The dreaded About page. The About page is one of the most visited pages on any website. That comes as a shocker to most but it shouldn’t if you think about your own habits. It’s no surprise that readers and clients want to know the person behind the brand. If there’s one thing that makes most bloggers or business owners procrastinate when launching, it’s writing the About page.
I hate talking about myself as do most people. The About page falls in line with that sentiment. But it doesn’t have to be that hard folks! I’m going to give you the lowdown on writing a killer About page that’ll make your audience connect.You think the About page is all about you. No, the real reason readers visit your About page is about them. Click To Tweet
You may think the About Page is all about you…on the contrary. The real reason readers visit the About page is about them. They want to know your story and why you do what you do. Clients want to know what makes you qualified to help them. Why should they give their money to you vs. their 3rd cousin who will do it at a 70% discount? This is your chance to woo them.
There are a few elements, tips and tricks you must consider when writing your About Page. Let’s dig in!
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How Can You Help Me?
As I mentioned above, the main reason that people flock to your About page is to learn how/if you can help them? Tell them about your background, experience and education so they know why you’re the man/woman for the job. Give them insight as to why you’re passionate about what you do.
Did you go to school for graphic design? Have you traveled the world and found that your passion lies in travel writing? Tell them your “why” in a genuine, authentic way. You want them to feel a viable connection to you. Aside from qualifications, I recommend throwing in some personal information as well. You don’t have to get into much detail about your personal life but a few fun facts are fun. It lets the reader in.
Take a look at my “About Me” page. I’ve weaved in both personal and professional information. It’s a constant work in progress for me. That’s the great thing about all of this…nothing is set in stone.
We Want to See Your Face
If you don’t have a profile picture on your About page, you need one like yesterday. As an introvert, I can understand wanting to stay out of the spotlight. But if you’re a successful business owner, (and hopefully you want to be) you’ll be out there in one way or another. You can’t hide forever. I certainly want to know who I’m interacting with or potentially hiring. Your audience does too.
I recommend getting some professional pictures taken. If you don’t have the time or money, you can also take one with your camera or smartphone. The background shouldn’t distract from your lovely face. Keep in mind that it doesn’t have to be Vogue quality but it shouldn’t be shoddy. Check out this article from Hubspot for tips about taking pictures with your smartphone.
Tip: Use good natural lighting and remove all clutter from the headshot
What’s the Tone?
The About page doesn’t have to sound like R2D2 of Star Wars. As a matter of fact, it shouldn’t be robotic at all. Have fun with it. Let your hair down. Play around with your tone and voice. Write a couple of funny quips and see how you can insert them into your text. But only if that’s your personality. If it’s not your personality, then disregard the previous sentences…ok? The key here is to be genuine. I’m a silly jokester so it’s only natural that my blog exhibit that side of me at times.
Tip: Write your About page in first-person (third-person can be creepy), especially if you’re a solopreneur. It humanizes you.
Of course, some of this is dependent on your company and industry. A photographer may have more creative leeway than an accountant. Regardless, you want to make sure that your potential clients or readers feel like they know and like you. A relatable tone and voice will do some of the work for you. Clients generally want to work with people they like. All things being equal (i.e. quality work,) they’ll go with the more “likable” person.
If you’re just starting out in your business, your tone may not be defined just yet. You shouldn’t let that stop you from writing your About page. However, I do encourage you to do a little homework to discover your brand voice. This will make the process of writing a bit easier. Once you define the tone and voice of your brand, carry it through to your About page and the rest of your copy.
As you can see, the About page can serve many functions depending on your business. It’s intimidating to put yourself out there but look at it as a fun little project. Ask your family and friends for words to describe you and start there. There are certain pages on our websites that are never truly “done”. The About page is certainly one. I tweak my own page from time to time. Happy writing peeps!
If you’d like me to give your copy a facelift, then give me a holla.
Does writing your About page give you anxiety?