Your About Me Page Sucks? Here’s How to Fix it in 5 Easy Steps (+ free workbook)

Your About Me page should be about your customers, not you. You’ve heard that advice before. But now, what? What should you write about? 

 How to Write an About Me Page that will dazzle your audience

And while we’re at it… Why should you even care about spending time refining your About page? You’ve got other things to do, right? Think again…

Imagine this.

You’ve come across this blog post that provides you with an exact solution to your problem. 

You like the tone of the article. The author is professional and knowledgeable, yet approachable. It shows that she cares about helping her readers, by creating quality content. 

You wonder if she has another post that could solve that other problem you’ve been struggling with in your business lately. So you search her blog.

Jackpot! She has a tutorial on it. 

Wow, now you’re impressed! You want to know more about her. 

What do you do next? 

I bet you look at her About page. 

Ready to write your amazing About Me page? Grab the free workbook below and follow the easy steps along.

Want an amazing About page?

Download the FREE workbook to create your own killer About Me page in 5 easy steps.About Page Workbook

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Got your free workbook? Alright, let's get started and make your About Me page the best it can be!

Why the Best About Pages Generate Leads 

Your About page is a crucial element in converting readers into leads

Your readers are moving one step further in the buying cycle process, also referred to as a sales funnel.

They are moving from being aware of you to evaluating you. 

 The importance of your About page in conversion rate

The importance of your About page in conversion rate

 

Your readers are finding out more about you before trusting you with their email address or potentially purchasing from you. Don’t disappoint them with an About page that sucks!

Before we start, grab your workbook so you can follow along and fix your own About page right now.

Now that you’ve got your workbook, let’s get started with these actionable steps.

5 Easy Steps to an About page that Converts

Consumer psychology tells us that humans care mostly about themselves.  Your About page must be about your customer, not you.

It must provide your readers with answers to these questions: 

  • What benefits do you offer?
  • Why should your readers choose you over your competitors?
  • Why should you be trusted?

Basically, you need to clearly lay out “what’s in it for them”. 

Now let's go through each step in detail.


Step 1: Create a Killer Headline

David Ogilvy, the famous advertiser, observed this 80/20 rule with consumers:

  • 80% read headlines
  • only 20% actually read the content!
If your headline doesn’t quickly catch the attention, 4 in 5 readers will simply NOT read your About page and you’ll be missing out on leads.

You should use “About” in your top navigation menu. But do not use it as your headline (aka page title or H1 header) - that’s boring. 

Instead, create a headline that makes it clear how you help customers. 

Your headline should:

  • Align with your mission. 
  • Be precise, concise and benefit driven.
  • State your target market.
  • Help your customers understand the transformation your business brings. 

This is how I've built my About page.

 

Picture of yourself

Don’t forget to add a picture next to your killer headline! People need to connect with you. 

As consumers are increasingly feeling disconnected from faceless brands, trust is shifting towards dealing with real people. 

As a small business owner, you have an advantage over large brands to create a person-to-person connection.

Use that advantage by displaying a few good pictures of yourself that are on brand. 

Adding a video is even better (if you have one).

While you may feel shy about putting pictures of yourself, know that it is worth it to establish trust and connections with potential customers. 


Step 2: Highlight Benefits for customers

This section is about telling your customers what they should expect from your business.

Do not go straight into telling your story to your customers (that’ll come later). First, you need to focus on matching customer needs with the value your business offers. 

State who your site is for. You could also decide to specify who it’s not for. 

 

Keep it short and sweet

At this stage, you’re trying to convert readers into leads - this is no time for selling. Keep your copy concise and to the point.

This is not a sales page. There’s no need to create a lengthy copy. 

Want an amazing About page?

Download the FREE workbook to create your own killer About Me page in 5 easy steps.About Page Workbook

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Step 3: Show Social proof

As you probably already know, social proof is a crucial element in establishing trust. It allows your readers to reference the behavior of others before deciding to trust you. 

Social proof is a great way to establish authority without coming off as salesy. 

Few would buy a product on Amazon unless it already has received positive reviews, which are conveniently placed next to the products.

You can achieve similar by including social proof on your About page. Make sure it is not buried. It needs to stand out.

 

These examples of social proof are particularly effective for online entrepreneurs: 

  1. Testimonials
    • Can be from customers or even colleagues
    • Written, or even better videos
    • Can come from social media such as LinkedIn, Facebook, Twitter
  2. Influencers endorsements
    • Make sure it is relevant to your niche
  3. Press logos
    • Of articles you wrote or were featured in
  4. Social community
    • Such as the size of your email list or Facebook group

You can decide to include more than one category. Choose the ones that carry the biggest impact for your business.

Make sure to always ask for permission first before quoting others.


Step 4: Write your story

While this step is about your story, in reality, it's still about how you can help your customers. 

 

Establish Authority

State why your customers should listen to you. Showcase your expertise and credentials as they relate to your customers’ needs. 

 

Establish an Emotional Connection

Relatability (or also known as likability) is one of the main factors in successful influence. 

People that feel connected with you will choose you over a competitor.

That’s because consumers will mostly base their decisions on emotions, as opposed to rational thinking. That’s the basis for the power of branding.

 

Tell your story so that people can relate to you

I left a successful 14-year corporate marketing career behind to pursue my entrepreneurship dream.

I relate with other online entrepreneurs that have a similar story as mine. It creates an invisible, but strong bond of common understanding. 

In a world where trust in big brands is declining and human trust is increasing, telling your story to your readers is crucial in establishing a connection. It reinforces that you’re human. 

I’m not saying you need to tell a sobbing or crazy out of the world story. Be honest and tell your authentic story. Make sure it is meaningful to your target market and aligns with your brand.  

 

Examples of elements to include in your story include:

  • Your expertise or qualifications that allow you to help your customers
  • Your business origins story
  • Your values and what you stand for

Step 5: have a clear call to action

This is by far the most important step. Do not under any circumstances miss this step.  It’s the foundation of getting your About page to generate leads for you.

This is your opportunity to provide value to your customers. Feature your best freebie in exchange for an email address.  

While you may mention your services or courses, this is not the time to sell. Your reader is not ready yet at this point.

 

Examples of call to action

Your call to action could be a free email course or a freebie that solves a problem for your target market. 

Do not link to a newsletter. It does not provide any value and will not turn readers into leads.

 

Location of call to action

I recommend adding your call to action twice on your About page (in the middle, and at the bottom).

Feature it in a box that contrasts with the rest of your copy.

I recommend focusing on a single call to action. Research has proven that customers faced with a variety of choices will procrastinate on taking action or worst, not make any. 

 

The Secret to Growing your Conversion Rate 

Focusing on traffic is often a mistake I see online entrepreneurs make. 

Traffic only matters when it converts into leads. And the devil is in the details when it comes to conversion rate. 

Tweak your About page as per the steps I’ve laid out for you.

It only needs to be done once, takes minimal efforts and has the potential to make a difference for your business by increasing your number of leads. 

Don’t miss this opportunity to make a difference in your business.

If you found this post helpful, please share it with others and let me know in the comments below how you've applied these steps.

I’d love to hear from you!

Want an amazing About page?

Download the FREE workbook to create your own killer About Me page in 5 easy steps.About Page Workbook

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