Show Your Clients How Likeable You Are With a Great “About Me” Page
Your About Me page is a visitor’s chance to get to know you better.
They’ve come to your site through Google or from a post you shared on Social Media or through some other referral or link. Most likely they’re there because they have a problem and they have an inkling you can solve it.
So, they visit your home page. They take a look at the services you offer. They start to feel like you’re a good fit. They check out your samples and like your writing.
But, there’s still one more thing they want to know — they want to know you.
Because, when it comes to working together, personalities matter.
Think about your own work experiences. And, it doesn’t even have to be as a writer.
Have you ever worked with a competent person who grated on you? How eager were you to work with them again, even though they were able to get the job done? You probably weren’t super excited about future projects with that person.
But, here’s the thing … you might also know someone you really enjoy working with who happens to enjoy working with the person who drives you crazy.
Personalities are weird like that. It’s not that anyone is doing anything wrong. It’s just sometimes you don’t click.
That’s okay. But ideally, you want to work with people you do click with. You’ll have more fun and less stress, and you’ll feel happier about the work you do.
Your clients want that, too.
Yes, they want the results you can deliver. But, they also want to enjoy the process.
Your About Me page is going to help your potential clients see themselves not just hiring you but really enjoying working with you.
If you can get your prospects to feel that way, the gig is practically in the bag.
So, how do you do that?
You can take a lot of different approaches, but my favorite way is to tell personal stories.
Not Just Another Sales Page
Some writers approach the About Me page as another chance to sell a visitor on their services. And, ultimately, it is that.
But, if you turn your About Me page into a blatant sales pitch, focusing on your services and benefits instead of talking about yourself … well, I think you miss an opportunity.
That method might work, but it just won’t work as well.
On your About Me page, you have your visitor’s permission to talk about yourself. And, you don’t want to disappoint.
The trick is to keep the information you share — the stories you tell — relevant to the reader and their interests. They want to get to know you better in the context of a writer they might hire to do some work for them.
So, talking about the time you missed your prom because you wrote down the wrong date … is probably not the best story choice for an About Me page.
But, here’s a different approach …
You talk about how you had no idea the industry you write for even existed until you stumbled onto it one day during an interest search. You became absolutely fascinated. You stayed up late into the wee hours of morning more nights than you care to admit learning everything you could … not because you were thinking of writing for the industry, but because you just loved it so darn much.
And then, one day you realized you had a lot — a lot — of knowledge about this specific industry and you started thinking you would like to work in it. So, you sent an email to a company you followed closely, and they hired you for a project within the week. You’ve been writing in that industry ever since, to the point where you’re now a recognized expert …
Now that’s a story your prospect will enjoy.
The Stories You Tell
Your prospects don’t want to read a full autobiography when they click through to your About Me page.
You want to tell stories, but keep them relevant, keep them short, and use them to highlight why you’ll be a dream to work with — your responsiveness, your passion, your attention to detail, your extensive knowledge, the results you deliver … that sort of thing.
You have a ton of stories that make up your life. A few smart choices to consider for your About Me page could include:
- What led you to choose your niche or specialty. Did you have an aha moment? Have you always gravitated toward that niche? These stories work best when your passion and experience shine through in the telling.
- Moments that have made you better at your craft. Did you work with a well-known mentor? Was there a particular bit of advice from them that stays with you to this day? Have you taken classes to get certified in specific skills? Why did you choose the classes you did?
- Defining moments. We all have memorable moments in our professional lives. These are moments when you had to make an important choice … or when someone said something to you that changed your mindset or even put you on a new path … or where you did something you thought was going to be small but turned out to be really big.
- Testimonials from clients. Every testimonial has a story behind it, so share what a client had to say about you and then tell the story to provide context for the quote.
Here’s an example of how that works from my own marketing materials:
Hiring someone outside your business to help with the important stuff — it’s a little scary. Heather was at a conference recently with one of our top clients, and he brought this home when he turned to her and said, “You know, a lot of people buy into the idea that being a freelancer is easy — that they can work a few hours a week in their pajamas and make the big bucks. But then they don’t show up. You’re not like that. You do the work. I’m not sure you appreciate how great that is.”
Instead of just saying, “Here’s what this client says about me,” I provide context by sharing where the conversation happened. It’s not an in-depth story, but it gives the reader more background, and that makes it easier to resonate with and believe. That’s what you’re going for.
So, let’s take a look at a couple examples of this approach in action.
The first is from Ed Gandia’s website. Ed is a successful B2B copywriter who now coaches writers on how to become successful freelancers.
Notice how Ed talks about himself and how he got his start in writing. While at first glance this story might look like it’s all about Ed, there are a couple of subtle things happening here.
First, the copy is very conversational. It makes Ed immediately relatable.
Second, in that first line, he notes he wasn’t born a writer and doesn’t have formal training. If you’re a writer looking for a coach, this is going to underscore to you that Ed knows you. He’s been where you are. He succeeded without formal training … and he can help you do the same.
And third, in the last line, he makes a reference to his results. He knows how to create work that delivers.
So even though, at this point, Ed isn’t specifically saying, this is how you’ll benefit from working with me, he is still speaking to benefits. He’s couching them in his “getting started” story, where they fit quite naturally, and will reassure the reader they’ve found their guy.
Sarah sells programs to help people build a successful blog and business. Here she tells her story about how she made her own transition from being tied to a corporate cubicle to being a freelance web designer.
The stories she uses speak to her personality (upbeat and determined), to her own successes (which build credibility that she’ll be able to help you), and to her interest in the aerial arts (which sets her apart and makes her memorable).
Stories work so well because they do a lot of heavy lifting without looking like they’re doing any work. They persuade, but what your reader remembers is being entertained. When you can convince someone without using sales language, that’s powerful stuff.
Clients hire you because they need your services and believe you can deliver the result they’re after. But, they also hire you because they think they’ll like working with you. They want more than just on-time deliveries and perfect prose (although those are important — so don’t let them slip). They want to feel like you care, like you’re easy to work with, and that you’ll fit in with the team.
Your About Me page is what gets this part of the job done, so give it the attention it deserves … and tell your best stories.
This article, Help Clients Get to Know and Like You With a Great About Me Page, was originally published by Wealthy Web Writer.
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