Did you know the “About” page of any given website is clicked on 60% of the time? That’s a pretty high percentage, particularly if the website is your primary means for obtaining work.
For busy entrepreneurs, I know that writing a great About page may seem like a daunting task. At the very least, it could feel a bit weird trying to sell yourself and not have it sound too self-serving. Simply put, no one wants to write an About page that sucks, so many people just don’t write one at all.
However, there are some tactics you can use to put together a super solid About page that doesn’t read like an elevator speech.
The most important thing to remember is that a great About page should be simple, straightforward, and communicate a few key things. If you employ these tactics, and write in your own voice, then you’re sure to create a captivating, warm, and authentic About page that will have potential clients begging to hire you.
The About Page Isn’t Really About You
The first mistake most people make when writing an About page, is that they actually think the page is supposed to be about them. This is a totally natural assumption (based on the name of the page – Hello?). But in actuality, this page is really written for your audience.
I want you to think about who will be clicking on that link to read this page. It’s your audience, your visitors…right? The About page is your chance to tell them why they should even bother continuing on to read the rest of your site. This is an appropriate area to speak about yourself, but only in the context of how you can help your audience.
Tell them you know their problems. And tell them how you can solve their problems. Tell them how you’re here to help. And talk to them about what you know they’re interested in. Then, and only then, will they trust you and care enough to find out a little bit about your background.
I really love the About page of Amy Porterfield. She does a killer job of speaking to her audience by expressing why she does what she does within the first few sentences. Take a gander at her page, and you’ll realize that while she’s talking about herself and her personal journey, she’s really telling you, the reader, how and why she wants to help you and the ways she’s able to do that.
The why you do what you do should be the connecting thread throughout your entire About page.
Now, doesn’t that take some pressure off? Instead of just recreating your resume and calling it good, you can actually talk about why you do the thing you love.
Balance Your Credentials
While building credibility is super important (after all, you do want people to know why you’re so awesome), it can become very easy to come across as self-aggrandizing if you list accomplishment after accomplishment. Counter balance some of your super amazing details with some less indulgent ones. So, after you talk about the glowing review your last New York Times Best-Seller received, follow it up with the time you accidentally ran into a glass door you thought was open. Elements like this are what make you seem more relatable, more human, and maybe even more fun to work with. You want your audience to feel like you’re just like them. You just happen to be at a place in your journey where you can offer some help to their problems.
Be Yourself, Be Fun!
Offer some fun tid-bits of trivia or fun facts about yourself to keep the readers engaged and feeling like they want to get to know you. What really forges an emotional reaction with people is when you can reveal some personal details about your life. Now, I’m not saying you need to reveal your deepest secrets, but offer up some information about yourself that will make your readers feel like they know you. It’s this emotional connection that will aid your audience when they are making a buying decision. If they have created some kind of bond with you, then they will be more likely to buy from you over a competitor.
Additionally, being yourself will naturally help you develop a voice and a style all your own. Not only will this avoid you sounding like some kind of weird informercial for yourself, but it will help differentiate you from your competition.
Check out Nikki Elledge Brown’s About page for a great example of being fun and lighthearted!
Create A Call To Action
Just like any other page on your website, the About page is a prime location to get your readers to sign up for your services. Create some sort of actionable item at the end of the page that clearly and easily informs your readers about what to do next. Maybe it’s offering a freemium they can opt-in to. Perhaps you show them your top five most popular blog posts, or maybe you simply give them a phone number to call for a free consultation. In any event, you need to tell your readers where to go from here. They are looking to you as an expert in your field, and you’ve already told them how you can make their lives better, so make sure they take that first step!
It’s not enough for your audience to think you’re amazing. Sales come from strong relationships, and the About page is all about relationship building. Talk to them clearly, explain that you understand their struggles, and let them know you offer solutions. If you do this, your audience will be clamoring for ways to work with you.
Let me know your greatest About page obstacle in the comments below! And be sure to connect with @eleven_online on Twitter!