UGH, About Me pages, riiiiight?
They’re the worst.
They talk about stuff that isn’t relevant (hello, overshare)…
They’re one of the most-visited pages on your website (insert record-scratch here).
So if your About Me page is that important, why do so many online business owners get them so wrong?
In this post, I’ll show you how to write a killer About Me page that makes you stand out, and makes people take action.
Why your About Me page matters
Your About Me page…
…is where you tell people about your products and services.
…is where you share your own (relevant) personal journey and unique selling point (USP) to create a powerful impact with the reader
…improves your brand image, builds trust, and establishes authority
…should capture attention and drive leads
But most of all, your About Me page needs to accomplish THIS:
Answer your visitor’s unanswered questions.
Your About Me page should be benefit-driven and address the specific challenge your audience is dealing with.
You can do this by telling people:
1. What you DO
2. How you HELP
Of course, if you’ve ever tried to write an About page, you know it’s not quite that simple.
In this blog post, I’ll share:
➡️ The top mistakes most people make with their About page
➡️ A simple About Me page framework that will help you structure your page and ensure your copy hits the mark
➡️ How you can create a killer About Me page that converts
But before we get started, you need to know what mistakes most people make when writing their About page.
The Top 9 Mistakes People Make Writing Their About Me Page (Are YOU Making Any Of These?)
About me pages are often like the 3-legged, one-eyed dog at the pound: neglected, forgotten, and pushed to the side for prettier, shinier pages.
The top mistakes I see business owners make with their About Me pages include:
1. Not having an About page
2. Not telling anyone their name or who they are
3. Not having a good photo of themselves
4. Booooring writing jam-packed with jargon and lingo
5. Using video by itself – if you use it, teach something. But don’t forget to include copy for the readers in the crowd
6. Rambling writing that goes on…and on…and on…*zzzzz*
7. They think it’s all about them (hint: it’s not)
8. Giving people too many things to do – book a call, opt-in, join a free group
9. Talking about “we” and “us” when they’re a one-person show. There’s no shame in being a solo-preneur. If you’re a one-man (or woman) band, sing it loud and proud.
So now that you know the top mistakes most people make with their About pages, here’s how you can sidestep them and create a killer About Me page that converts.
How To Write A Killer About Me Page: The Perfect Framework
The first step in creating an About Me page that works FOR you (not against you) is having a solid framework and structure to follow.
And I’ve got you covered, right here.
Step #1: Write a Magnetic Opening
Your About Me page should have a magnetic opening that makes people sit up and pay attention.
And one of the ways to do this is by being instantly relatable to them.
I’ve provided some real life examples here from around the web so you can get an idea of how to do this for your own About Me page (and, as always, don’t copy!).
The Emotional Opener
Take this example from SmartBlogger , that taps into the passion bloggers have for their craft:
Or this example from Derek Halpern and Social Triggers that gets you nodding your head and putting up your hand to say, “Yes, yes! That’s me!”
The Tribe Builder
Copyblogger’s About page lets you know what kind of company and people they are right up front:
The “Here’s What I Can Do For You” Headline
Anik Singal from Lurn nicely encapsulates his About page headline drawing on the main benefit to the reader and telling them upfront what the company does.
The ideal opening for your About Me page should communicate the main benefit you bring to your reader’s party. That is, answer what can you DO for them.
If needed, a sub-headline that further explains these benefits can be used, like Lurn does beautifully above.
Step #2: Your Intro – Just who the heck are you, anyway?
This is your time to shine. Tell your readers:
● What makes you so special
● How many business owners you’ve worked with
● What your superpower is
● Relevant credentials or qualifications
● What you believe or your why
Give readers a taste of who you are…a little glimpse behind the scenes of your life.
Here, AppSumo gives you a little peek into their team’s past lives, as well as their superpowers:
NicheHacks shares their philosophy on their About page:
The thing here is to share snippets of your life. Little sound bites that will resonate with your readers and give them insights into who you are, but not bog them down with minutiae.
Step #3: Tell the reader what you’ve experienced
What have you done or experienced that makes you uniquely skilled to help the people you work with? What can you highlight that your reader will relate to?
…Started a business from scratch?
…Hustled like crazy and left your 9-5?
…Paid off a huge debt?
…Packed in a failed business and returned to corporate at some point?
…Made a huge change in direction (eg. started out as a lawyer but found your calling as a fitness coach)?
This unfolds a little more about what’s molded your life, and makes you more human to your reader.
Take a look at how Melyssa Griffin tells her readers about her journey:
Step #4: Tell the reader what you’ve learned
Now, from your real life examples, what did you learn from the experiences in your life?
Make your reader see that you didn’t just go through “stuff”. Show them you used your experiences as valuable learning opportunities and turned your life around.
Here’s how SmartBlogger tells about their learning experience:
Step #5: Tell the reader how it’s made you better
Telling readers about your journey is great, but that’s only part of the story, isn’t it?
Your readers want to know that what you did is possible for them too.
So, let the reader know how you’ve applied what you learned to your own life and business. Specifically, what do you know now that you didn’t before (and maybe wish you had discovered years ago)?
And more importantly, how will what you’ve learned help THEM?
Here’s how online business coach Jenny Shih does it:
Step #6: Include a Call-to-Action
This step is often overlooked on the About Me page.
Problem is, without it, your reader won’t know what to do next…so they won’t do anything.
Make sure you TELL your reader exactly what you want them to do right now.
Do you want them to read something? Link to a blog post they’ll find helpful.
Do you want them to download a free guide? Include your opt-in form and be clear with specific instructions (eg. enter your email to get this guide now).
Josh and Jill Stanton of Screw the Nine to Fiveplace a call-to-action smack-dab in the middle of their About page inviting the reader to get started right away:
Your About Me page should include crystal clear instructions on what you want your reader to do next, and is the perfect place to invite someone to subscribe.
Follow The Rule of ONE (one page to rule them all…)
As with all your web pages, your About page should follow the Rule of ONE:
– One purpose (telling people who you are and how you help them)
– One call-to-action (what you want them to do next)
Because when faced with too many choices, studies show that we crazy humans do…
Create A Killer About Me Page That Converts
Now that you’ve drafted your About Me page story using the framework about, it’s time to sprinkle in the secret ingredients that will take it from Plain-Jane to a page of copy that converts.
Ingredient #1: Compelling Copy
The copy on your About page needs to be engaging and compel people to take the next action.
And the first rule of writing copy that converts is to make it about the reader, by writing about them. Liberal use of the word “you” will instantly transform copy that’s all about you, into something that’s all about them.
Keep your copy conversational. Your About page isn’t a bio or byline for an article, so write it as if you’re having coffee with your reader and telling them about yourself.
Remember to ditch the jargon, corporate-speak and industry lingo, even if it’s the trend du jour. No one wants to read about your “innovative, ground-breaking solution to XYZ”. Keep your language relatable by focusing on the tangible, measurable benefits to the reader.
(Want to have a little fun? Try this jargon removal tool )
Ingredient #2: Testimonials and Proof
Trust-building testimonials, awards and other proof will help improve the conversion rate of your About page. Plus, they help eliminate objections and reinforce that yes, you really DO know what you’re doing.
Don’t have testimonials yet? Take a snip of someone saying nice things about you on social media or reach out to your network for a few words you can feature.
If you’ve won awards or been featured in other publications, include images or logos.
Ingredient #3: Your Photo
People are drawn to images and photos. Plus, having your mug on your website makes you an actual human.
Make sure you add a recent headshot or professional photo of yourself.
Ingredient #4: Make It Easy To Find
What’s the point of making someone work to find your About page?
While writing this post, I was surprised to find how many websites actually bury their About page, and had to get creative to actually find it.
If you want someone to learn more about you with the intention of creating a business relationship, then make your About page easy to find.
Feature it prominently in your website’s main navigation like I’ve done here, or as a sidebar link.
You don’t want to make people think or work too hard to find out about you.
Make Your About Me Page SEO-Friendly
The last step in creating a killer About Me page that converts, is to make it search-engine friendly so you can increase your organic traffic.
First, you need to know how many visitors your About page gets. You can find this out by simply Googling yourself to see where you rank, or use Analytics or Search Engine Console for traffic data.
Then, do some quick research to find out how much traffic your competitors are getting. Google them to see where they rank, then use the Google AdWords Keyword Planner Tool to find out how many people search for them each month.
Find out how to use the Google AdWords Keyword Planner Tool here
Make sure you include your target keyword in:
➔ Your page headline and subheads
➔ Sprinkled throughout your body copy
➔ The page meta data (the snippet of copy that appears below links on search engine results pages)
➔ The page title
Writing your About Me page doesn’t have to be a time-consuming or frustrating task. The framework and tips I’ve provided here will help you create a traffic-generating About Me page that converts.
Over to you:
What’s the #1 thing that trips you up about writing your About page – where do you get stuck?
Let me know in the comments.