How to Write Your About Page to Win More Readers

by Martin Malden

About Page Menu Item. When I first set up this blog I had no idea how to write my ‘About’ page.

Writing about yourself is difficult, anyway, but when you don’t understand how to best use the page it’s ten times worse.

So I wrote something that set out my life story – after all, the page was supposed to be about me, right?

Wrong.

If you’re writing a blog for a business, or if the blog is your business, it’s about your customers, not you.

So your ‘About’ page should be about what your site can do for your visitors (or customers).

As this blog has matured I’ve looked at each page and post, and tried to make sure that each meets one of two objectives:

  1. Turns first time visitors into regular visitors
  2. Earns me some money.

And my attention recently turned to my (long neglected) ‘About’ page.

As it was originally written it stated the obvious (how to use the blog – these days everyone knows how to do that) and meandered through my life story.

It was the longest page on the site, and it did not have an objective.

Then I remembered a tweet from Brian Clark (@copyblogger) that rang true for me. This is what it said:

“Go watch successful bloggers and see what they do, not what they say. Then do that in a way that works for you.”

So I went and had a look at the About page on Copyblogger.

You’ll see that it falls into 2 parts: the first is about what Copyblogger can do for you and the second is a set of reasons why Brian is worth listening to.

And it has 3 calls to action on it – or, rather, the same call to action 3 times: opt in to the Copyblogger RSS feed.

So the page has an objective (get people to opt in), sets out what the site can do for you (the visitor) and explains why Brian is worth listening to.

Then I checked out another blog that, while not as well known as Copyblogger, is, nonetheless, very successful: Blogging Teacher.

And Paul’s About page is structured in pretty much the same way (but done in his own style).

It starts with what the site can do for you, has a clear objective of attracting followers (4 calls to action – sign up to the RSS feed, follow on Twitter, etc.) and finishes with a brief introduction to Paul.

So, taking these formats from successful bloggers on board, and keeping in mind the tweet from Brian I referred to earlier, I recently set about modifying my own About page.

And now it:

  • Sets out what the site can do for visitors
  • Contains a call to action (sign up to the RSS feed or follow me on Twitter)
  • Introduces me (and, believe me, that self intro is shorter than it used to be!)

Its objective is to generate more readers, by making clear what the site contains and how it will benefit visitors, as well as through the calls to action.

I don’t yet know how successful these changes will be, because I’ve only just made them. And, doubtless, I’ll optimise it frequently over the coming weeks (as I do all my static pages).

But I’m comfortable that it’s no longer a ‘passenger’ page on the site.

Thoughts? How do you use your About page? Leave us a comment…

Cheers,

Martin Malden

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