If you look at a website like a human head, you’ll find the information page to be the brain, the contact page to be the mouth, and the about page to be the heart behind it all. Without a fully functioning and passionate heart, your brand is just a talking brain. In order to remedy this, follow these 5 steps to fix your about page’s heart and pump life into your website once and for all.
Include the Reader on the About Page
No matter how you title it, your About Me page isn’t really all about you. It’s about what you can do with your business to help your audience solve a problem. It’s about meeting your audience where they are and acknowledging their needs in your writing. To do this, you’ll first need to figure out who your ideal client is from front to back and write accordingly. Ask yourself:
- What is their lifestyle like?
- What are their pain points?
- Why should they care about your story?
Know Your Voice
Deciding between writing in first or third person? It all depends on whether you want a personal or authoritative conversation with your ideal client. You need to know the elements of your voice, like what tone to write in and what type of language to use, in order to serve your brand and ideal client correctly.
For tone, think of the vibe you want to give off with your writing. Are you going for sassy or humorous? When it comes to diction (or word choice) cater to the writing style your audience is looking for. If they’re avid chick lit readers, they probably won’t read your long form and academic about me story.
- Tip: When in doubt, use the Hemingway App to see if your writing is easily readable.
Your about page is not the place to let loose at the keyboard as you write about your entire life starting in infancy. If that’s the case, I suggest writing a memoir or a few blog posts, because your about page should be both brief and relevant. Use your about page to shine with your skills, experiences, and relevant interests to your brand and business. Then keep each of those sections short and sweet so that you keep your readers attention.
For instance, if you are an interior designer who loves to travel, you could tie in how the architecture or design of places you’ve traveled to have influenced your work rather than simply stating you’ve “been to Morocco” and “it was cool.”
Visitors look at the interests you list on your about page to form bonds. So when you provide cliché notes like your love of coffee, Netflix, and the beach – the bond sort of fizzles because we’ve seen it all before. Honestly, there are a lot of about pages that list their love of coffee and yours does not need to be one of them.
Stand out on your about page with passion and that certain je ne sais quois that only your brand has. Find that special something by chatting with friends or past clients and jotting it all down on paper. Once you have “it”, use it! My unique thing is that I love mysteries, Irish mythology, and the magic of storytelling. I don’t shy away from this part of me because it is my “why” and I’m happy to weave it into anything I talk about, especially my about page.
End with a CTA
Don’t end your about page where you’ve spilled your dreams, your passions, and the things that define you and your brand with nothing. Get those bond-formed visitors to take an action at the end. Want them to stay connected with new material you’re pouring out? Include a newsletter for them to subscribe to. Want to get them talking with you? Link to your email or contact page. Without a call to action (CTA) you’re missing out on the conversion magic you put out with your heart-filled about.
By writing to your ideal client, in a solid brand voice that is unique and relevant to your brand, you’ll be able to connect with clients and build a brand loyalty that will run through the entire head that is your website. If you need help with your own about page, let me know and I’ll whip it into shape for ya.