Your about page is not really about you…

It’s about your audience – to demonstrate how you understand and empathise with where they’re at.

Telling them your story about how you got to this point – why you do what you do – is an excellent place to start. People love stories!

Your relevant personal experiences are perfect – the more they see that you’ve been where they are, and how you’ve moved through, stepped up and away from those lows – the closer they’ll feel to you, and know you’re the right person to help them.

After they bond with you in this way, the next step on the About page is to include a Call To Action of some kind – a button to your Work With Me page, a button to “Book in for a chat”, or even simply a contact form.

So, the structure for the copy on your About page can go something like this:

1. At the top of the page is a picture of you. Start with a strong statement – a core belief about the thing you help people with. Keep it short and sweet – like a newspaper headline. It’ll be in a large font.
2. In a slightly smaller font, continue on with one or two sentences about why do you what you do.
3. In normal text font, then write a bit more in-depth story about your personal experiences and how you overcame the problems and got to this point (a couple of paragraphs is fine – keep it relevant!).
4. – and then a bit about how you got into the business of helping others. Mention some of your personal qualities that make you a great fit to help others in this way. Briefly mention how you might be able to help them.
5. ….and this is the perfect point to pop in your CTA!

You can also sprinkle a testimonial or two onto this page if you want.

And then, and only then, if they’re relevant and/or legally required – include any official/formal qualifications.

If you need to read more about About pages, you can read my blogpost here.