The About Page is hard to write, because it’s not easy communicating your value to your target audience, and differentiating yourself from the competition.
Your About Page has to give your audience an insight into who you are, what you have to offer and why they should care.
The About Page is the most visited page on websites and the most important, because prospects decide whether they want to work with you or not after reading your About Page. So it’s worthwhile spending significant time and money to get it right.
It’s important to think clearly about your core message and values, your niche and your target audience before you start writing your page.
What is your core message? What problems are you helping your target market solve? What dream are you helping them achieve?
What are your core values? In today’s online world, it’s important to communicate authentically, otherwise no-one is going to believe you. We’re all sophisticated Internet users now and we can spot a fake a mile away.
Research your industry and identify what is happening. What needs are not being met? What trends are happening? What are other businesses doing? How can you do things differently? What is your unique selling proposition? What are the benefits of doing business with you?
Why do you do what you do? How can you create a tribe of people that can get behind you because they believe in you and what you have to say?
Simon Sinek in his TED talk says people don’t buy what you do, but why you do it.
12 STEPS FOR WRITING YOUR ABOUT PAGE
#1 Write in the First Person
Write in the first person and write like you speak so you can connect with your audience, establish rapport and build trust. Most people prefer to read first person stories from those they want to get to know. However there are some great About Pages written in the third person, such as the page of Tim Ferriss.
#2 Get Your Audience’s Attention
Write a bold statement about what you think, believe and value.
#3 Introduce Yourself
Tell us your name, what you have to offer and why we should care.
#4 Write for Your Audience
You need to know who you’re talking to. Who is your ideal customer? What is their urgent problem? What is he/she passionate about.
#5 Add a Professional Photo
Build trust by adding a professional photo of yourself to your About Page. A close up, head and shoulders shot works well, because we love to look into other people’s eyes.
#6 Tell the Story of Your Journey
Tell the story of your journey, so you can help people understand how you know, what you know. Explain the turning point that lead you to where you are today and any obstacles you had to overcome to get there.
#7 Tell People How You Can Help Them
Be specific about what you have to offer and why we should care. Add some testimonials so we know what it’s like to work with you. Remember to add links to your products and services.
#8 Use Video
If you use video on your About Page, make it short and interesting, and add some text for the readers in your audience.
#9 Add a Contact Link
You want potential clients to get in touch, so give them an email address.
#10 Use Social Media
Link to the other places your audience can find you on the web.
#11 Research Pages of Successful People
Some of my favourites are: Marie Forleo, Leonie Dawson and Jenna Soard. When you’re seeking inspiration, remember that your audience wants to see you on the page, being you.
Get some ideas from the experts, but remember to use your own words and communicate your core message and values.
You can see my About page here.
#12 Include a Professional Bio
If it fits with your brand, include a professional bio at the end of your About Page. This is usually written in the third person.
Writing an About Page is not easy. That’s why copywriters and brand strategists exist. However the About Page is the most visited page on websites and the most important, because prospects decide whether they want to work with you or not after reading your About Page.
If your target audience doesn’t know who you are and what you’ve got for them, you’re not going to make any sales of your products and services. So it’s worthwhile spending significant time and money to get it right.
Some people think their partners are better writers than them and ask them to write their About Pages. While your partner may be a better writer than you, if your partner doesn’t know how to write for your target audience or how to tell your story in a way that resonates with them, you’ve got a problem.
I have a solution for you. I am an expert in archetypal branding and storytelling. I can write an About Page that will captivate your target audience.
I help you tell your story in your unique voice and style and together we discover your brand mentor archetype and slogan that results in a powerful connection with your tribe or target audience.
Here’s what Brock Bowen had to say when I wrote his About Page.
If you would like me to write your About Page, click the About Page Written by a Pro graphic.
Send me a message via my Contact form.
Or send an email to firstname.lastname@example.org
I’d love to hear from you.
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