Have you ever been on a date with somebody who just won’t stop talking about themselves? All their degrees, the travelling they’ve done, how high their IQ is?! (Yep, this is based on personal experience!). And the whole time you’re wondering if they even realise you’re there? And thinking maybe you could just sneak off and escape. They probably wouldn’t even notice…
Something similar often happens on About Me or About Us pages. People think this is the time to tell visitors about all their credentials, their hobbies, pets and whole life story. And it is – sort of.
People visit your About Me to learn about you (shocker), what you do and why. But they want to know all that in relation to themselves. So you need to talk about yourself with your audience in mind.
And that makes your About Me page really hard to write. But, it’s also critical to your business because it’s usually the second most visited page (after the homepage) on a website!
This post will help you craft an About Me page that’s about you (obviously!), but written and designed in a way that puts your audience first. So they can get to know, like and trust you, which makes working with you a no-brainer.
Before we dive into the formula, it’s important for you to come up with a strategy for your About Me page. You also need to think about who you’re writing it for. So consider these questions:
Pro tip: Are there questions you’re asked by leads or customers on social media or over email that you can address here?
Ok now on to the secret formula!
This is where you need to reel your reader in, fast! Sum up who you are, what you do and who you help. In a sentence or two…
It’s tricky, I know. So don’t be afraid to brainstorm lots of ideas (like 25 or more) and see what works. And don’t forget you can support that main idea with a little blurb.
Again, think about what your ideal client is looking for and how you (specifically) fill that need.
The hero area is also a great place for an image of your beautiful smiling face!
Pro tip: lots of copywriters write their headlines last – you can, too!
Here you’re going to draw on your earlier brainstorm. What does your reader want? What are they struggling with? What’s keeping them from getting where they want to be?
What main pain point do you, your services or products help people overcome?
Write a short and empathetic section that shows you understand what your reader is going through.
Pro tip: Look back over client testimonials and see if they’ve already explained this. If not, reach out to your clients and ask.
This doesn’t have to be complicated!
What’s your name? Who do you help? What do you help them overcome? Achieve? And how do you do it?
Don’t forget to include photos of you – especially in this section. A headshot, in your workspace or whatever suits you and your business.
And finally, this is a great place to put a call to action. What do you want your reader to do now? Book a call with you? Sign up for a course? Buy a product? Use a button or clearly linked text to send them on to their next destination.
This is the perfect point to include logos from places you or your work have been featured (think websites, print publications, podcasts) or important clients you’ve worked with.
If you don’t have this, no worries!
But it’s worth having a think about. Are there some logos you could include here?
Pro tip: If you’re using a client’s logo, check it’s ok with them first! Don’t want to step on any toes.
Time to dive into what makes you, you.
This can take different forms depending on your business and your clients. But it often draws on your why – why do you do what you do? Your ‘why’ is important and potentially inspiring.
Remember, you want to think about your ideal client – what do they want to know? What will convince them you’re the right person to work with?
You don’t have to use all the prompts below on your About Me page (and probably shouldn’t!) but they’re meant to get the ideas flowing. So grab a cup of tea (or glass of wine) and jot some ideas down.
Why do you do what you do?
What are your core values?
What’s your mission statement? Your vision statement?
What is there about your unique story that will help build a connection with your customer? Or that will help to develop a sense of trust?
Have you gone through a struggle or difficult period that inspired you to create your business? This also helps build a connection with your customers – they may have experienced a similar struggle and will see you understand their pain. Plus you have the solution!
What about your credibility?
Do you have many years of experience? A tonne of degrees related to your field? Publications? A long list of happy customers? Awards for your work? This is the place to share them… if they’re relevant to your business and your clients! Does your degree in Biology relate to your work as a coach? If not, it might be best left out.
Ok, so you’ve shown your reader who you are, what you do and why. Now it’s time to give some (social) proof with testimonials.
There are so many ways to showcase the wonderful things your clients say and the results you help them achieve. You can use sliders, lists and other creative formats to present your visitor with testimonials.
For example, the flipbook canvas in the Showit Add On template in the Wild Rose shop is a beautiful and colourful way to provide testimonials. And it’s super easy to adapt and customise.
Pro tip: If you can, use photos of your clients to lend credibility (don’t forget to ask their permission, though!).
Silly facts can help to build up the likability factor. They make you a real person. Don’t start your About Me with them, but do give space to let your personality shine. This is also where you can get creative with your design! Use images, sliders, flipbooks and lists to share fun facts.
And make this section interactive if you can to get your clients clicking and engaging.
Think back to the beginning of this very long guide… you came up with a strategy for your About Me page.
What’s your goal for this page? Where do you want your reader to next? Or what do you want them to do? Sign up for your newsletter? Book a consultation? Listen to your podcast?
Give clear instructions (and visuals, if you can) here. Use buttons or text that’s very obviously a link. Be bossy.
The most important thing about your About Me page is that it’s authentically you and speaks to your ideal customer. If you need some extra help, snag my FREE About Me Page Love Potion. It walks you through the template, step-by-step. Plus it has prompts and fill-in-the-blanks to make writing and designing your page super simple.
Grab your free copy here.
Then you need a strategy for your website. And you can create one with this FREE guide and workbook.