Here’s How To Craft the Perfect About Me Page
The About page is often one of the most visited, and undervalued, pages a website can have. Usually gaining the second most visits (after the home page) on your entire website, it is essential that you 1.) actually have an About page, and 2.) have it written in a way that connects with your audience and entices your readers to action.
There are so many ways that businesses can handle their about page.
- Some have it all about them.
- Some have it all about you.
- Some treat it as a sales page.
- And some people just see it as a place to list their credentials and move on.
So, what’s the best way to tackle your About page? My solution is to take a little bit of each and combine it into an About page people will actually love to read.
Backstory + Introduction
First, your about page is definitely an area for backstory, but if you put the focus solely on yourself and don’t talk about what you can do for your clients and customers you are doing yourself a disservice. It’s true that your readers want to learn more about you when they visit your About page. They want to know your history, your values, and what exactly qualifies you as the expert you claim to be.
Of course they want to know those things. By highlighting who you are and what exactly you bring to the table you are increasing the trust factor. The readers will begin to see you as a qualified provider, pushing them one step closer toward the sale. Here are a few factors to integrate into your backstory and introduction:
- What’s the story behind your brand?
- What’s your mission/values driving your business?
- What are some of the key milestones that brought you here?
- Why are you different than your competitors?
These elements are all very important and help your audience understand the mind behind the brand. However, that’s not necessarily what your readers are here for. They are here for a way to connect.
Identify + Connect
Often what readers are looking for when they come to your about page is to see how you can help them exactly where they are at. They want to know how your unique services or products will help them, and if you have helped others like them.
This is why it is essential to focus on your customer needs.
What problems are your clients currently facing? What are their struggles, pain points, challenges and areas of frustration? Make it obvious to your reader that you understand the struggles they are facing, and that you have the solution.
Before you ever write even a single word of your About page, it is very important to have this in-depth knowledge about your audience. When you are able to identify and connect with them on a deeper level, the solution you provide will resonate even louder.
Experience + Qualifications
We all hate seeing a LinkedIn-esque list of credentials and experience taking up an entire webpage, so be sure not to take this section too far. You want to prove to your readers that you have the qualifications to back you up as a professional, but what you don’t need is a never-ending scroll of every award, mention, and certification you have ever received.
Highlight the ones that are most important, and those that are most likely to align with your audience. Adding testimonials into this section is also a nice touch that helps readers know you are a trusted source and have provided results for others in a similar situation.
Finish It Off with a CTA
Once readers have finished connecting, learning and identifying with your brand, you need to be able to direct them further down the pipeline. A call-to-action on your About page can entail a variety of different actions:
- Signing up for your newsletter
- Following you on social media
- Downloading a free ebook or resource
- Directing them to your services page
- Directing them to your contact page to book a strategy session, etc
Decide what best aligns with the goal of your business and what seems to be the best way to keep you top of mind.
Extra ways to blow your About page out of the water:
- Paint a picture and be descriptive. Don’t be afraid to be honest and vulnerable. You will draw in the clients you will love to work with when you are real about who you are and who you are serving.
- Break up the text into shorter paragraphs. When you look at a webpage and see wall to wall text dominating the screen it can be very intimidating. Most people don’t even want to try to read or engage with the text. When you offer your text in easy-to-scan chunks your readers will be much more likely to engage in the page.
- Break it up even further with subheadings. For all us scanners out there, subheaders still let us know what is going on throughout the page and let us focus on the areas that matter most to us.
- Add elements such as bulleted lists, numbered lists, and images to help the eye easily digest content. These sorts of things give readers a visual break.
- Highlight important phrases or words with BOLD and Italic text. Don’t let your reader miss out on the important aspects of you, your brand, and your unique selling point.
- Don’t be afraid of white space. Not every centimeter has to be covered in text, images, graphics, and colors. Let the white space provide a breathing area for your readers.
Alright, now that you know some of the best elements to include in your About page, it’s time to put them to the page. Have questions about getting started or want to know more about copywriting services? Shoot me a message and I’d love to chat.