You can absolutely write an impactful ‘About’ page in under an hour.
Revel in crafting this page on your business website, because it’s one of the easiest, breeziest parts. The truth is, your ‘About’ page only needs a few things to really sparkle, and more importantly, to really do its job! — a.k.a. tell people all about the amazing pieces of you and your experience that make you exactly the right person to hire.
Take it from me (a business coach who has actually helped hundreds of women stomp into their own successful dream businesses and set up their own ‘About’ pages), this is what your bio needs to include…
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Your past relevant experience
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Your personal story that lead you to this job
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Any related credentials if ya got ‘em. (No problem if you don’t!)
Let’s walk through it:
First, some marketing people will tell you that you need to reverse-psychology your way around your ‘About’ page by making it all about your potential client, and not yourself.
This is my biggest pet peeve. Don’t do this.
I don’t want to hear about you if you’re just making yourself out to be a version of someone you think I want to work with – or if you’re just telling me all about me. I want to hear about you — special, unique, talented you! — and why you love your job and how you’re going to help me. This is especially important if you are a solopreneur steering your whole business ship by yourself. Clients need to know they’re connecting with a real human who has real human feelings, experience, and perspective. (Likewise, if your business is solely run and operated by you, don’t say “we here at xyz,” or “contact us if blah-blah-blah.” It’s OK if it’s a one-woman show! Own it and “me” it up, lady!)
As for your experience and credentials, pick the most relevant or robust details to include. If you have worked with major clients in the past (even if they aren’t the types of folks you’ll be working with today) go ahead and name drop them. Likewise, if you’ve gone through tons of intensive schooling and worked your butt off for a certificate/degree, definitely write it down!
However — and this is very important — do not panic if you don’t have any professional experience or training and this is your first soirée in your new industry. This is where your personal story comes in!
By talking the reader through what brought you to your business, you’re inadvertently explaining why it’s right for you right now, which also makes you right for them to hire right now.
When I first started business coaching for creative women, do you think I was born with the training? Absolutely-freakin’-not. But, I did come from a musical theater background which means I knew all about working/collaborating/communicating with creatives. My experience in the arts schooled me in thinking outside the box, how to be innovative and resourceful, and how to “sell” myself. It also showed me a lot about my own strength and spine, considering so much of the show-biz lifestyle is hearing the word “No,” like, a lot.
The Michelle that stands before you today has 10+ years of experience on the Michelle that started coaching women in 2008. Still, that Michelle did an amazing job just the same, and she still had so much to bring to the table! You better believe I included all of her experience in my ‘About’ page bio at the time! Today, my ‘About’ page is pretty different, but that’s because I was able to grow – thanks to what I brought to the table all those years ago!
OK, so once you’re done bragging (<— that’s a good thing! You want to brag here!), feel free to tack on a few sentences or a small paragraph that does speak to your client, and make sure you include a Call To Action that tells them how they can work with you! (To be very honest, it’s rare that people spend a ton of time on your ‘About’ page, and that’s totally fine. But, if they do, you want to make it incredibly easy for them to sign up to work with/purchase from you!)
Here are a few of my favorite ‘About’ page examples from three of my 90 Day Business Launch alumni:
Courtney Fanning of Big Picture Branding:
Courtney did a great job streamlining all of the amazing details about herself that make her a Brand Strategist and Copywriting expert. She incorporated a lovely bio, quick facts, summary of her big previous clients, and an outline of her skill set (or a ‘tool box’ as she likes to call it!) to make a clean, digestible, and still detailed ‘About’ page. Nailed it!
Erica Ando of The Empowered Artist
Who could resist Erica’s smiling face as the header on this page – and then an introduction right into her personal mission? Following that with her legitness, and then some Fun Facts before handing it over to the reader is exactly right. This is a great example of it-doesn’t-have-to-be-long-to-be-effective. Erica is able to paint a relatable, down-to-earth picture alongside her expertise. Mission accomplished!
Carole Anne Penney of Penney Leadership, LLC:
I love how Carole Ann incorporated different fonts and sizes to highlight the important details she really wanted to stand out. By starting with her credentials and then guiding the reader into her expanded story — and ending with the option to sign up for her newsletter! — she walks potential clients through the exact reasons she’s the right person to hire for strategic leadership coaching.
***Very last asterisk*** INCLUDE YOUR FULL NAME AND PHOTO. Please. I don’t care if it isn’t a professional photo, I just care that there is a face behind all the beautiful words you just wrote. An old acting rule applies: A photo of you on a “good” day is all we need! Also, Portrait mode on iPhones are amazing.
Sounds pretty easy, right? Now, set a timer for 45 minutes. When that bell rings, if you aren’t wrapping up, it’s time to step away. Take a breath. And review this outline:
Your name.
Your photo.
Your experience and/or story:
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What led you to this work
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Why it’s important to you
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Your professional credentials (if applicable)
A smidgen about your client.
Your Call To Action.
I’d love to learn more *about* you (get it?) and have just the place to do that. See you inside.
