Getting your About Page right is more important than you might think. A common misconception among solopreneurs is that the About Page is a space to share their life story, qualifications, and accomplishments.
Your About Page isn’t boasting about your skills; it’s the moment of truth where your ideal client eagerly asks, “Hey, what’s in it for me?” Let’s dive deep and explore the creative ways we can flip the script.
The About Page is Not About Your Personal Life Story
A common mistake many solopreneurs make is using the About Page as a space to share their autobiography.
Many websites overflow with information about where the founder was born, their favorite hobbies, or even their pet’s name. As interesting as these might be to some, they don’t address your potential client’s most urgent needs or interests.
It’s essential to realize that your About Page isn’t a diary, but a space where you convince your clients that you understand their problems and can offer an effective solution. The focus should be on them, not you.
Action Step: Instead of detailing your life story, discuss the values of your business and how it aligns with your ideal customer.
If you’re a fitness coach, it’s all about highlighting how dedicated you are to helping your clients in reaching their fitness milestones.
Key Takeaway: Your About Page should speak to your clients’ needs and aspirations, not just your personal journey.
Honesty is the Best Policy
Authenticity resonates with customers. Many solopreneurs feel pressured to present an image of perfection, leading them to stretch the truth or make unrealistic promises on their about page.
There’s a bit of a catch with this strategy. It might end up painting a picture that doesn’t quite match up with the actual service you provide. Clients appreciate transparency and are more likely to trust a business that’s honest about its capabilities and limitations.
Being authentic doesn’t mean underselling yourself, but rather presenting your skills and offers accurately and confidently.
Action Step: Be transparent about your skills and services.
If you’re a life coach that only specializes with helping new moms get back into the workforce, don’t pretend to also specialize in helping company retirees find a new career. Stick to what you do best.
Key Takeaway: Authenticity builds trust, and trust is key to successful client relationships.
Craft Your Story: Your Unique Journey Sets You Apart, but Make it Relatable
While it’s not necessary to share every detail of your life, highlighting key experiences that led you to your current profession can make your brand more relatable and memorable. The key here is to link your story to the value you provide to your clients.
More than likely, your customer was you…a few years ago. Before you mastered your “thing”. What questions were you asking?
Action Step: Share the experiences that influenced your professional journey and how they contribute to your expertise. For instance, a graphic designer could share how a love for art led to a passion for helping businesses visually communicate their value.
Key Takeaway: Sharing your journey can make your brand more relatable, but always tie it back to the value you provide.
Show Don’t Tell: Illustrate the Value You Provide Through a Customer Success Story
When it comes to convincing potential customer of your specialties, actions speak louder than words. Instead of simply stating that you’re the best at what you do (this can come off as sounding braggy), let a customer success story do the talking.
By sharing a specific example of how you’ve helped a client overcome a challenge or achieve their goals, you provide tangible evidence of the value you bring. It allows potential clients to see themselves in that success story and imagine the positive outcomes they could experience by working with you.
Action Step: Choose a client success story that showcases the results you’ve achieved. Describe the initial challenge or problem, explain the process you undertook to address it, and highlight the outcomes and benefits your client obtained. This way, your potential clients can picture themselves in that story, benefiting from your expertise.
Key Takeaway: Demonstrating your value through a customer success story adds credibility and helps potential clients understand the tangible benefits of working with you.
Be Relatable: Connect on a Personal Level, Not Just Professional
Your About Page shouldn’t read like a robotic resume. It’s an opportunity to forge a personal connection with your potential clients, but make it relatable.
While professionalism is important, showing your human side can make you more approachable.
Remember this: “More than likely, your customer was you…a few years ago. Before you mastered your “thing”.”
At the end of the day customers aren’t just after a job well-done. What they really value is working with someone they trust.
Action Step: Incorporate personal anecdotes or interests that align with your target audience. For example, if you offer financial consulting services, you could mention your own experiences with managing personal finances and the lessons you’ve learned.
Key Takeaway: Being relatable and personable helps establish a genuine connection with your audience.
Wrapping It Up
Writing an effective About Page is a journey of self-reflection and understanding your clients’ needs. It’s not about you; it’s about addressing your ideal client’s problems and talking about the value you bring in solving their problems.
By shifting the focus from your personal life story to the client’s perspective, being authentic, crafting a relatable story, and providing evidence of your skills, you can create an About Page that can really connect with your ideal clients.
So, take a step back, re-evaluate your About Page, and put yourself in your client’s shoes.
What do they want to see?
What value are they looking for?
By answering these questions, you’ll be well on your way to creating an About Page that captures the attention and trust of your ideal clients.
Need a Hand?
If you need some more help with your about page, I’ve got a video and an example on writing an about page that focuses on who you are, what you do, who you serve and the benefits. You can watch “How to Write a Simple but Effective About Page” and when you’re finished, below the video, you can download a workbook and a free Canva template to help get your about page written.
Until next time, stay inspired.