How to write your 'about' page for your website

5 Steps to write your ‘About’ copy

I get it. Writing about yourself is one of the hardest things you will have to do when building your personal brand online. Where do you even start? What does your audience want to know? What can you say that will create a such a memorable first impression that your readers won’t waste a second to click buy/contact you/etc?

First things first, your ‘about’ page isn’t even really about you or your business. That’s right.

I know that sounds confusing. Stay with me… I've broken it down into 5 easy steps.

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1. Define your dream client

First, you need to get up close and personal with your target client. Who are they? What do they do? Where do they hang out? If you know someone in real life who fits the bill, don’t be shy to reach out to ask a few questions.

Write about your dream customer—dive into the nitty gritty details to create an avatar of them. Give them a name and traits. Outline their values. Decide where they work and what they do for fun. Everything helps!

Read: Identify your target audience

Most importantly, what does this person need from you? Do they have a problem that needs solving? A void that you can fill? Write out their specific challenge points.

2. Solve their problem

Once you know your perfect client inside and out, you should know how you solve their problem. You need to know exactly why your avatar wants to buy your product or service.

Write a list of the benefits you offer your avatar. Some get stuck in this stage because it’s a jump to start thinking outside of your own business. We’re all a little self-centered, especially when we live and breathe our livelihood. Remember how I said your ‘About’ page isn’t even really about you? It’s about your target avatar and it’s likely that they are a little self-centered too.

Knowing this, instead of listing the fancy features of your product or service, think from the perspective of your avatar. What are the benefits they would experience from working with you? Save the bulk of this information for your product or services pages, but summarize for your ‘about’ page.

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3. Why are you special?

Now’s your chance to talk about you for a little bit. You’ve identified your target avatar, their problem, and the benefits of your solution, but what makes you so special anyways? Your ‘about’ page is your safe space to share your skills, qualifications, and accomplishments.

If you aren’t sure what to include here, try to think of the key points about you that differentiate you from your competitors. Show how your unique experience makes you the best person for the job. It's okay to brag about your strengths when trying to convince a future client of your expertise. How will they know how good you are if you don't just tell them?

4. Get a little personal

Next, refer to your notes that outline the personal traits of your perfect client. Play on this personality to amplify your similarities. Get real about why you think you would be a perfect business fit. For example, you could give them a glimpse into your own life by talking about what you like to do in your free time. Alternatively, your business growth story might be interesting, so include it! Tell them where you came from to showcase why you want to help. You will know what’s relevant to share if you’ve done the previous homework to define them.

A genuine connection can only happen if you make it a little bit personal.

Pro tip: Writing for the web is very different from writing for academia or for print. You can get personal with your tone as well. I typically write in an approachable tone, using shorter sentences and shorter paragraphs. Include explanations where necessary. However, keep it clear and snappy so your audience doesn't get bored. And of course, keep the business' brand voice in mind while writing.

It's a balancing act between personality and professionalism. I lean to the more personal side, but that doesn’t work for everyone.

5. Be available

Present your best self, then include a call to action to click to your contact information. Done and done.

Bonus tip: Always include a photo of yourself or your business team. Research shows that photos increase engagement. This Forbes article talks about the importance of including a photo on your LinkedIn profile. The same rules apply to your ‘about’ page.

Still need help perfecting your brand message? Claim your free brand message template below to refine your messaging before you start writing. For 1:1 guidance, schedule a drop-in Brand Strategy Session.

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