The Data-Backed Way To Write The Perfect Campaign Website Bio

The most effective campaign website bio sits in a Goldilocks zone of just the right length and just the right readability. Those are the two main takeaways from our latest research report studying campaigns’ Digital Readiness. 

Using a collection of bios from more than 5,000 campaigns, we looked at metrics like length, readability, POV, sentiment, creativity, and uniqueness to see how they correlate with electoral performance. When you control for other factors like incumbency and competitiveness, two big takeaways emerge:

Campaigns with bios between 400-600 words in length performed better than those with more or less, indicating a sweet spot between bios that are too thin and those that are sprawling resume dumps.

Bios that have a Flesch Reading Ease score between 45-57 also correlated with better election outcomes. When bios were too easy to read (like slogans) or too hard, performance declined. 

This research builds on our earlier findings about Digital Readiness that reveal what a campaign does online translates into real-world electoral outcomes. While each of these effects may be small by themselves, when stacked together by an effective campaign, it can mean the difference between winning and losing. 

Read the full report here to learn more and see what other factors to consider when writing your campaign’s website biography.