Draw people into your About page with this headline
(Without saying “Hi, I’m [name]!” or “welcome to my website!”)
Think “why” over “I” here, and put yourself in the shoes of your reader.
When they come to this page to learn more about you, they want to know that you just get them, right? Start off by empathizing with them and demonstrating that they’re in the right place before you launch into all of the details about yourself.
- I see you / I hear you
- I want to meet you where you are
- I’m so glad you’re here because my passion is serving people like you
- I’ve been in your shoes and I get it
Here’s where you can share some of your brand story.
Details about your track record are fair game, too!
Next up, share your full name and some of your relevant credentials/experiences with the reader.
Why should they trust you? Why do you know what you’re talking about? How can your own story help or inspire your reader?
SOME IDEAS:
I’ve got [#] years of experience
in [field/type of work]
From [type of client] to [different type of client],
I’ve helped clients [achieve result]
Since [date], [type of work] has been my calling
and I’ve got the [credentials /experience/degrees] to back it up
Clients count on me as their go-to [need]
because of my [personality trait, experience level, etc]
I started doing this work because…
this is probably two lines
this is probably two lines
My experiences with X have shown me
that Y...
again probably two lines
Share something that matters in this section
It’s a great way to connect with what your reader cares about, too.
People buy from people, and they love to feel connected to you in a meaningful way.
This is a great place to share your values, your mission, what you believe, your promise to your reader, your purpose… whatever matters to you and you might like your clients to know about.
(This is also a nice way to subtly pull in some of that “attract and repel” energy - if someone doesn’t dig your values or what you stand for, you’re not going to be a good fit, so they might as well know that now!)
If some lighthearted facts/tidbits are also your thing, those can round out the end of this section.
Try to stick to just a few, and think about 1) what’s true to your brand and 2) what your clients might be most interested in knowing about you.
You could even share a few facts or values in a grid, like this:
value one
value two
value three
value four
“The most important sentence in the testimonial is highlighted here!”
A great testimonial is all about the transformation that someone experienced while working with you. (We already assume that you’re great to work with and that they were happy about the outcome!) What changed for them? How did their experience feel with you? What was the outcome?
Tell ‘em what to do next!
Invite them to explore your services.
Now that your reader has had ample opportunities to learn more about you (building that know/like/trust factor!), what’s the next step they should take? 9 times out of 10, it’s visiting your Work With Me/Services page.
Invite them over there and give them a button to make it easy!
