How To Write A Knockout About Me Page (Without Sounding Cheesy!)
OK here you go… you are off to write that about me page and talk all about YOU. (withhold your celebration)
Most of us cringe at writing about ourselves. You are NOT alone! If there’s anything I have heard from business owners all over, it’s that they need help with writing their about page copy without sounding fake, cheesy, forced, salesy, and the list goes on. Well I am here to tell you that it totally doesn’t have to! You are officially freed from having to write website copy like it’s 1996. My goal in this post is to, hopefully, pinpoint some of the things that have been presenting a challenge for you or obstructing your efforts in crafting an amazing page about you and your business. Although, before we jump in, there are a couple of things to note about writing an effective about page.
First, even though you’ll want to create a thorough and strategic page (while incorporating all of the points made below, I might add), you will NOT want an about page that is the equivalent to your autobiography. Let there be some mystery left for them to discover as they work with you on a project or speak with you during their purchase. Just enough to make them want to work with you, buy from you, or at least schedule a consultation. The goal is to get them to take the next step.
Second, this is NOT a resume. Yes, you could include a link with a resume or an artist’s CV (curriculum vitae, history of work) for example. Those can be appropriate in situations like that. But generally you will not want just a list of your qualifications, work history, and skills. BLECH. No one is moved by that. So you’ll want to go with a more conversational tone that speaks to them personally and makes a connection.
As you go through these points, keep in mind (if you are normal) you’ll probably rewrite this page a dozen times before you are happy with it. So grab some tea or coffee and let’s write that about me page shall we? And we’ll start with getting REAL.
1. Get Real and Be Consistent
Well this one is first for obvious reasons. No one is out there searching the internet for liars (at least not on purpose), or people to swindle them. People want to hire people who are authentic and genuine in what they are doing. It’s one of the most important aspects of your about me page, due to the priority we all place on needing to trust where we invest our hard earned money. And, getting real doesn’t mean being unprofessional either. I see a lot of people out there thinking that in order to ‘get real’ in their business it means they need to use profanity, spread their family drama, or compromise their standards somehow by trying to appeal to everyone out there. Absolutely NOT. It just means being exactly who you are, what you stand for, and relating to your audience in a way that is honest. For a MUCH deeper dive into how honesty can truly affect your business, check out this amazing blog by Kyle at StartupBros. It’s pretty thought provoking. One of my favorite quotes from his article is, “Hint: Having no filter isn’t honesty.” And I agree.
When you are true to who you are, you create a consistent experience for your customers as well. When they get to know more about you on your website, social media and marketing, it should be aligned with who you are when they meet you in person or even over the phone. That is where trust is earned, because they can begin to count on you genuinely being the person they believe you to be. Their consistent interaction with you is now proof of your character. This will be of utmost importance to your ideal client, or your “people”.
PRO TIP: Write your about page in the first person. Write like you speak and would have a conversation with them. They don’t want to read your documentary, they want to meet you to see if you are who they want to work with. So, be their go-to guy or gal.
2. Talk to Your People
Speaking of your “people”, let’s dive in a little deeper about your audience. It goes without saying when writing your about page, that you’ll want to be talking to the absolute ideal customer or client you’d like to have. This is someone who speaks your language, understands your messaging, and truly needs what you have to offer. By the time they drop in to read more about you, what they really want is to be validated in what they are already feeling from browsing the rest of your site and learning about who you are. This is why you will need to do research on whom you serve and what you solve for them. As I stated above, consistency in your message is vital so they feel they can identify with you as their “people”.
After doing your research about your ideal client, you’ll want to dial in how to speak their language. Be sure that your ideal client isn’t so far off from who you actually are, that you feel like you have to be fake in order to communicate with them. No one wants that. Here are some examples to consider when relating to your audience.
Would or do you use your product or service personally?
Can you relate to why they’d want to buy it?
Is there a common problem you solve that you can connect with them over?
Are there places they frequent or entertainment (ie. movies, shows, pop culture) you also enjoy?
Do they identify with a particular subculture or belief system you can relate to?
Now you can be on the same level. That’s not to say they need to be just like you either. They just need to be able to trust and relate to you.
3. Be a Problem Solver
Often we as business owners want to talk more than listen. True marketing is more about listening though. When we know what problems our ideal clients are facing and needing a solution for, the more focused and accurate our solutions will be. In this fantastic article by Duct Tape Marketing on solving your customers’ problems, they talk about articulating the customer’s problem even more clearly than you do the solution. He says, until the customer can see that you fully understand their problem, you can’t make any real connection to the solution.
Now, obviously your about me page isn’t where you would want to focus heavily on how you solve their problem. However, like I mentioned before, your about page is really about them and not you, so your language should be such that you are reiterating how you are the person for the job. Here are some things to consider when communicating why YOU are the one they should work with.
Do I love solving the problems I solve?
How does it make ME feel?
Why did I decide to solve these problems for a living?
Is this my mission? Or simply something I saw that people needed?
4. Share Your Mission
One of the reasons many people choose a company or a product is because they believe in their mission. You don’t need to have a world changing mission, but you do need to share your bigger “why” and how what you offer impacts our world. This applies to all products and services across the board. Don’t think for a minute that what you specialize in isn’t a part of our society, or that it isn’t important or necessary. You most certainly make an impact.
For example, as a web designer I feel strongly about how my company is making a difference by supporting the growth of small businesses. Putting the right products and services in the hands of those who need it, when they are looking for it, is the reason why my SEO services are important to me. My passion for design, tech, and the entrepreneurial spirit all contribute to building a stronger foundation for families and the economy. Those are things people want to get behind! It’s not just about designing some cool things for a yoga studio, or making a website capable of selling shirts. I am making a difference in those families’ lives, and their customers’ lives too.
I think we all feel this way right? I know that I personally have no issue throwing my money at things that I believe in. I want to know that not only am I getting what I paid for, a high quality product or service, but that I am investing in a company who is pushing toward a mission I want to support as well. If you are looking for inspiration, here is a great list of 51 Mission Statements from big companies. While you seriously don’t need to include your mission as an official statement, it’s good to tell people what your company is doing and why.
5. Create Trust, Authority, and Value
This is probably the most obvious one we all fall to when trying to write about ourselves or our businesses. What creates trust, authority, and value more quickly than qualifying yourself for the job, right?! Right. Be sure to include experience, credentials, education, and any other important details you can list that make you the expert in what you do. Now, something I have learned is that people can get discouraged here when they are just starting out. This can be because they don’t have very much experience yet, or they feel that because they lack official credentialing, it makes them look less qualified. Neither of these disqualifies you from running a successful business!! The only thing to remember is you need to highlight what DOES qualify you and then price accordingly. You can only gain more experience from there, and then update your about page and raise those prices!
Secondly, focus on what sets you apart from the experience customers may have with your competitors. We call these USPs (Unique Selling Points) and they help differentiate you from all of the other choices out there. Therefore, what makes you stand out may not be that you have all the degrees and 20 years experience. It may be that you have a decent amount of experience in executing a specific solution that your niche needs. Specializing qualifies you as the expert in implementing that solution for companies facing a specific problem in their business.
And lastly, another way you can create trust and authority is by leveraging social proof. Reviews are powerful and can be used on your about page to support the amount of expertise and experience you have. Previous clients or even just friends and family that have supported you by hiring you or purchasing from you can write honest reviews to help build your credibility.
6. Tell Them What to Do Next
A widely overlooked element that should be included in your about page is a call-to-action. This is simply a button or link that tells the website visitor what they should do next. Think about it….when you are reading a company’s about page and you get done….. what do you do next?? Right? Who knows! So TELL them what they should do. Most people don’t consider how valuable a call-to-action button can be on their about page. We all know to put them on our homepage, services page, or contact page. But on the about page? YES.
Now that they have gotten to know you better, they should be directed to another location on your website. But don’t just use a generic or typical phrase, like Shop Now, or Contact Us on your about page. Leave those for other places on your site. Secondly, where you send them all depends on what your goals are for the site.
If you want them to go to your services or products page next, include a button that says:
Learn More About What I Do, or Yes! Take Me To The Shop.
If you want them to subscribe to your newsletter next, include a button that says:
Join The (Company Name) Family, Sign Up to Get All My Free Tips, or Sign Up Here to Be In The Loop.
If you want them to contact you or fill out a form on your contact page next, include a button that says:
Get In Touch To Find Out More, or Yes! Let’s Get Started!
Just remember to be creative, conversational, and that you are speaking to your “people” and they will trust you if you are authentic, genuine, and helpful in how you direct them.
So do you see a few themes in there?
Be authentic, consistent, and professional, but speak to your ideal audience in their language. Be conversational, honest, and solve their problem in a way that sets you apart. Easier said than written, I know. But the key is to just get started. Once you dive into writing about what you are passionate about and how you impact those around you, you will start to see your own vision. And, when you believe it, they will too.
If this was helpful at all, let me know what was the most valuable info! Or drop a comment if you have more to add to the conversation! Honest feedback makes it possible to continue sending you guys tips and tutorials that benefit you the most in your business! Have a great week!!
Do you have questions? Comments? Anything you'd like to add? Drop those below!! We'd love to chat!!