For most of us, writing our own about page feels about as comfortable as putting on a soaking wet pair of socks. Yes, even professional copywriters. Yes, even me.
It’s the online equivalent to introducing yourself to a group of strangers at a networking event. Sure, some people are natural show offs, but those people are in the absolute minority.
Putting our story into words isn’t easy. And we’re so entrenched in what we do and who we are it’s difficult to see exactly what makes us unique or special.
But taking the easy way out and writing a bland about page is a dead-set connection road block. For many people, the about page is the first thing they click on when they’re researching online.
Boring about pages make it that much harder to sell your products or services to your ideal customer. The goal is to get our readers nodding along and saying “Yes! This is the guy/gal/company for me”.
If you’ve been avoiding your about page, it’s time to take another look. In this article, you get my tips for writing an about page that won’t put your reader to sleep. I’ve also thrown in some totally awesome examples to inspire you, and a simple checklist to get you started.
Five basic about page tips
Tip 1. It’s not all about you
That “about me” heading? Yeah, it’s kind of a lie. Your about page shouldn’t be all about you. In fact, it shouldn’t even be mostly about you. It should be about your audience, what you can do and how you can help them.
Just like the rest of your website, your about page should focus on the problems you solve for your customer.
Tip 2. Stop going on and on (and on)
This might be controversial, but the best about pages I’ve read are simple and straightforward, with a touch of personality. They get right to the meat of it. They tell me who the people behind the company are, why I should care (see point above) and what to do next.
If you must tell your life story then you better make sure it’s relevant to the reader (see tip one).
Tip 3. Bring in a little personality
Are you funny or dorky? Do you have a claim to fame, a weird pet or a silly party trick? Are you a real tech-head or are you all about connection and people (or maybe both)? Weaving these small personal details into your about page allows the reader to get a sense of who you are.
And don’t forget about photos! Having a photo of your face, or the face of your founder/CEO does more to build connection than any words can.
Tip 4. Show ‘em some proof
All that banging on about how great you are can feel a little, bleh. Let your past customers say it for you with a testimonial that talks about who you are as a person and the great work you do.
Tip 5. Call it what it is
There’s a time and place for cute naming and clever micro copy. But the name of your about page is not it. People know what they’ll find on a page called “About”. They look for it. Calling it something like “Our ethos” or “Our journey” is confusing and makes the reader work too hard to find what they’re looking for.
Make it easy for yourself and your reader and call your about page something obvious like “About me”.
Three totally awesome about pages to inspire you
Who gives a crap toilet paper: cute, quirky, engaging. Absolutely relevant to the reader with a sprinkling of personality. Tick, tick tick.
Lunch Lady Magazine: simple and to the point. There’s no beating around the bush here, all the facts none of the fuss. They top it all off with a nice clear call to action.
Frank Body: a simple story, high quality images, and cute FAQs answered by “Frank” make this about page as engaging as they get. Conversational copy to the front makes it fun to read and it packs a huge personality-punch, too.
**I didn’t write these about pages, but if you want to check out one I did write have a look at The Pelvic Hub.
Simple about page checklist
Ready to refresh your about page? Or get started writing? Here are some elements you should include.
The name of your CEO/s. Or your name if you’re a sole operator like me. You may also want to include the names and brief bios of team members, too. It all helps to build a human connection with the company.
A photo (of you/your team). Professionally shot but still demonstrating your personality.
Your relevant experience, history or credentials. Think about what they mean for your audience and if you can make them tangible.
Your why. Why did you start this business, why do you serve these customers? What is your philosophy or mission? It doesn’t have to be lengthy or detailed but it is important to think about and convey to your reader.
Something that demonstrates your personality. This might be tied up with your “why” or in the images you include. It might be an explicit statement or some quirky, colourful photography. However you choose to do it, keep it simple.
Proof. Testimonials or reviews from customers to add credibility to how awesome you are.
A way to keep the conversation going. You should never be the one to end the conversation with the reader. At the bottom of your about page include ways they can connect with you further. This could be a link to your shop or social media channel of choice, a sign up button for your email newsletter or a contact phone number or email.
Have you seen any really great about pages lately? Comment below, I’d love to check ‘em out.
And if you’d still rather lick a goat then get started on your own about page, or just need another set of eyes on something you’ve put together yourself. Let me know, I’d be happy to help.