How to Write Your “About” Page (for consultants and pro services)

The “About” page is one of the most-visited pages on your website.  Yet people often spend more time trying to figure out “how do I write it?” than on any other page.

Should it be clever?  Funny?  Strictly business?  What should you write about?  How personal should it be?

If there’s one thing I like to do, it’s research.  And here’s a condensed version of the best info I found.

First, here are some considerations for your “About” page:

  • You are what is unique about your business – If you’re a consultant or selling professional services, people especially want to know who they’re doing business with.  Pure and simple, YOU are what separates you from your competition.  The About page is where you can show that.
  • The About page is often the first page people read – Whether delivered there via search engine or pure curiosity to know “who’s behind this site?”, the About page is often your main introduction to prospects.  So the page need to deliver more than just personal info.
  • It’s the best place to introduce yourself – If you’re going to tell people about you, what better place?!  The expect to hear about you here.
  • It’s actually all about your potential customers – While the about page is about you, it’s actually about the You that is relevant to your customers. If you were a potential customer looking at you, what would you want to know to make a decision?
  • It’s about taking people from Point A to Point B – the term I’ve heard for this is gradient.  It’s likely people know nothing about your when they look at your About page, so let’s call that Point A (know nothing).  What do you want them to know and do after they read this page?  That would be Point B (know this info and take that action).

 The 7 Things You Should Include on Your “About” Page

In many ways the About Page has the same requirements as an elevator pitch.  It must introduce you, let people know what you do, and who you do it for.  And it should inspire the right people to take action.  So here’s the questions to answer – and in this order:

  1. Who are you? – Pretty straightforward. Say your name and your company name.
  2. What do you do? – Again, be straightforward and cut to the chase.  Don’t write in “market-eze”.
  3. Who do you do it for? – This is very important.  Try to be all things to everybody, and you’ll end up being nothing to nobody.  You need to be very clear about who your target customer is.
  4. How are you different and better? – What differentiates you from your competition?  Why should somebody use your services instead of somebody else’s?
  5. Why do you do this? – This is the place to tell “your message” and why you do you what you do.  This is connecting to a prospect’s heart. You want to link your message with your passion.  This can be a good place to expand on your story on how you ended up doing what you do.
  6. Can I see you? –  Include a good picture of you.  That way people can connect with you and see your eyes. It’s worth it to get a professional picture taken.
  7. What do you want me to do next? – Assuming people like who you are, are clear about what you do, know what differentiates you from the competition, and realize that you specifically work with people like them, let them know what to do.  Should they call you?  Email you? Schedule an appointment? Sign up for a free report or video series?  Be very specific and tell them what to do next.

So that’s it.  Follow these steps and you’ll be on your way to creating a better “About” page than 90% of the websites out there.

Leave a Comment

Your email address will not be published.