If you’ve ever tried (and perhaps failed) to write your own About page you’ll know that it’s one of the most difficult writing tasks to get right.
Writing about yourself can feel odd, embarrassing and, quite frankly, impossible – even though you know yourself (and your business) better than anyone else.
If this resonates with you, you’re not alone.
Nailing the messaging and tone of voice of the second-most-read page on your website is stressful and uncomfortable for everyone.
That's why many small business owners ask a copywriter to help them get their About page spot-on.
Why is it so difficult to write about yourself?
You hate talking about yourself
If you find the idea of self-promotion excruciating, then writing your About page is going to be a tall order – but it’s not impossible.
After all, your About page isn’t really about you – it’s about how what you do (and the way you do it) helps people.
The reader wants to get to know you and what you stand for – your brand values, your goals and, specifically, how what you do can help them.
So don't be afraid to showcase your personality and your uniqueness. If you stand out from the crowd then people who are the right fit will want to work with you.
By all means, talk about your skills and experience but always relate them to how they make your product or service better and, ultimately, how that benefits your customers.
And share social proof in the form of testimonials or reviews to show the reader (rather than tell them) how working with you will make their life better.
You’re too close to your business
When you sit down to write your About page it can be difficult to see the wood for the trees.
How do you know where to start and what to share?
Should you talk only about your business or give people a glimpse of your out-of-work life too?
Writing about your own business objectively and concisely is hard when you’re so close to it.
My advice is to grab a pen and paper and brainstorm everything you want to say and then prioritise the key messages that tell the reader what’s special about your brand.
Be clear and concise about what you do and why you do it but don’t be too formal or stuffy – you want to make a connection with the clients who are right for you.
Tell the reader what they need to know and it will help them decide whether to work with you.
You don’t know who you’re writing for
Writing for your ideal customer is crucial when crafting a compelling and persuasive About page.
If you try to appeal to everyone you’ll end up appealing to no one so think carefully about who your ideal customer is and what they want to hear from you before you write.
Consider their biggest problems and their biggest desires and how you can solve their issues or help them reach their goals – then tell them all about it.
Use vocabulary that’s clear and relatable without jargon or industry-speak.
And make your copy informative but conversational to help the reader get to know, like and trust you.
How we can work together
If tackling your About page still feels like a daunting task that you’d love support with, I can help.
I can work my copywriting magic on your neglected About page whether it needs a little TLC with a straightforward proofread and copy edit or bespoke new copy that creatively compels your ideal clients to buy from you.
Find out more about my Website Copy Revamp and Website Copy Refresh services or book a free 15-minute discovery call.
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