In the age where we are trying to master AI, growing, thriving, being green and a million other things while always trying to be “authentic”, the About page can feel like a bit of a minefield. The majority of us feel icky writing nice things about ourselves and the blank page can often seem like a monster that looms over you for hours, taunting you with its snowy white gleam.
And that’s all before we even make sure we are writing the right things….
The biggest and most common mistake people make when writing their About page is forgetting the golden rule of ALL copy…
It’s not about you!
“Now, hang on there!” I hear you cry, “It’s an About ME page! Of course it’s about me!”
I’m sorry to be the bearer of bad news but it really isn’t. Your About page is about what you can do for your reader! Yes, it should include all the key facts about you, but those facts need to relate to what you have to offer. In the nicest way possible, the fact that you like swimming doesn’t really affect whether or not your reader trusts you to do their taxes for them.
Now your About page doesn’t need to be a big scary task on the To-do list. Even though it is one of the most visited pages on any businesses website, it is something that can be tackled one problem at a time. Here are my top tips for getting started…
Who is your audience?
When you really know who you are talking to, you will begin to understand what is relevant and what isn’t. You need to dig down into the core of your ideal customer to be able to talk to them in the language they understand and connect with. Hopefully, you already have an ideal client in mind but if not, take the time to work out who they are NOW. Who are they? What do they like? What drives their decision-making? Once you have this nailed, you are ready to start digging deeper into how you can help them.
What do you have to offer?
Your next step is to figure out exactly what you have to offer them. Now, I don’t mean in terms of your product or service. Your reader should already know what your products or services are from your Home page. Your About page is where you tell them why you are the one they want to buy from. Do you have years of experience in your industry that make you a reliable expert? Do you have practices that make your business more sustainable or eco-friendly? Do you have qualifications that back up your expertise?
There are a lot of things that make you special, but your reader really wants to know which bits affect their lives.
Do you have a story?
The most read content is content that tells a story. Weaving yours into what can sometimes be dry facts can be tricky. Especially if you already fear the blank page!
The best way to work out your story is to answer 3 easy questions:
- How did you start your business?
- Why did you start your business?
- What do you want to achieve in the future?
Try to tap into the emotions of these questions. Yes, you want to earn money so that you can buy the finest baked beans for your family, but why THIS business? Why are you doing it THIS way? WHO are you trying to help and WHY?
Your answers will guide you into crafting a mission statement, which is always a good thing to have on your About page, even if it is not specifically labelled as one.
Use your voice
It can be easy to get lost in the weeds of jargon and formal speech, but remember that your About page should reflect who you are. If you are formal or technical when you talk to clients in real life, then your About page should reflect that. But if you are a bit eccentric with a tendency to swear, your tone should reflect that instead. Maintaining a tone throughout all of your interactions with clients and readers can be tricky, but it is one of the most foundational aspects of writing good copy. If your tone is wildly different from one interaction to the next, you will start to erode trust. Your About page is all about building trust and growing a relationship so make sure you remember to maintain the tone that you have set for yourself so far.
As your business grows and evolves, you may want to look back at your About page to see what has changed. When you move into over a decade of experience, that needs to be acknowledged and celebrated! When you add new skills to your toolkit, shout about it! And most of all don’t be afraid to go back and acknowledge when something isn’t working. There is never a bad time to make improvements!