A Simple Guide to Writing a Great ‘About Me’ Page
Some people love to talk about themselves. Some people hate
As a one-person business, the About Page feels like a giant spotlight aimed directly at us. And it can be hard (+ awkward) to write about ourselves.
So before we go any further, I want to put something really important out there. Something that will hopefully make writing an amazing About Page for your website a hundred times easier.
Your About page is About Them,
Maybe you’ve heard this idea before, but let it sink in. Reframe how you’re thinking about introducing yourself to the world via this page on your website.
Thinking of your About Page like a bio often results in About Pages that don’t get read and don’t motivate your visitors to stick around and interact with your brand more.
That’s because a visitor on your website is only thinking about you and your business in terms of their own experience.
Your website visitor is in 100% self-focused mode. They are asking questions like “What’s in it for me?” and “Can this person help me solve my problem?”
The job of your About Page (and the rest of your website) is to give your visitor only the content they want + need and guide them through the process of getting to know your brand in a meaningful (for them) way.
A traditional bio-type About Page probably isn’t going to do that.
How to write an unusually great About Page
Instead of approaching your About Page like a bio and trying to cover all the details about yourself and your company, approach it like an important business proposal for a client that you’re just dying to work with.
Your goal is to show your visitor what’s in it for them, and why they might want to spend their time (and eventually money) with you.
To sweep them off their feet and close the deal, focus on these four things:
WHO YOUR SITE IS FOR:
Assure your ideal client that they are in the right place. Explain who you’ve built your company – and your website – to serve, and don’t be vague.
People want to know that your content and offers are a perfect match for them and that you’re just the thing they’ve been looking for. You can’t offer that reassurance to your ideal client if you’re also worried about leaving your non-ideal clients out of the fun (they’ll go elsewhere and find a brand that’s built to serve them. Win-win).
TELLING THE “HAPPILY EVER AFTER” STORY
It’s your job to activate your potential customer’s imagination and paint the picture of what their life would look like with your brand in it.
Talk about benefits – what do you help people accomplish, get more of, get rid of, feel like, or experience? What do people rave about after working with you?
BEING A TRUE ORIGINAL
Your brand is one of kind, not one-in-a-million, so tell your audience what sets you apart and why that’s good news for them. If you’re coming up empty, here are some writing prompts:
- What’s your company’s mission?
- What are you passionate about achieving through your work?
- What’s your signature approach? Do you have a unique process for working with clients? Do you have an unusual way of packaging and delivering your services?
- What’s your brand’s Point of View? Do you believe something about the type work you do or your industry as a whole that’s untraditional? Are you making waves, changing things up, leading a revolution, [insert your favorite catch-phrase here]?
Your About Page is all about your audience, but they are incredibly curious about the brains behind the brand (aka You).
Especially in a service-based business, people have to get to know you and feel like they can trust you before hiring you. Your website is a great place to make an excellent first impression.
If you’re getting nervous again about having to write about yourself, here’s an outline for you (just answer each question and presto! You’re done.)
What experience do you have in your industry and with the work you do?
Why are you good at what you do?
Why are you passionate about what you do?
What’s it like to work with you?
Do you have any proof that you can do what you say you can do (hint: this is a great place to include testimonials from previous clients, links to case studies, and/or a link to your portfolio or past projects)
Do This Next
Open a fresh Google Doc and set up the following outline:
Section One: Who’s this site for?
Section Two: Tell the “Happily Ever After” Story
Section Three: Explain What Makes my Brand and Original
Section Four, Part A: This is my experience in the industry and with the work I do
Section Four, Part B: This is what makes me good at what I do
Section Four, Part C: This is why I’m passionate about what I do
Section Four, Part D: This is what it’s like to work with me/us
Section Four, Part E: This is proof that I can do what I say (testimonials/case studies/portfolio/etc)
With your outline in place, set a timer for 20 or 30 minutes and start filling it in. Just write until the timer goes off. Don’t censor yourself. Don’t go back and rewrite things or search Thesaurus.com for a better word choice. Don’t even bother correcting spelling or grammar. Get into the flow and get the raw material out of your head and onto the page.
Next, walk away from it and let it sit for a day or two. Then come back and read what you’ve written. Make the changes you want and polish things up. Edit for spelling and grammar.
BONUS TIP: WRITE IN THE FIRST PERSON
3rd person bios are traditional and a lot of people wonder if they should write their About Page and bio this way to sound more professional.
If you want my advice, skip it and go for the more personal, friendly (and way less likely to cause your audience to tune out) first-person approach.
Write your About Page like you’re talking one-on-one with a single person (someone who would fit your ideal client profile). Image them sitting across the table from you. In this context, your writing will come across much more conversational, relatable, and easy to read.
BONUS TIP #2: WRAP YOUR PAGE UP WITH A CTA
CTA stands for Call to Action – and it’s the thing you want people to do next after reading your About Page. A CTA is often a link, button, or opt-in form.
Decide what the most useful next-step would be for a website visitor who’s just read your About Page. Should they read a specific blog post? Sign up for your email list? Look over your portfolio?
Make this next step clear (and easy) at the end of your page so you don’t leave people wondering what to do next, and so you don’t miss out on a valuable opportunity to keep the interaction going.
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