One of the important steps to comply with E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) is creating an "about page" that effectively describes your brand and its values.
Plus, it is essential to be transparent with your audience by showcasing who is behind the brand and their qualifications. This not only helps to establish credibility but also allows readers to connect with your brand on a personal level.
So, how can you build a great About page?
This article will guide you through the key elements to include, along with tips on implementing them.
The cardinal rule of communication is to know who you're talking to. Before starting to draft, ask yourself:
Tailoring your 'About' page to your audience’s interests and aspirations is the first real manifestation of customer centricity.
Data Is Your Friend: Use analytics to understand the demographics and behaviors of your website visitors.
Conduct Surveys: A direct approach can yield nuanced insights into their desires and expectations.
Analyze Competitors: Look at who's interacting with your competition and deduce what attracts them.
Example of a Strong 'About' Page
An exceptional example is Pat Flynn, founder of Smart Passive Income. He presents himself as a family man first and an entrepreneur second. This approach evokes trust and reliability, making it easier for his audience to connect with him.
First impressions count and the page that describes you or your business is no exception.
A sharp opening grabs attention and sets the tone for the following story.
Your opener should promise value and create an
Example of a Strong Opener
Storytelling expert Donald Miller suggests beginning your story with a unique insight that immediately resonates with the dreams and fears of his audience, making them want to learn more.
Your 'About' page shouldn't just be a biography; it needs a clear purpose.
Each of these objectives requires a slightly different approach in your narrative.
For those looking to add a more dynamic and interactive element to their presentation, consider incorporating
Example of Clear Objectives
On her 'About Me' page, Marie Forleo balances sharing her story with clear objectives tied to her business goals, leading to intent actions by her readers through compelling CTAs.
Nothing connects like a good story, and nothing sells like a story that's expertly told.
Your 'About' page is a prime opportunity to weave a narrative that highlights your expertise, struggles, successes, and the unique path that brought you and your brand to this crossroads.
Example of a Story that Sells
Entrepreneur and author Mel Robbins uses her 'About' page to share her powerful story of overcoming fear and self-doubt, leading to the creation of her successful business and bestselling books.
Talking about your achievements is one thing, but displaying accolades and testimonials can validate your claims and
Example of Showcasing Social Proof
John Lee Dumas, entrepreneur and podcaster, effectively uses visuals, numbers, and testimonials to showcase his achievements and credibility on his 'About' page.
It's called an 'About' page for a reason. People want to do business with people, not faceless entities.
Showcasing your humor, values, and quirks can create a personal bond that can be far more powerful than any business credential.
Example of Injecting Personality
On her 'About' page, author and speaker Brené Brown uses humor, personal anecdotes, and honest vulnerability to showcase her personality while also emphasizing the core values that define her brand.
While it's important to detail your services and accomplishments, your 'About' page should always answer the question "What's in it for me?" from your reader's perspective.
Touting the benefits ensures that your page doesn't become a dry recitation of facts.
Example of Focusing on Benefits
Health coach and author Mark Hyman's 'About Me' page eloquently shifts the focus from his credentials to the life-changing benefits his programs offer, effectively inspiring hope and action in his readers. It's a great example of E-E-A-T.
An outdated 'About' page can diminish your credibility.
Regular updates not only keep information fresh but also signal to your audience that your brand is dynamic and capable of change.
Example of Keeping it Current
Entrepreneur Neil Patel’s 'About Me' page continuously reflects his most recent interests and achievements, painting a picture of a leader who's always ahead of the game.
Your 'About' page won’t work its magic if it’s buried in the depths of Google’s search results.
Search engine optimization and readability are crucial to making your page both findable and enjoyable to read.
Example of SEO and Readability Optimization
Digital marketer Jeff Bullas’s 'About Me' page is a lesson in infusing the text with SEO-friendly phrases without losing the conversational, welcoming tone that makes it readable.
The final tip is less about crafting your page and more about ensuring its continued success.
Metrics like time on page, click-through rates, and the actions visitors take after reading your 'About' page can provide valuable insights that guide necessary refinements.
Solicit Feedback: Directly ask your audience for their thoughts on your 'About Me' page to gain qualitative insights.
Example of Measuring and Adapting
Entrepreneur Tony Robbins is known for his data-driven approach to all aspects of his brand, including his 'About' page, which he constantly tweaks to keep it engaging and effective.
Your 'About' page is not just a formality; it's an opportunity to connect with your audience on a deeper level, build trust, and showcase your unique value.
By following these tips and continually refining your page based on data and feedback, you can create a powerful tool that helps drive your brand forward.