Struggling to write your about page? Writing your own website copy is so hard, especially when your website is YourName.com. Who else could be more qualified than you to write about well, you?
Yes, it’s kind of tough when you think about it. Should you start with your origin story? Mention where you went to high school? Oh, and do people really care that like you like to make fresh waffles for breakfast each Saturday morning?
Writing a great about page can be boiled down to just a few important steps. But first, you’ll want to know why people are coming to your site and what they do when they get there.
People Typically Do 3 Things When Visiting Your Website
When people land on your home page, they typically do one of three things. The first thing they may do is leave. If your website gives off the impression that you’re not for them, they will likely just click away.
The next thing people do is click on something or download something. Maybe you have a blog where they can learn more or an email list they can sign up for. If you’re strategic and have a call-to-action right on your home page, people may sign up to receive a freebie or book a call with you.
The final thing new visitors may do is search for more info about you. They might be on the fence and not want to click away just yet but also not want to sign up for anything either. This means they will more than likely head to your about page to learn more about you. Hence why a strategically crafted About page is a detail you can’t afford to skip over.
You must have an about page, and you can write the copy all on your own. Here’s what to focus on.
Think About The Person Coming to Your Site
One trick I use to help make writing an about page easier is to think about that person who’s coming to that page and what they need. Realize that your about page doesn’t have to be about you. Crazy, right?
Your main objective should be to focus on the obstacles that person is currently facing and how you can help solve their problems and get them better results.
Title Your About Page With the Idea of Helping Others in Mind
If you’re writing a draft of your about page in Google Docs or Word, consider titling the page: About How I Can Help You or something similar. This will place you completely off the hook and make the copy so much easier to write.
You no longer have to worry about talking yourself up and mentioning a ton of random facts about your likes and dislikes. People don’t need to know whether you like chocolate ice cream. Instead, they need to know how you can help them.
Focus on the Transformation Process
If you’re in a field where you’re helping people change their lives, it’s important as an authority figure to also be like the people you help in some way. Yes, you have to be an expert who knows what you’re talking about. But sharing your personal transformation story will humanize you and make you more relatable.
For example, if you are a super fit vegan who helps people transition into plant-based living, you can’t have an origin story on your about page about how you’ve always been fit and will always be fit.
You need to have some sort of anchoring so that people who come over to your about page realize you are exactly like them. Make sure that you’re adding some sort of personality. If you have encountered specific issues that relate to your topic or expertise, explain what life was like before your transformation.
Also, talk about relatable topics and share relatable stories. Communicate to people that not only can you help them, but you can help them without judgment. Also, explain in so many words that you are exactly what they’re looking for because you’ve been where they are right now.
Take the Edge Off Writing an About Page
Writing an about page doesn’t have to be difficult when you focus on your audience. Prioritize their needs and convey the fact that you’ve been where they are and can help them get to the next level.
Otherwise, writing about yourself may feel like creating a resume which is no fun. Let your personality and authority shine through when you’re drafting your copy.
Also, don’t forget to end with a solid call-to-action and offer them another chance to book a call with you. If you follow these tips, you likely won’t forget your CTA since you’ll be writing all about the reader and how you can help them.