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After about 7 years of writing professionally, I finally (at long last!) have stopped cringing at the idea of updating my About Page. Let’s face it: writing about yourself can be intimidating and challenging. But never fear! This post will give three tips that tackle the often asked question: who is your about page for? (And…{gasp} can it actually, in some regards, be for you?)

Who (and What) Am I Writing For, Really?

Most people have heard the age-old (well, as old as maybe 2009) adage: Thy About Page is not about You, Darling. Nay, ‘tis about Who You Are Serving.

Yes it is. But it’s not always that simple. Let’s talk about it.

Your About Page is your street cred, served up with a focus on your audience.

The first purpose of your About Page is to give people a glimpse of who you are and how you help them. This is a tried and true method. You explain a little bit about who you are, your professional background, and what you do for clients. For service professionals, this can work fabulously well. Ultimately, people want to work with you because you have the experience and results that they need to trust you. Demonstrate that with a little pizzazz, let your testimonials or portfolio say the rest (don’t forget links!), and you’re golden.

An easy way to start this process is by filling in the blanks:

My name is _________. I (verb) ___________, ___________, and ___________. I’ve helped __________ amount/types of people (verb) __________ and _________. Through my experience doing ________ and ________, I’ve achieved _________ and ___________. Nowadays, I work with people in the following ways: __________, ___________, and ___________.

This alone is great, unless of course…

Your About Page requires deep connection

It’s possible that your audience needs to feel you. And by that, I don’t mean getting naughty. I’m talking about creating a bond with your prospect. Sometimes, if you’re a service professional that works within an intimate setting with clients, people really need to know more about who you are before they reach out. This is true especially among coaches, therapists, and healers.

You need to make them feel comfortable, seen, and honoured.

A great way to do this is by telling the story of how you came to do the work you do. Maybe it was by overcoming adversity. Maybe you felt you were born to do it. Maybe you had the same exact issues your clients face, and after you figured out how to solve them, you felt called to help others do the same. Don’t be afraid to be vulnerable (but only at a comfortable level for you — gut check time!) and make sure the story relates back to how you serve your clients. At the end of the day, that’s the most important thing they’re looking for.

The second piece to connecting with your audience is getting them acquainted with what you stand for, and what you believe in. An easy way to get in touch with this is to fill in these blanks:

My name is __________ and I firmly believe in _________, _________, and _________. If I had 5 million dollars to give to a worthy cause, I’d choose ________, because ___________. And if I were going to spend an afternoon with a prominent figure, it would be __________, and I’d ask them this:_____________. Lastly, if I could help any one person, or group of people, it would be: _____________ because they need ___________, and I can definitely provide ___________.

Your About Page is about helping people discover, vet, and contact you

This is where it gets a wee bit selfish. How else are you going to get hot publicity if people don’t know you’re the real deal? That’s why I recommend that most people have an additional 3rd person media bio—one that lives up to the expectations of companies looking to feature you. You need to sound legitimate, and the third person media bio is a fantastic way to do just that. This is where it’s especially important to include places you’ve been featured previously, important positions you’ve held, # of people you’ve served (or books you’ve sold, etc.), and how to contact you. Make sure you’ve got live links and an adjacent clean, professional headshot.

And one more thing: make sure your About Page doesn’t go on for days. Keep the entire page less than 500 words—shorter if possible, and don’t be afraid to change it as your needs change…websites are living, not static.

Here’s to writing about beautiful you!