Numbers may be the biggest thing in an accountant’s wheelhouse, but getting
people through the door often comes down to the right words in your bio. Here is how
to present yourself in a way that is powerful, succinct and engaging — whether
you are a CPA, a tax preparer, a bookkeeper or an enrolled agent.

Make it short and engaging

Attention spans are short. You have seconds to hold someone. Write your bio as if
you were the one looking for an accountant. How would you word it? What would
catch your eye? You will start with your name and title — the thinking goes into
what comes after.

Don’t use the first person

Social media runs on “I this” and “I that”. Bios do not.
Write in the third person, as though describing someone else: “John Davis is a
CPA at Ernst & Young.” From there you can get on with telling the world how
good you are.

Use active voice

Compare “John’s team was involved in the overhauling of the payroll
system” with “John’s team overhauled the payroll system.” The
second is shorter and the verb does the work. A quick check: search your draft for
“of”. Where you find it, there is often a passive construction to fix.

Update your social profiles

Most people use LinkedIn, but plenty carry a bio across other platforms too. Update
it in one place, then share it wherever you are active. When an employer or prospect is
scrolling, you appear — and if they happen to be looking, better still.

End strong

Marketers call it a call to action. Reimagined as the last line of a bio, it can
leave a lasting impression and prompt a reply: “John is actively seeking new
clients and is a phone call away at [number].” Whatever you choose, it should
sound like you.

A sample to start from

Sally Smith is a CPA and a Senior Accountant at ABC Company, a full-service tax and
bookkeeping firm in Home Town, USA.

John Jones joined ABC Company in 2000. In his current role he is a seasoned tax
preparer focused on international taxes — staying current with regulations for
foreign nationals living and working in the United States and abroad, alongside state
tax regulation in California and Florida.

Writing a bio that stands out takes a little time, and it is worth it. Present
yourself well and you get more traction, which turns into more business.