When was the last time you gave your about page a good refresh? Are you feeling stagnant? It’s good to give your website a touch-up every once in a while – hey, it needs TLC just as much as you do!
If you’re after some simple shortcuts to make it feel more loved then look no further. We have a few tricks up our sleeves to review your copy in a few simple steps.
Yes, you probably saw this one coming a mile off. But it is important to keep your About Page as up to date as possible, telling the reader what to expect from your website and why they should come back.
After years of writing, I finally (at long last!) have stopped cringing at the idea of updating my About Page.
Let’s face it: writing about yourself can be intimidating and challenging. We will give a simple recipe that tackles the often asked question: who is your about page for? (And…can it actually, in some regards, be for you?)
Meet the protagonist of your about page
Who (and what) am I writing for, really?
Most people have heard the age-old adage: Thy About Page is not about You, Darling. Nay, ‘tis about Who You Are Serving.
Yes, it is. But it’s not always that simple. Let’s talk about it. Your About Page is your street cred, served up with a focus on your audience.
The first purpose of your About Page is to give people a glimpse of who you are and how you help them. This is a tried and true method. You explain a little bit about who you are, your professional background, and what you do for readers. For service professionals, this can work fabulously well.
Ultimately, people want to work with you because you have the experience and results that they need to trust you.
Demonstrate that with a little pizzazz, let your testimonials or portfolio say the rest (don’t forget links!), and you’re golden.
An easy way to start this process is by filling in the blanks:
My name is _________. I (verb) ___________, ___________, and ___________. I’ve helped __________ amount/types of people (verb) __________ and _________. Through my experience doing ________ and ________, I’ve achieved _________ and ___________. Nowadays, I work with people in the following ways: __________, ___________, and ___________.
Crafting your media bio
Your About Page is about helping people discover, vet, and contact you.
This is where it gets a wee bit selfish. How else are you going to get hot publicity if people don’t know you’re the real deal?
That’s why I recommend you to have an additional 3rd-person media bio on your about page. You can also create a separate media page, but often it is not necessary.
Your 3rd-person bio lives up to the expectations of companies looking to feature you. You need to sound legitimate, and the third person media bio is a fantastic way to do just that.
This is where it’s especially important to include places you’ve been featured previously, important positions you’ve held, # of people you’ve served (or books you’ve sold, etc.), and how to contact you. Make sure you’ve got live links and an adjacent clean, professional headshot.
Keep your about page simple
Make sure your About Page doesn’t go on for days. Keep the entire page less than 500 words—shorter if possible, and don’t be afraid to change it as your needs change…websites are living, not static.
Want to be more personal? Add a photo of yourself to the homepage and encourage people to head to your about to find out more.
This is a very simple tip, that (yes) has nothing to do with the about page itself, however, this instantly makes your website feel more personal and allows the reader to connect with you as a person. Creating a homepage that converts really is easier than you think to help give your website.
Craft your origin story
It’s possible that your audience needs to feel you. And by that, I don’t mean getting naughty. I’m talking about creating a bond with your prospect. Sometimes, if you’re a service professional that works within an intimate setting with clients, people really need to know more about who you are before they reach out.
This is true, especially among personal brands. You need to make them feel comfortable, seen, and honoured. A great way to do this is by telling the story of how you came to do the work you do.
Maybe it was by overcoming adversity, or you felt you were born to do it. Maybe you had the same exact issues your clients face, and after you figured out how to solve them, you felt called to help others do the same.
The next piece to connecting with your audience is getting them acquainted with what you stand for, and what you believe in. An easy way to get in touch with this is to fill in these blanks:
My name is __________ and I firmly believe in _________, _________, and _________. If I had 5 million dollars to give to a worthy cause, I’d choose ________, because ___________. And if I were going to spend an afternoon with a prominent figure, it would be __________, and I’d ask them this:_____________. Lastly, if I could help any one person, or group of people, it would be: _____________ because they need ___________, and I can definitely provide ___________.
Foster connections through writing
Don’t be afraid to be vulnerable (but only at a comfortable level for you — gut-check time!) and make sure the story relates back to how you serve your clients. At the end of the day, that’s the most important thing they’re looking for.
Let’s be honest, the days of lengthy websites with never-ending about pages are gone. Readers want to know who you are, why are you here, and how you can help them.
Even better — they want to know that fast. By crafting a power about page that connects with your audience, you can tap into your values, who you are and HOW are you changing your audience’s lives, one day at a time.