The Science Behind Writing a Really, *Really* Good About Page

So, let’s be real: website copy is HARD.

(I’m saying that as a website copywriter, because I get it!)

It’s really easy to get super excited about your gorgeous new website and beautiful new template… only to get incredibly discouraged once you have to sit down to, well, write the words that go on it. From homepages to services pages to everything in between, there’s a science to it — and it can get really tough.

Especially with your about page.

I see so many people (myself included) get paralyzed at the idea of their about pages.

If you’re not a person who enjoys writing, it can seem super overwhelming to create an about page that accurately and effectively shows your ideal client who you are, what you do, and why you do it… so you just don’t.

More often than not, I see people throw a bio and a photo on their about page and then wonder why it’s not converting.

Sound like you? ^ If so, no biggie. I have you covered.

What you need to know about writing an about page

Here’s the biggest thing you need to know about writing an about page that *actually* works for your business. You ready?

People don’t care about you as much as you might like to think they do.

In short? People care about themselves.

Now, don’t get me wrong here… great clients DO care about you, but when people are checking out your website, they want to know what you can do for them. If you stick out as that right person to them, they’ll keep digging to find out more about you.

That, my friends, is where the big disconnect comes in.

Your job as a business owner in this good ole’ digital age we live in is to learn how to strike that balance between “badass business owner” and “actual human.”

Essentially, you have to be able to attract clients with the “badass business owner” side of you, and then keep them coming back for more of that “actual human” side of you.

The best advice I have? Draw clients in with SO MUCH UNDERSTANDING of what you do that they can’t help but want to find out more about who you are.

It allllllllllll starts with your website’s about page.

See, when you can craft an about page that actually does this, you’ll… A) Attract clients that are *actually* a great fit for what it is you do, and B) Be able to accurately show why you’re the person that ideal client wants in their corner.

So here’s how to do it.

Structuring your about page the right way

Being intentional about the way you build out the copy (and design!) on your about page is key to making it work for you. I love structuring about pages similar to sales funnels (its the marketing nerd in me), and if that doesn’t make the SLIGHTEST bit of sense to you, here’s a little sneak peek:

1. Attract high-level: Bring in people who are looking for something in your general expertise area.
2. Break it down: Keep people in who are looking for *exactly* what you offer, and send the audience that doesn’t really fit on their merry way.
3. Introduce yourself: Now that the people scrolling down your about page might be a perfect fit, brag on yourself a little! Showcase your expertise and give a more high-level introduction to the face/team behind your business.
4. Do something fun: You’ve kept it professional (kinda like that initial corporate interview situation), so now you can have a little fun with the people that are still intrigued by you and what you do.
5. Connect back around: Remind the people still scrolling that you’re really great at what you do — and give them a quick little reminder as to what you do. (Yes, again. Trust me.)

The whole idea around this about page structure is to keep the RIGHT people coming back — because those are the people that are most likely going to be your target customer or ideal client. And, aren’t those the people you want to work with anyways?

Ahhhh. The best.

So, are you ready to write your very own about page? I use a tried-and-true framework with my clients to help them create about pages that do next-level things for their businesses, and I’m all about sharing.

Snag my free about page framework and worksheet here, and write a high-converting about page without all the anxiety that comes with it.