When was the last time you put some thought into your About page?
If you’re like most freelance writers, the answer is probably “I never think about it if I can help it. I hate writing about myself.”
You might struggle for the right words to describe your work or be uncertain about how to position yourself. Odds are pretty good that you wrote your About page in a fit of desperation when you really needed one, and you’ve studiously avoided looking at it since.
I’m going to show you why nailing your About page is one of the best things you can do for your business, helping you secure ideal clients and make them fall in love with you – just by following a few simple tips.
Strategy #1: Prove You’re Not a Robot
If your About page gives an accurate idea of who you are as a person, the prospects you draw in will be more willing to form strong working relationships with you.
A great way to begin this relationship is to use a conversational tone on your About page and get straight to the point about what you can do for your clients. A conversational tone removes anonymity and “distance” that websites tend to have, and it makes your message more memorable.
Having a photo is also a must for transparency and trust, but not just any old photo will do.
First impressions matter, so the type of photo is crucial for setting the right tone, even if you have to spend a few hundred dollars for professional photos.
I’d recommend something casual yet clear and professional — as if you were dressing to meet an old friend.
Of course, if you were after corporate clients, business clothing would be more suitable – but regardless of style and mood of the photo, make sure your face is the main focus of the photo.
You can cap off the personal connection trifecta by sharing some of your likes, dislikes or interesting facts that strategically relate to your ideal client persona to create a stronger bond.
Look no further than our own James Chartrand for an About page that does this well.
Strategy #2: Become Their Storyteller
Freelance writing is a tough gig, and storytelling is a powerful strategy to “soften up” potential clients and your journey. Even if you don’t have as much experience as your competition, you have something unique they don’t have, so craft stories to highlight these unique qualities to tantalize ideal clients.
Use stories on your About page in the following two ways:
- Use your personal story to talk about your hardships or successes and where you came from, creating a relatable bond with your readers.
Look at Marie Foleo’s About page – she lists her impressive achievements and also explains how a “Jersey Girl” with no money and no connections built a multimillion-dollar business with just a laptop and a lot of hard work.
Crucially, she makes her story about you – showing how similar she is to you and how she can help you unlock your true potential.
- Use a story that ups the perceived values of your services.
Stories about your products and services create a higher level of perceived value – charge what you’re worth and give your services a uniqueness that’s magnetic to your clients (something your competition can’t match).
Look how Yellow Hammocks turned a rudimentary item into something much more by telling a vivid story about the product and how it helps the local community.
Strategy #3: Play Hard to Get
Time is valuable and successful people won’t hesitate for a second to turn away offers that don’t live up to their expectations.
How does this apply to your About page?
Use qualification on your page to send a message to potential clients: you’re not an average writer and you don’t work on average projects.
Displaying what you don’t want in a client shows that you are much more likely to be better at your job, be more successful, and deliver better customer satisfaction.
Everyone has standards, but only the confident and successful lay them out on the table in such a fashion for everyone to see.
On this page, Neil Patel lays down the conditions of who he will and won’t work with – this sets the tone before someone occupies his time with an enquiry. He knows what he wants in his ideal clients and he’s not afraid to turn people away if they do not fit the mould.
Using qualification is easy – state what your services are and who they are for, and add in a few light disqualifications about who shouldn’t apply. “Light” is a key word – if you seem judgmental or hostile, you’ll come off as a mean person.
Be genuine and honest, never insulting or condescending, and no one will take it the wrong way.
Strategy #4 – Become a Fanatic
You want awesome clients.
But are you being awesome? Are you on an unstoppable mission?
Being on a mission means setting huge (but specific) goals and passionately striving to achieve them – just working hard isn’t enough.
If your ideal client is a passionate small business owner, then make it your mission to help 500 small businesses turn into thriving small businesses.
If your ideal client is in the tech business, make it your mission to attract a larger audience to technology – do you think doing so would get the attention of technology firms that were hiring a freelancer? Indeed it would.
Jon Morrow does this brilliantly on his About page; he explains how he is sick of talented bloggers going unnoticed while spammers and trolls get rewarded.
His mission is to teach passionate bloggers how to get the attention they deserve – therefore he attracts clients that are passionate bloggers or those who identify themselves that way.
Pick a mission for yourself and stand by it to tell your clients everything they need to know about you.
Strategy #5: Narrow Your Sights
If your ideal clients specialize in a specific industry, then targeting that industry on your About page is a must.
If your ideal clients are creative – mention how soul crushing you think corporate writing is, and how writing is about the journey and expressing yourself.
If your ideal clients are the corporate types, then play into their world – show concrete results, return on investment, statistics, and testimonials from other big clients.
If you wanted to write for the car industry, would your chances be better than your generic competition if you displayed your classic car selection on your About page and wrote about them with passion?
Have zero shame in targeting a niche you know your clients belong to.
Sure, you may never get a complete match, but targeting the right prospects in the right way goes a long way toward closing the gap.
Strategy #6 – Go the Extra Mile
Be aware that having great written content on your About page may not be enough to win over some potential clients.
Despite your best efforts, some people may unfortunately forget about you as soon as they leave your site.
For these people, images are more memorable and hold attention better – and take a lot less effort to process then a wall of writing. Expending the effort to create something visually special sets you apart from your competition and may just win these people over.
Check out Neil Patel’s page to see a great example of putting in more effort than the competition. (Although not technically an About page, you should incorporate visual masterpieces like Neil’s on your About page.)
The page sends a clear message that Neil is highly sought after; the design quality shows he is a professional — just the kind of message you want to send.
Moz uses another approach – they display their authority and awards via a timeline.
This establishes Moz as a market leader in SEO in their ideal client’s eyes.
Your About Page Deserves Better
Stand out from the crowd and attract the ideal customers you deserve by using some of these strategies on your About page today. Which ones appeal to you? Why? What’s stopping you from putting them into action on your website today?
Let me know in the comments which one you’re going to use – and come back and tell me when you get it up, too, so we can check it out and give you feedback and encouragement!