Why your About Page should be about YOU
Last week, I played a little game on instagram stories, testing your knowledge of about us pages (Jigsaw could never!!) Within it, one of the questions was “Your About Page is about…”. The options were “you” (as in, the business owner) or “the customer”.
The correct answer, in my opinion, is “you”, contrary to what a lot of the conventional wisdom says.
But Ellie! I hear you cry. What about the customer?!
To be fair to the conventional wisdom, I think it has a point. Positioning your About Page as about your customer was probably initially a way to stop people writing their whole life stories out, or listing reams of their favourites things with no intention or strategy.
To that end, I agree - your About Page is about your customer, insomuch as it should be something that they’d like to read. The difference is, I think that’s possible when it’s written about you (in fact, that’s the basis of my whole process.)
And of course, it should be something that they’ll find helpful – but so should your entire website, to be fair. Too often, your About Page being about your customer results in a page that reads more like a services page; which, ironically, doesn’t serve anyone very well.
In this way, I think the old adage “your About Page is about your customer” flattens what is actually required from the page, and that is: a chance to get to know you. In a time where we want to know, more than ever, who we’re buying from and where we’re spending our money, your About Page should be about you. People should be able to learn who you are, enough that they might decide that you’re the person for them.
Plus…
I say “people” here instead of customers, because your About Page should cater to more than just clients, too. It might also be visited by
journalists
companies looking for collaborations
influencers
awarding bodies
and more, who might all have opportunities that you’d love to take them up on, if only they’d like your About Page.
So take a look at your About Page. Who’s it written for? Who’s it written about? Is it working? If so - pat yourself on the back. If not - I’d love to help!
