Ditch the deer-in-headlights feeling and learn how to write an About page that connects your best story with your ideal customers.
Have you tried to write an awesome About Page lately? Screeeeeeechhh!
Seems easy enough, right? I mean no one knows you better than…well, you! So why, oh why is the About Page one of the most difficult pieces of website content to write? Even people who are excellent at selling themselves can be really lousy at writing about themselves, and even the most seasoned writers can hit a wall when it comes to telling their own stories.
(If attempting to write online gives you hives, be sure schedule a free 15 minute call with me to see how I can help you out!)
Maybe you’re wondering if you should write in first person or third. How many personal details should you give away? Should you highlight your credentials or just talk about what you do in real life? Should you try to sell yourself? Take the humble approach? How do I show I’m legit without over doing it?
Most of all, you wonder how in the world to tell your story so that other people give a damn about you.
Keep in mind:
While there are plenty of ways to write a crappy about page, there’s not just one way to write a good one.
Here are a few tips to get you started off in the right direction…
1 - Think about who is going to be reading your about page and why. You’re not just telling everyone about you; you’re talking to your ideal customer. (If you’re stumped on how to identify your ideal customer…you’ll want to download this helpful worksheet). Make sure to write in the same tone and language you would if you were having a real conversation with the people you want to attract most.
2 - Write in first person. This is not a resume; you are the expert, so own it! Writing in 3rd person sounds sterile and makes you less accessible, but writing in 1st person makes readers feel like you are talking directly to them.
3 – Remember your niche and why people are coming to your About Page in the first place. And, pretty please…don’t write a timeline that includes everything you have done since you took your first steps. Save that for your memoire. Stick to the niche topic of your blog or business and highlight why you’re the authority on that topic.
4 - Pick a super model and run with it. Of course, by super I mean great, and by model I mean a template or format. (Please don’t go around stealing runway beauties).
Even though there is not ONE perfect way to write a great About Page, there are a few common themes you can follow that make you more appealing to your readers.
Here are a few of my favorite super models:
1 - The Amazing Grace model is about telling your story from the, “I once was lost, but now I’m found,” perspective. Normal people call this The Hero’s Journey. If you began your business because you had a life-changing experience or struggled to overcome something that pushed you to do what you do, this is probably a story that will help others connect with you.
2 - Don’t really make your About Page about you. Well, at least not too much about you. In this model, you can connect with the reader from a personal perspective to tell why you enjoy what you do, and what you offer. This is the approach I took on my About Page. While I have plenty of experience, I didn’t want my About Page to read like a job application. My clients are more interested in knowing how I can help them than knowing where I went to college. It’s all about service!
3 – In some cases, your About Page really should highlight your credentials. If you are in academia, in a medical field, are a lawyer, etc., your experience can speak volumes. You worked hard to get where you are and in this case, showcasing some of your accomplishments is a good idea. That said, don’t just write a boring old bio. Add some adjectives and a warm it up with a personal touch so people are drawn to you as a person, and not just to your pedigree.
I’ve mentioned this before, but one of my favorite quotes by Brené Brown is, “Don’t puff up and don’t shrink,” and this really applies to how you present yourself. If you get caught up in the ego wondering, “What will people think of me?” you’ll have a tendency to either “puff up,” trying to exaggerate your awesomeness, or “shrink,” downplaying yourself to the point of insignificance.
Just be you - authentic, wonderful you. You are legit. You are interesting enough. Yes, you’re going to have to show some of your cards, but you don’t have to lay down the whole deck.
It’s time to fire up the engines and get to writing.
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