You’re blossoming online, seriously putting your business out there and getting things done. Now you’re ready to show the world just how incredible and amazing you are. And you want new readers to be able to learn more about you, why they should stick around and what’s in it for them.
Could it be time to create an epic About Page?
Absofreakinlutely. Today, I’m going to walk you through how to structure your About Page so that you cover all of the important points to make this page one of the most useful and popular pages on your blog.
Here’s what your About Page should do
Preferably in this order:
- Communicate that you know who you’re speaking to
- Let them know that you get what they want / need
- Tell your story and how you can help
- Ask them to do something
That, my friends, is all there is to it. When you get this right, you’ll have all of the ingredients to grab people’s attention, make them fall in love with you, and turn those first-time visitors into raving fans and subscribers!
In a nutshell, your About Page is the story of you.
Your About Page is the story of you AND them.
Your job is to weave these two legendary stories into an experience, or a movement even, that hooks people on your blog and your business. And also on YOU, your world view, how they connect with you, and why you’re the perfect person to help with their problem.
So how do we weave these two beautiful stories together? Let’s start by drilling down on each of the points above.
1) Who are you speaking to?
This one’s a biggie. Even though your About Page is about you, it’s really mostly about your readers. You want to connect with them and let them know right away that you know who they are and what they’re struggling with right now.
Picture one specific person when you’re writing. What are their core desires? Being very specific with things like their name, age, where they work, what’s holding them back, and so on will help you visualize your person. And you’ll be able to write as if they’re right in front of you.
Related: How to Attract Your Ideal Customers
2) What do they most want?
Then, you need to show them that you know them and you get it. Let your audience know how you identify with them and what their biggest challenge is right now. What is it that they want to do, but aren’t able to do right now?
I find it helps to describe their current situation, like this:
- What do they have right now? (chaotic mornings, marketing that doesn’t work, not enough time, boring exercise routine, flat hair, tasteless meals loaded with carbs, you get the gist)
- What do they want right now? (calm quiet mornings, effective marketing, time to do the things they love, exhilarating workouts, vibrant hair, delicious healthy meals, and so on)
What this helps you do is to understand the pain points your audience has in their before state, and what changes for them in the after state. Make sense? Then all you have to do is connect the dots and get them from Point A to Point Z.Let your audience know how you identify with them and what their biggest challenge is right now. Click To Tweet
If we put steps #1 and #2 together, we can start to see a story unfold. For example, my audience is entrepreneurs and bloggers, so I lead with:
We’re a lot alike. We both want to make a successful career and life as entrepreneurs.
Which means that neither of us can fall behind with the latest marketing trends.
What we really need are operations and systems to put our brands out there strategically.
See how this is a perfect set-up for my story and how I help? But first it’s all about my peeps, what they need, and how I relate to their problem.
When you’re framing your story, try to paint an uplifting picture that makes people feel excited about where they’re at right now. Infuse your story with inspiration, hope, and a sense of “we’re in this together”. And whenever possible, try to stay away from words like don’t, can’t, and no.
3) Explain what you do and how it relates to them
Next, tell the story behind your blog or business, sharing why you love to do what you do and how you got here.
This is where you share the story that only you have…your personal history, the obstacles you’ve overcome, how you view the world, what made you come to do what you do…you want all of you in there.
Make sure people understand how you’re uniquely qualified to help them and how you help.
What do you offer to help them bridge the gap between where they are and where they want to be? How will you take them from Point A to Point Z? What does it look like to work with you?
Paint as vivid a picture as you can, and as your story unfolds, let go of any idea of what your About Page is supposed to sound like. Just have fun with it and let the words flow. Pages are never perfect right out of the gate. That’s why we edit, edit, edit later!
All you need to do now is to try to connect with your readers and speak to them as you would a friend, so they can get to know the real you. Knowing you is the first step to trusting you, and you’ve got to earn their trust.
So just be real. Be bold. And leave your heart on the page.
4) What do you want them to do next?
Don’t make them guess! Tell them!
Do you want them to check out how to work with you? Great! Make that easy for them and put a link at the bottom of the page.
Maybe you want them to read some of your latest blog posts. Again, let them know where to go next.
Maybe (just maybe!) you’re super sassy and want to encourage them to subscribe. Maybe you want an opt-in form to pop up when they reach the end of the page. If that case, let people know what they’ll get when they sign up. Tutorials and guides? Lazy Sunday craft ideas? Value-packed tips?
Point is, whatever action you want people to take next, make sure you are very explicit with it.Whatever action you want people to take next on your About Page, make sure you are very explicit… Click To Tweet
Putting the stories together
So you know who you’re speaking to, what you do and how you help. But how do you create a story around that? How do you write a whole page that’s compelling and interesting and portrays both your audience and YOU?
First, take a deep breath and think about that one person you’re speaking to. Is it your favorite client, or maybe someone you’d love to have as your client? Pretend you’re sitting in a room with this person or simply writing them a letter.
Answer these questions as though you are talking right to them and addressing them personally. I’m posing these questions as though I am your reader, so you can respond most naturally and directly. Take your time, and answer them one by one:
- Who am I? What’s my name?
- How am I feeling right now?
- What am I trying to do but can’t?
- What’s stopping me?
- How do you know what it’s like and the feeling I have around it?
- Why do you do what you do?
- How can you help me?
- What will change for me after YOU?
- How will I feel when I’ve overcome this problem?