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I’m not really into “musts”, but there are a few things I think you should include in your about page copy. (Side note: “must” sounds really funny if you say it a lot.)
Of course, you can take it or leave it with any of the below. But I’ve lost count of the number of about pages I’ve written for myself and for clients and most of them include these three things in some form or another.
1. Your ideal client description
Yeah, yeah, I know it’s YOUR about page! But your potential client still wants to know if they’re in the right place. Spell it out for them:
“I work with extraordinary creative minds who are ready to invest in their business.”
“I sell hand painted silk scarves for those who appreciate true luxury.”
“We run workshops for the lost who want to be found. For those ready to make big changes and get big results.”
2. Your passion
Let your passion for your work/products shine through. Don’t get all corporate, third-person-y or stilted about it. Just say how much you dig it.
“I freakin’ love words.”
“I live and breathe health and safety.”
“Travelling the world and teaching my students is my biggest and greatest love (aside from maybe my husband!).
3. Your personality
Let’s get real for a second. Your product or your service, it’s probably been done before. Although you may be coming at it from a new angle, or revolutionising the way it’s done (or even if you’re not), it’s your personality or your brand’s personality that’s going to set you apart.
Make sure that personality is obvious on your about page, through both the copy and design. Let your freak flag fly (hey, we’re all a bit weird at heart), connect with people via your story and let your essence sparkle out from the page!
How do you do this?
A few tips:
- Write like a human – specifically, like you. Try reading aloud, you’ll soon realise if it sounds unnatural.
- Write like you’re telling a friend your story – then come back in and refine if required.
- If what your sharing makes you a wee bit uncomfortable, like you’re at your edge, you’ve probably nailed it!