Your About page is usually the second-most visited page on your site, after your home page. That means that people are more likely to click About, than they are to click on your services page, shop, testimonials, blog, or contact pages.
So we've got to shore up your copy and make sure your About page is in tip-top shape for all your visitors to see! You know it's important, and I know it's important. But you know what? I knew how important my About page was....and STILL messed it up.
Yes. I'm a copywriter and I made a huge faux pas on my own About page.
And it's a mistake I see creative entrepreneurs and service providers making every single day.
I wrote my page as it if really was about me.
But friend: it's not about me, and it's not about you.
Just like your home page, and every other page of your website, the About page is about your readers.
Your ideal client should be the focus of every single section of your website.
Your entire business exists to serve your clients. Which means, all of your copy also exists to serve your clients.
You may be thinking "Ummm... ok Anna. How in the world do I write an About page for my business, without it actually being about my business?!"
Good question. It seems a little paradoxical, doesn't it? But I'm here to help you unpack it with a few simple tactics to take your About page from boring and self-centered, to engaging, dynamic, and client-focused.
4 Client-Focused Elements to Include in Your About Page
1. Validate you reader's pain points
Validation is one of the most powerful gifts you can give someone. I wrote about the power of empathy in marketing recently, but it's a thread that needs to carry through all of our writing. Your About page is the perfect place to tell your reader "I see you. I understand where you're at right now. I get the challenges you're facing."
That might sound a little dramatic or intense if, say, you're a floral designer. But your clients are coming to you when they need expensive services, and they are facing challenges. Maybe they've been browsing florists' websites for hours, and just can't find one whose style resonates with their own. Or maybe you're a baker, and your readers are tired of seeing the same tiered wedding cakes on every page. They're wondering if you understand their style, and if you offer anything different.
This - your About page - is the perfect place to say "Yes! I see you! You're looking for something outside of the norm, and I want to help you get what you're looking for."
Which leads us into the second element...
2. Share how you help your reader solve their problems
You might think this belongs on your service page. Nope. It belongs on ALL the pages. Your readers should walk away from your site without a single doubt in their mind as to what services you offer. You can start this messaging on your home page, and of course go in-depth on your services page. But your About page is another opportunity for you to share how you not only understand who your ideal client is, but tell them exactly how you solve the problems they're feeling.
Remember it's the second-most popular page on your site, so don't pass up this chance to share more about how you help your clients.
3. Explain how your story and experience uniquely position you to solve their problems better than other options
Ok friends, now it's finally time to talk a little about yourself and share your amazingness. But we're still writing through the lenses of your reader. Share the highlights of your background and work experience in a way that demonstrates how it benefits your clients.
For example "I have planned weddings for couples from the Sierra Nevadas to the Everglades, which means I know how to find the best vendors no matter where your wedding is located." See that little phrase "which means"? Those are golden ticket words. Instead of your reader having to read between the lines to discern if you're a qualified planner, you spell it out for her - saving her time and brain power.
4. Tell your reader where to go next
Not in a bossy, way, but in a helpful way. If you write a gorgeous, client-centered About page...and then don't have a call to action at the end, you're throwing away your opportunity to continue ushering them through your site. Remember that you're the hostess of your online home...it's up to you to help your readers find their way around.
Add a link to contact you, your email address, or a button to proceed to your services or blog page. Think about where you want your readers to go next, and help them get there.
Does this mean I can't share anything personal?
Not at all! There is absolutely a place for sharing those things that make you, you.
Fun facts fit perfectly at the bottom of an About page. Choose 3 - 5 quirks, facts, or favorites.
Your own personal journey can powerfully connect with readers. Consider where you place it. You may decide to start with it - you know your ideal prospects better than I do. Follow your own intuition on this. Or you may want to have it below the four elements we discussed. You might even have links that take people to certain stories... especially if you've already shared some of your personal stories on your blog, the lower portion of your About page is a perfect place to link to some of the highlights.
If you're a public speaker, or work with large corporations, you might need to share your professional biography. You can either include the full bio on your about page, below the top elements, OR link to it on another page.
If you have team members, include them too! Especially if they have client-facing roles. Remember, we like buying from people, not companies.
Have thoughts or questions on About pages? Let's chat more: firstname.lastname@example.org