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I am Stefani Lefler, the owner and designer behind Stefani Jessica: a Michigan based design studio that serves business owners worldwide. Through design, strategy, and content creation, I create a confident branded voice that speaks to your audience.
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How to Craft an Effective About Page (Minus the Stress)

May 5, 2017

Copywriting

About pages, amirite? Creating content for a whole website can be stressful enough. Then you have to share who you are without sounding full of yourself. It’s a tightrope walk that leaves many with less than stellar about pages.

But in today’s world of business, customers want to buy from you. They want your story as much as your product or service. So creating an about page that not only makes them love you but also shows them the value that you can bring to their lives is of the utmost importance. Today, we’re going to go over some aspects you want to have on your page so you can impress your audience (and not feel so much stress when writing it).

Use your voice

To build a connection with your audience, whether you are a one-woman-band or a team, use personal pronouns. Many larger businesses (when they have about pages) use third person and it can feel cold and disconnected. First person builds more of a connection. It feels like you’re talking directly to the reader, so your tone should reflect a conversational feel. Speak to the one person reading that page. If you have a team, or course using ‘we’ makes sense, but it makes less sense to use it when you’re on your own. Remember to be true to who you are. If you’re working alone, say ‘I’.

Keep it short or entertaining

Talking too much about yourself is not the best idea, whether that’s on your about page or in person. I could tell you not to ramble, but of course you don’t want to bore your reader. But there are 2 ways you can share a lot of information while still keeping your audience’s attention.

Hierarchy

Making your content scannable is helpful. Using headers brings attention to important information. If your audience wants to know more about your experience, your favorite things, or your journey, it’s easier for them to find that information with proper text hierarchy.

Unique formats

Another way to keep things interesting and keep the reader’s attention is to try a unique presentation of information. Many websites are trying these new layouts (did you notice my about page with a fun timeline of my life?) and it keeps things fresh and fun to read. Some ideas for some presentations are:

TIMELINE

FILL IN THE BLANK QUIZ

IT LIST

IMAGES OR ILLUSTRATIONS

LETTER (great for partners/teams)

Share noteworthy facts

You always want to share something personal that’s not focused solely on your business. People love getting to know who they’ll be hiring and some fun facts are a quick and easy way to get your personality across. There are many ways to share these traits, but my 2 biggest tips are:

One • don’t be too vague. Do not share something that a lot of other people also feel. Make it more unique and specific. You may love yoga pants, but share which brand you love and why, what it is that you love about them so much, anything that makes your preference for those super comfy pants memorable.
Two • keep it professional. Your brand could be crude or more off-the-cuff. But steer clear of super personal items that would make your family uncomfortable. Oversharing isn’t cute.

Keep the mission in mind: sales

When writing mostly about who you are, it’s easy to forget that your goal is to make money. Every page on your website should relay back to that idea and have a call-to-action bringing the focus back to booking your services or buying your products. But of course, there is a non-sleazy way to do this.

When writing this section of your about page, ask yourself 3 questions:

HOW CAN YOU HELP THAT PERSON READING YOUR PAGE?
WHY SHOULD THEY TRUST YOU?
WHAT MAKES YOU SPECIAL?


Do these tips help you feel less stressed about your own about page? Let me know in the comments! I’d love to see links to your website’s about page!

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  1. Emily

    May 17th, 2017 at 12:27 PM

    Oh my goodness, I TOTALLY needed this!! My about me page is pretty lengthy and I would love to par it down/make it more interesting!

    Your branding and site is on POINT, girl. Just love it all. Pinning this post!

  2. Stefani

    May 17th, 2017 at 1:25 PM

    Thank you so much! Your kind words are greatly appreciated! ^_^ I’d love to see your page after you change it up! Send me a link when you do please!

  3. Stephanie

    May 17th, 2017 at 12:28 PM

    LOVE THIS POST!!! I’m actually planning on bookmarking this to reference later because it is just full of brilliant suggestions and information! Thank you so much for sharing!!

  4. Stefani

    May 17th, 2017 at 1:26 PM

    Thank you so much Stephanie! ^_^ That is so sweet. I’m glad this post could help people! I know when I first started, I just stared at my about page forever without a lightbulb moment. Learning more about copy definitely helped so I’m happy to pass along the info for others.

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