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Your About page is one of the hardest pages to write and many experts will tell you that you should focus purely on the customer and not write about yourself.
It’s a bummer really. You’ve spent years getting to where you are, sweating blood and tears, training, retraining, making mistakes, learning from mistakes…
So the suggestion that your reader doesn’t want to know about you is disappointing.
Traditional copywriting advice recommends that you focus on the reader and how your product or service can benefit them. And when it comes to writing blog content the focus is on giving value to the reader.
I think rules are there to be broken and so, in my view, you can tell your story without losing the interest of the reader.
And in some cases, I believe that doing so can help you build more of a rapport with your audience.
When people refer to your About page, they often mean the first page a visitor lands on when they visit your website (the home page).
Arguably, this is the most important page and its job is to attract attention and guide the reader to take action.
This page needs to hook your reader and make it super clear what you do and what’s in it for them. They should be in no doubt how they can get hold of you, so a visible call to action (such as a contact form or telephone number) is vital.
Your home page isn’t the place to ramble about yourself. You’ve got a short window of opportunity to interest the reader. And so the focus needs to be on them.
But… there’s nothing to stop you having a second page where the reader can find out more about you.
To avoid confusion you can call it something more interesting than “About”. Here are some suggestions:
Who I am
Why I became a copywriter/plumber/therapist
As a consumer, I do want to know who I’m working with before I part with my money.
If you’re a plumber, I want to know about your training and experience, so I can be sure my loo is going to work properly. And if you’re going to teach my children to play a musical instrument or help them with maths tutoring, I want to know more about your background.
On my Who am I? page, the first thing I do is give the reader the opportunity to opt out and go straight to my services page. I give a short, bulleted version for those who just want a quick overview. And for the nosey types (like me) I suggest they settle down with a cuppa so they know they’re in for a longer read.
There’s a big focus on storytelling right now and I think your story, if relevant to your product or service, can play a key part in promoting your business and building trust with your client.
So I think it’s okay to get more personal in your About page, but remember to keep the Home page focused on the customer. Win win.
Until next time. Happy writing.
I do hope you found this blog post valuable. I’m always open to constructive feedback so please get in touch if you want to discuss. And feel free to share with your friends, contacts and social media.
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