Ah, the dreaded About Page. We’ve all encountered it in one way or another whether it’s our Facebook profile or for our own website. How can you possibly condense the essence of who you are into a few paragraphs? Who’s really gonna care anyway?
People like to do business with people, and your About Page is where you get to humanize your business and speak directly to the people you want to work with in the future. It’s the open door, the handshake, the offer of something to drink. Hospitality.
What your about page should also be doing is mirroring back to your potential clients their own desires and fears and reassure them you’re the only person that can help them.
Here’s a hint: It’s not about you.
We tend to start writing our 2 paragraph bio starting from when we were born and think we can regal our audience with the tales of our professional credentials and experience in our industry.
I’ll say it again: It’s not about you.
The hard truth is that, as web users prospecting for someone to collaborate with or buy from, they don’t care about you. People are only concerned with how their lives will benefit from the arrangement, not how they can help yours (this is a blanket statement, but very true to human nature. I know there are lovely people out there that want to support creatives, but you still need to show what’s in it for THEM).
Here’s How To Write Your About Page
The first step before any writing occurs is to get to know who your people are. By following the exercises in this article, you will learn what words they are using to express their concerns and desires, and be able to integrate this wording into your copy.
Second, find that sweet spot where the service or product you provide will be the answer they are looking for. How can what you do benefit their lives? How will you be the answer they’ve been looking for?
Now, when you sit down to write, you are going to lead with this sweet spot in your words. Clarify and speak to their struggles with those first few sentences. Create a blend of the words you heard them use to describe their struggles with how you know you can help them.
This process isn’t easy to do when staring at a blank piece of paper or screen, so I’ve created a PDF of the same prompts my clients use as we go through our transformational process together. You can download yours below.