Writing website copy is time consuming and writing your about page can be the hardest task of all. For the same reason it’s so hard to talk about yourself in an interview, it can be quite the challenge to articulate yourself on this important page! Today I want to walk you through a step-by-step plan for writing a perfect about page without all the stress (and without staring at a blinking cursor too long).
Before we begin writing we want to understand the goal of the about page (just as every page on your website needs a goal). So often we think the about page needs to be filled with our story, which is partially true. It’s more a matter of what *parts* of our story we share and *how* that information is presented.
Your about page is a place to show your ideal client that you understand THEM. You’ll want to position yourself as the guide on this page, (the Hagrid to their Harry Potter). The pieces of yourself that you’ll share must directly correlate to how you can help your ideal client. Why should they trust you? Can they relate to you? How exactly will you help them achieve their goals?
At the top of this page I want you to resist the urge to start with “Hi, my name is…” (that can come a little further down). I want you to start with a headline that immediately grabs your audience’s attention. Something that lets them know that they are in the right place.
A great tip is to use your brand’s value proposition and repurpose it for a headline! If you don’t have a value proposition it’s easy to create one by using this formula:
“For [target market] who needs [target market need], [business name] provides [what you offer and it’s benefit] so they can [ultimate client transformation]”
Ex: Value proposition: “For working women who need to recover from burnout, Soulful Counseling provides personalized care plans and coaching so they can bask in the magic of life again.”
Derived headline: “Personalized coaching to help you go from burnout to basking in the magic of life again.”
If you’re not familiar with Voice Of Customer data you can check out my previous posts where I discuss what it is and where to find it:
In simple terms, Voice Of Customer data is all of the research you’ve compiled to learn about your ideal clients frustrations, needs, desires, questions, and possible objections they have to working with you.
For this section below your headline I want you to find quotes from your ideal clients and repurpose them for your copy. Pose their frustrations and desires as questions. Something along the lines of:
I get it. Wanting to have a routine that lights you up is one thing, but actually finding a rhythm to achieve it is another. Balance will look different for everyone. It’s shaped by your goals, your responsibilities, and your unique energy type. This is where the value of personalized coaching comes in.”
Show them that you really understand their struggles and where they want to be in life.
Now it’s time to introduce yourself! But don’t jump into your whole life story just yet, in this section we want all those nitty-gritty details that paint you as the expert. When I say credentials this could mean:
Please don’t treat this section like a formal resume. Remember to keep it light and casual like you’re having a conversation with a friend! You simply want enough to fill a paragraph and illustrate that they can trust you.
Time to use those imagery skills. In the following section you’re going to paint a brief picture of your process. Explain what it’s like to work with you, what you love about the details, and most importantly what transformation your clients experience with you. Don’t overwhelm them with too many specifics here, you can be more thorough on your services page.
Again, this section doesn’t have to be long, maybe a paragraph or two. This formula we’re following is keeping your audience moving down the page, soaking in the information they need to know, like, and trust you!
Okay, now that your audience feels heard, seen, and understood by you, they’re ready to know more about the human behind the screen. In this section of your about page you can share more personal details about your life. Remember to stick to a few key things, they don’t need to know *everything* about you!
Think about including details that your ideal client would resonate with! Do your ideal clients love reading? If you’re a reader yourself this would be a great place to talk about your favorite books, authors, and how these stories have shaped your path. What other personal “flavors” do you bring into your work? You can share details about your family, about any medical episodes that impacted your journey into business ownership. You should absolutely share your “why” and any core values that you have here as well!
Finally, you want to lead your audience to what you want them to do next. Here’s a few ideas if you’re not sure where to go from here:
You’ll likely have a couple options at the end of your about page, but you’ll want the most important Call To Action to be listed first. Standard practice is to link them to your services page so they can learn more about what you have to offer (even if they’re not ready to buy just yet). Consider linking a lead magnet or helpful resource below as a second Call To Action. This will solidify your position as the guide!
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proudly designed in my 100% solar-powered design studio | ARTISAN KIND LLC © 2023
proudly designed in my 100% solar powered home studio
ARTISAN KIND LLC © 2023
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As a proud Showit Design Partner, I create strategic visual identities from my 100% solar-powered studio, helping you showcase your expertise, attract more aligned clients, and build a life you love! Based in Eau Claire, WI, serving clients worldwide.