The about web page is an important a part of each small enterprise and private model – in any case, your shoppers wish to know who you’re earlier than they do enterprise with you!
Easy, proper? Nicely, possibly. Nevertheless it doesn’t all the time really feel that means.
In some way after we swap between simply being ourselves and writing about ourselves, what finally ends up on paper is somebody we might not acknowledge.
We’ve all seen the “faculty yearbook” model of an about web page:
“Steve’s a go-getter. He was high of his class, secretary of the golf membership, and his hobbies embrace parasailing and spelunking.”
Then there’s the company, super-dry model:
“Steve is dedicated to analyzing KPI to leverage the potential of the under-utilized staff, permitting them to realize most ROI and produce persistently strong quarterlies.”
After which there’s the about web page that could be oversharing, only a tiny bit:
“Steve loves spending time together with his accomplice and kids, Linda, Lulu, and Ralph. Their six field turtles Fred, Seymour, Ralph, Pink, Snappy, and Hoppy have been with the household for years, apart from the time that Hoppy ate a LEGO and spent per week on the vet.”
None of those approaches to writing an about web page are unsuitable, essentially! There’s no rule that claims your about web page must be a sure model.
An ideal about web page, nevertheless, ought to replicate who you’re and communicate to the shoppers you need.
Right here’s write an about web page folks wish to learn:
How you can write an about web page by inserting your story in context
Put your self within the sneakers of tourists to your web site. What do they wish to learn about you?
Let’s check out three very completely different approaches.
Solo entrepreneur? Your private story is usually the story of your model.
Should you’re an entrepreneur who serves others, your private story will inform potential shoppers what you’re like, give a way of your background, and present the way you do your work.
The Freedom Hackers about web page fires up its viewers with empowering language, nevertheless it ALSO provides a little bit perception into who precisely is the mastermind behind the model:
As you may see, she cuts proper to the chase – however nonetheless places herself and her enterprise in context!
This can be a nice instance about web page; the brief little part presents up a perfectly-portioned serving of proof that that is somebody who has expertise in her area and is aware of what she’s speaking about. You don’t want her whole life story – simply the elements which can be most related to the positioning you’re on!
(To not point out that the language and design set a really distinct tone. Even with no ton of studying materials, you’ve got a reasonably clear sense of her character!)
Let’s have a look at one other means make an about web page attention-grabbing.
Are you a small enterprise? Your about web page can showcase the way you do your work.
For a small enterprise that focuses much more strictly on achievements, let’s check out Small Girls PR.
As a PR agency, their accountability is to get their message out clearly, concisely, and with sufficient aptitude and character to get up overworked editors who’ve seen all of it.
Their about part leads with trophy photos emblazoned with the media shops they’ve been featured in. (Hmmm…a PR agency that has nice publicity proves they do an important job, no?)
On the left facet of the web page, they clarify “Who we’re” with this lead-in:
Bianca Caampued (5’0”) and Mallory Blair (5’3”) are small ladies. Collectively, they steer a staff of many proficient taller folks to energy Small Ladies PR.
With just a few easy phrases and a singular psychological picture that actually defines their model title, they’ve bought your consideration!
As an alternative of losing any extra phrases describing themselves, they let different folks do it for them with quotes from main publications. As a result of, once more, that’s what nice publicists do for his or her shoppers!
On the precise facet of the web page they provide a story that explains how they do their work, illustrated by examples. The prose itself is wise, brief, and suits proper into the social area they thrive in.
By saying that they “curate the precise reporter to work with the story at hand,” they reframe the thought of a conventional publicist pitching tales en masse and make it about deliberate, carefully-considered selection. Who wouldn’t need that sort of energy for his or her model?
Let’s take a look at yet one more instance of a stellar about web page!
Wish to follow a traditionally-professional, third-person tone?
That’s a legitimate selection, too – and also you don’t need to be a company enterprise to do it!
Let’s check out Meow Parlour, NYC’s first cat cafe.
Answering the query of what your viewers desires to learn about you is pretty easy – they wish to know what a cat cafe is, in the event that they don’t already, after which they wish to know in regards to the cats.
And Meow Parlour has bought this down.
Idea is the primary hyperlink of their web site navigation, and it provides a simple definition of what a cat cafe is all about.
And what in regards to the cats? Nicely, Cats is the second hyperlink within the high navigation – give it a click on, and…
Cat photographs abound! (And when you click on on every image, you’ll get a tiny cat bio, too!)
So what in regards to the individuals who based Meow Parlour? What when you’re a journalist writing a narrative, or simply curious at who made this superb dream come true?
Scroll all the way in which right down to the underside of the web page, and also you’ll see a conventional about web page that provides up professional bios of the two co-founders.
These bios observe a reasonably easy, third-person mannequin that covers coaching, education, some private particulars – and sure, extra cats.
Now that you just’ve seen some about pages, what do you might want to be sure that yours doesn’t go away something out?
Collect the substances
While you’re placing collectively the uncooked substances of your about web page, you’ll wish to have just a few issues at hand.
A resume, a superb buddy, and your marketing strategy and/or model pointers are all wonderful instruments.
The resume is for the small print you may’t keep in mind about job titles and certifications. (As a result of there are all the time a whole lot of particulars.)
The good buddy can present a brief description of how they see you when you’re shy about assigning your self superlatives – and even remind you of anecdotes about the way you’ve helped folks together with your work. (Previous shoppers are nice for this, too!)
Your marketing strategy/model pointers are good methods to remind your self of your targets, why and the way you do your work, and any options of tone or voice to remain on model.
At all times ask why
While you start to decide on the substances you’ll use in your about web page, all the time keep in mind to ask why you’re including them.
Are you speaking about that job you had for 2 years in faculty as a result of it’s related to your work now? What makes it related?
When including private anecdotes, are you doing it to construct belief, or to supply proof by demonstrating that what labored for you may work for another person, too?
If you end up writing about your cats in nice element, are you doing it since you run a cat cafe?
If you wish to share a philosophical epiphany you had, is it related to the way in which you do your work now and the way that stands out out of your friends? (In that case, completely share it as part of the know, like, and belief issue.)
Because the drastically completely different examples above present, there’s no single model of about web page that works for everybody.
If it displays who you’re and speaks to the shoppers you need, although, you’re properly in your means!