While it’s often relegated to the likes of a curriculum vitae in paragraph form, it’s no secret that an about me page can be difficult to write. It’s also challenging because few people love to dissect their resume looking for the most “relatable” and important nuggets. Not only is it hard to do, but when it’s done poorly reading one can truly turn a prospective client off.
In your effort to avoid being seen as stuffy, boring, or insincere, it’s critical to understand what readers look for in a productive about me page.
So let’s start with what it is…
What is an about me page on your website?
The purpose of an about me page is to give the reader some insight into who you are and what your practice is all about. Additionally, your about me page must provide critical evidence to readers that you can help them.
While it’s not the first page users visit, about me pages are often second in line. Once your reader has consumed the landing page or article that brought them to your site, if their interest is peaked about you, the next logical step is to visit your about me page.
The thing to keep in mind about your website is that while it is a critical element of your marketing collateral, it’s still just a website. Sure visitors can see beautiful images, and read welcoming words but there’s one thing that’s often missing and that’s the human touch.
Clearly, when we’re talking about a therapy or coaching business, it’s understandable how that aspect of your business can be critical. An about me page is one of the few pages where you can (and should) connect with potential clients on a more intimate level.
That’s not to say that an about me page is not a part of your marketing “package” it is…but in a very different way. A good about me page will connect with the customer not with a dogged sales pitch but with a sense of empathy and compassion.
But, it’s not your cv or your resume, save those for another time…
Think of it this way, if (and when) you are in need of help from a service-related business, whether it be a doctor, a dentist, an accountant even. Do you first go to Google to look them up or go to the wall in their office and check out their diploma?
When it comes to a service-based business, what matters most is perceived compatibility, (for doctors that’s bedside manner) for dentists and accountants it may testimonials or reviews of the work they have done in the past.
While no one is poo-pooing the amount of work it takes to get to where you are, the fact of the matter is, it doesn’t really matter to a client. Yes, some care. But really, it’s your bedside manner sharing your ability to help them that carries readers to the next step. Remember, that any wordsmith worth his weight can rearrange words on a cv to make you look like the bee’s knees. But words alone don’t convert to clients. The real work happens when you inspire a client to believe you can do more for them than the guy next door.
Yes, if our about me page is being read, so are your competitors. Only you can get the words on your page to truly share and encourage your readers to take the brave next steps.
What should your about me page include?
If your about me page isn’t simply a list of your accomplishments, then what is it about? As counterintuitive as it sounds your about me page should reflect back to your potential client what you can do for them.
Clients land on your website because they are ready to ask for help. Ideally, your about me page will tell them exactly what you have to offer and exactly how you can help them. The way to accomplish this is to address or speak on pain points your readers are facing and how you have worked with these issues in the past.
The copy on your about me page should rely heavily on the research you have conducted on your ideal client. That isn’t to say you need to have completed original research, but to remind you that the evidence you have for who your clients are is as important as the words on the page. When you know the demographics and details of your target market, you can speak directly to those folks in their own language.
For example, if your coaching practice targets professional women, ages 30-45, seeking to advance their careers and adjust their entrepreneurial mindset, the language used in your copy will look very different from a coaching practice that helps women ages 25-35 find love and healthy relationships.
The same is true for a therapy practice that helps parents of young teens versus a therapy practice that helps parents of later stage adolescents on their way to college or out of the home. The issues parents face with those two demographics are very different and as such, the images, language, and direction out to be as well.
In the marketing world, Gary Vaynerchuck’s language is very different from Brene Brown’s.
Should you include personal info?
A general rule of thumb when it comes to selling is that it’s not about you it’s about “them”. And while that is a pretty hard and fast rule, there is some wiggle room that lies in your about me page. In fact, peppering some personal information into the copy might even be encouraged.
But tread lightly.
The goal of sharing a personal story is strictly to connect with the reader on a personal level. It should end up looking more like:
“I went through this too so I know how you feel. I made it through to the other side and you can too.”
The caveat here is when you add in your personal story make it short and sweet. Not a 20k manifesto on how you faced trials and tribulations and subsequently rose from the ashes in triumph.
Yes, you’re adding in your story but it’s still all about the reader.
What to leave out when you write your about me page
We understand that writing an about me page can be confusing, what should you include what should you leave out? Here is a list of a few do’s and don’ts to guide you.
- Write in the first person – use the “I” pronoun
- Use an informal, conversational writing style that connects with readers
- Show your personality/charm – give readers a reason to want to contact you
- Stay focused on what you’re writing and the goal of the copy on your about me page
- Write in the third person – don’t use the universal “we” or “they” pronouns
- Make it all about you
- Use jargon or technical terms that don’t mean much to laymen or make you hard to relate to
A few good examples of about me pages
Every so often we come across people and pages that essentially nail their about me page. These following pages have the right tone and the perfect blend of personal story plus how they can help the reader. Here are a few:
Mitzi Bockmann really nails her about me page. She briefly touches on her personal story to create a sense of empathy with her readers, then takes it a step further to include a link to the entire story. Mitzi doesn’t overwhelm readers with too much information, but she offers them an opportunity to learn more should they desire to learn more.
She goes on to tell the readers what her mission is and she addresses a particular objection that people have. Anyone considering therapy or coaching is always concerned about contracts and Mitzi takes that concern out of the equation for readers.
Finally, she briefly touches on why she is qualified to help the reader and includes links to reputable publications reinforcing her authority.
Our next example of a great about me page is Leigh Noren:
Leigh Noren’s about me page is exceptionally well done as it tackles a difficult topic. Leigh is a sex therapist and her about me page handles the subject with grace and intelligence. First, she dives into why she started her business and why it’s so important to have services like this available.
Leigh continues the copy on her about me page with a summary of her credentials and experience. This additional piece is especially important when you consider the nature of the work she does. Sex is an intimate thing. People who are seeking help with their sex lives are not apt to trust just anyone. They want someone who has experience and someone who exhibits trustworthiness.
So while we downplay creating a “cv” like experience on your about me page, professional credentials definitely matter. Your education and credibility along with training from trusted institutions go a long way towards building trust and authority with clients you have not yet met in person.
About me page template
If you’re at a loss for the proper order of operations so to speak, perhaps a template can help you out. The following is a template to help you layout your about me page.
- Title – Grabs the reader’s attention and one that clearly shows the readers what’s in it for them
- Photo – Include a professional photo of yourself so readers can put a name with a face
- Introduction – Ideally one that tells the reader a little about you and more about how you can help them
- Personal Story – Your story should be one that builds trust and empathy and further drives home how you can help the reader.
- Call to Action – Feel free to include a call to action on your about me page. Newsletter signups and freebies often work well here.
- Contact information – If your about me page is done right, readers will ideally be moved to contact you, give them an easy way to do so.
Every page on your website has a purpose and that’s conversion. While your about me page serves the same purpose the approach is quite different. Your about me page is not just filled with sales copy the goal is to connect, convince and convert. First, you want to connect with potential clients in an empathetic and compassionate way. Then you want to show them how you can help them work through whatever issue it is they’re facing.
If you’re still not sure how to write a great about me page we can help. Request a free consultation from our team today.