Do you know which page on your website is likely to be viewed the most?
Just like you, many heart-centred solopreneurs struggle with writing their About Page. The main reason being discomfort with writing about themselves. This is a crying shame as the About Page is likely to be the most viewed page on your website – so you want it to be captivating.
Think about visiting a website for the first time – if you are as nosey as me you will probably head right for the About Page! As humans we are inquisitive and we like to find out about people, especially if we are thinking of working with them. We want to figure out if we can trust them – after all you are unlikely to book a massage (for instance) with someone about whom you know nothing.
So when you find only a boring “CV style” business bio that doesn’t give you a clue as to what the business owner is actually like, you may immediately give up and go and look for someone else.
As a solopreneur this is the last thing you want to hear, so it’s time to get your About Page in shape, and I promise it will be easier than you may think!
Start with Why – sharing your values to connect with your Perfect People
You would probably breathe a sigh of relief if I told you it didn’t have to be all about you…
At first this might appear counter-intuitive (after all some people even title the page “About Me”). In reality your audience will feel much more engaged if they can see themselves reflected back in your writing. Shift the focus from “about me” to “what you can expect when working with me”.
The deepest way you can connect with your audience is to share your values – Your Big Why – what’s most important to you in life.
I first found out about the concept from watching the TED Talk Simon Sinek made at TEDxPuget Sound in 2009.
Sinek’s ideas on uncovering Your Big Why have profoundly influenced many leaders (and that includes solopreneurs, like you and me!)
To summarise, instead of looking at your work from the end product (what you offer) turn this round and think about:
- WHY you offer it
- HOW you offer it
- WHAT you offer
Surprisingly, people care LESS about the end product but rather buy into the “why”, or the values behind it, which if they share with you lead them to feeling like part of your tribe. (Apple products certainly used to reflect this clearly – maybe less so now that they have such a huge share of the market!)
Take a minute to think about this from your own perspective. You will likely find out that you choose to go to certain places and buy certain things because of how they make you feel – aligning with your core values in life.
The following 3 steps will help you get started:
- Uncover your values – a good place to begin is to watch the Simon Sinek’s TED Talk, and then start thinking about your own values. (We will be doing an exercise to help you uncover your top 3 in the online group course I Wish I Loved My Website).
- Write your Professional Bio (to get you started on your About Page copy). This is a “short and sweet” version of your About Page which you can then use if you choose to write guest blog posts, speak at events and, of course, in your own marketing materials. (For an example of how this works, you can take a look at the About Page on this site with the Bio at the very end).
- Gather testimonials from your favourite clients – if you don’t have any already, ask them what their experience was like in working with you.
Over to you
How are your own values reflected in how you work and what you offer? We’d love to find out more about what makes you tick – please share in the Comments below!
If you want support in putting together your About Page (and your entire website!) I Wish I Loved My Website, the online group journey for solopreneurs begins next in September. Click here to find out more and be first to hear when doors open.
Photo credit: Jennifer Trovato on Unsplash