Raise your hand if you like writing about yourself... anyone... anyone? Yeah, we feel you! Writing about yourself can be tough and it's something we see members of our community struggling with on the regular.
While your about page is surely about you, even more important, it's really about connecting with your audience. The goal of the page should be to nail your first impression, draw in your ideal clients or readers, and make them want to stick around! It's your about page where they get a first look at who you are, what they can expect, and how they initially relate to you so make it count! So how do you write an about page with high impact? Keep these 3 things in mind.
Who Are You and Why Should They Trust You
One of the most important parts of your about page is showcasing why people should actually listen to you! Your about section should answer the following 3 questions.
- Who are you?
- How can you help your audience?
- What credibility do you have -- Why should people trust or listen to you?
If you nail these 3 points you'll be on the right track! When people come to your about page they want to get to know you and find out if you're either a good match for them on the business side or if they're going to be interested in reading your blog. Before diving right into writing, I suggest doing a bulleted list on the key points you want to capture. This will help you organize your thoughts based on the actual content, making the writing process much easier.
Some questions to ask yourself:
- What do you want to be known for?
- What type of expert are you?
- What is your goal for your about page?
- What is it that gives you credibility?
- Did you go to college or have formal training in the field?
- How long have been working in the field?
- Do you have personal experiences with your topics?
- Do you have any personal stories that will connect with your audience?
The next step is to prioritize your content. While you certainly want to highlight key achievements, you also don't want to write a novel. Take the time to circle the most important components prior to writing. That way you can hit all of those points first and then if you still have some room, squeeze in the others. The key is to find that perfect balance of capturing your audience's attention and connecting with them without totally overwhelming them. A lot to remember, I know!
Writing for Your Audience
You've heard us talk about this time and time again.. but your voice is SUCH an important part of your branding and this should carry over onto your about page. Who are you trying to appeal to? Make sure you are writing with them in mind! Do they prefer more serious writing or does a more personal note appeal to them? Once you've decided on the information you want to include on your page, this is the next step to bringing your copy to life.
There's a lot of different ways you can write your about page, you can stick to long form writing, you can break it up into categories, or you can have an about section followed by a mix of graphics/photos. This is where knowing your audience will really shape the format. So let's talk about some examples of different type of formats for you to consider.
We'll start off with our about page. For ours, we know that our audience is busy business owners, so we did a clear and to the point about section on just what we do while also showcasing our bubbly and personable Bold & Pop style. Following our overview, we also included mini bios for both of us as well as a section with fun facts. This format has worked out great for us, because it's straight to the point on the services we offer and how we run our business while also sharing some of our personalities. As designers, the visual components of our page were almost equally as important as the copy, so having imagery that was really on point with our branding (thank you Danielle Mckenzie Photography!) to tie everything together was key. Overall, our top goal was to give our audience a good vibe for our brand and what it would be like to work with us.
On the long form side, two people stand out for me on having killer about pages -- Melyssa Griffin and Lauren Hooker. Both have a little bit of a different approach, but I love that they both write in such a conversational tone that really connects with their audiences. On Lauren's page, I think it's also so smart how she's really broken down the different components of her business before even diving into her story. (You can click through on both image to read the full pages too.)
On the product-based side of business, I also really love the about page for Bold & Pop client, Surprise Gift Co. Something I think is really great about their page is they start out telling you exactly what their service is, what is included in each gift and who they're for. It walks the user right through the whole process which is key to appealing to customers and letting them know step-by-step how everything works. To close out their page, they also have about sections for each founder, which really ties everything together because Lisa and Shannon really embody their business branding!
Showcasing Your Personality
Going off of writing for your audience, don't be afraid to add a little spark to your about page. No matter what your business or blog is, people want to work with or read content from people they feel a connection with. A great way to do this is to add a few fun facts in here or there or share a personal story that connects with your business or the passion you have. As you can see, on our page and as well as Surprise Gift Co.'s integrating graphics and imagery were also big factors in creating powerful about pages. At the end of the day, you want people to get a vibe for what it will be like to either work with you or read your content, so don't be afraid to show that! As with anything related to branding, consistency is SO key!
Do you have any other tips for writing an awesome about page or do you have a suggestion for someone who has done a killer job? We'd love to hear from you in the comments!