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How to write a killer “about” page


By Jane Copeland

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The “about” page is probably one of the most visited pages of a website.

With this in mind, if you have a website or blog your about page can be a huge opportunity for you. It’s therefore massively important that you nail it.

Is your current about page working for you? Does it connect and resonate with your audience or dream client?

If not or if you feel like your about page could do with some improvement, here are some tips on how you can create a  sizzling about page:

1. Show yourself.

Tell the story of your professional journey and explain how you got to where you are today. Make it interesting and help people believe in you. Business is personal now, and this is a good thing.

2. Connect your story with their problems & desires.

Share your story, but guess what it isn’t about you! Everything you tell them about you secretly must reveal something about them. Stand in the shoes of the person you’re talking to and tell them something that’s going to make them give a damn. Why might they care about this? If the connection between you and them isn’t clear, delete it.

“Your story shouldn’t just communicate the facts about you. It should change how the person who hears it feels.”

~Bernadette Jiwa

3. Lead with what your people want.

Connect what they want, with what you want to give them. Don’t just lead with the facts.
People need to know more about the real you. Facts alone don’t persuade…

Give them evidence of your victory moments so they can clearly see what’s possible. Demonstrate how you’ve provided solutions for others. Link to your portfolio and list projects you’ve worked on. You’re not bragging. This is about what I (your reader or buyer) could do, too, with inspiration, tools, guidance.

4. Make sure your offers can be seen from the street.

Clearly communicate how you can help. Be specific; add links to products and services.

5. Killer inclusions:

Add client testimonials. Give people a sense of what it’s like to work with you.

Add a contact link. Encourage potential clients to get in touch.

Add a photo of you. Build trust by adding a photo your bio and about page.

Start a relationship. Add an opt-in form with your irresistible offer at the bottom of your page

Keep the conversation going. Include your social media links.

Examples of excellent about pages

Nathalie Lussier

Sarah Jenks

The Uncaged Life

Kat Loterzo


Goddess Huntress

Janine Duff

Need some personal help writing yours?

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Jane Copeland - to view all of Jane's blog post click here

Jane Copeland is an Australian entrepreneur and head of The Business Made Beautiful Academy – an online business school for women utilising her unique Next Top Coach ™ System. She is also a digital marketing authority, publisher of the award winning blog and author of the book Boardroom to Baby. Jane's obsession with internet marketing and her teachings, have helped many people across the globe to stand out from the crowd and redefine their version of success. Learn more about Jane’s programs here.

  • What a lovely post! Thanks!
    I always try to remember the whole site, including the About section, is about THEM, not me. I am not there to bask in my own glory but to be useful to someone. That always seems to help finding a better perspective 🙂

    • Thanks for your comment Maria. You said it perfectly, it’s as much about “them” as it is about you 🙂

  • Thanks so much for featuring my site – love this and I’m in good company. 🙂

  • I’m so glad to wrote this post… I was at a networking meeting the other day and the presenter (a small business advisor) said the ‘About’ page being the most viewed page was a myth and that having to ‘tell a story’ wasn’t as important as we’re lead to believe !?? I just ignored that advice…

  • Belinda

    Great and timely post Jane. You make it look so easy!! Thank you

  • Thanks for including me here Jane! My About page is always a work in progress and I change it often! Don’t be afraid to just DO it, and know that you can change it later!

  • Thanks so much for featuring my website! You’re such a sweetie!

    My favourite point you bring up is “show yourself”. Most people understand now that your about page should be more about your ideal client than yourself, but I think every About page should have a little dash of your personality in it so people can get a sense of who you are.

    Great points!

  • Good writeup

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  • Ashleigh

    Wow some great tips here. I especially like the ‘Show yourself’ point – it’s so true everyone wants to know your story – where you came from and how you got to where you are. I will definitely have to update my about page now I have read this!

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