Hey y’all! This week I’m back with a really important topic for your business website or blog. One of the biggest struggles I’ve experienced when starting former blogs is crafting an about page that clicks with readers. I’m embarrassed to say but back in the days, I was one of those people who just let my About Page sit while I just write away on my blog. Eventually and hopefully, I just thought the page will figure itself out. Yeah and you’re right, that day never came around. Ha!
Starting a blog isn’t hard. Buy a domain, start writing and sharing. The About Page can wait. Who cares if no one knows what the hell what you stand for. Wrong!
Although the About Page is generally quite short (maybe 300-500 words), it really requires you to sit down and think about what you’re about. And if you’re just getting started, it’s okay to not have this figured out. But after three to six months, if you ever want to get serious about this, you should have it slain or you better hire someone to work it out for you. If you work at it consistently for a few months, but still fail, admit it, you need some help.
I know that when I started Talence, I focused on generally blogging tips. That included side hustling, productivity, and content marketing. I wasn’t too proud of such a general niche. I was all over the place and creating an editorial calendar was really hard. A few months later, I narrowed it down to just content marketing, which already covers a lot. But my main focus today is on conversion-driven, reader-centric and conversational copy and content that helps drive traffic to build a loyal audience. It’s much more specific and it has also allowed me to launch my copywriting services, something I didn’t exactly saw coming a few months back.
If you’d rather listen to the audio clip of this blog post, simply click the link below.
There’s generally two parts to an About Page if you’re a business blogger. The first part is to tackle your value proposition. This simply means knowing who you help, what you’re best at, and what your core offer and result is. An effective About Page answers all these questions. Does yours have it?
Part 1: THE ABOUT PAGE FOR BUSINESS + BLOG
#1 What’s your reader or client’s core struggle?
You really need to know this. I know struggles aren’t rainbows and unicorns, but if you don’t talk to your potential audience, you’ll never know them and what they need help with. And they’ll never know you either. I know, yikes!
For example, it can be a mindset issue or a lack of technical expertise problem. They’re stuck somewhere and whether you’re selling a product or offering a service, you have to first, be able to present their struggle.
Once you’ve identified their core problem, you can answer this question. It doesn’t have to be long, but it sure needs to be specific. Over time, you might also find the need to fine tune the core struggle or feel that it has evolved. That’s okay. Because it’s going to be the first line of your About Page, it better hooks the right people immediately!
#2 Who do you help?
This is the utmost important question to tackle for any business owner. Even if you never owned a business and have worked for a boss, you’ll realize that whatever position you’re in, your job is to help (someone). In an average 9-5, your job is to make your boss successful and take ownership of your own work. As a business owner, your job is to help your audience or customers, depending on whether you started your business first or your blog first.
It’s just that as a business owner or blogger, the number of people you will be able to help will be much bigger. I mean compared to one boss, hell yeah right? Also, it’s this potential reach that keeps me motivated to write because I can teach way more people with the same amount of effort.
I hate to break it to you, but most people start a blog for their own sake without first identifying who their audience is. I know I’ve made that mistake many years ago. From what I’ve seen, it’s usually the people who start a “lifestyle blog.” And by that what I really mean is, when I ask them what they blog about, they tell me, “I write a lifestyle blog about fashion, beauty, and travel.” I guess it’s nice that they have three topics they focus on instead of nine.
But at the end of the day, I clicked away from their blog and ask, “Well, okay. How did that change my life.” Lifestyle itself is a broad term so not all “lifestyle blogs” are unhelpful. Now contrast the first lifestyle blog with a blogger who claims this, “I help females who are conscious of sustainability turn last season’s clothes into new outfits.” The first blogger appears to be somewhat self-serving, but the second blogger, talking about the same fashion topic, is serving a good and popular cause!
So when you answer this question, you can think along these lines.
- What do you do that those other bloggers in your niche aren’t doing?
- How is your perspective different?
#3 What’s your greatest skills, abilities, and expertise? How did you learn them?
Now that you’ve identified who you help, it’s time to show off some of your skills, abilities, and expertise like you do your ninja skills! You can be a little humorous and boastful here, but be succinct and honest. Taking the second blogger from my previous example, her skills will probably be sewing, knitting, and various DIY skills. When you have skills, you can be your own hero. And knowing this, your audience will have peace of mind and be like, “Aha, I know I can count on her to run the show around here!”
It’s wonderful that you’re shamelessly tooting your own horn, but what if I told you that whatever you said earlier, you have to back it up with experience and credibility? Like woah, what?!
Yep. Some niches require more credibility than others. For example, if you weren’t a finance major or never been a finance manager, you shouldn’t be teaching someone on how they can invest their money. Meanwhile, if teach young women how to create a makeup look that looks like you’re wearing a mask, there isn’t a certification that says you’ve graduated and that you can teach. (Or maybe there is, I don’t know.) That’s because with something visual like makeup, your skills are relatively obvious and your potential audience will either love it or hate it.
Still, whatever your niche is, share your background. With more serious niches like business and engineering, be transparent about your education and experience. With more creative niches, be open about your personal experiences. Don’t be afraid if things are self-taught. For many of us, everything from social media to video editing can be self-taught. In fact, I prefer self-learning over professional education because there are no rules to follow. Muha!
#4 What result do people get from you? What’s your core offer?
This one is perhaps my favorite because I’m such a no non-sense and results-driven person. You will probably always hear me go like, “either this landing page is converting or I’m switching up the opt-in incentive.” The most reliable way to measure the results your audience can get from you is to think in terms of numbers or quantifiables. For example, it’s relatively obvious for business niches. It’s dollars, sales, or revenue. In content marketing, it’s page views, shares, engagement percentages, and email subscribers. In meal prepping, it can be as specific as the number of lunch meals you can prepare with only $20. You really have to know your niche, the metrics people are obsessed with, and identify the new reality that your people strive for.
If you are farther into your online journey, you can even quote what your fans have said about you. Share testimonials! Tooting your own horn until you make it is okay, but someone agrees with your horn tooting, well, whoop whoop!
Now if you can answer these questions, you’re ready to communicate your purpose and value proposition to people. And if you have read one of my most popular articles, “Why You Shouldn’t Call Yourself a Blogger?” you will know why you need to know your value. Because without knowing, you can easily be just another blogger — and not all bloggers are business owners.
Part 2: YOUR PERSONAL BIO AS A BLOGGER
One of the best things about being a blogger as a business owner is that you can connect with your audience anytime. I know business blogs have their own content strategy (and all the big girl stuff), but every month you should write a post that’s a bit more personal and in-depth about yourself or your experiences. Even large companies find the effectiveness in this type of transparency to engage prospective talent. For example, I have my monthly #RealChat sessions and I also do honest talk emails that are only exclusive to my subscribers. Sorry to all you guys who aren’t on the list.
My point is, even if your blog is to attract new customers, there’s a connection to be built with them by being more personal.
#5 Why did you start your business? Who or what inspired you?
Tying it all together, it’s time to divulge why you started your blog and business. I know by now you probably already feel like your audience knows what you’re about. And it’s great that you immediately introduced yourself as a helpful person. You put their interest first before introducing yourself. At the same time, your readers are probably interested in knowing why you’re here doing what you do.
For example, are you full on with this? Are you still working on this during your free time? What inspired you to freelance? Who or what inspired you? If you are here to inspire, also share who inspired you. There’s a before and after with everything.
#6 What are your personal values? What are your hobbies? What are you like as a person?
When you are first starting out, your values might not be that obvious or transparent to yourself. Many people start a business out of passion for their topic or niche and others for a living, but their values aren’t particularly clear. That’s totally fine, but the biggest change-makers and entrepreneurs have a calling and dream that usually goes beyond their blog or business. For instance, you may have an interest and passion for donating to your favorite philanthropies. Also, your brand can be built on values like freedom, authenticity, and soul-induced work.
I know I didn’t know what I valued a few years ago, or rather I just valued other things because I had different priorities at that time. Working for business startups and traveling by myself made realize that I need both creative and remote freedom in my work.
#7 What’s your call to action (CTA)?
Let me guess, some of you might not even know what this one is. But a call-to-action is basically a sign-up form with a button that encourages your new readers to sign up for your email list. Now you shouldn’t just ask them to sign up without giving something valuable and relevant away. Yes, these two key points are really important.
Your opt-in incentive really must be relevant to the topic you’re helping your peeps with. For example, using the fashion-conscious blogger earlier, she wouldn’t be giving away a free coupon code to buy an iPad. That wouldn’t be relevant to her niche. She, however, can definitely offer a list of the top ten tools her readers can use to DIY their old clothes. That would be relevant to her niche and valuable because her readers can get to work immediately on DIY-ing.
Your call to action is usually made up of these parts:
- A freebie that acts as an opt-in incentive (PDF)
- Tagline of your offer
- A sample photo of your offer (Photos have much higher conversions!)
- A button
- An email marketing service provider that delivers the freebie upon a sign up (Don’t lie, send them what you promised!)
If your readers read this far in your about page, you don’t want to drop their connection with you right here. If you don’t include a CTA and opt-in freebie they’ll never hear from you again. No!
The opt-in freebie and call to action tend to trip up the most people, including the peeps I teach and the clients I work with. There tend to be many different alternative phrases for these terms and that doesn’t make it easy. And understanding how your email service provider hooks up with your website can be overwhelming.
With your About Page you really need to hit the target (yeah, like my favorite store teehee!) or your new readers who are on the brink of becoming loyal subscribers will turn in the other direction.
And you’d be like, “Nooo! Wait, come back!”
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Does your About Page serve a real purpose? How are you going to update it?
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