How to write an About page (is it about you, or not?)

An edited version of this content originally featured on my LinkedIn page. To read these tips as I release them, come and connect over here!

Here's one popular website tip that doesn't make sense to me.

You'll often hear copywriters say, 'Your About page shouldn't be about you at all – it should be about your clients.'

I disagree. Your About page is about you.

As humans, we're curious. We're nosy! We want to connect with the people behind the brand.

Which is why your About page is usually the first page people choose to visit.

And yes, they don't want to read a long list of qualifications, or paragraphs about your previous roles.

They're rarely interested in your brand's mission, vision and values.

But they do want to read stuff about you that feels relevant to them. That helps them build up a picture of who you are, and why they can trust you.

The only question in someone's mind when they click on your About page is - could I work with this company? They want to hear from YOU.

So your About page is all about you. But make sure you write it in the context of what your audience wants to know. It’s there to help their decision-making.

So show them:

• Why you work in a particular way

• How you're a good fit for your particular clients

• What those clients say about your style and your results

And include pictures of you and your team!

It's also a great place to answer questions that come up in your initial sales calls. What might they be nervous about? How can you reassure them?

And yes, it's okay to include a couple of lines about your internal mission and vision IF you think it helps someone feel better about working with you.

Just keep it specific, relevant and personable.

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