5 Tips for An Effective About Page for Soloprenuers

The About Page is one of the most important pages on your website, and probably the hardest page to write as a solopreneur.

It can be tough to get out of your head to find the golden nuggets of information that create the emotional connection with buyers when your days are spent answering client calls and taking care of business.

A well-written About Page is crucial because it’s one of the most visited pages on your website! It’s the first place visitors will head to learn more about you and your business. This page is your best opportunity to forge an emotional connection with your potential customers.

You can use your professional bio for your About Page, but bios are meant to be short paragraphs that cover the 20,000-foot view of your career and your story. The About Page on your website has the opportunity to be so much more than that.

Take advantage of this opportunity, and you’ll have a heavily-trafficked page that helps fill your client pipeline with little effort on your part. Miss it, and you risk having potential customers leave your site and not give your brand a second look.

To make it a little easier, here are 5 things to keep in mind as you write your About Page.

It’s Not Really About You

A common misconception, your About Page is more about your customer than it is about you. Front and center on the page should be how you can solve their problems or make their life easier. After all, that’s what they’ve come searching for!

Your About Page should talk about you and your story, but framed in such a way that it resonates with your audience, and gives them confidence in what you’re selling.

This is a great place to clearly define who your audience is, so visitors can self-select out if they’re not the right fit. Make it clear who you’re speaking to and what they can expect to gain out of working with you.

Let Your Audience Get to Know You

Your About Page should make your tone and voice abundantly clear. Once someone visits this page, there should be little confusion about who you are, how you work, or what you’re doing.

This is also a great place to include a photo or two. Visual About Pages are easy for readers to skim and absorb the information without reading paragraph after paragraph.

Know Your Why

Chances are, you knew you weren’t the only person selling this product or service when you started your business. In today’s day and age, it’s nearly impossible to find a niche that hasn’t already been covered.

So if there’s other people who do what you do, how do you separate yourself from them?

Leadership expert Simon Sinek gave a great TED Talk where he said people don’t buy what you do, they buy why you do it.

The why behind your story is what potential customers can connect with. At the end of the day, there are plenty of people who do exactly what you do. Your differentiator is you, and why you do it.

No one starts a small business thinking first and only of profit. A small business can mean long hours, late nights, and unexpected struggles. It isn’t something you jump into lightly. So why did you do it?

Keep it to the point

It can be challenging to craft a compelling story, and then edit it down to a manageable amount for a site visitor to read. After all, it’s your journey!

But the last thing you want is for potential customers to click off your About Page because it’s too long. The best About Pages tell a story in a simple, easy-to-skim way. Keep your paragraphs short, and break them up with visuals and photos of you.

Make sure you’re presenting the most relevant information, in the most concise way possible. Look for patterns or repetition in your writing to find places to edit down.

Editing is the hardest part of writing. Write it out, edit it down, and then edit it again! Customers are looking for information they can easily understand, so err on the shorter side.

Have a Call to Action

After a visitor has read your About Page, where should they go next? A sales page? An email list? Your blog?

Make it easy and clear what the next step is, and you increase the likelihood of someone taking the next step.

After all, you always want to make it easy for people to say yes to you.

If writing your About Page is proving to be a full-time job for you, let’s talk!