The mere presence of an about page has a lot of marketers confused. When we see “about me” we naturally want to talk about ourselves, right? Well, guess what, this is the wrong answer. Your about page is not supposed to be about you, well not completely. After all, it's really designed to tell your audience more about you and why you are the right person for the job or to create the product or services that your audience needs. So, it's really about them.
Stress Benefits Over Features
You've heard this before. People want to know “what's in it for them” so on your about page you need to be describing how you can solve their problems, answer their questions and fulfill your audiences' needs. Your about page needs to show the proof that you are the right person to help them.
Weave a Memorable and Relatable Story
If you can weave a story about how your experience and background make you the ideal person to solve your audience's problems then you'll create a winning about page. Perhaps you created the product or service due to your own need for the product. What is that story about? Maybe you saw a need and filled it. Talk about how and why you did that and why you're the right person to do it by sharing with your readers the story of how it all began.
Include a Professional Headshot
While your about page isn't to be focused on you, people still like to feel like they can see you and know you. Include a professional headshot that encompasses what your brand means to you and should mean to your audience. It should fit the personality of your products and / or services and your brand. Take the time and spend the money to get a professional shot taken. You can find people who will do this at local colleges and universities for about 50 dollars for a digital DVD full of pictures from an hour photo shoot.
Prove You're The One
Your about page is an excellent page to include testimonials, recommendations and if you have a good amount of social media followers include buttons to follow you with the counts right there for all to see. Also, this is a great place to include your newsletter sign up form. After all, they've just got to know you better, they're ripe for joining if they've not joined already from you front page form.
Finally, let go of the third person bio. Pretend you're meeting your client for the first time. It's not likely you'd talk in third person about yourself. Right? So, don't do it on your about page either. Just be straight forward and use first person. After all, you are telling your audience about yourself and what you can do for them, not what someone else can do.