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Learning how to write an About Us page for your website is notoriously tricky. How much information do you give away? Do you go the formal route, like a résumé, or are you informal and casual? Keep reading for four easy-to-follow tips on how to write an About Us page for your website.
Not to worry! I have four tips that will walk you through exactly what to put on your About Us page. When you’re done, clients will know enough about you to want to book your services, but won’t feel like you gave them TMI.
Yes, you read that right. The key to writing a creative about us page for your website is to step away from your computer (once you’re done reading this blog, of course). We speak naturally and animatedly, but we tend to write very stiffly. The biggest mistake I see my clients making when pulling together website copy is that they try to write first.
When you sit down for a drink with your best friend and she says, “So tell me about this amazing new business you have going!” you’re not going to stiffly write her an English paper about your business. You’re going to casually and creatively tell her all the amazing aspects you love about your new business. And you’ll gush about how excited you are to finally be doing what you love.
That’s exactly how I want your About Us page to sound. People buy from people they know, like, and trust. So, talk to your clients as friends. Don’t be afraid to get excited and tell people about why you started this business.
I find that it helps if you have a friend ask you to tell them about your business and then you record the conversation. Sure, at first, you’ll be a little wary of the recorder and feel awkward. but after a few minutes, you’ll forget it was on and you’ll speak naturally. Then, listen to that recording and write down those key words and phrases. Feel free to take them verbatim. But if you inserted a curse word or an awkward phrase then feel free edit slightly from your speaking words.
I promise, you’ll write a much more natural About Us page if you start with a conversation versus trying to write it from scratch.
How to write your About Us page for your website is completely up to you and, of course, depends on your specific industry. However, my advice is to leave all the accomplishments, industry jargon, and position titles for your résumé.
You want to make sure your personality shines through. Lumping a laundry list of past experience together isn’t going to help people get to know you. It’s completely fine to mention a few key previous jobs, especially if they relate to your current business, but make it short and sweet. Give just enough information so people know you’re reputable and trustworthy, but leave it there. If they want to know more, you can discuss that on a consult call.
I recommend starting with a section about yourself. It can definitely touch upon past experience, but make sure it gets at the essence of who you are. What do you like to do? What are your hobbies? Do you have a personal story of why you started this business? Do you start every morning with eight shots of espresso or have you never tried caffeine in your life? Write about what makes you unique and interesting and why someone should work with you.
If you’re having trouble with this part, ask previous clients or close friends what they find most interesting about you or why they liked working with you.
I love it when I look at About Us pages on other websites and they have something fun and creative that helps me get to know the business owner better. Sometimes it’s a quick questions list (favorite food, favorite ice cream flavor). Fun facts about the person are also really interesting. Or, it can be really creative and unique, like what type of car this business owner would be and why. What you write doesn’t matter as long as you show off your personality and connect with people.
The more specific you can get about your core values and your preferences, the better. If I told you I liked drinking coffee and seizing the day, that’s great. Lots of people like drinking coffee and seizing the day. Most people would probably like me based on those facts, but they aren’t that interesting or specific. But if I told you I loved waking up super early on weekends to take advantage of the time before the world gets up so I can read a mystery novel and drink my chai latte, that’s specific. The majority of people may not relate to that. But for the few people who do relate to it, we’re now besties. We’ve now connected on a deeper level that makes us quickly know, like, and trust each other.
There are a few ways to go here based on budget and time, but you must have at least one photo of yourself on your website. I’m a huge advocate of a brand photographer. If you don’t know what this is, it’s someone that specializes in taking photos of business owners in a way that fits in with their business’ style and aesthetic. I think a brand photographer elevates a brand’s website in a way almost nothing else can. Going this route is an investment, so make sure you really think about what you want out of your brand shoot. If you want to learn more about brand photography, check out this podcast episode with Jessie Wyman.
If you don’t have the money to invest in a brand photographer right now that’s okay too. It’s most important that the images you put up on your website are crisp, high resolution, and reflect your personality. For example, if you’re a wedding planner and you specialize in upbeat and colorful events, a formal headshot of you in a suit isn’t appropriate for your website. Instead, you should have a photo holding balloons and laughing or stuffing wedding cake in your face while you wear a red dress. These images should connect with your audience and give them an idea of what it’ll be like to work with you.
Now go off and start writing the most epic and creative About Us page for a website ever! And remember, just be yourself and you’ll attract your ideal clients.
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