How To Write an Awesome About Me Page (And Why It Matters!)
Writing an About Me page on your website can be one of the most challenging pages to write. It can feel awkward and even a bit “too salesy” as you’re trying to convince clients why they should work with you. You may also worry that your About Me comes off as genuine and truthful without sounding too prideful.
Well, I have some good news: Your About Me page is the one page you can and should tell of all you accomplished!
But—and here’s the kicker—your About Me page is still ultimately about your client.
You don’t want to go on for 500+ words about your life story and how you paid off $100K in debt, although that can be a super applicable story if you tie it back to the prospect who’s viewing this page.
You also don’t want to just list your past work experience and credentials as if it was a resume. Trust me, prospects looking at your About Me page really don’t care about your resume. They care that you can help them solve their problems. Therefore, your About Me page should clearly communicate and reassure them that you can, in fact, help them solve their problems.
Your About Me page is one part explaining your company’s mission statement, one part storytelling, and one part sharing how you’re different from every other financial firm out there—and why that’s the best thing for your prospect.
So, how is all of this done? Below I’ll break down why an About Me page is critical for your website as well as how to write it in a way that puts your prospect on center stage.
Why Do You Need an About Me Page?
The truth is, people simply expect the About Me page to be present on any website.
Of course, not everyone is going to read the About Me page, but it is an essential part of laying the groundwork with a prospective client. Although the page is not a part of your sales funnel, it provides another area the prospective client can get to know you.
Simply put, The About Me page builds trust. It allows prospects to assess whether or not they resonate with the mission statement, value, and purpose of the company and see what sets this business apart from every other one out there.
It’s the company's opportunity to shine and really explain why they love the product or service they’re providing, as well as what led them to starting their business and why they work in that particular niche.
And, if written properly, the About Me page gives warm leads a “look behind the curtain” of what they might possibly gain from working with that business or buying that specific product.
Because prospects click on the About Me page to see if they resonate with you, it's critical that your About Me page is honest, genuine, and gives your prospective client a glimpse of the background work to pique their interest and actually utilize your call to action.
What's Necessary to Include in an About Me Page?
With that in mind, what's necessary to include in your About Me page?
You first have to identify who is coming to your About Me page and what they hope to gain. If you’re a B2B company, it’s likely they want to know whether or not you know what your company is talking about and who you’ve worked with. If you’re a B2C company, the client likely wants to know if they identify with your company’s story and values.
As I mentioned above, you don’t write your website with the intention that every single person will go to your About Me page. Therefore, you need to identify who those prospects might be and what they’re looking to learn from your About Me page. You can only accomplish this if you know your ideal client very well.
Once you know your audience, you’re going to want to identify their main paint point and reason for reading your About Me page. Most likely, they are turning to the About Me page to answer the question, “Can you help me with my problem?” Whether it's sorting out their debt, figuring out which investment account is best for them, or simply starting a budgeting plan, they’re turning to your relatable story and experience to guide their decision.
Wherever you start your story, try to incorporate the following tips into your writing to ensure your page is genuine and informative.
Tell Your (or Your Company’s) Relatable Story
This is where you get to dive into why the company started and how your company is uniquely qualified to serve that prospect. Don’t be afraid to briefly tell your emotional debt-free journey and why it has inspired and qualifies you to help others.
People love a good story, so get a little vulnerable and move away from the starchy list of jobs and accomplishments you’ve had up until this point. Just remember that the prospect should be able to clearly see how they fit into whatever story you decide to tell.
Include Your Credentials, Certifications, and Awards as Part of Your Story
Organically include your credentials, certifications, and awards. Instead of just listing them one after another, explain how you achieved them and why it makes you perfect for the job at hand. In order to avoid sounding too boastful, simply talk about your qualifications as if you’re telling a good friend. Your genuine spirit will come across and make a huge impact on the reader.
Include Social Proof and Testimonials
What better way to prove you're the right one for the job than by including a testimonial or two on your About Me page? This helps all of the above come together and shows the client you know what you’re talking about, why you’re the best business for the job, and how your story has helped other people find success.
Use Facts but Not Jargon
When providing information about your company, include your background, what problems you can solve, and how you can make the prospect’s life easier or better based on the experience you have. It's definitely a time to “toot your own horn” so to speak, because you’re giving objective information that backs what is written on your home page.
But make sure you aren’t writing copy filled with jargon and confusing language that looks and feels more like a resume. Try to give the client an opportunity to have a cup of coffee and enjoy learning about your company’s background. (If you must use jargon, make sure to explain what it means.)
Specifics Over Bold Claims
While stating, “I love to help my clients save money every month” is a good place to start, it can help to provide specifics that give the prospect tangible proof that your claim is factual. “Last year, I helped my clients save on average 24% more than when they weren’t using my services” is a very compelling statement for prospects who want to save more money.
Be Empathetic To the Clients Needs/Desires
It’s important to show empathy to your client on your About Me page. But the only way you can empathize with them is if you know your audience and ideal client really well. If you’re trying to work with college graduates getting out of debt, your writing and message should be very different than if you’re working with middle-aged clients trying to build their retirement fund.
Since you know who your ideal client is, you’ll easily be able to address their pain points and desires to connect with them on a deeper level. The About Me page is your opportunity to show them that you too have been where they are or can understand what they’re feeling.
Always End With a Call To Action
There is nothing worse than having the client read through your beautifully crafted About Me page than to not give them an opportunity to book a call or see your sales page.
You don’t want them to have to scroll back up to the top and risk them losing interest or forgetting why they started scrolling. So make sure your CTA button is clear and easy for the reader to find. Give them plenty of opportunity to take that next step.
And If All of This is too Overwhelming or Time-Consuming…
You can always hire me to do the work for you! Your time is extremely valuable and I understand how overwhelming it is to meet the needs of your clients and make sure your online presence is up to snuff. I also understand that a stellar About Me page can often be the difference between booking a consultation call or not.
So why not take a little weight off your shoulders and hire someone who not only cares about your story, but can effectively convey your experience and mission to your ideal client.
If you want to learn more, schedule a free 20-minute consultation call with me by emailing hillary@galecreativeagency.com or simply choosing a time on my calendar.