A common misconception about website About pages is that they are about you. While that’s true to some extent, a quality About page is more about how your credentials help the reader.
When people click on your About page, they want to know about you and your background, but they’re really looking for information on why your expertise is helpful to them.
So, instead of writing walls of text about why you’re so amazing, use this page to highlight why your credentials, awards, and education are important to your reader! Explain the information in a way that will establish your credibility and work to build the trust between you and the reader.
Keep reading for some helpful tips for an effective about page.
Understand Your Audience
The first tip for an effective About page is to know who you’re writing for. If you don’t understand your target audience or why they’re looking at your website in the first place, you’re going to have a hard time connecting your credentials with their needs. Once you feel as though you have a good grasp on your audience, be sure to craft your content in a way that will resonate with their interests, needs, and pain points. Explain why your skills can help solve their problem or make their life better.
Tell Your Story
Effective storytelling will draw in your reader and create a connection, so be sure to include how your business started and highlight key milestones and achievements that happened along the way. Don’t forget to write personal anecdotes that will add authenticity and help you build meaningful relationships with your audience.
For example, I’ve always gotten compliments on my spider story on my About page!
Define Your Missions & Values
People like to work with people who share their same goals, missions, and values. Your About page is the perfect place to clearly state your mission and share the core values that guide your business decisions.
If applicable, you can also use your About page to explain how those goals, values, and mission translate into the products or services you provide and how, by working with you, your customers are also extending your mission’s reach.
Showcase Your Expertise
While your About page should be written for the benefit of your reader, it is also important that you use it to showcase your skills! Share testimonials, awards, academic achievements, or any other relevant information that reinforces your credibility. More people will trust you when they know that you’ve done the work to become an expert in your field.
Be Authentic & Personable
There is a lot of boring content on the internet. Don’t let your About page add to that pile!
When creating your page, be sure to be as authentic as possible. Use this space to express yourself with messaging that is friendly and approachable. This will help your reader feel more connected to you and your work. Don’t be afraid to incorporate personal touches to make your brand more relatable. You can see how on my About page, I include a few sentences about my family and pets.
Additional Tips for an Effective About Page
Keep these additional tips in mind as you’re writing:
- Use engaging visuals that support your narrative
- Include a clear call-to-action (such as booking a call with you)
- Optimize your content for SEO
- Update your page on a regular basis
- Experiment with different formats, layouts, and content
- Gather feedback from your audience and adjust when necessary
If you’re like most people, talking about yourself can be difficult. Following these tips for an effective About page will help you organize your thoughts, align your content with your brand’s messaging, and write a page your readers will love!
If you are still stuck, don’t be afraid to call in a ghostwriter! My team and I have written tons of About pages and know exactly how to make you shine in the brightest light. Reach out to schedule a consultation today!