"You’re About Page isn’t about you."
This was great advice in 2005.
When 90% of businesses online were corporations or tech brands.
Because yeah — no one’s going to Apple’s website to read about Steve Jobs’ favorite color. (I think)
But — the online world has changed.
There are wayyyy more personal brands & solopreneurs than there used to be.
And when you’re a personal brand or a solopreneur — or if there’s ANY chance that your clients are going to meet you or work 1:1 with you — then yeah, your About Page is about you.
Specifically — the experience of working with you.
People buy from brands they like.
And your About Page is a chance to make yourself likable.
Every other page on your site is a chance for you to sell what you do — your About Page is where you sell yourself.
For example — I just did an audit for a web designer.
And in her bio section — she had a teeny tiny little piece of microcopy that was —
A Taylor Swift lyric 👀
The second I saw that, I was like, “This needs to be bigger and you need to talk about it more!”
(I won’t go into the whole thing — but if there’s one surefire way to make a LOT of people like your brand — being a Swiftie is it.)
She didn’t feel like she could talk that much about that or lean into it because it wasn’t “professional.”
But businesses where that connection is important, where you actually MEET your clients —
They’re not buying because you’re professional.
They’re buying because you get them.
Moral of the story?
You can make your About Page about you, and it can 100% help you get leads.
And — not just any leads.
The people you ACTUALLY want to work with.
Now go have fun being yourself on your about page :)
Speak soon!
Elle
THIS WEEK’S EMAIL TIP:
If you look back over last week’s email — you can probably notice some formatting quirks.
Like:
👉 Bolded sentences
👉 Bullet Points
👉 Words that are CAPITALIZED
Using different types of formatting can help break up the emails (especially if they are a little longer)
We do this because it makes it easier for people to scan emails, and also lets you draw attention to the specific parts of the email you want your audience to see.
