We’ve all heard that the About Page is one of the most viewed pages on your site. It’s also one of those pages that we all generally set up once and then forget about. I challenge you to take a look at your About Page and see if it’s really up to date. While you’re there, see if you can incorporate the following 5 things to improve your page both visually and content wise.

As a website designer, I’m always viewing websites, out there in the interwebs, for both best and worst practices. I’m here to tell you that writing a killer About Page, isn’t a challenge at all! Sure, it takes a little time and effort. But, in my opinion, that time spent is well worth it. If written correctly, your About page will truly connect with your niche and turn interested prospects into buyers.

Your smiling face

On your about page you really want to personalize it and show people who you. Because people connect with other people, and not faceless brands, it’s important to include a photo of yourself. Seeing a photo of your smiling face will showcase who you are, and remind your audience of the person behind your brand.

You can either get professional photos taken or have a friend take a few photos of you. Whatever you choose, spend some time thinking about how you want your photos to look and if that vision fits in with your brand identity. Try to think about the overall feeling that your brand represents. Should the photos be dark or light and bright? Should a specific primary color be used throughout your imagery? If you work with a designer, like me, they can help you to establish the overall look of your brand photography, so that, you know exactly which kinds of photos will look best.

Why you do, what you do

Your About page is the spot, on your website, where you should tell a story about what you do and why you do it. Why did you start your business? Who do you want to work with? Most importantly, what is it that you offer and what sets you apart from others that offer a similar service? Take your answers to these questions and form them into a story that you can share on this page.

A great way to do this is by starting the story with a problem that you typical client/customer is having and then relating it back to what you do and who you want to work with. That way, you’re tying everything together in a way that leads the client through your process and that solves their problem.

Talk about your reader, not about yourself

One of the biggest mistakes that I see, on so many about pages, is when the person talks all about themselves and, not at all, about their client. Get in the habit of saying “You” whenever possible instead of “I”. Yes, even on your about page.

Paint a picture of what it’s like to work with you and how you will solve your client’s problems. This is the key to an about page that gets results! After all, you want to connect with the person on the other side of that computer screen. You want them to see themselves in your writing and say – yes, this is me, she gets it, this is what I need.

It’s also totally fine to include braggy things like education and awards if they’re relevant. But do it in a way that adds a touch of fun to your website. For instance, try adding an awards slider to the page. Or put your education or work experience in an infographic that adds a little something to the page.

A couple of fun things about you

Adding in a couple of fun facts about yourself is a great way to humanize your about page and branding as a whole. Unless of course, you’re part of a corporate brand or you simply don’t feel comfortable sharing personal aspects of your life. It’s your website! You can choose what you feel comfortable sharing and what you don’t.

Try including just a few things that you like to do in your free time. This could be a picture of your pets or family, a few of your favorite hobbies, or whatever speaks to you. You can also showcase these things in a creative way by adding them to a sidebar, creating a collage, or a slider of your favorites. Whatever you choose to do, show off your personal side, just a little bit.

Call to Action

Now, that your website visitor has a great idea of who you are and what you do – direct them to the next page that they should visit on your site. Ask yourself, what is the goal of your about page? Perhaps you want to direct them to your contact form to reach out to you. Or send them to your services page to learn more about how you can serve them. Send your potential clients to the page on your website that makes the most sense. Create a button, preferably in a unique color, that tells someone to click to go to the next step in the process. Whatever that may be!

Remember, your About page is not actually about you. It should focus on your audience and how you can solve their main problem. Sprinkle in a couple of fun facts about yourself and a photo of your smiling face. And, you’re golden! You’ll start connecting with your people. Clients that want to work with you because they like, know and trust you.

To make this process a little easier for you, I created a checklist to help you write your about page or fix up an existing one. Print it out and keep it handy when you’re working on your About Page. As a bonus, you’ll find even more tips and tricks, in the checklist, then what was mentioned in this article.

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