While there’s no doubt that content marketing is important and freelancers can definitely benefit from using a content strategy, don’t overlook your About page.
Your About page is an excellent chance to tell your story. Not only that, readers who check your About page are genuinely interested in your freelancing business. Yet many freelancers are overlooking this vital element of an effective website.
In this post, I’ll share the straight scoop on how to create an effective About page. You’ll get some practical tips you can use right away. If you liked this post, you may also like Are Blogs Still Relevant for Freelancers?.
Create an Effective About Page
Whenever I visit an interesting website or blog, one of the first things I do is look for the About page. I want to find out who is behind the site and learn their story. What I find out often determines whether I connect with the business online.
Recently, however, I’ve noticed a disturbing trend. More and more websites and blogs are omitting the About page altogether or making it extremely difficult to find.
If the purpose of your website or blog is to promote your freelancing business, not having an About page doesn’t make much sense. Don’t leave this important page off your website.
Here is what you need to know to have an effective About page on your freelancing site:
- Make it easy to find. Your About page link doesn’t have to be the most prominent link on your home page, but it shouldn’t be impossible for the average reader to find either. A link to your About page from your main navigation bar is usually enough to allow most people to find it.
- Include a photo. While you might be shy about posting your photo online, people like to do business with other people. Adding a photo shows that there’s a human behind the business. Don’t use your baby photo either (unless your freelancing business is somehow related to babies).
- Tell your story. Your About page is your chance to get your message about your freelancing business out there. Explain what you do and why you’re good at it. This is your chance to boast a little bit, so go ahead. Let them know how good you are.
- Make it about your client. Ultimately, the prospective client wants to know how you will help them. Make sure your story explains how your clients benefit from your service. It often helps to include a few testimonials from current or former clients.
- Use a conversational style. You want to come across as a freelancing business the client can relate to and easily approach. Avoid using an overly formal or academic style when writing your About page. Think of what you would say to a client if you were talking to them face to face.
- Make it scannable. In one respect, your About page is another piece of web content. Like all web content, it should incorporate formatting elements so that the reader can scan it quickly. Use bold headlines, bulleted lists, and other formatting tools.
- Let the reader connect directly with you. Include a contact link and links to your social media profiles so that interested readers can stay in touch. Follow through with anyone who contacts you directly through your About page. Many effective About pages also include an offer, such as a chance to subscribe to a free newsletter.
- Do include links to further information about you and your business. It’s acceptable to link to other parts of your site so that readers can learn more. Common links include links to your Portfolio page, your Testimonials, and even your Hire Me page.
As you can see, it’s not too hard to create an effective About page.
If you don’t already have an About page on your freelancing blog or website, I hope that you will consider adding one after reading this post.
Do you already have an About page? If you do, let us know what works on your About page. Share your ideas and experiences in the comments.