Your About page is where people are going, guaranteed. In fact, after the home page, the about page is the most frequented page on any site. Why? Well, people are going there, to "meet" you. And since there is an awful lot of noise in the digital business world, your About page needs to make sure your readers see all of your magical uniqueness. It has to shine. Because, after all, the JOB of this page is to convince a prospect to become a customer (or raving fan, or whatever you want them to do.)
your about page shines your magical light on all who gaze
First off, let's acknowledge that this is going to be the page where the copy comes least naturally. If you're like most people, it's difficult to write about yourself. But maybe what if you just decide that it's going to be easy, and take the "this is hard" expectation away from the process? Maybe that would ease the process and bring excitement instead of dread to the process.
Here are the steps, let's dig in.
1. Write in first person and singular: If you are a solo shop, your instinct at first will be to call yourself a "we". Third person allows for some distance between you and your company. I cannot urge you more strongly to fight that instinct. The entire point of this page is for your people to get to know you and fall in love not just with what you are offering, but with YOU. And if you are using the excuse that your business is a professional business, so you want that distance, I still challenge you to go with the singular. It's more intimate, yes, but that sets you apart from others. Also, write directly to the person in the first person, instead of "my customers", say "you". Again, it's more intimate because you are speaking directly to your reader.
2. Write for your audience: I once was asked to edit a company's about page and when I dug into the actual words, and the meaning behind the words, I realized that it was written for their colleagues in town who the company leadership felt were judging them for their business decisions. After a bit of therapy, (seriously), they were open to rewriting it for their clients. They decided to own their decisions and be proud of them, and the new about page was so fresh, lively and compelling, it was as though they had become a different company over night. Keep your ideal client in mind and write for that person, and that person only.
3. Get beyond your timeline/resume/biography: How many times have you read: "XYX company started in 1975 and..." zzzzzzzzzzzzzzz. The timeline doesn't matter. Tell them a story. Make it about them. Position yourself as the most authentic version of you. (Because, trust me, your readers will see right through it if you aren't being real with them.) You can even start right in the middle of a thought: "I remember the first time I realized I was a Wildflower..."(you know, for example).
4. Give yourself permission to brag: OK. This is the hardest thing. We've all been raised to not shine too brightly or talk about ourselves too much. This is total and utter CRAP. You have to shine your light, Wildflower. Here's how I think of it. You are here to share your gifts and serve others. That's the basis for The Wildflower Uprising and it's so gorgeous. Now, you have to get people to know how awesome you are so they start following you and buying what you're selling. If you don't tell them, if you don't make yourself stand out in the crowd, then you missed the opportunity to help others.
5. Include pIctures: Of you. Lots of them, if you can. And at least one with you looking straight into the camera.
6. Establish your bona fides: OK, stop. Take a breath. Now take another one. NOW...write down what makes you an expert in your side-hustle field. It's amazing if you have an education and experience in your side-hustle business, that's definitely preferable. But don't fret if you think you might be a little light on experience. If you know more than the people you are advising, then you are more expert than they are, right? And the more you build your expertise, the more you can brag on yourself in this section. Don't hold back, TELL THEM you are the rock star that you are. (They aren't going to hire you without confidence that you know what you're doing, so you have to TELL THEM!)
7. Tell how you will help them: Guess what? Your about page isn't about you. It's about your audience. The entire time you're writing this, write it FOR THEM and TO THEM. And be sure to tell them how your offer/product/expertise
8. Break some rules: For example, your welcome page can also be your about page. That's one of the options I explored with my first iteration of The Wildflower Uprising site.
9. Show how you've helped others: Include client testimonials. Juicy, descriptive quotes from people who have benefited from your products, offers, or expertise.
10. Call to action: Have a super, incredibly clear call to action. Make it one thing, and seriously, make it crystal clear. For example, it might be to provide email before watching a video where you give valuable insight, or downloading a checklist or ebook. If you are clear on what your goals are, like building your email list or selling a product, you should be clear on what your CTA is on your About page.
Bonus: Get over yourself
I love you, you crazy Wildflower. I also know that you may be knocking up against some upper limit crap right about now. I know all about this. OMG, ALL about it. Please, please get over yourself and keep moving forward. I truly believe that you have to follow your calling. If you have a product or expertise of any kind that other people will benefit from, then being afraid of putting yourself out there is unnecessary. And, tough love alert, it's selfish. If your offering will improve someone's life, then who the hell are you to let a little fear of criticism to keep you small?
Ready to go? Let's do this.
Some about pages that I love, love, LOVE: