So you’re in the middle of drafting copy for your website. You’ve got a good handle on your home page text, the descriptions of what you do are coming together swimmingly, and a few blog posts are in the works, but you have absolutely no idea how to write a powerful About page.
You are not alone, my friend.
Writing about ourselves can be one of the trickiest things to do when creating a website, crafting a bio, or sharing about ourselves in some other way.
But, it’s kind of unavoidable. If people are truly interested in your goods or services, they’ll probably make their way over to your About page. Why? Because they want to know more about you. They want to know why you do what you do, what makes you click, what makes you human. They want to know if they’ll like you, get to know the real you, and ultimately trust you with their hard earned dollars and valuable time.
But you know what else? They want to know YOU in relation to THEM.
Huh? What do they have to do with me?
In short, pretty much everything. Your audience doesn’t even necessarily recognize this crazy idea–that they want to read about you in relation to themselves–but it couldn’t be more important!
You have to make all-about-you into all-about-them.
Know who you’re talking to. Have a really clear idea of who your ideal client or customer is and speak directly to them in your writing! Turn your story into their story.
Share things that will help them connect to you on a more personal level. This could be as simple as sharing that you’re a mom (oh, she’s a mom too!), or that you once struggled with the same pain point that your audience probably struggles with (man, she just gets it).
You can definitely share the important facts about yourself, but make them real and engaging, not dry and stuffy. Weave that part of your story into the rest of the story. Your audience wants to know that you’re a real human being with joys and sorrows, successes and failures, good days and bad days, and that you relate to them. They also want to know they can trust you as a person, you as a professional, and you as a business owner to help them somehow.
This might be a brand new way for you to think about your copy. It’s definitely not the most straightforward. But it could be the most impactful. Your About page may be all about you, but in a covert, unseen way, how to write a powerful About page is all about them.