Why your About Page is not just about you

Last week we talked about how to make your homepage user-friendly and engaging. This week lets see how we can improve the second most important page on your website: The About Page.

Imagine your own reasons for checking out someone’s About Page

After liking what you see on the homepage, you are usually curious and hope to find some personal details.

What you want to know is:

• Who is this person?
• What kind of personality does this person have?
• What are this person’s values?
• Can you relate to this person’s personal story?

But what we want to know most of all

…although this is not that conscious, is:

• Will this person understand me?
• Is this person qualified to help me?
• Do I like this person?
• Do I feel that I could trust this person?

These last pieces of information are the ones that give you a golden opportunity to connect with your client on an emotional level and start building up like and trust.

So, here’s the “big secret”:

The about page is about your client.

Every phrase you say about yourself should somehow reflect how it can benefit your client. So let’s make a list (I love lists 🙂 ).

The dos

• Tell the part of your background and skills that make you qualified at what you can do for them.
• Tell the part of your personal story that your visitors can relate to and identify with
  • Have you been going through what your potential client is going through?
  • Have you managed to find a solution that makes you able to help other people solve the same problem?
• Keep the tone and “story writing” as if you are speaking to a friend that you know you can help.
  • The about page does not need to be formal at all. The one your visitors want to get to know and potentially work with is the real you. Being yourself in your writing will attract the kind of clients you love to work with. (And if they don’t like what they read, then they are not your kind of client material. And that’s ok.)
• Don’t be shy – show your personality! Your ideal client will love you for it.

The don’ts

• Write a CV as if you were applying for a job interview.
• Include experience and qualifications that have nothing to do with your business, unless it somehow helps to make your client feel connected to you.
• Be factual and corporate, nor write about yourself in 3rd person (like the queen…).
• Create a ‘look at how great I am’ text that only serves to possibly intimidate or disinterest your visitors – and although they may be impressed, they won’t feel connected to you.

Oh! And the most important thing!

Have one or more great photos of you, looking likable and approachable 🙂

Now go write your kick-ass About Page, and tell me how you feel about your result – I would love to see it! (Really – go for it! Write to me or share below).

Do you know any great About Pages that have left an impact on you? Why did you like, or not like about it? Let me know in the comment field below.