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Talking about yourself is difficult.
Most of us don’t like doing it and it feels awkward. That’s why writing your About page can be so difficult.
But here’s the secret: your About page isn’t really about you. Ok, it is about you, but it’s not for you. The purpose is to provide value. The reason you’re writing it is for your reader. This actually changes the way you approach it. It changes the way you structure it.
People are looking for a story on your About page. They’re looking for a story they can see themselves in and they’re also looking for an outcome. This is an opportunity.
Learn to write an About page even if you hate talking about yourself!
Highlights, Takeaways, Quick Wins
- On your About page, people are looking for a story.
- Your About page isn’t really about you.
- Include social proof.
- Find some kind soul to listen to the long version of your story.
- Bring the very best pieces of content to the top and give it to people right there.
- The number one mistake people make is not including an email sign up on their About page.
- Your headline should speak to the people you’re trying to reach.
- 02:02 Sean: I think this is a lot of us. Most of us don’t like talking about ourselves. Most of us either don’t have an About page or we have an About page we don’t really like, and it’s something we’re neglecting and putting off. We just don’t like talking about ourselves, because it feels awkward and weird. We don’t know how to do it the right way. I want to give you a quick list of five tips for writing an effective About Page.
1. Tell Your Story
- 02:32 A lot of people get caught up in thinking that they have to list out their credentials and seem super impressive in a concise way. Really, people are looking for a story. You don’t have to list all of your credentials and talk about how great you are. Tell what you’ve done, where you’ve come from, what your journey has looked like, what you’ve done recently, how things have gone, what went well, and maybe what didn’t go so well. What challenges have you overcome? Tell that story.
People think an About page needs to be super formal, but people are really looking for a story.
2. Highlight Benefits to the Reader
- 03:14 Think about why people are here. Your About page isn’t really about you. Why are people here, and what can you do for them? Where is your focus? Where can you take them? How will what you sell, write about, teach, or offer make them a better person, and what does that better person look like? What is your value proposition? The answer to all of these questions should be woven throughout your page.
- 03:50 You want to frame everything, even your own story on your About page, as a benefit to the reader. If you did something and you learned something and you’re teaching that, tell other people that they can as well. Tell them that you’re going to help them get there.
3. Include Social Proof
- 04:10 People are looking for your track record. People on your About page don’t know who you are. They want to know if you’re credible. They want to know if they should believe you, hire you, have you speak, or if they should buy your products. They’re looking for some kind of social proof, some confirmation. Things like testimonials are really good here. Who is someone who has worked with you, bought your products, or collaborated with you? If you can get a testimonial from someone who is influential in your industry that people who come to your About page will recognize, someone they already give a lot of credit to, and if that person can say something good about you, it’s going to go a long way.
- 04:52 Include social proof. What have you done in the past? Tell that story, and tell the story of people you’ve helped or people who have good things to say about you.
4. Ask How a Friend Would Tell It
- 05:08 You have a story. You probably, right now, have a really long version of your story. Maybe it’s hard to follow. Maybe people aren’t engaged the whole time. It takes too long, it’s not a super punchy story, and it sounds like you’re rambling. It’s really hard to get that down to something concise. Find some kind soul to listen to the long version of your story. If it takes you 20 minutes, tell them the whole thing, and then have them repeat it back to you.
- 05:40 The way you get them to repeat it back is to ask them this question. Say, “If someone else asked you what I did, what would you say to them?” I did this at a meetup. I told them a long version of the story, this poor guy. It took 20 minutes telling him everything that I did, basically my whole career. I said, “This took me almost half an hour now. If I got up from this booth and I walked away, and someone else came and sat next to you and said, ‘Hey, what is that Sean guy all about?’ What would you tell them? What would you say?”
- 06:19 He said, “It sounds like you’ve had success in client work, products, and teaching, and now you want to help other people do the same.” I was floored. It took me 20 or 30 minutes to tell him everything, and he just did it in one sentence. That’s because he doesn’t have any emotional ties to my story. He’s not emotionally wrapped up in it, so he can be objective. Your friends and people that you know can also be objective about your story. Tell someone the long version and ask them how they would tell someone else what you do, and you can take what they said and use it as the framework for the story you tell on your About page.
5. Link to Your Best Content
- 07:06 On the About page, and this is for people who don’t know you, you want to replay your best hits. Is there a conference talk you’ve done that you have a video of? Is there a very popular blog post, podcast, or video? Bring all of the very best pieces of content to the top and give it to people right there. Don’t say, “I have 250 episodes of the podcast. Go check them out!” No one is going to wade through that. You have to filter it. You have to curate what you’re presenting to people, so link to your very best content.
BONUS: Include Your Email Signup—Twice!
- 07:38 That’s the last of the main five tips, but you also want to include your email sign up multiple times on your About page. That best content that you’re linking to is an entrance point into what you’re about, but so is your email sign up. The number one mistake people make is not including an email sign up on their About page. This is one of the best places. You could get 10% or 20% more email sign ups by having it on your About page. Include your sign up multiple times. Most people who have a sign up on their About page make the mistake of not including it multiple times.
- 08:15 If you include it multiple times, your conversion rate is going to go way up. If you want to check out an example, go to seanwes.com/about to reference my page, just for something to look at. I tell the short version of my story in a tight nutshell. It’s the quick version, just a few paragraphs, and then I link to some of my best content. I’ve got a video of my conference talk and then an email sign up. I also tell them that they can scroll down for a longer version of the story.
BONUS: Make Your Headline About Them, Not You
- 08:55 Then, I’ve got a more extended version of my story that shows people my track record and how I’m able to help them. It links to different courses, podcasts, and things like that. I actually changed something really recently that I think a lot of people don’t do, which is the headline of my About page. People have an About page and they think, “This is about me,” so they say, “This is me, my name is Sean McCabe, and this is what I do.” It makes total sense, because you’re thinking that this is an About page about you… but your About page isn’t about you. It’s about the people you’re trying to reach.
Your headline should speak to the people you’re trying to reach.
- 09:42 Just like on your landing page and the homepage of your website. I actually changed mine. The headline used to say, “My name is Sean McCabe. I run a brand called seanwes,” and that’s like saying, “Me, me, me, me, me, me.” We need to care about the reader. Who is this person and what do they want? I changed it and came up with this new tagline. I said, “Fiery inspiration on creativity and business everyday.” I don’t know if I’m going to replace it or if this is just another one that I have, but I say, “I’ve made it my goal to de-mystify the path to building a sustainable, profitable, audience-driven business.”
- 10:17 That’s something I have as a block quote in my About page. I used that to change the headline to something that people want. Even though it’s my About page, it’s something they want. The headline now reads, “Build a sustainable, profitable, audience-driven business.” That’s going to speak right to them. It lets them know, “This is what Sean can help me with.”
- 10:44 If you’re listening in the Community, this kind of thing where I’m talking about designing and architecting a page to reach someone and tweaking the headline so it’s speaking their language, is the type of thing I teach in Supercharge Your Writing. If you go to SuperchargeYourWriting.com, you can sign up for the course. Enrollment is already closed, and the reason I closed enrollment is because I want to make this course better. I spent a lot of time coming up with this course of 68 lessons. It’s massive. It’s huge. It’s in-depth.
- 11:29 I didn’t do a Beta group for it. I hadn’t launched it to a Beta group. I did a workshop last year that was about a tenth of what I go into in this course, if not less, but I want to go through with an early access group and get their feedback. There will be a live Q&A event, and I’m going to go through it, get their feedback, and improve this course. I’m going to launch it again later this year, where it’s even better and it’s even more jam-packed with value. I’m going to improve it, because this is cornerstone material for seanwes.