In case you didn't know, First name / friend, I'm in London for one whole delicious month, living in a flat south of the River Thames, petsitting two cats named Hovis and Izzy. 

 

London, First name / friend! 

 

While it's a beautiful city full of things to stop and stare at… for some reason, I've found myself plagued by the awful, terrible, act-like-you-aren't-a-tourist syndrome, because I didn't want anyone to know I wasn't from here…

 

… which is dumb because I'm not from here and I am a tourist. And as a tourist, I want to take pictures of everything. 

 

Pictures of the double decker busses that drive on the other side of the road that make me question the direction I'm checking every time I go to cross the street.

 

Pictures of the long fashionable coats, chunky boots, and plaid scarfs everyone and their mother seems to own (I'd take any of these as a Christmas gift, Santa 😏).

 

A cheesy picture of me with two thumbs up standing next to a red phone booth, damn it. 

 

I wanted to take all of these pictures without thinking everyone around me was looking at me, rolling their eyes, and muttering under their breath, “well, she certainly isn't from here.”

 

 

(I didn't even showing a single ounce of surprise when I found the eggs in the unrefrigerated section of the grocery store. 😎)

 

(I'm probably showing how much of an ignorant American I am. Please forgive me, First name / friend.)

 

A few days into my trip, though, I realized:

 

 

To really take advantage of my time in London—to have the experience I'd been dreaming of for years—didn't I just need to say “F it” and embrace being a tourist and stop worrying about what other people think?

 

 

… Except, instead of trying to hide that your computer charger requires an outlet adapter when you're working at a coffee shop, you're sitting opposite your website copy draft feeling just as awkward as me.

 

Especially when it comes to drafting your About page. 

 

Because, naturally, you're worrying about what other people will think of you when they read all the accomplishments you wrote about yourself. 

 

It feels a little… exposing and cringey. 

 

(Kinda like taking an obvious tourist selfie…)

 

And not doing the damn thing anyway definitely has the same consequences of missing out on experiencing what you really want—which, in my case, is to take a cheesy photo in/on/near a red phone booth, and in your case, is to charge baller prices and have people pay them, no questions asked. 

 

 

(Spoiler: the answer is yes.)

 

The first section of an About page is hard, so one of the most helpful tips I have is to start it by NOT talking about you. 

 

Instead, talk about what your reader wants and then tie it back to you. 

For example: “You want rule-breaking, jaw-dropping, absolutely breathtaking design and that's what I'm here to deliver.” 

 

Then, you introduce yourself (Hi, I'm…) Not only does that involve your reader right from the start, but it also makes your introduction cool as hell. 😎

 

Don't just list out the things you've done like you're reading off your resume. Tell a story. Write down all the moments that you felt led you to start your business. 

 

Cut them down to the pivotal parts: where your passion started, what made you realize the thing you do is important, and how your business is there for that exact reason. 

 

Then, end it by wrapping your reader back in with a magic phrase: 

 

 

The X and Y are where you sprinkle in the flattering identities that will resonate with your dream clients and follow it up with the exact things you help them accomplish. 

 

For example: “Now, I get to spend my time helping badass women make sure their messaging shows of their brilliance, resonates with their audience, and sounds just like them.”  (That's on my About page!)

 

So now everything you've shared about your backstory feels connected to your reader because you're saying it's all led you to them. 

 

 

 

 

 

 

 

(You can even pull the exact line out that you want to highlight and make it the headline for the rest of the testimonial so your readers can't miss it.)

 

 

 

(You can do better than that, but you get the idea.) 

 

And, if the idea of doing any of that yourself, filled your stomach with bubbling dread, you can skip all of it and have me write your About page (and every other page of your website) for you.

 

(Books are open for 2023, claim your spot 😏.)

 

No matter what, First name / friend —whether you DIY it or not—I want to see you out there embracing the awkward and flexing about how qualified you are on your About page so your clients show up to disco calls ready to invest, no hesitation. 

 

And to show you I practice what I preach, here's a pic of me embracing the awkward and going full tourist to get the photo I had been pining over.