Let’s face it: writing your about page is hard. I mean, who really enjoys writing about themselves? It can be kind of uncomfortable. Ever since I’ve had a blog, I’ve hated writing my about page. When I had multiple blogs and a business website, usually the blog pages came more easily to me- I felt free to be more casual and just talk about me and my life.
But the business page? It sucked. It was dry and oh so very boring. I don’t need to tell you, just look for yourself:
Ouch, right? When I combined my sites and did some redesigning earlier this year, I gave my about page a much needed makeover. Now that it’s been
a few several months, I went back and isolated 4 things that were really wrong with it before, that I tried* to address in the newer version.
*I want to preface this by saying that I wrote this post and then looked at my about page… and wanted to do the whole thing over again. The old about page wins again! So try not to hold me to these standards, because there’s always room for improvement.
Here are the things I was doing wrong:
The story was boring.
Everyone has a story. Where you’re from, when you born, what you studied in school, etc., etc… and for most of us, our story is pretty ordinary. Mine certainly is. The trick is finding a way to tell your story that doesn’t bore your audience to tears. Think about this part as a writing sample. Your voice needs to pour out of your story. It should be written in the same style as your blog, or your social media, or whatever it is that you’re putting out there.
A word of caution: if you are a solopreneur, please don’t write in the third person. I think people do it because they think it sounds more legit, but it actually just sounds more impersonal.
I didn’t pivot.
A few weeks ago I had a lightbulb moment when I was discussing about pages with a client. Your about page is where you need to share all the things that set you apart from the other people in your industry. Your occupation, what you are, be it web designer, photographer, or blogger, that is the fixed point. People probably know that part before they even click on your about page.
So you need to pivot. You don’t need to talk about that fixed point, you need to talk about all those things the reader doesn’t already know about you.
Another way of thinking about it is what do you and your ideal client / reader have in common? Talk about that. If it’s someone who is hiring you, you probably don’t have your skill in common. In my case, I like working with creative women- interior designers, event planners, and the like. Instead of talking about how much I love to code, I need to talk about how much I appreciate well-decorated spaces and how stationery and fresh cut flowers make my heart go pitter-patter (see what I mean? Why don’t have that in there?!)
There was no hierarchy.
I’m not one of those bloggers who thinks that all blog posts need headlines, bolded words, and three different colors of text to make them more “scannable.” Sometimes you just gotta write. But on an about page? For your business? People need something to grab them.
I didn’t play to my strengths.
I’m a web designer. What was I doing with a page full of text? If you’re a writer, write. If you’re a visual person, make it visual. The good news with about pages is that it can be whatever you want it to be, and more creative is generally better! Be different.
I don’t know about you, but I truly enjoy reading a good about page! Here are a few of my favorites for you to check out:
What is your biggest struggle with your about page?