I’ve spoken before about why your ‘About Me’ page is so important, and in summary it is because your potential clients will prioritise liking who you are as an individual as well as caring about your skills and experience. And if you want to ensure that they pick you, you need to get them to like you.
Knowing leads to Liking leads to Trusting leads to Business.
Follow this recipe to create an ‘About Me’ page that will stand out and get your dream clients to pick YOU over your competition.
Ready? There are 5 steps.
Step 1 – The Who (be breezy!)
The first thing you obviously need to do on your ‘About Me’ page is introduce yourself. The ‘About Me’ page is you chance to shift the focus onto you, the guide in your client’s journey. The best way to introduce yourself is to write as if you were actually introducing yourself at a face-to-face networking event. How would you say who you are and sum up what you do?
Aim for 1–2 lines.
You want to sound like a real person, so avoid using something like “My name is ______ and I am a ______” because this can sound robotic. Aim for breezy and, above all, friendly (bonus points to you if the word ‘breezy’ instantly made you think of Monica from Friends).
Step 2 – The What (show empathy)
One of the best ways to begin building trust with your clients is making them feel like you understand them and their problems. Using empathetic language can help. Think about the problem you are solving for your client – what is your role? What do you help them do?
Try to come up with a one-liner that clearly explains what you do in relation to your clients’ problems. Try to think about where your clients are before they work with you – are they stressed, confused, tired, frustrated, lost? Use this to show you understand how they feel now, and then offer them a glimpse of how they will feel after they work with you.
Step 3 – The Why (be passionate)
Passion is a key ingredient, so we want to use it a lot. When you demonstrate passion, you’re showing the client that you actually care about the work you do, and this translates into you giving 110% to make their dreams come true. Not enough passion will make you look lacklustre and can come across as you not caring that much about helping them and, therefore, lacking dedication.
Write 3–4 lines that explains why you do what you do – is it because you love it? Does it excite you? Is it because you want to help people who are struggling with the same thing you once struggled with?
Think about what your core values are and why you care. Show them this and they’ll start to care, too.
Step 4 – The How (your journey)
How did you get to be where you are today? What’s your background story? You can relate this to any formal qualifications you have, which will let your clients know about your skills and experience. Remember that even if your background is different from where you are now, you have skills and experience that count, so don’t dismiss anything just because it’s not within the same area of expertise.
Be honest with them: did you do a complete 180 and shift careers? Did you wake up one morning and knew you needed to change your life, so you did? People can relate to journeys and you’d be surprised by how many people may have had a similar journey to you. If people can see that you’re being honest and real, they’ll start to trust you.
Step 5 – The When (behind-the-scenes)
Throughout your ‘About Me’ page, you’ll have been incorporating your personality, explaining your why and your journey. So, your uniqueness should already be woven in to your copy. But now you can really lift the veil and show who you are behind-the-scenes.
Add an anecdote or two about what you do when you’re not working. Do you have a particular hobby? Do you live somewhere interesting? This will give your clients a glimpse of the real you. Not only can they potentially find commonality (“hey! I love lemon meringue pie, too!”), but they’ll begin to feel like they know you.
And, remember: knowing leads to liking leads to trusting leads to business.
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