I sometimes wonder why adults put so little thought into how they relate and talk…
How to Get Your About Us Page to Connect With People
Why is it so hard to write about yourself?
Even as a professional copywriter, I found that writing my ‘About Me’ page was the hardest part of creating my website. I mean, it should be simple, right? After all, there’s only one me. Just like there’s only one you.
Yet time and time again, ‘About Me’ pages end up coming off more like digital resumes than anything else. You see, your ‘About Me’ page is often the one opportunity you have to make a great first impression.
So, it’s crucial to make sure it doesn’t sound generic. In fact, these days, readers expect a little bit of intimacy, and even vulnerability from the brands they look up online. In fact, according to Edelman’s Brandshare report, 87% of respondents around the world say they want a ‘meaningful relationship’ with the brands.
So, without further ado, here’s how you can start to transform your ‘About Me’ page for the better:
Tell your background story.
Don’t be afraid of sharing your journey. Imagine you’re having a conversation with one reader. And if you inspire just one person, then consider it a job well done. What brought you to this point? Start with that.
This could either be a subtle chain of events. Or maybe a very loud and abrupt wakeup call that shook you up enough to make a big change in your life. Either way, just remember that people simply want to get to know you.
Try and use examples that your audience can relate to. For example, if you found yourself stuck in a corporate rut, then don’t be afraid to re-visit that place and express how those experiences have shaped you and your approach to business.
Express your purpose.
Once you’ve taken your readers on the journey from past to present, now it’s time to communicate why it is you do what you do.
“People don’t buy what you do; they buy why you do it.”- Simon Sinek
So, if there’s a cause close to your heart, here’s a great place to share this. Brands that lead with a purpose are more likely to gain a loyal following. Because people want to feel like they’re involved in something bigger than themselves.
For example, research from Neilson states that 66% of Millennials are willing to pay more for companies that are committed to positive social and environmental practices. So as this generation matures there’s going to continue to be more emphasis put on purpose over profit.
So, don’t fret if you’re just started out, and don’t have a portfolio packed with juicy clients. What you do have, is the ability to share your purpose. So, take the time to find yours and share it on your ‘About Me’ page.
“Tenure isn’t defined by how far you’ve come. It’s defined by how far you’re willing to go for others.” – Kelly Myers.
Share your vision of the future.
Start by defining your future based cause. This is how you would like the world to be. And how you intend to contribute towards that change. It doesn’t have to be a massive masterplan. It could be something small that evolves over time. It’s what drives you to get up every day. It’s what keeps your entrepreneurial spirit alive and kicking in the face of setbacks.
For example, I work with a lot of vegan brands. Who like me, believe in a world that’s kind to people, animals and the planet. So, communicating this vision of the future is integral to their future based cause.
Your ability to take your readers on the journey with you and tell them a story is what’s going to draw them closer to your cause. A good place to start is by listening to your intuition and thinking about the spark that made you want to set out and do what you do.
Because if you can show your readers your vision, you’re more likely to form an emotional connection with them, more than someone whose vision is based on the infinite fiscal climb.
Don’t forget to pace yourself.
Walk your readers through the expected outcomes over time. Not only will this strengthen your marketing proposition. But this level of transparency will also help you build trust with them from the very start. Which is especially useful when someone’s investing in you for the first time.
After all, you only get one shot to make a good impression online. So, aim to use your ‘About Me’ space wisely. Don’t hold back from letting your readers learn about you as a person. And give them a reason to believe in you and your vision of the future.
Now over to you, what are three ways you think you can improve your ‘About Me’ page?
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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