Lead the reader directly to the music. Recording artists, songwriters, performers and producers all benefit from well-written bios. Unsigned artist bios often spotlight personalities, histories and creative processes. The bio must be honest, but the truth should also sound as good as possible. Never mistake hype for substance.
Some people can take their own pictures and design their own logos, too.
But if you're an artist, you probably know how difficult it is to be objective about your music and career. Usually one page. Beware the hackneyed cliche, the imprecise metaphor, the goofy, strained adjective. The bio must lead the reader to his own conclusions. Telling a reader what to feel or think may lead to the exact opposite impression.