How to Write An About Me Page

How to Write An About Me Page

BY MICHELLE KNIGHT

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Today, on The Brandmerry Podcast (yep, this is the full transcript, choose to listen above or continue reading) we're talking about your 'About Me' page. My goal is that you have everything you need to craft an ‘About Me’ page that is going to work FOR your brand, not against it!

One of the key beliefs we have over here at Brandmerry is that your website is important and should work FOR you. It's not enough to just get views. You want your website to actually convert into revenue.

There are a few things that we know about websites. 

Number one, we know that the homepage is typically the most visited page, especially if you're utilizing SEO strategies, search engine optimization, which is one of our trainings inside of Brandmerry Academy.

Number two, the second most visited page is your 'About Me' page. That tells us a lot of juicy information about your 'About Me' page, including that people care about the story and the person behind the brand.

If you've ever asked yourself, "Well, I don't think people care. Do people care? Do people care why I created this? Or do people care what has led me to this moment in my life and why I launched my business?" 

The answer is, "Absolutely they do.” 

It also tells us what we should include on our 'About Me' page. 

A lot of other branding and marketing experts will tell you that your 'About Me' page should be 100% about your ideal customer. I do not believe that is true. I have not believed that from the beginning. And I stand by that five years later.

So, today we’re diving into your ‘About Me’ page so you feel confident crafting yours. This is a continuation of episodes and blogs where we’re giving you fundamental pieces for building your brand.

We have talked about your brand’s mission.

We have outlined the difference between branding and marketing and where you should start. 

We have talked about your brand values. 

We've talked about jumping ship in your marketing and today we're going to talk about your 'About Me' page because it is incredibly important.

YOUR ‘ABOUT ME’ PAGE IS ABOUT YOU

Let’s just set the record straight that your 'About Me' page should be about you! 

It should be about the person behind the brand or the people behind the brand. 

If I'm a consumer and I'm on a website and it says, 'About Me' at the top and I click on that, and then the whole entire page tells me nothing about the person behind the brand, why they started their business, why they choose their products, anything like that, I’m incredibly turned off. 

I didn't click through to learn more about myself. 
I clicked through to learn more about you. 
It's helping me in my decision-making process. 

Over on the Brandmerry blog, we have a blog post on the consumer buying process and the different stages customers go through before making a purchase decision. 

When someone is at the evaluation stage, where they are looking at the different solutions to their problem, that's when we find that people love to visit the 'About Me' page of a brand because they want to know who the person is, the mission, and the values behind a brand. That information can help them with their decision-making process.

So your 'About Me' page is incredibly important. It is often what I recommend to be the second page that you create on your website, as it's the second most viewed.

YOUR ‘ABOUT ME’ PAGE FOR CONSUMERS

You also want to think about writing your ‘About Me’ page for a consumer. 

Think about if you're buying a skincare product and you're at a place where you're looking at two or three different brands and you go to an 'About Me' page, what do you want to see? 

What do you want to read? 

Last year, we were buying a new mattress. I was going between a few different companies. I had narrowed it down and I was looking at the story behind each one and that's how I ended up choosing the bed that we went with because I loved their story and I love their mission and I love the way that they shared that. That pulled me in and it made my decision for me.

The decision was because of their story and I even went with the most expensive option!

3 TIPS FOR WRITING AN 'ABOUT ME' PAGE

TELL A STORY

As we talked about in the brand storytelling episode, don't miss the opportunity to tell a story. 

Storytelling is incredibly powerful and incredibly important. It's going to build that connection, that trust with your audience. 

I've signed clients because of my 'About Me' page. 

I have had people reach out to me and submit an application for 1:1 consulting. We’ll have a conversation via email and I’ll answer questions to support them in their decision. Then I'll get an email from them 24 hours later that says, "All right, I'm ready to go. I just read your 'About Me' page, sign me up." 

Your ‘About Me’ page can be one of your most powerful assets. And you're going to get the most out of those pages if you are actually telling a story. 

Keep reading for my top tips for writing yours.

INCLUDE PERSONAL PHOTOS

I love brand photography. It's one of my favorite ways to enhance the branding experience and I encourage my clients to have a professional photo shoot for their brand because photos are incredibly powerful and we know this. 

Photos are also linked to improving brand affinity which is a deeper level of connection, typically through mission, values, and trust that a consumer has for a brand. 

Photos are a great way to build that brand affinity because through photography, you can share different moments and experiences in your life that allow your audience to say, "Oh my gosh, I know them." Instagram's a great example of this in action.

Utilizing photos to showcase whatever story you're telling.

So showcasing these different photos is a great way to build that connection. 

For your 'About Me' page I recommend not loading it with a bunch of professional photos, but putting in more lifestyle-type photos. Showcase photos of you at different places, in different outfits with different facial expressions, maybe you with your children, with your dog, on a trip or with a glass of wine. 

We follow people and we're like, "Oh, I know them," or "They did this," or "This is so-and-so's favorite wine," or "Did you know, so-and-so's dog?" and we feel like we know them!

Focus on showcasing what you're saying on the page, through your storytelling in the photos; not just typing out your story, but showing your story visually through photography. 

HAVE A CALL TO ACTION

When it comes to brand storytelling to move someone through to purchasing a product, we can't just tell stories to tell stories. We have to have a call to action. 

On an 'About Me' page, I love to have two CTA’s.

The first CTA is a click-through to your product or your service. If your ideal customer has read all the way to the bottom, they're probably pretty committed. And if they're further along in the buying process, say stage three or four, they're ready to make a purchase decision and having that button there can be incredibly powerful.

In addition to that, and below that, I love to share a lead magnet. The second CTA should be your free gift/ lead magnet to capture their attention.

Again, if someone has read your full ‘About Me’ page they're committed, but maybe they're not at a place where they're ready to invest. So having a way for them to opt in to your email list through a lead magnet can be incredibly powerful for capturing their information and being able to stay in contact with them.

So those are three must-haves for your 'About Me' page. 

Your story, having photos that show different moments in time, not just professional photos, and a call to action. Typically, a link to go purchase your product, your service, or your product suite page, and your lead magnet opt-in.

HOW TO WRITE YOUR 'ABOUT ME’ PAGE

Now I'm going to share with you my insider, super complicated, never-before-released method for writing your 'About Me' page! 

Brace yourself because it's easy. We overthink things all of the time when it comes to writing our copy, and one of the reasons that I encourage my clients to write their 'About Me' page, in the beginning, is because it's great practice in writing your story and pulling in pieces, like your mission and your values.

STEP ONE: IDENTIFY 3 TRANSITIONS

To begin, think about three transitions that have happened in your life. These can be three moments that are close together in your timeline or they can be spread out over the years. The timing does not matter, but I want you to think about these three transitions as a launching-off point.

Identifying these moments can include:

• A moment where something changed in your life. 

• Something happened to you and you had to change course or direction. 

• You made a decision and you changed course. 

• You learned a valuable lesson and you decided to do something different.

Think about these pivots or transitions. No more than three for our purposes here.

Write each of these out!

STEP TWO: PIECE IT TOGETHER

From there I want you to write out each of those different things and then piece them together and you have an 'About Me' page!  

There's one last part of the process, but I want to share my three with you first as an example of steps one and two. 

My first transition was when I decided not to go to college right after high school. I was the Salutatorian of my class. I had gotten an incredible scholarship to Loyola University, and I decided that I didn't want to do that. I had a long history with perfectionism and was just at a place in my life where I was not happy and was ready to take bold action and do something that felt good for me. It was the first time in my life that I had made a decision that went against what everyone around me wanted for me. And it was a big deal.

In this first transition, I'm setting the tone. I'm saying, "Oh, this is who I was and then this happened in 2005." The more dates that you can use, the better. Those are incredibly helpful for markers and a great way to keep your audience engaged. 

Next, I talk about how I wanted to be in musical theater. To be a star on Broadway, and was going to school for that in 2008 when my brother was diagnosed with cancer. I go on to talk about going through that experience. I don't go into every detail about that event. It's not necessary. It's sacred to me. I don't need to share it with everyone, but that was an important part of my life and did impact the business that I have today. So I share that piece of the puzzle.

Then I talk about after losing my brother, marrying my husband and finally present the third transition which was the birth of my son. This transition is where I focus the majority of my energy because that is what ultimately led to my business. 

The birth of my son got me thinking about what I wanted to do with my life, what I wanted to create, how I wanted to be home with him and that ultimately led to the creation of Brandmerry. 

You can head here to read my full ‘About Me’ page, in fact, I encourage you to do that! 

It's a great case study. 

What I want you to focus on is that I've led the reader through three transitions. I've also recognized how my audience can connect with those pieces and highlight those elements throughout.

Some of those elements are:

• Perfectionism. So many people in my audience and my ideal customers are recovering perfectionists or perfectionists, or they are starting their business or doing something that's different from what they originally were doing. So by sharing that first transition, there's that connection piece. 

• Grief and Loss. We've all experienced grief and loss. Maybe it wasn't your sibling, it was someone else or something, but we can all relate to that feeling. And that is something that connects us and many of my clients and my customers who have had these moments that have triggered the mission that they have, or has triggered them to do the work that they do in the world. 

• Starting My Business. My community is also made up of people who want to start businesses or have businesses. So we all have that moment where we're like, "I'm going to do this dang thing," and that's why I share mine. 

Choose your moments very strategically based on the connection for your audience. 

And then finally, what you want to do is lead to where it is now. 

We always talk about a beginning, middle and end to storytelling. But with an 'About Me' page, it's like a beginning, middle, and here we are now, continuing into the future. 

STEP THREE: SET UP THE BUSINESS

Don’t think about an end to your ‘About Me’ page, but rather the next steps!

This is where you want to share your mission statement, talk about the work that you do, and lead to that work-with-me page. 

It’s also where I recommend including your Hook, i.e. who you are, who you serve, their struggle and their desires.

If you sell a product, you can talk about when you recognized there was a need for your product. Maybe you went through a period where you talked about where you tested a bunch of stuff and it didn't work and you felt defeated and then you finally got the prototype that worked and you put it out into the world. And here's where you are now.

If you have a t-shirt clothing line that uses organic cotton, why did you decide to do that?

There are so many different things that you can do. Don't limit yourself because of the product and service that you sell. Focus on telling that story about the person or the people behind the brand because that's what the 'About Me' page is ultimately intended for.

Inside of my program, Brandmerry Academy, we take a deeper dive into what we call the heroine's journey, which goes into more detail on crafting your story, showcasing multiple peaks and dips in your story and how to craft it! 

However, for years and years, the three transitions were all I taught and used and still to this day it’s the structure I use for my Brandmerry ‘About Me’ page.  

LENGTH OF YOUR ‘ABOUT ME’ PAGE

Here's the last thing that I'll share with you before you go forth and write your 'About Me' pages. 

Don't stress about how long it is when you're writing it. 

Just write it. 

Either write it in a Google Doc or record it and transcribe it if you find that you filter yourself. Whichever strategy works for you, write it and then clean it up. Don’t filter yourself to start or you’ll miss out on crucial elements of your story!

We limit ourselves in our storytelling abilities by trying to create the finished product when we first write it. And it never works that way. 

People don't write their finished book when they first write their book. It goes through tons and tons of rounds of edits. And I'm not saying you're writing a book and we don't need to spend months and months on your 'About Me' page, but just write it, tell the story, focus on the connection then go out and make sure you've touched on these pieces I shared in this post. 

CONCLUSION

I hope that you now understand how important your website is and how powerful your ‘About Me’ page truly is. And that your 'About Me' page is meant to tell the story behind the brand, not to say, "Oh, and I'll help you do X, Y, and Z," and that's the only thing on that page. Please don't do that. 

Utilize the steps outlined in this blog post today and share your new ‘About Me’ page with me on Instagram @michelleknightco so I can celebrate with you.

If you want to take a deeper dive into building your brand make sure you sign up to watch the Build A Better Brand Method. It's a free on-demand training and you can go to betterbrandmethod.com to get signed up.

Inside of that training, I talk about identifying your story and the importance of your story inside of the branding process, as well as giving you my six-part framework for building a better brand.

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

How to Write a Magnetic Brand Bio for Your Online Business

When you have an online business it is super important that people actually understand what it is you do and how YOU, yes you, do it better than anyone else.

Your brand bio is such an important piece of the branding puzzle because it builds trust instantly; if people can understand what it is you do from the very beginning they are more likely to keep following you and check out more of your offers.

And lucky for you I have a super simple formula that you can follow to craft a truly magnetic bio that not only introduces what you do to your audience but has them seeing how it will benefit them.

This is the key difference between a bio that converts and one that, well, doesn’t. If your audience is missing how what you do affects them, then they won’t see why they should take action.

Begin with a Little Intro

Then go into Your Hook

Finish up with Your Accomplishments

Let's dive into the step-by-step:

#1 Little Intro

You are more than just a business owner and honestly, it’s the little details that make you more relatable, which builds trust faster. This is a great way to begin with that human aspect and share some fun details about you.

Example: “Michelle is a mother, wife, world traveler, and storyteller.”

#2 Your Hook

This is super simple, honestly you answer three questions and you are golden.

Question One: Who are you and your title?

Please don’t spend too much time on this, because what will matter most to your audience is what you do. So pick it and move on!

Question Two: Who do you serve?

Think about the person you want to attract to your brand and business and plug that in here.

Question Three: What is your audience struggling with and what do they desire?

These two pieces are golden for your messaging and marketing in your business, and your brand bio is absolutely no exception. When you can connect with your audience exactly where they are and let them know you understand what they really want.

Now fill in the blanks. Watch the video below for a detailed explanation of crafting your hook!

I am ___________________(insert name & title) and I work with ____________________ (insert ideal client) who is struggling with ____________________________ (insert your audience’s struggle) by _____________________ (your superpower) so they can _____________________________ (insert desires).

#3 Your Accomplishments

It’s time to toot your own horn lady and share some of the amazing things you’ve done. No matter where you are at in your business I know you have accomplishments you are proud of. These can be your education, what you’ve done for others, the success of your business, and more.

When I started my business I hadn’t made any money, but that didn’t stop me from sharing what I had done.

Phase 1: I started a new online business with a brand-new baby

Phase 2: I left my 9 to 5 in just 9 months of starting my business, while raising a new baby

Phase 3: In just one year of launching my coaching business I created a 6-figure business

The video below goes into even more detail about identifying your accomplishments with some amazing questions from my community. Keep in mind it was created in 2019. To dive deeper into more recent content, you can watch my YouTube channel here.

Now that you have this truly magnetic brand bio I want you to share it with the world. Some of my favorite places to share my brand bio are:

• At the beginning of all my live streams

• On the homepage of my website

• At the bottom of all my blog articles

• Shared for podcasts and interviews I’m featured on

• On my social media channels (hello consistency)

 
CONCLUSION

Your Brand Bio is one of the most important pieces of content you’ll create. If you can’t articulate who you are, what you do and who you serve how are people supposed to know?!

However, if you read this blog and started to think about all the pieces you still need to fine tune, it might be time for a little brand reboot.

Watch my upcoming FREE masterclass on The Build a Better Brand Method, where I’ll share everything you need in order to create a brand that stands out on social media, attracts your ideal customer and leads to a revenue-generating business.

Sign up for the class here

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Meet Michelle

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

What to Include In the About Me Section of Your Website

Besides the actual services you offer, the About Me or My Story section of your website is hands down the most important piece! Why? Because it's all about the trust factor when selling your services or products and if people don't know a single thing about you, besides your title, they definitely aren't going to trust you.

The key to an About Me that resonates with your audience is sharing your story (are you surprised I said that? probably not!). While, in the past, it might have been a place to copy and paste your professional bio, it is now an excellent platform to share your why, purpose and the nitty-gritty about your story.

Sharing these details relies on 3 core pieces:

1) Identify the three major transitions or chapters of your life and how they relate to your audience. You can watch a full video walkthrough of How to Uncover Your Story go here >>

2) Identify the connector between your transitions (this is the theme or general message of your About Me). This is what strings it all together and makes it read as a full story as opposed to a few highlights.

3) Identify how you want your audience to feel when reading your About Me (this helps you determine where to add emphasis, relatability and even what photos and visuals to choose).

The general setup of your About Me page should clearly explain, to your audience, where you were, where you are now and how you got here.

It is designed to inspire your audience, relate to them on a very personal level, and show your vulnerability so you can begin to build trust.

I have a complete guide to walk you step-by-step through the process. Grab yours here >>

Length of Your About Me Page

Your About Page should be at minimum 2-3 paragraphs touching on the important points, but I have found a longer, more descriptive story really captivates your audience. If you want to check out an example go here  >> READ MY STORY

Aside from sharing your story, there are additional key pieces to include to make sure that your About Me turns into a high-converting page on your website:

About Me Page Tip #1:

A CAPTIVATING BANNER

This is the first opportunity to grab your audience with a beautiful tagline and photo, that clearly represents your personal journey. This first exchange matters and can set the tone for your entire story. Share something that captivates your audience and show your face, please! This makes it more personal and pictures of people are proven to convert higher than a stock photo.

About Me Page Tip #2:

SHOW YOUR STORY THROUGHOUT

Sharing more personal photos allows you to give a visual representation of your journey and to have your audience connect more deeply with what you’re sharing. The more personal, authentic photos allow your audience to step into your story fully. This is one spot on your website where the photos don't necessarily have to be professional because a more personal and raw photo does better in building a connection.

About Me Page Tip #3:

SHOWCASE THE IMPORTANT PARTS

As I mentioned earlier, it is important to highlight the parts of your story that are VERY important and you want your audience to remember. This is where bold, italicized or different color fonts can help.

What could you share that would have them clicking for more? Always just assume your audience is spending 15 seconds on your webpage (cause that is the average) and many of them are skimming. You want to tell them a great preview and draw them in with highlighted pieces of your content.

About Me Page Tip #4

YOUR HOOK

An excellent place to add your hook, you know the thing you do, the “elevator pitch” for your business, is near the end of your About Me Page. If you follow the structure of storytelling and paint a picture of where you were, your transitions, and finally where you are now, you set yourself for an amazing opportunity to share your business. I cover this entire framework inside my free download here >>

About Me Page Tip #5

CALL TO ACTION

Your About Me is an excellent resource to transition people directly to your services or products. Add a simple banner or button to the bottom of your story giving them the next steps. If they have read this far they are most likely an excellent candidate to purchase your service or product. Here is an example of mine

About Me Page Tip #6

YOUR FREE OFFER

Don't overlook the amazing opportunity to get people on your list. Remember, you've been sharing your truth and if they are still reading at this point, they probably already trust you at some level or at the very least want to learn more.

Not only will you be growing your list with highly targeted ideal customers, but it’s also someone who is already familiar with your story - major win!

Did you love the information in this blog post?

If so I’ve got a free gift for you all about writing your About Me Page. Click to get your hands on 3 Simple Steps to a Client-Converting About Me Page.

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- READ THE LATEST POSTS -

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.