Website design and copy go together like PB + J… hey there! I’m Lauren Osselton – a website copywriter (and mindset coach) for creative entrepreneurs like you. Brittany invited me to write a guest post here all about writing an about page, and I was thrilled to take her up on it!
You see, I absolutely LOVE talking about all things About pages because they’re often the most overlooked (and avoided!) pages for creative entrepreneurs when they’re working on their website copy.
What if I told you that your about page is typically the second-most visited page on a website (aside from the homepage)?
It’s the truth!
Let me tell you a bit more about why your about me page is so important…
You know why? Because humans are curious by nature, granted. But also because, as creative entrepreneurs, our businesses are so integral to who we are. We protect them because they’re a piece of us… so it’s safe to say that deciding to hire someone is a major deal. We want someone who can do the job, yes, which is why we check out their services and home pages, to get a look at the impact and testimonials they have, the skills they bring to the table, what they can really offer to us. But above all else, we just want someone we jive with on a deeper level.
Let’s face it… countless other entrepreneurs in the world may do what you do… but only you are you, and only you do things the way you do!
The about page is where we yell this from the rooftops!
As a creative, I know it can be tempting to let your creative freak flag fly and just write to your heart’s content.
While I’m all for a good braindump and encourage you to do this if you’re feeling inspired to get your ideas down on paper, copywriting is not creative writing… copywriting is strategic writing.
Let me say that again… copywriting is strategic writing… not creative writing.
But that doesn’t mean that copy cannot be incredibly creative.
Copy is writing that is designed to sell, requiring deep thought and planning. Of course, if we were focused simply on this element in our copy, our copy would read dry and robotic…
“Buy this now.”
That’s why we infuse elements of our personal brand, using devices like storytelling, to really share our message from an empowering and impactful point of view. But we’ll get to that in a moment…
I think you’ll love this my free workbook for this planning stage: 5 Questions to Ask Yourself Before Writing Your Website Copy
“Know your why” or “what’s your why?” are popular buzz phrases in online entrepreneurship, but there’s really more to it. I honestly highly recommend that every entrepreneur pick up a copy of Simon Sinek’s Start With Why, as it really speaks to the science and more profound meaning behind why starting with WHY is a powerful way of marketing our business.
But for today, let’s keep it simple. Your ‘why’ is simply your bigger purpose or reason why you’re doing what you’re doing. A clear awareness of your ‘why’ allows you to truly ground yourself in your values, attract like-minded dream clients, and create the impact you desire in your business.
Your About page is where your ‘Why’ must really and truly shine.
Your WHY will be what will make someone select you over your competitors – and that’s not to say that there is not enough to go around – because there is. But your ‘WHY’ is what will make those who are meant to work with you (those DREAM clients) find you. Those people you are made to serve.
… and if you’re still writing in the third person, it’s ok! But it’s time to switch it up.
It’s 2021 – and online entrepreneurship is all about building relationships and genuinely honouring your full authentic self so you can attract who you are made to serve.
So please, please, PLEASE – write in the first person.* (*if you are a personal brand)
Confused about the difference between the first + third person? No worries! Here’s a refresher (and adorable) diagram from Grammarly:
Writing in the first person makes your copy more personal, more comfortable to read, and will resonate deeper with your reader.
Third-person comes across as stiff and biographical, which your About page should not read as. Your About page should not read like a resume or biography – it’s really about telling a story…
Brand storytelling has become another buzz term lately in online entrepreneurship. Still, it’s an excellent way for you to think about how to write copy for your business – by genuinely telling a story.
Think back to your English class in high school, when we would break down whatever we read based on the core principles of storytelling, such as …
When it comes to brand storytelling, these elements are really all at our disposal to play with.
My favourite tip to share with my fellow creatives is the notion of the hero + the guide…
You see, what holds many creative entrepreneurs back from actually writing their about me page is this very aspect – they don’t like writing about themselves or struggle to really showcase their talents.
But the good news is that even though your about page is about you… it’s not really about you.
It’s about your reader. They’re the hero of the story, and you’re the guide who is one step ahead of them, to walk alongside them, to show them the way.
A good rule of thumb to remember when writing your website: “it’s not about me… it’s about my ideal client.” Yes… even your about me page.
If you’re a creative entrepreneur, your website copy is a great place to showcase your personality. This becomes even more relevant when it comes to the About page.
One of my favourite parts about Brittany’s Template Shop is how each of her templates has a fun and personal element on the About page, such as a quiz or a ‘favourites’ section.
Elements like this allow your reader to get to know you on a deeper and more personal level.
Now, if you know me personally, I don’t make a lot of hard and fast rules… but these ones need to be said when it comes to About pages
That’s it for now! With these 5 tips, I really do believe that you’ll be rocking and rolling as you start to draft your about page. If you need support along the way, feel free to get in touch with me! Happy writing!
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