Everyone who’s ever owned a website ever has struggled with their about page. Why is writing about yourself so sodding difficult? And is that even what you should be doing? (Spoiler: no.)
If you believe your about page is supposed to be about you, you’ve been woefully misled, my friend.
Instead, think of it as a sales page for you. Because that’s what you’re really doing: selling yourself to your readers.
So What the Hell Does Go on an About Page?
Your visitors don’t care about you, your interests, your company’s history — none o’ that. At least, not yet. Not until they’re invested in your business.
And that isn’t going to happen until they know what you can do for them. So, here are the five steps to follow to create an about page that will actually make people want to buy from/work with/hire you:
- Open with a line about your darling reader
Tell them who they’re supposed to be (your target audience) — let them know they’re in the right place. This works well in the form of a question: ‘Do you need…?’ ‘Are you…?’ and so on. Anyone who doesn’t identify can click off.
- Now tell them what you can do for them
A paragraph or two explaining why you are the person to help solve their problem. Golden rule: focus on benefits, not features.
- Give them the how of it
You’ve told them what it is you can do to help, now convince them by telling them precisely how you’ll do it. In other words: it’s time for the features.
- Now tell them about you
They’re interested in you now (because they think you can help them). If you’ve had to overcome any challenges similar to what your readers are facing, this would be the perfect time to throw them out there. This section is what’ll make you stand out from your competitors, so if you’ve got any anecdotes that’ll help your readers relate to you, you’re onto a winner.
- Stick a CTA (call-to-action) at the end
This means you should tell your readers one specific action to take. Perhaps you want them to visit a another page or sign up for your mailing list. This’ll make your readers feel more involved with your brand, and likely lead to opportunities for you to sell them stuff further down the road.
And them’s the bones of it, darlin’!
If you’re still struggling, set aside a chunk of time to sit down and figure out what your website is all about. What’s the point of it? Who are you trying to help? What products or services do you have to offer? And how does everything tie together? Go on, really think about it. It’s time to get deep, y’all.
And really, whoever decided third-person about pages are the way forward needs a stern talking to, and should be made to attend a compulsory lecture titled, ‘Most douchey ways to make yourself look a douche on the internet’, or something equally profound and witty. (Unless the person writing it really is writing about somebody else. Then it’s fine. And probably the sensible thing to do.)