Your web site’s About Page could be quite successful in establishing confidence, connection and credibility with your audience.
Alas, a number of men and women are not giving it the care that it deserves. Because of this, most About Pages are hanging around collecting dust, rather than carrying a site visitor closer to being a customer kate meckler.
I do it, writing the About Page is frequently catchy…
It’s about you personally, and it’s really NOT about you personally.
You’ve to convey your own experience, skills and credentials, and without which makes it boring and dry as a crusty ol’ resume (reminder: boring will not sell.)
You’ve to share with your story, without navel-gazing.
You’ve to talk about your achievement and success – written in first man – without even overtly tooting your own horn.
Here’s the toughest section:
Your About Page is all about YOU.
You’ve to be more brutally honest and susceptible.
It’s really a distillation of the amount total of you personally – your own vision, values, convictions, personality, skills, adventures, super-powers… woven in an interesting narrative, squeeze in to a typical page short enough that the readers do not drift off.
There’s no services and products, programs or services to conceal. You are introducing YOU.
You’re putting yourself available, making the emotional and personal connection essential for customers to express yes to YOU.
And that is scary.
Work has to be achieved on overcoming the fears of never being good enough, of perhaps not worth being heard and seen, to be criticized or judged, of rejection and of falling out.
You’ve to generate your About Page own, and never taking it personally.
Speaking about YOU may be your vehicle to come across the men and women who resonate with YOU – that usually means you need to link solely to your audience during your narrative.
There is nobody definitive means to compose a highly effective About Page, as your life arch is just one of some type.
I have written many About Pages for the customers…
The procedure always centers around honoring the customers’ unique path, rather than squeezing them into a template.
When you approach the nurturing of this connection with your audience (your niche) as a process of defining your place in the community, you’ve to step up and own “why YOU matter.”
3. Don’t turn your About Page into a Resume
Your readers aren’t interested in that laundry list of alphabets behind your name unless your credentials are relevant to how you can help them.
Listing out your credential like it’s a CV is not going to cut it. It’s BORING and boring doesn’t sell.
Instead, weave the development of your skills and credentials into your story, and tell your readers how the acquisition of the skills and expertise is part of the journey of you helping them achieve results.
You don’t have to be overt about it.
4. Don’t Navel-Gaze; Speak to a Larger Context
Your goal is to aspire your audience to take the next step through relating to you personally and emotionally through your story.
You’ve to evoke empathy by making your story about them.
Your readers need to see themselves in your story, and project themselves into your POV, transformation, and success.
Even though your story is about you, using too many “I” “me” etc. can make the perspective myopic.
Zoom out once in a while, and turn the table to relate the story to your audience. Help them see how your experience sits within a larger context, and evoke feelings and emotions that speak to the bigger picture of human conditions.
5. Communicate a “Shared Identity” right off the bet
Your audience will be more interested in your story if they can identify with you.
To draw them in right away, you can start with something that only “insiders” would know to communicate that you’re “one of these.”
You can also paint a few vivid pictures of shared experiences so your readers feel that you’re a real person with real experiences to which they can relate.
These shared experiences often say more than anything else to make your audience feel that you really, truly understand what they’re going through. It helps you cultivate a deep level of trust.
6. Make your Ending about them
Most stories end with the hero (you) overcoming challenges and achieving goals.
Your happy ending should mirror your audience’s desired outcomes in your area of expertise so they can project themselves into your story, relate to your success and see how it’s also possible for them.
Paint the scenario: what does it look like when your audience achieves success with your help?
Evoke the emotions: how would they feel when they overcome their challenges?
The end of your story is not the end of your About Page.
Often times a conclusion can serve to reinforce your POV (+ the resulting trust and credibility) and put the focus back onto your readers.
Remind them that your hero’s journey is a reflection of their circumstances and their potential success.
Reiterate your POV and what matters to you in reference to how they’re relevant to your niche.
Aspire them to an identity conducive to taking the next step with you.
BONUS TIP:: Don’t let your About Page collect dust
You can refer back to this riveting story again and again to build trust and relationship with folks who dig your content and want to learn more about you.
Your blog posts may not be the best place to tell the long story, however, you can hint at a snippet of your journey that’s most relevant to the content and link to your About Page.
Your website sidebar is a good place to put a teaser of your story or an “elevator pitch” with a “read more” link pointing back to your About Page.
You can also leverage your About Page content to pitch media opportunities – there’re many websites and publications looking for experts’ firsthand journeys and adventures. By becoming featured, you can’t just talk about your story to inspire the others, but also obtain contact with a brand-new audience.
Ling Wong:: Intuitive Brainiac | Creativity Mentor | Copywriting Alchemist. Throughout her unique mixture of Business + Marketing coaching/consulting with a Mindset + Psychic Twist, she also helps the maverick-preneurs discover, articulate & transform their WHY in to articles that joins, resonates and moves – through of the intuitive yet rigorous pragmatic process created out of her Harvard Design School training and a decade experience within the internet advertising industry.