally in your role?
- List individual achievements and any awards received
- Describe your values and vision for your job.
- What is your official or preferred job title?
- Do you specialize in certain types of loans, accounts, or products and services?
- Provide a brief overview of your education, if relevant.
- Which town or city do you live in? Years here?
- Name any family members you’d like to mention, such as a spouse and children.
- Name any local non-profit organizations you’re involved with.
- Do you belong to any professional groups?
- What do you like to do in your free time?
- What do you find most rewarding about your job?
- What advice would you give to new or prospective customers?
How To Turn Surveys Into Bio Pages
Once you’ve got the completed surveys back from your team members, it’s time to consolidate that information into 2-3 short paragraphs for each person’s bio page.
Each lender or banker’s bio page should clearly communicate what they do, what category of customers they serve, and the impact they’d made in their job or field.
Review the bio pages on your website at least once a year to make sure the information is still accurate and up-to-date. Obviously, any team members who have moved on should have their pages deleted.
Be mindful of your target audience and write to them. For example, business customers have different needs, concerns, and pre-existing knowledge than personal customers. The same thing goes for homebuyers vs. wealth management clients and so on.
Localizing bio pages is also important for SEO. Naming the branch location where the person works is helpful, as is mentioning town names with hobbies, charitable work, etc.
Best Calls To Action For a Bio Page
Prospective customers are more likely to contact a team member or begin a loan application when that information is available on the page and the action is easy to take. So, include your contact information but make phone numbers and emails clickable from a mobile device. You could also include a link to an online loan application if your financial institution has the capability. For people viewing your website from a laptop or desktop computer, a “contact us” form can be an easy way for them to take the next step. One of our clients recently had 49 goal completions on their “Our Team” page in one month alone.
Need help with your digital marketing goals?
Creating team bio pages can be time-consuming, especially when most bank marketers already have a very full to-do list. Take the stress out of getting great copy for your bank website—use a full-service agency like BankBound with professional, experienced writers on staff to meet all your copywriting needs. We offer a full range of digital marketing solutions including content. Contact us to learn more!
