This post is Day 3 of the 30 Day Blog Challenge. Post about the challenge on social media using the hashtag: #THNblogchallenge. ()
The About page. It’s probably one of the trickiest pages on your site to write, but it’s also the most essential. Your About page communicates to your target market who you are, what you do, and, most importantly, why they should care. Odds are, your About page is one of the most frequently visited pages on your blog. Don’t believe me? Go check your analytics. You may be surprised by how highly it ranks.
But the other thing that may surprise you when it comes to your About page? It’s not about you.
What?! How is it possible that your About page isn’t about you?
How many of you already realized this, thus putting you ahead of the game? If you did: awesome! But whether you realized it or not, today’s post is going to share some tips to help you write a killer About page. One that will attract all the right people to your blog.
Why Your About Page Isn’t About You
When it comes to your About page, it’s true that you want to give some background information on who you are. You do want to show off your expertise and experience. However, the primary focus of your About page needs to be your target market and what you can do for them.
The truth is, when people visit your About page, they aren’t checking it out because they want to find out what your favorite color is or which Harry Potter house you’d be in if only that darn Hogwarts acceptance letter would show up. (Although, I proudly announce my Ravenclaw status in social media bios as a fun tidbit!)
They’re going to your About page because they want to know what you can do for them. What are you offering that they would be interested in? What problem can you solve for them? And why should they give a crap about it?!
Why should they care about your blog? Why should they care about your signature e-course you so carefully crafted? Why should they care about the eBook you spent months writing? Or whatever it is that you offer! Tell them why they should give a single crap about it. They won’t take the time to figure it out on their own. You need to hold their hand and walk them through it. Be sure that your About page clearly states that you can solve that problem they’re struggling with.
Your About page is your chance to sell your brand to those people who are just stumbling upon your blog for the very first time. And it very well may be your only chance, so you want to make sure you do an effective job at captivating your blog’s visitors. So, you absolutely must grab their attention and make it clear what you can do for that precious dream customer for yours.
How to Put Your About Page Together
As mentioned, you need to focus primarily on what you can do for your target market. You should see the word “You” way more than you see the word “I.” Once you have provided them with that information, then you can go into your personal details. Because, yes, you are allowed to talk about yourself on your About page. It just shouldn’t be all about you!
You want to write a little about yourself to communicate your credibility and expertise. It’s essential that you show your target market why you’re the gal they need in their lives. Whatever experience you have that proves to your audience that you know what you’re talking about, show it off!
There’s often a temptation to write your About page in the third person. And this is something that I have done, too. I’ve read a lot of content on what makes a great About page and most of the advice I’ve read recommends not writing about yourself in the third person. It can make it harder for your audience to make an emotional connection with you. If you are a one-person team, embrace it and write in your own voice as you. I know many people may disagree with this, so it’s ultimately a personal preference. However, I much prefer avoiding the third-person in bios on my website and on social media.
Elements of a Successful About Page
There are two other elements you should make sure you include on your About Page: your photo and a call to action.
Including a photo of yourself is so important when you’re running a blog or online business. You’re on the other side of the computer and not usually interacting with people face-to-face. We want to see your bright, shining face so we can actually connect with you. We want to put a face to the words we’re reading on your blog. And we want to know that you’re a real person and not some Internet creeper sitting at a laptop in a dark basement. (For reference, I’m writing this from my very well-lit bedroom. Not a basement.)
What action do you want readers to take after seeing your About page? A great call to action to include on your About page is a sign-up form for your email list. It’s not likely you’re going to get someone to purchase from you when they’ve only just found your website. It’s possible, but you can’t rely on that. Instead, if you make your only call to action signing up for your email list, you’ll be able to capture their information. You’ll be able to connect with them again even after they’ve left your site and long forgotten about you until the moment they see you in their inboxes.
Today’s Task
As if it wasn’t already obvious, your task today is to polish your About page. Now, before you log into your blog and delete your entire page in total embarrassment (which I can assure you, it’s not that bad!), review what you have already written. Then, ask yourself the following questions:
- Is the focus on your target market or you?
- How many times did you use the word “You” in comparison to your use of the word “I”?
- Have you clearly communicated what you offer to readers and made it clear why they should care?
- Have you included a photo of yourself?
- Do you have a call to action?
Go ahead and make the necessary changes to your About page. Maybe it just needs a few minor tweaks or a huge overhaul. Whatever the case may be, make the time today to take your About page from blah to a killer, captivating page that attracts you so many new readers and customers.