When I ask, “What do you hate most about writing your About Page?” one of the most common responses is, “There’s so much contradictory information out there. And some tips – even from some big-name gurus – seem misguided.”
So let’s clear up some myths right away:
Myth #1: Your About Page should tell the world how great you are.
Reality: Your About Page should show your audience how great you are.
Use stories and social proof so your audience comes to its own conclusion: “Yes…we can’t help noticing that she’s a rockstar.”
Myth #2: Your About Page should illustrate your business’s humble beginnings.
and show how you got to where you are.
Reality: Does your origin story demonstrate a particularly burning reason for starting your business and being motivated to serve your clients?
So you watched the sheriff take your family’s furniture away when you were six? You made a “Never again!” vow and now you teach people to manage their money, avoid gambling debts and never, ever co-sign a loan for a stranger.
You’ve got the beginnings of a good origin story if you’re a money coach or financial planner.
But you don’t have to share. If you’re a cardiologist, nobody cares if you’ve never had a heart attack.
Myth #3: Be vulnerable.
Reality: Unless you’re solidly successful, showing a weakness could backfire. When a big star admits he gets nervous onstage, his fans love him. When a contestant on a reality show gets nervous, it’s not the same … especially if the audience suspects he’ll soon be given a one-way bus ticket heading home.
Myth #4: Don’t list your degrees, awards or achievements unless they’re directly relevant to what you offer.
Reality: You can almost always show a relationship to your past achievements and your current strengths, even if the gap seems wide. You’ll come across as a multi-dimensional person.
One client thought her Ivy League anthropology degree wasn’t relevant to her self-defense coaching business. In reality, her credential showed she was smart (so she’d relate to her executive clients) and anthropology teaches the importance of reading cues from the environment – an important skill for protecting yourself in an urban setting.
Myth #5: Be funny.
Reality: Good copywriting doesn’t call attention to itself.
In particular, using humor comes at a cost. You sacrifice message clarity, which is more important than clever wordsmith tricks or even persuasiveness.
Anyway, your About Page probably has more personality than you realize! Ignore the “should” warnings and think about what your clients are looking for.
Want to create an About Page that generates leads – and makes you look good, too? Download this FREE 10-point Checklist For A Lead-Generating About Page.