How to Write an About Page (That Doesn"t Suck)
Ah! The dreaded About Page.
It’s one of the most feared parts of writing your website.
You either share too much detail or not enough; you put on your “typing voice” (a.k.a. Ms. Formality comes out to play), or you sound like an automaton who’s escaped from the computer.
In short, your About Page sucks.
Well, dear reader, fear no more. In this post I’ll give you the direction you’ll need to craft an About Page that has the perfect balance of intrigue, delight, and info, so you can rave about your fine self all day long without losing your visitors to the competition .
Because, yes, your About Page does have the ability to convert your audience, meaning, charm them so completely that they feel compelled to buy whatever it is you’re offering up.
Sounds powerful, right?
Because it is.
So don’t neglect taking the time to get your About Page right. If you give it your attention, it will love on you right back.
Why do people visit your About Page, anyway?
The people who are stumbling onto your website are usually there for a reason - you’ve got something on offer they’re interested in.
And why are they going to bother clicking on your About Me section? Well, that depends.
If you’re selling kitchen utensils, your About Page may be less important than if you’re, say, an ecopreneur coach.
Unless you’ve got an enthralling story behind those kitchen utensils (maybe you learned how to handcraft each piece while on a silent retreat in Tibet and then had every spoon blessed by monks) your About Page may not be as important to your buyers.
They came to your site for bamboo cutlery, and that’s what you’re selling. In and out.
On the other hand, if you’re offering a bespoke service that warrants some extra explanation, and it involves working with you one-on-one, your dream people are going to want to learn more about you before they commit to lining your pockets.
Your curious site visitor is trying to figure out whether they like you enough to untie their purse strings.
Are you going to get along?
Are you going to judge them?
Are you going to make them feel seen?
They’re looking for clues that will make them feel more connected to you - even though they haven’t met you or spoken to you (yet). They want to read about that one thing that’s going to have them say to themselves, “Oh my gawd - it’s like they know me!”.
What does your dream person want to know about you?
And by dream person, I mean ideal buyer, not say, some brooding 200+ year-old vampire who rocks the leather. *Drool*
Which brings me onto an important point - if you’ve been hanging out in my personal corner of the internet for a while, you’ll know I’m an unapologetic Buffy fan. I weave this into my emails and posts, and you know it’s also going to show up, however briefly, on my About Page, too.
Your quirks.
Whether you’re into supernatural television shows from the 90s or not, you can use your quirky interests to your advantage.
Because no one wants to read an About Page that reads like a résumé. Yawn. Especially these days, friend. The era of the “personal brand” is upon us, so get with the times and sprinkle in a few of those cute quirks that make you, you.
Your certifications, accolades, awards.
You may have an impressive list of achievements under your belt (high fives for you!) but unless those awards are relevant to whatever it is you’re selling, you run the risk of sounding like a brag.
You’ll have greater success at keeping those About Page lurkers hanging around if you let your personality shine through in your copy - more so than if you’re just trying to sound uber-qualified or fancier than you actually are.
Of course, there are plenty of instances when having a formal qualification is important - like if you’re an accountant for green online businesses, or if you’re a solar panel installation service, or if you’re an eco-psychologist - your dream person is going to want proof you know what you’re doing before signing on.
Your big “why”.
Again, sharing your “why” on your About Page really depends on what you’re selling.
If you got into sustainable clothing design because you had one of those life-changing “a-ha” moments while working your corporate gig at Fast Fashion Central, then write about that.
If you help eco-conscious mamas with their marketing and business strategy because you’re also a mama, so you understand the struggle that comes with having a family and running your own eco-biz, then write about that.
If you opened up your city’s very first zero-waste general store because you wanted to give your community access to delicious food that’s healthy for the body and the planet, then write about that.
Remember: be specific, be engaging, and keep it relevant to what you’re offering.
You’re good at what you do.
You’re going to want to shout about this.
If you’ve been in the game for 10+ years, don’t hold back. Let your dream person know you’ve clocked some serious time doing what you do best.
If you’ve worked alongside some big names, or had your work published in Forbes, don’t be afraid to drop a few names (with their permission, of course).
Finally, add some stellar testimonials from past clients or customers to boost your social proof, and you’ll be on to a winner.
Ok, now pull it all together. And EDIT.
You’ve collected your accolades and endearing stories (including the one about that time at summer camp when you fell butt-first into poison oak and discovered the magical healing properties of medicinal plants, and now you’re launching your own line of wild-foraged herbal tinctures and salves) now it’s time to pick out what’s most relevant to you, your dream person, and your industry/area of expertise.
And as with any other page on your website, remember to format your About Page so it’s skimmable. Pick out key points and make them bold. Or list out some of your experience in bullet points.
Length-wise, well, you can go long or short, or somewhere in between. Again, this will probably hinge on the type of work you’re doing and whether you’re high-ticket or not. If you’re charging the big bucks, you’ll want to make sure you’ve included enough juiciness to keep your prospect drooling for more of whatever you’re offering.
If you’ve done a good job at crafting your About Page, by the time your dream person finishes reading all about your fabulous self, they’ll be half-way in love with you and eager to take the next step.
Speaking of...
Don’t forget to include a CTA.
You’ve taken them this far - now what?
You want to make it super clear and easy peasy for your dream person to do whatever it is you want them to do next.
Do they schedule a call with you?
Fill out your contact form?
Download your freebie?
Whatever it is, be sure it stands out and that all your links and automations are working correctly.
And make that call-to-action pop with an eye-catching button colour and some irresistible copy.
To recap...
When done right, your About Page has the power to convert - so use this valuable interweb real estate wisely.
Consider why people might be heading to your About Page in the first place. Give them answers to what they want to know.
Keep it real. Be honest about yourself. Don’t be afraid to get a little vulnerable with your readers. Remember, they want to see the you behind your brand.
Include social proof, like testimonials, or add a link to a more in-depth case study.
Edit! Get clear on what’s essential and what isn’t. Put yourself in your dream person’s shoes and ask yourself, “How is this helping me feel more connected and wanting to buy?”
Structure that baby. Sorry to say my friend, but paragraph after paragraph about you isn’t going to win any hearts, even if your life has been ultra cool. Split up large chunks of text and think about how to creatively incorporate bullet points and use testimonial quotes to mix things up for your reader.
Don’t forget that CTA at the end. Tell your new fans how they can buy into your unique brand of awesome!
Wishing you every success, dear reader!
And if you’re still struggling with how to craft an About Page that does justice to your fine self - and your business - then you can always drop me a line. I live for making conscious brands (like yours) look good - because you are, dahling!
Hey, there! If we haven’t met, I’m Robyn LeRoy-Evans - the Boss Word Weaver at Echo + Scribe. I’m a copywriter and mentor for badass folks with big hearts looking to do good in the world with game-changing products or services.
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‘Til next time, friend!