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Photo: Self-portrait Credit: Dora Pete

The ‘About Me’ page is one of the hardest for entrepreneurs (or anyone for that matter) to write.  You’re worried about what to say:

Should you include personal anecdotes or stay strictly business?
How long should it be?
If you do include personal details, which ones and how many?

It’s enough to get your head spinning until you throw a few sentences on the screen with the first pieces of information that come to mind just to have some words on the page in the off chance that people actually read it.

An About page is your introduction to potential clients and customers.

Here’s the thing though—that ‘off chance’ is actually a lot closer to a guarantee because About pages are one of the most frequently visited pages on a website.   An ‘About’ page is like your introduction to potential clients and customers.  It’s a ‘hello, my name is…’ that could either give you a repeat visitor/subscriber/client or cause that person to x out of your offerings for good.

So, what should your about page say about you? Think of your ‘About’ page as your introduction at a party—you state your name and follow that with information you think the person you’re meeting might be interested in. On your website, that person is your target market.

Breaking down the About page

Here are 6 elements to include:

1. Who you are—This addresses the basics like your name and business name, but don’t forget to include a little personality. Personality is just as much of who you are as your name, convey it through language and tone.

2. What you do—be very clear here. If you’re a graphic designer, say so. Being clever with your title, (while it can be inspirational and sometimes set you apart), can also be confusing to potential clients and customers. Include both professional and personal details as long as they align with what your market wants/needs to know.

3. Who you do it for—come right out and say who your ideal clients and customers are. For example, I write copy for creative women entrepreneurs who are building businesses based on their talents. Boom! I said it. No visitor has to  wonder ‘hmm, I wonder if she’s for me?’

4. How you can help—here’s the big one. Visitors to your site want to know one thing: how you can make their lives better. What problem do you solve for them? What concern can you alleviate? Let them know.

5. Your message—this is ‘your why’, the overarching reason you started your business in the first place.  Mine is to help women find success in embracing their talents and turning them into businesses despite their circumstances (e.g. too busy being a wife & mom, a 9-5 girl, or both). People like something to believe in—give it to them!

6. Call to Action/Contact Info—every page on your website should have a call to action (CTA) letting the visitor know exactly what they can do next on your site. Many times the CTA(s) are links to blog posts or some other free resource. Be sure to include contact info here too. A visitor might get to the end of your page and want to contact you immediately. Don’t make them search for the info—present it to them right then and there.

For more information on the 6 elements to include in your ‘About’ page, check out this free recording of the ‘Say What’ Webinar, or the workbook here.

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Tiffany Clarke Harrison
Tiffany Clarke Harrison is a copywriter for creative women entrepreneurs who are rockin’ their talents through businesses that help others live and enjoy their best life (e.g. business and life coaches, culinary goddesses, fitness instructors). She's the author of 'Read All Over: The Creative Girl's Guide to Writing for her Business' Website', and 24/7 husband & toddler-wrangler. Want more from Tiffany? Subscribe today!
Tiffany Clarke Harrison
Tiffany Clarke Harrison
  • http://alphaefficiency.com Bojan Djordjevic

    Thank you for this step by step idea. I like the structure, I am going to adopt it.

  • http://twitter.com/ColinTWilliams Colin Williams

    Hi. Nice post and one thing people should never forget is that Google becomes the About Page. What people find in a google search will always create the biggest impression. Cheers

  • jimdougherty

    Perfectly said, Colin. Sometimes we focus so much on the minutia that a big picture insight escapes us. Totally agree!