Your About page is one of the most visited pages on your web site. In fact, when a visitor is new to your site and likes what they see, it’s usually one of the first pages they click through to learn more about you.
There’s no standard formula for about pages, but there are some key components that will help capture the attention of your audience and help connect them to your brand.
Stay Focused
Yes, you do need to write about yourself or your company, but bios are useless if you’re not communicating what you can do for them. All of your accolades and accomplishments mean nothing if it doesn’t relate to your audience.
Make everything in your bio relate to your audience. If your visitors are coming to you for fitness advice, don’t talk about your college degree in Art History (or other non-related industry). Focus on any training and study that revolves around fitness. List achievements that your audience may also be aspiring towards, but keep them short and sweet.
Keep it Real
Don’t exaggerate and make yourself out to be Superman. Talk about your journey and what prompted you to start studying health or fitness. Talk about any failures you experienced before you started to see results.
People want to see that you’re human and that you have your own Kryptonite to deal with, so be real. People can spot phony bios and they will leave your site if they think you’re a fake. Tell your own personal story the way only you can tell it. That’s what they will identify with and that will draw them back for more.
Show your personality
Stuffy About pages written in third person or paragraphs list endless awards or fluffy drivel will drive your visitors away. Put some personality into your writing style.
One of the main reasons people will connect with you is because of your personality and your About page is a great way to show it off. If you like to be funny, then make your page humorous. If you’re into sarcasm, then make that apparent. Your about page isn’t just another page you have to have on your site… it’s part of your brand. Make it unforgettable.
Add a photo
This seems like a no brainer, but I’ve seen a ton of About pages that either have no photo or have a totally unrelated photo inserted just so there’s a photo there to wrap text around.
People connect with faces. When we see face on a web site we look. We read the non-verbal cues and decide if we like what we see. At the bare minimum, get a professional headshot and make sure you’re smiling (unless your brand is edgy or angry). If you have other photos of you in your role as a fitness trainer or whatever your niche is, use those as well. But make sure at least one photo is of your face so people can see you as a relatable person and not a faceless entity.
Be random
This may sound like it contradicts the “Stay Focused” section, but this is a tiny thing most people overlook. In your bio, mention a few things that you enjoy doing outside of your niche. Think of these as fun facts that people might like to know about you. Perhaps you were the chess champ in Jr. High or you can eat 20 jalapeno peppers without breaking a sweat. Keep these tidbits fun and relatable, but only pick a few to mention.
Examples of Good About Pages
If you click on the images above, you will be able to enlarge it and see all of the elements in their about pages.
In Christine’s example, you can see that she catches the reader’s attention right away by asking the visitor if they are having any of the health problems she mentions. She then leads into what she has to offer the visitor to help them improve their health.
Christine also has a great professional photo with a caption that lists her credentials and shows her authority in the field of health and nutrition. It’s simple, yet effective.
In the SixPackAbs.com example, Ben and Briana both interweave their personal stories with their credentials to help people understand their connections with health and fitness. You can also catch glimpses of their different personalities in their writing styles.
In all of the examples listed, there is one common thread. They all make a point to tell the visitor what the author can do for them. That is the most important thing your About page can do. It is all about your customer and what you can offer them.
Your visitors aren’t really interested in you and all of your awards – not completely. They are more interested in finding out how your site or your product can benefit them. Make their needs the focal point of your About page, and you’ll have followers for life.