How to Refresh Your About Page

When was the last time you properly looked at your About page? If you’re like most holistic practitioners, it could have even been years! If this is the case, or there have been any changes in your business – it’s time for a refresh.

Your About page constantly evolves in the same way you do and the way you communicate what you do changes. As probably the most viewed page on your website, you need to make sure it’s still relevant, reflects you and resonates with your audience.

My About page was long overdue for a refresh so I started to gather some feedback from trusted business buddies. It’s one page that you’re so close to, that it’s easy to miss some obvious but important points. For me, these were the lack of photos, and representing my old but relevant work history.

I hate the idea of an About page just being another sales page and viewing mine as an opportunity to connect with people – or turn them away if they’re not my people.

Whilst your About page doesn’t have to be a huge job, allow yourself time to do a good job as it’s surprising how long it takes.

Here are 8 tips for creating a meaningful About page:

#1 Be Authentic

Your About page is one place where you need to lean into what makes you, you! Share your story in your words (assuming it’s relevant and appropriate), add in your personality, and share your values about why what you do is important to you to connect with your audience.

Being authentic and using stories is a great way to show your audience you really get them.

#2 Know Your Audience

Understand who your ideal clients are and what they appreciate about you and the services you offer. Tailor your content to resonate with them.

#3 Keep it Simple

Your about page doesn’t need to be long and include your life story and a full CV. Write it in simple language, with short sentences and paragraphs separated by subheadings to make it easy for the reader to grasp the key points if they’re scanning it.

#4 Start with a Brief Overview

People need to know they’re in the right place from the very top of your page – this is where your marketing message comes in handy. You’re starting with a short bio which clearly communicates what sets you apart from others in your field and why visitors should choose you. Here are blogs if you need to create your marketing message or short bio.

#5 Include Photos

Ideally, you’ll have a professional profile photo, if not, use recent photos that reflect you and your brand. Photos help to build trust and connection so adding friendly and professional photos will help people know they’re in safe hands.

And don’t stop at one photo – adding others will help people get to know you – I even feature my dogs and my garden office on my website. If you need to sort out photos, check out my blog and podcast on how to take a great profile photo.

#6 Showcase Your Expertise

Share your relevant experience, qualifications, or achievements that demonstrate your expertise in your industry. There is a but here – don’t do it as a formal CV, think about how you can do it in an engaging way for the reader. For example, you could talk about different phases of your career and add in a few old photos.

You can also add logos that reinforce your expertise such as one from your professional body or training establishment (with permission).

#7 Include a Call-to-Action

Don’t leave your reader hanging wondering what to do after reading about you. A call-to-action is simply telling people what to do next - do you want them to book a call, sign up to your newsletter, attend a talk, or explore your services?

#8 Get Feedback

You’re so close to your about page, you don’t see it with the fresh eyes someone seeing it for the first time would. Once you’ve updated your page, get a mentor, business buddy, or friend who understands your business to check it and give you honest feedback. It’s surprising how easy it is to miss a few obvious points just because you’re too close to a job.

Your About page is an opportunity to make a brilliant first impression and build a connection with the reader. Make sure it encapsulates you and why you’re the best holistic practitioner for your clients. If you want to check out my recently updated About page – you can find it here.

If you’re struggling with your About page, it’s something I can help you figure out in a super focused power hour and you’ll finish with the structure for your About page, anything you need to review and plan of action.