Let’s play a game. Go to LinkedIn, search for someone in your industry, and read their bio.
Chances are, it’s a long-winded career history that says nothing about why they do what they do or who they help.
If your LinkedIn bio follows that same pattern, you’re leaving leads, opportunities, and connections on the table.
In this article, we’ll show you how to turn your LinkedIn bio into a powerful tool for attracting the right people—with clear, actionable steps and real-world examples.
Not too long ago, LinkedIn was just a fancy online resume. But that’s not the case anymore.
Today, LinkedIn is where business happens. People are networking, closing deals, landing clients, and building personal brands that bring in business opportunities.
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📖 New to networking? We’ve got a guide on how to network with tips for beginners and savvy entrepreneurs. |
With over a billion members worldwide, LinkedIn has become a valuable platform for small business owners looking to grow their network and reach more customers. But just like any other social media platform, blending in won’t get you noticed.
You need an angle. A voice. A story.
So, your LinkedIn bio currently reads like a dry corporate blurb—or worse, if you don’t have one at all—it’s time to fix that ASAP.
A strong bio instantly tells potential clients who you are, what you do, and how you can help them. It builds credibility, sets you apart from the competition, and makes it easier for people to trust—and buy from—you. That’s important especially if you use LinkedIn to generate leads.
Most LinkedIn bios fail because they’re either too vague, too formal, or just plain boring. If your bio is a copy-paste of your resume or full of industry buzzwords, it won’t work.
Your first two lines are critical. Why? Because LinkedIn only shows the first few sentences before cutting your bio off with a “See more” link. If your opener is weak, people won’t bother clicking.
How to write a strong hook:
Just like this “About” summary section by Erika G. Musser 👇
Just like Google, LinkedIn is a search engine. People search for keywords like “business coach,” “freelance B2B copywriter,” or “event organizer.” If those words aren’t in your bio, you’re pretty much invisible.
How to optimize your bio for search:
Check out Kiran Shahid’s bio—she strategically includes the search term “B2B SaaS copywriter” to ensure her profile appears when potential clients search for that keyword on LinkedIn.
Look, nobody came to your LinkedIn profile for your life story. If your bio is like a never-ending monologue about every job you’ve ever had, every client you’ve worked with, and even the time you sold lemonade as a kid—cut it down.
People have short attention spans. Say what needs to be said—who you help, how you help them, and why it matters.
Also, where possible, provide hard data to back up your results and prove your expertise in your field of work.
Walls of text? They won’t work either! People skim before they read, so your bio should be structured in an easy-to-digest way.
Break your bio into short paragraphs and bullet points so key takeaways pop.
For example:
“I help small business owners land clients on LinkedIn—without ads or cold outreach.
How I do it:
Want to work together? Let’s connect!”
That’s how Sam Szuchan structures his 👇
It’s absolutely fine to use emojis if you want to. They can make your bio more engaging and approachable. Just use them in moderation. Too many can make your profile look unprofessional or cluttered!
When somebody clicks on your bio to read it, you need to guide them to the next step. Wrap up your LinkedIn bio with a clear CTA so they know exactly how to connect or work with you.
CTAs to consider adding:
Check out how I added a CTA to my LinkedIn bio 👇
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📅 Want to add a booking link to your LinkedIn profile but don’t know how? We’ve got you covered with a step-by-step guide! |
There are also some things you shouldn’t do when it comes to your bio. Let’s unpack them 👇
Your LinkedIn bio is not your resume. You shouldn’t list every job you’ve ever had or outline your career progression. Potential clients don’t care about where you worked ten years ago—they care about what you can do for them right now!
When you treat your bio like a resume, you miss the chance to connect with the right audience. Your work history belongs in the “Experience” section of your profile, not your bio.
Nothing makes people tune out faster than a LinkedIn bio full of industry buzzwords and vague corporate language. Phrases like “leveraging cross-functional synergies” or “delivering scalable, impact-driven solutions” don’t actually say anything—and they certainly don’t make you stand out.
People connect with clarity, not complexity. The best bios feel personal, approachable, and easy to understand. If your bio sounds like a press release, rewrite it as if you were explaining what you do to a friend over coffee.
By the same token, if you have "ninja," "rockstar," or "thought leader" in your title, you’re probably turning people away. Self-proclaimed status doesn’t build credibility—your content and results do.
Instead of using flashy, self-proclaimed labels, be specific about what you do and who you help. A good title should communicate your expertise in clear, practical terms. Think about what someone searching for your services would actually type into LinkedIn.
Now that you know what to include (and what to leave out) in your LinkedIn bio, let’s get practical.
In this section, we’ll break down real-life bios and highlight key takeaways you can use to enhance your own.
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📚 Need help landing new business? After you write a stellar LinkedIn bio based on all the examples below, don’t forget to check out our guide for how to get clients! |
We mentioned Erika above in the best practices section. This time, let’s explore her full bio. She does quite a few things well, which you can use to inspire your own bio summary.
Why it’s great:
✅ Starts with a strong hook: Opens with “I used to hate LinkedIn”—an unexpected statement that immediately grabs attention.
✅ Clear value proposition: Quickly establishes what she does (helps founders find their voice) and why it matters (credibility, trust, and opportunities).
✅ Client-centric approach: Instead of just talking about herself, she outlines what her clients gain from working with her.
✅ Social proof: Uses real client testimonials in an engaging format, reinforcing her expertise in a way that feels authentic.
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✨ How to use this example to improve your own bio:
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Erika owns her voice—she doesn’t try to sound corporate, and that’s what makes her stand out.
Brian Gallagher is a coach for solopreneurs. Check out his bio to discover clever tactics you can apply to your own “About” section.
Why it’s great:
✅ Speaks directly to the reader: The second-person (“you”) format makes the bio feel like a personal conversation.
✅ Uses an emotional connection: Clearly articulates common frustrations (long hours, lack of control, fear of layoffs), making the reader feel understood.
✅ Presents a clear solution: Shifts from problems to possibility—outlining what life could look like if they follow his framework.
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✨ How to use this example to improve your own bio:
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The structured storytelling approach (pain → solution → action) makes Brian’s bio incredibly persuasive.
If you're a financial advisor looking to refine your bio, Jonathan Carling’s "About" section is a great source of inspiration.
Why it’s great:
✅ Starts with a question that gets you thinking: Instead of a typical intro, Jonathan kicks things off with a question about how much businesses could save by outsourcing finance—and even better, he provides a tool to find out.
✅ Hits on real business frustrations: He calls out the struggle of hiring, training, and managing an in-house finance team, making the reader realize just how much of a headache it can be.
✅ Makes outsourcing feel like the obvious choice: Instead of pushing a hard sell, he lays out the pros and cons so clearly that the solution sells itself.
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✨ How to use this example to improve your own bio:
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Finance jargon can be complex, but Jonathan breaks it down into simple terms, directly addressing his target audience's pain points with clarity and precision.
Another financial advisor’s bio example is by Melissa George. She uses her profile to highlight her vast experience, commitment to financial planning, and dedication to helping clients—especially female entrepreneurs—build long-term financial security.
Why it’s great:
✅ Client-first positioning: The bio leads with a client-focused approach, showing dedication to helping individuals secure their financial future rather than just listing credentials.
✅ Niches down with a unique angle: By emphasizing a specialization in female entrepreneurs, Melissa differentiates herself in a crowded industry.
✅ Includes a clear CTA for lead generation: Instead of leaving potential clients wondering how to reach out, she offers a free 30-minute consultation with a direct booking link.
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✨ How to use this example to improve your own bio:
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All in all, if you’re a financial planner or advisor looking to position yourself as an industry leader and trusted partner, this is a strong example to follow.
If you’re a recruiter, HR leader, or talent acquisition specialist looking to refine your LinkedIn bio, Anna Sieniawska’s profile is a masterclass in combining credibility, expertise, and personality.
Why it’s great:
✅ Starts with a strong hook: Right away, Anna makes it clear—she helps businesses build, lead, and grow remote teams.
✅ Feels professional but still human: She’s got 20 years of experience in international hiring (impressive!), but instead of sounding robotic, she writes like a real person.
✅ Proves she knows her stuff: From global hiring to coaching and leadership development, she lays out exactly what she brings to the table.
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✨ How to use this example to improve your own bio:
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Emma Castle is a specialist recruiter in the events and experiential industry. Her bio is a great example of how to blend passion, personality, and expertise.
Why it’s great:
✅ Emma’s enthusiasm shines through: You can tell she loves what she does. Her passion for connecting people to the right roles makes her instantly likable and relatable.
✅ Focuses on relationships, not just recruitment: She makes it clear that she’s not just shuffling CVs—she’s building real connections with both candidates and clients.
✅ Shows deep industry expertise: From working with Microsoft, Isabella Blow, and James Dyson to organizing high-profile events, she brings first-hand knowledge of the industry she recruits for.
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✨ How to use this example to improve your own bio: Use past experience to build credibility. Emma’s work with big names in the events industry makes her more trustworthy and relatable to candidates and clients alike. |
What we particularly love about her bio is that it feels like a conversation. She writes the way she’d talk, making it easy to connect with her on a personal level.
If you’re looking for a perfect example of storytelling done right, you should check out Matthew Gover’s bio. He’s a freelance iGaming content writer and copywriter who’s turned his passion for writing into a thriving freelance career.
Why it’s great:
✅ Leads with a personal story: Instead of a stiff introduction, Matthew starts with a narrative about his journey into iGaming writing, making his bio feel natural and engaging.
✅ Backs up his expertise with brand credibility: He name-drops LeoVegas, BetinAsia, and JeffBet, instantly showing he’s worked with top players in the industry.
✅ Makes it easy for clients to see his work: He directly tells potential clients where to find his portfolio and invites them to check out even more samples.
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✨ How to use this example to improve your own bio:
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Overall, the tone is warm and confident. He sells himself without sounding salesy.
Another great LinkedIn bio example is by Paula Castillo, a freelance photographer and community manager who blends her passion for visuals with content strategy.
Why it’s great:
✅ She sells the experience, not just the service: Most photographers talk about lighting and angles—Paula understands that getting photography clients is all about making people feel comfortable, helping them project confidence, and making the process enjoyable. That’s what actually gets people to book.
✅ Bridges the gap between photography and content strategy: She understands that photos alone aren’t enough in today’s digital world. She’s not just shooting headshots—she’s creating content that helps businesses grow.
✅ Breaks down exactly how she helps: Instead of vague buzzwords, she gives a clear list of services, making it easy for potential clients to know exactly what they can hire her for.
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✨ How to use this example to improve your own bio:
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Gareth Marlow is a leadership team coach who also uses YouCanBookMe to grow his coaching business and save time. Here’s his LinkedIn bio:
Why it’s great:
✅ Client-centric & action-oriented: Every sentence speaks directly to potential client’s pain points—growth, delegation, team alignment, execution, and leadership development.
✅ Case study for social proof: Adds a real-world example with a clickable link, giving potential clients tangible proof of his work.
✅ Strong CTA: Ends with a clear and low-pressure call to action—offering a free consultation with no hard sell.
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✨ How to use this example to improve your own bio:
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This bio is concise yet loaded with value—no wasted words, just direct solutions to leadership challenges.
If you’re a freelancer or content marketing expert looking to craft a compelling LinkedIn bio, Mitt’s profile is a great example of how to blend authority, results, and personality.
Why it’s great:
✅ Clearly explains the problem and solution: Breaks down why traditional content marketing isn’t enough anymore and presents his unique strategy as the fix.
✅ Uses a powerful client testimonial: A detailed testimonial from a co-founder reinforces his ability to drive both revenue and traffic, making his results undeniable.
✅ Ends with multiple ways to connect: Makes it easy for potential clients to reach out via DM, website, or email.
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✨ How to use this example to improve your own bio:
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In short, the testimonials + brand mentions combo makes this bio highly persuasive.
If LinkedIn isn’t your place for pulling leads but you still wanna keep your profile looking professional—maybe for networking or career progression—here are a few solid examples from different pros and business folks to help you out.
Rob Lipsett is a YouTuber and fitness coach. Here’s his bio that perfectly blends personality, purpose, and credibility.
Why it’s great:
✅ Perfect for those without a specific LinkedIn strategy: Not everyone uses LinkedIn with a strict business goal, but that doesn’t mean you should leave your bio empty. Rob’s approach is great for those who want to establish their presence, showcase who they are, and let opportunities come naturally.
✅ Rob demonstrates instant credibility: He leads with Ireland’s #1 Fitness YouTuber, Best-Selling Author, and Entrepreneur, establishing authority immediately.
✅ Inspires rather than just sells: Instead of pushing services, he focuses on motivation, discipline, and helping others succeed in both fitness and life.
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✨ How to use this example to improve your own bio:
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Isabel Villarreal is a content marketing manager with a background in journalism. Her bio is a great example of how to position yourself for career growth and future professional opportunities—not just attracting clients.
Why it’s great:
✅ Perfect for professionals looking for career opportunities: Unlike freelance or consultant bios, Isabel’s profile is structured for networking, career progression, and positioning herself as a high-value hire.
✅ Clearly defines her expertise across industries: She highlights experience in manufacturing, finance, retail, tourism, education, and media, making her an attractive candidate for diverse opportunities.
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✨ How to use this example to improve your own bio:
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By now, you’ve seen what makes a great LinkedIn bio and how to craft one that attracts the right clients. The key? Keep it focused on them, not just you.
Your bio won’t be perfect on the first try, and that’s okay. Keep refining it, and soon you’ll start seeing more interest in your services.
When that happens, you’ll want an easy way to schedule discovery calls without the endless email chains. That’s where YouCanBookMe—a seamless online scheduling tool—can help clients book time with you without the back-and-forth emails.
Try YouCanBookMe for free today!