August 17, 2017
You might think your about page is throw-away, or not that important. After all, isn’t your other content the bigger focus of your site?
Guess what? Your about page is content.
More than that, it’s actually valuable content that can drive leads.
Paying attention now?
Before we unpack about pages, let’s define them. You’d be surprised how many people don’t know what their about pages do.
What Are About Pages? Why Use Them?
Your about page gives your visitors vital information. It introduces you and explains what you’re about.
This is where you get to tell your story and explain the passion behind your business. Plus, your about page can drive people who search for you or your brand to your site.
So, it’s really a two-in-one: an introductory bio for you, and another way to grab organic traffic. Think of it as another piece of content in your arsenal.
That leads us to the problem: Writing about yourself is hard.
I mean, writing, in general, is hard – but writing about yourself? Most people shudder at the thought. They think, “How do I write about myself without sounding silly, or worse, pompous?”
Never fear! You can write an engaging about page. It will outline your passions, note your successes, and explain your business. You will introduce yourself to your audience as well as drive more traffic to your site.
So, get ready. If you cringe when considering writing your about page, these tips are for you.
6 Tips for a Well-Crafted About Page
Your about page can do important work for you on your site. Don’t neglect this piece of content! Here’s how.
1. Start with the Story
If you don’t know where to start with your page, start with the story.
If you’re unsure how to word it or where to begin, imagine you’re sitting down with a friend who wants to hear your brand’s tale. What would you tell them?
Most likely, you would expound on what inspired you. How you wanted to solve a problem or address an issue. You would outline the ups and downs of getting there, and you would probably include some funny or interesting anecdotes.
Imagine this story in your head, then write it down. This is a great starting point. Telling stories is how humans have engaged each other since the cavemen. Plus, imagining your friend as the audience versus a room full of strangers will make the tale more relatable.
2. Outline Problems and Benefits
Along with your brand story, you need to explain what you do. You should phrase this in terms of problems and benefits.
Problems are exactly the issues your business hopes to solve for the customer. Outline what they are. Then, tell the reader exactly how you hope to solve them for their benefit.
Customers gobble up this kind of information. When you tell them exactly what you can do for them, you’re giving them reasons to do business with you.
3. Use Your Voice
You’re doing this for your business, but you don’t have to be stuffy about it.
Forget being formal. Instead, write in the way that comes most naturally to you.
If that means being facts-oriented and precise, go for it. If it means sprinkling in jokes, or being self-deprecating, or telling it like it is, that’s great. You’ll be setting yourself apart, not to mention engaging your audience with your unique personality.
4. Include Images
Don’t just set yourself apart – make your page easier on the eyes, too.
Like any other piece of content, your about page shouldn’t be a wall of text. Neil Patel says you should add supporting images to break up the page and make it more fun to read.
This doesn’t have to mean a photo of yourself, either. You can use images that tie into your brand, personal photos you took, logos, you name it. Just make them relevant.
5. Talk to the Audience
Images engage the eyes, but your words engage your reader’s attention.
This tip ties into starting with the story. When writing your about page, make sure you’re addressing your audience.
In writer-speak, that means using the second person point-of-view – addressing the reader directly as “you.” For an example of this in action… well, you’re reading it right now.
This is an informal way of writing, but it’s more engaging, too. You’re talking to somebody versus talking at them. Take this previous sentence, for example: “When writing your about page, make sure you’re addressing your audience.”
How would it sound in the third person? Like this: “When writing an about page, it’s important to address the audience.”
This is formal writing. It has no warmth or directness, and those are both attributes you need to engage the reader.
And, here’s the thing about an engaged reader – they keep reading.
6. Get Second (and Third) Opinions
Writing is a strange process. It’s like talking to yourself, but you’re recording it on a page. You’re only imagining an audience to talk to. In reality, you’re in a room of your own, and only you can hear what’s being said. You only get to engage the reader after the fact.
This is why you can write something that sounds great to you, but not-so-great to others. Whether that means spelling errors or grammar errors, you can develop blind spots.
This is why getting more pairs of eyes on your text is important. A good editor will notice mistakes you overlooked and help refine your words. This step will improve your writing, giving it clarity for every reader across the board.
This clarity is the foundation for all the other elements. Skip the editing process at your peril.
Get Inspired and Write Inspired About Pages
A creative, engaging about page isn’t rocket science. Try any of these tips to inject your page with your own unique voice and create compelling content to boot.
Finally, remember to have fun with it. This is your chance to talk to your audience on a one-to-one level. Embrace it.
Julia McCoy is a top 30 content marketer and has been named an industry thought leader by several publications. She enjoys making the gray areas of content marketing clear with practical training, teaching, and systems. Her career in content marketing was completely self-taught. In 2011, she dropped out of college to follow her passion in writing, and since then grew her content agency, Express Writers, to thousands of worldwide clients from scratch. Julia is the author of two bestselling books on content marketing and copywriting, and is the host of The Write Podcast. Julia writes as a columnist on leading publications and certifies content strategists in her training course, The Content Strategy & Marketing Course. Julia lives in Austin, Texas with her daughter, husband, and one fur baby.