by Michelle Griffin
If you’ve ever struggled with writing your about page, you’re not alone.
Knowing what to write to attract the attention of your ideal audiences can be a challenge for many women entrepreneurs and personal brands.
Why is this?
For most of us, it’s not easy to talk about ourselves. Often we’re too close to our business and have too many ideas running through our heads.
Writing your about page shouldn’t be a struggle. Here are a few tips to craft one that’s both personable and persuasive.
Don’t Skip Your About Page
About pages rank highly because people want to know who’s behind the brand. They help make that first connection with your reader and encourage them to the next step to do business with you.
That’s because visitors feel at ease when introduced to the founder or leader of a brand. No matter how big or small your business or industry, we’re all H2H (human to human), people want to do business with people.
ACTION TIP: Add a one or two-minute welcome video on your about page. A video is a fast-track way to start that connection and relationship with you.
It’s All About Them, Not About You (at Least at First)
Yes, maybe you’ve heard this line way too many times, it’s almost cliche, but it’s worth repeating.
Have you been to a networking event or party and met that one person (or maybe you know someone like this) who always talks about themselves?
Doing the same in your about page tells the reader they aren’t that important. A balance between their problem and your personal story will help them realize they’re in the right place.
Your reader wants to know how you fit into their world. Position yourself as the guide and make them the hero of the story your telling. We’re drawn to leaders who can relate to us and then lead us to our desired outcome.
ACTION TIP: Keep your page relatively short with lots of white space, headers and subheaders. Attention spans are short and most of us scan web pages. If you must expand on your page, use a “read more” and link to another page.
A Captivating and Compelling Headline Draws Them In
This might be the most important area to focus your about page. Add an aspirational headline or benefit statement that speaks directly to your ideal audience.
Remember, readers, are on your site to solve a pressing problem, desire and need for inspiration or education. A compelling headline gets their attention to the problem you solve for them.
Once you have their interest and have them nodding their head in agreement, it’s time to move to your personal story and how it connects to them. Your brand story should detail who you are, whom you serve, and what makes you different/unique.
ACTION TIP: Write your headline after you write your about page. Much like a sales page or home page, write at least 25 headlines before deciding on which one works best. It’s okay to test/update it as you get more clarity and direction on your customer’s needs.
How You Talk is How You Should Write
If you were meeting a potential new client or customer in person, think of how you’d present yourself. What would you say and how would you say it?
This is your brand voice and will vary depending on your audience demographic and niche but it should sound helpful and relatable. Be human, personable and conversational like you’re talking to a friend.
Apps like Hemingway and Grammarly will gauge your writing style, readability level and help you avoid cliches, industry-speak or jargon.
Action TIP: Use a talk-to-text app or hit the audio icon in Google Docs to record yourself talking about your customer, how you help them and what makes you different. You’ll find this conversational language will work well on your about page. With minor edits, you’ll authentically capture your brand voice.
Stories Attract Them, Social Proof Sells Them
We all want to know we’re in good hands. This is where your expertise and authority can reassure your readers you’re the one to help them.
The best about pages show and don’t just tell. Let the endorsement of others validate your expertise.
While this doesn’t have to be a resume, it’s important to highlight in a few sentences what makes you qualified to help and the results you can achieve for them.
ACTION TIP: Use a few of these examples of credibility and social proof:
- First-hand experience and transformation of the client’s problem
- Number of subscribers/followers
- Years of experience
- Past specific jobs
- Media logos or mentions
Don’t Keep Them Guessing Who’s Behind the Screen
First impressions matter and how you present yourself on your about page is as important as you would in person.
This is especially true if you’re a personal brand. This is where you demonstrate you’re real and trustworthy as the face of the business.
Add at least one personable and current photo of yourself, either a headshot or featured images of you working with clients or in your field.
When just starting out, you don’t need to invest in a photographer or expensive branding photos. Have someone take headshots and action pictures on your cell phone and use a photo app to edit and filter them. Most editing apps are free or low cost and rival the quality of Photoshop.
ACTION TIP: Do you have a great picture but the background is ruining it? Use these apps to remove the background and color in the background: pfpmaker.com and remove.bg. And you can’t go wrong with canva.com.
Give Them a Reason to Stick Around
You’ve just written words that make them nod in agreement knowing you get them. They identify with your story and are impressed with your credentials.
Now it’s time to gently guide them to work with you with a call to action (CTA), a non-salesy or pushy way to keep the spark going.
CTAs can include signing up for your email list, contacting you for a free consultation, downloading a resource guide, following you on social media or linking to your best blog posts or podcast episodes.
ACTION TIP: Email is the best way to stay connected. Encourage them to subscribe to your list so you can continue providing value and build strong relationships. Also, use Google Analytics or a tool like Hotjar to track the conversions from your about page.
Your Readers Want to Hear From You
Your about page is your welcome mat and first impression of your business and brand. While there’s not a hard-fast rule or formula (but useful tips), it should always focus on your personal message and how it relates to your ideal audience.
As you get more clarity on your business and learn more about your client, you’ll find yourself tweaking to better read their minds and speak their language.
Remember, people want to know more about you. An about page will help introduce them and instantly build the likeability and credibility of your personal brand or business.
Michelle Griffin is a personal brand strategist and StoryBrand Certified Guide who specializes in helping service-based leaders and consultants grow with clear messaging, compelling marketing and greater visibility online.
With more than two decades professional services experience in corporate, nonprofit and agency settings, she’s helped businesses of all sizes achieve successful results through branding, public relations and strategic marketing campaigns. Connect with Michelle on Linkedin@michellebgriffin and learn more at michellebgriffin.com