How to Write a Simple but Effective About Page

In today’s video tutorial, I’d like to talk to you about “about pages”.

Did you know that an about page is one of the top pages visited on any website?

Think about it.

It’s where somebody actually gets to know more about who you are, what you do and, how you serve them. And if somebody makes a connection with that, they’re more likely to Opt-in or buy your product.

In the video tutorial below, you’ll learn how to build a simple, but effective about page that will show your website visitors these important things:

  • who you are
  • what you do
  • who you serve
  • and the benefits

and even if you don’t like to write, by following a simple workflow, you should be able to get an about page written in about an hour.

I hope that this tutorial helps you draft out your about page.

And remember that the about page is one of the most visited pages on a website.

So make it count.

Now as my gift to you. I have a workbook and the Canva layout for you that should save you some time. All you need to do is fill out the form below and you can get it by email.

Until next time, Stay Inspired.

Gisèle Grenier


Gisele Grenier sitting at her desk

I help female business owners build, manage and grow their first website fast, so it looks custom and high end without the tech overwhelm.

Gisèle Grenier
Website Designer, Developer and Coach


How to Write a Simple but Effective About Page Transcript

Hey, Gisèle, Grenier here. In today’s video tutorial, I’d like to talk to you about “about pages”. Did you know that an about page is one of the top pages visited on any website? Think about it. It’s where somebody actually gets to know more about who you are, what you do and, how you serve them. And if somebody makes a connection with that, they’re more likely to Opt-in or buy your product. So get this. I was at a virtual blogging summit this week and there were two presenters that I really enjoyed what they were saying.

So the first one, I went to her website and the darn girl, she didn’t have an about page. She did have links to her podcast and she did have links to her shop. I don’t care if the product was $37, $97 or $497. I’m not handing over a dime until I get to know more about who you are and who I’m dealing with.

In this world of scammers and fake gurus, I want to know exactly who you are.

I want to check you out. The number one mistake, the number one about page mistake is not having an about page.

OK, that’s the number one mistake. So the number two mistake is being all Bragi about who you are. So the other presenter that I was watching, I liked what she was saying. I didn’t necessarily want to buy her product, but I did want to learn more about her because I wanted to be on her mailing list because I wasn’t ready to to buy yet. And so I went to her about page and she did have one. It was this long.

It was huge. I think it took me before I gave up. I think I was into reading it for about, I think, five minutes. And of all the reading I learned about how many dogs she’s adopted, that she’s not a fan of cats.

She hates cooking, all the stuff that has nothing to do with her business. So it would be fine if she was like a lifestyle blogger, but with what she was presenting, it didn’t jive with her about page there was no connection. So that’s mistake number 2 is making it all about you. The way that I’d like to do this video tutorial is what we’re going to do is we’re going to sketch out an about page and there are a gazillion different ways that you can do this.

And there’s copywriting experts that can teach you how to write an about page. There are copywriting experts that will do it for you. The purpose of this tutorial is to get you started to get an about page that will be effective, that will convey who you are, what you do, how you serve your people. OK, to make that connection, and then you’re still going to add a little bit of personality into that about page to show people that you are human.

Nobody likes going to an about page that has an icon, an avatar, some illustration that represents who you are or the picture of the back of your head, nobody wants to see that. People want to deal with people. So we’re going to go through with that.

And this video tutorial is ideal for you if you’re a personal brand which means you are the face of your business.

OK, if you have a team. This will still work for you. Just have to change the wording a little bit and I’ll cover that in a tutorial.

If you do not have an about page or if you have an about page and you want to rewrite it, that’s going to be who this tutorial is for. Really all you need is pen and paper.

But at the end of the video, I’m going to offer you a free Canva template that you can use to actually draft out your about page in Canva. It looks a little bit nicer. I prefer doing it on paper.

Actually, I prefer doing it on my whiteboard, but it can get messy. So at least when you have it in Canva, when you’re planning out your website, you have everything as close as what it’ll look like, whatever you do in Canva.

That’s not what your website will look like because it’s two different technologies. But it’ll give you an idea on where to place your information, how to write your words and the images that you’re going to use. All right. So the first thing that we’re going to do, you don’t need pen, you don’t need paper, you need a camera, you’re going to take some selfies, you’re not going to take one. You’re not going to take five. You’re going to take 20, 30, 40, 50, 100.

You’re going to take a lot of selfies. Now, if you already have a picture biography picture that you are using, that’s fine. But I’d like to make a suggestion that the picture that you’re using should be front facing or maybe just a little bit on the side, but should be facing the camera. A pleasant photo. So not holding a knife like you’re going to stab somebody, but, you know, smiling with you and. The clothes that you wear, wear what you normally would wear, if you’re a chef, you typically could wear an apron with a hat and be clean.

You’re not going to show up in grungy overalls and stuff like that. You want to dress appropriately for what you’re trying to convey. Backdrop is also important and I don’t want to overcomplicate it, but just some little tips will make it so much easier. So if you look at my background, so my background, my wall is a light blue gray background. Where that causes me a problem is that my hair is light blue grey. So there’s not a lot of contrast in there.

So how I build it up is that I’ve got a black chair that goes, you know, OK, I’m going to try to figure out how to do this right about to here.

So there is a little bit of contrast there. And I typically like to wear a darker top. If I’m wearing a light sweater, if I’m wearing a dark sweater, I’ll wear a lighter top. I want some contrast in there for some depth. Now on the wall, if you have some type of artwork or something, have where the artwork is not so suggestive, you know what I mean?

Like no erotica, unless that’s you’re an erotic artist, you know, you do erotic work or gothic or street art or whatever, you know, make whatever art you have on the wall.

Not suggestive. So just it’s an abstract thing. Just to create some type of background.

What it also does and I don’t have it on my wall because I just changed my office around. My backdrop was actually acoustic tiles for audio. The problem with the acoustic tiles is that they are solid black. It would cover my entire wall.

It makes the video so dark. It’s great for podcasting and voiceovers when I do my training videos, it’s awesome. But for video like this, it doesn’t really work.

So I have to put the acoustic tiles over here. Audio is not as nice, but for these types of videos, I want the video to take priority.

And I have over here, I have, you know, just you know, I’ve got my blue orchid that Joe bought me for our anniversary.

I’ve got my LED Himalayan salt light and I’ve got my little skull container there. And, you know, I’ve got my furniture is black, my tabletop is a wood table. So you don’t really see that. But you want to try to have your surroundings to match what you do. So the chef could likely be in a kitchen.

And if you’ve written a book, you could be sitting at your desk with maybe your laptop or pen and paper. If you’re an artist, you could be standing next to an easel. All right. So try to make your surroundings match what you’re trying to convey and then the lighting. So you want to light here. Got a light here. I’ve got a ring light here, which I should have turned off and I’ve got light over here.

The problem when you have light directly in front of you and I don’t know if you can actually see it, I can’t because it’s in front of me. You may actually see a ring light reflection if you’re wearing glasses or even in your eyes.

Actually, let me try and turn this off. So see the difference in the lighting? See, the difference now, I don’t know then I can’t see because it’s in front of me, but do you see a reflection of the ring light? Do you not see a reflection with the rain light, so that’s one thing to keep in mind as well, but I have a window here, so I want to make sure I have a good light here and also have another light right there.

Light that comes in from a window is usually called daylight. So the it’s more of a blue light. And it’s if you can try to balance it out with a warm light so you can do LEDs that are warmer, they’re not so cold just to balance out and even between cold and warm light, just to balance everything out. And I have the same light over there. So you’re going to be taking your pictures, you know, try to face the camera.

You can be off of the side if you have somebody in your household that can help you with this as you’re working, take pictures of yourself while you’re working. I call those behind the scene photos.

And what that does is on your about page, you’re going to have an actual front facing photo, you know, at the top, along with your branding statement. And as you go down a bit, you’ll put another two or three pictures in there of you working, you know, and we’re in the middle of a pandemic. So it doesn’t really work with being with people. But ideally, if you’re an artist, you could be handing a painting over to your client.

If you’re a chef, you could be, you know, teaching somebody through a virtual lesson how to cook a 15 minute meal. OK, if you’re an author, you could be signing your book for somebody if you’re on a book tour, pictures like that. OK, so the first thing you’re going to do is take a bunch of pictures. So click, pause, go take those pictures now and come back like you’re going to do that, right.

That’s mistake number 3 is people not having any bio photos on their about page. People want to deal with people, OK, I don’t want to see an illustration or an animation or something that represents who you are. I want to see a photograph. I could hear in the back of my head. Oh, I’m not pretty. Oh, I don’t take very good pictures. Oh, I’m ugly. Oh, you know what? Get over yourself.

Again, it’s not about you. I’m doing this video now and I before I have I have some notes here. If I move this on the side and you may not notice this, I’ve got these lines on my face here. I was really self-conscious about that. What it is this from my CPAP mask.

Because I wear a CPAP mask overnight I was thinking, you know what?

If somebody is going to complain about I have a line on my face about that. I don’t want that person in my circle. You know, it’s not about this. It’s about, you know, what I’m trying to teach you. If you know, if you don’t like to smile, you need to smile.

If you’re going to be really all frowny and pouty, nobody’s going to want to deal with you unless you’re an author of a book that talks about being from frowny and pouty. So you be pleasant. So even if you’ve got somebody in the room who can tell you a joke and just smile and just laugh, but take a whole bunch of pictures, and why I say a whole bunch of pictures? Because you can take 100 hundred pictures and you may get five good ones out of that.

Some of them would be blurry. Some of them won’t be composed right. So take as many pictures as you can. The best quality possible. OK, is that when when you size the picture down a little bit, great, but if you take small pictures, you try to make them bigger, it doesn’t work. All right.

So at this point now you have your picture, you’re not going to be trying to hide from your audience so that when we get started with writing, I’ve been to websites where I know it’s a single person operation. And the about page is written in the third person that annoys the crap out of me. Write in the first person, if you’re a personal brand, you’re the face of the business, you’re write in the first person I am a blah, blah, blah that does this for you.

Not Mary Smith is a blah, blah, blah, blah, blah, blah, blah, blah, blah, you know, write in the first person.

Now, if you have a team that’s a different story, you can write the page as we… We as a team. But you want to make sure that you put in some personality in there so you can at the bottom, you know, put in pictures of your team and then their own little statements in there. Again, you want to make the page humanized because people want to deal with people. So you don’t want to sound corporate unless you are a corporate business.

Be yourself, write the way you talk and if you drop a bunch of f bombs, you know, if that’s who your ideal customer is and, you know, go ahead. But you want to try to be as authentic as possible where if somebody were to read your about page and then meet you in real person, they’d say, hey, yeah, you know, not oh, you’re not at all what I expected from reading your about page, that’s what you don’t want.

So if your personal brand, you are the face of the business, you’re a solopreneur, you are the business owner. You’re going to write in the first person.

If you are part of a team, you can write as “we” you can use the word we and then you can put in some pictures of your individual teammates and then their own little statements under there. If you are a large corporation, you are likely not watching this video because that’s not who my people are. Then you would write it a different way. So try to write the way you talk and for the love of all things, holy.

If you’re a teacher where you provide educational material or you teach or you coach or you’re a mentor for children, do not write your copy as a corporate executive. Nobody wants to read that. You’re selling to moms, so you want to write your copy how a mom would read it. Always think about how your about page is written.

If the person were to meet you in real life. Would they make the connection or would they say you’re nothing like what you’re about page says. That’s the key. All right, so we’re going to get started in working the about page layout now, so we’re going to start off with the top part. But making that instant connection with your reader, we’re going to expand a little bit more. OK, then we’re going to start transitioning down into some personality, because by the time they get down to the personality part, they’ve learned who you are, what you do, how you serve them, why they should work with you.

And then now they can know a little bit more about you personally. And then we’re going to end off the page with a call to action. So we’re going to head on over down to the computer. And I’m going to do this in Canva to make it easy for you. And then I’m going to give you some little formulas that you can use to write in the spots for your about page. And, you know, from there is just a matter of just massaging the content.

So it sounds like you. There are a ton of people on YouTube offering copywriting formulas, tips, tricks and hacks, all that stuff.

They’re great. And there are people that do this for a living. That’s great. The purpose of this is to get you started with something that’s functional, that’s effective and just to get it done. Remember, the number one mistake, not having an about page, the number two mistake is making the about page all about you. We’re going to fix those two right now.

So I’m in the free version of Canva. And what you need to do is create a design and you’re going to make it 8.5 x 22 inches long and then you’re going to end up with a document. So what I have here is, and again you don’t have to do this in Canva, you can do this on paper. So for the actual copy, you can take the headline from the last tutorial that we did, which is basically the branding statement of who you are, what you do and how you help your ideal customer.

And I’ve got two examples here. One’s going to be for a blogger chef and one’s going to be a chef with a cookbook so she doesn’t have a blog. The blogger chef, the way that I wrote the statement is I help busy moms just like you prepare quick and easy, healthy meals so you can spend less time in the kitchen and more time with your family. OK, so what does it cover?

I help who?

Busy moms just like you. And what are you going to help her do? Prepare quick and easy, healthy meals and the benefit so she can spend less time in the kitchen and more time with her family.

Now that for the blogger chef so for the chef with a cookbook, it could be written this way. I created the Get It Done in 15 minutes cookbook for busy moms just like you so you can prepare quick and easy, healthy meals while spending less time in the kitchen and more time with your family. So this adds an element what the product is. So the product is the cookbook for who? For busy moms. So they so they can do what?

So they can prepare quick and easy, healthy meals and the benefit, spending less time in the kitchen and more time with her family. You need that opening statement, OK? And you can take the one from last week’s tutorial or you can just write something new to expand it a little bit more. That’s going to be at the top of the website. All right. So now that you have your headline done, we need to create that transition piece to transition from the headline and into a little bit more about you.

So in this section here, I wrote, when my kids were little homework time was done on the kitchen counter because meals were so complicated. And I’m pretty sure you’re not a fan of your kitchen floor becoming a playroom while preparing your own meals. Right. So the transition is my why. When my kids were little, we did do homework in the kitchen. We had an apartment, galley kitchen which was tiny. The dining room was way off.

So the kids endded up spending a lot of time with me in the kitchen while I was making supper until Joe came home from work. At that time, I well, I even now I’m not a fan of cooking, but I didn’t do a lot of cooking. I wasn’t great at it. So it was everything was so complicated then turning around saying I’m pretty sure you’re not a fan of your kitchen floor becoming a playroom while preparing your own meals right?

So it’s the idea that the kids are always in the kitchen because they want to be with you while you’re making this meal. It’s not safe. Because you’re spending so much time in the kitchen. People want to deal with a person and this kind of humanizes it. And the way Simon Sinek wrote it is that people don’t buy what you do, they buy why you do it. After the section is going to be a biography. You’re going to do that separate.

The last piece that you want to do is you want to have a call to action. What do you want the person to do once they finish reading your about page? Always put a call to action. Whether it’s reading another blog post or downloading something, for this particular example could be I want to call to action to be I want them to download a free recipe. But why?

Why do you want your reader to do something? Well for the chef so they can try the recipe, get a feel for how the recipes written, how great it tastes, and save them time, even though they may not like let’s say and this is where you can niche it down, let’s say the chef, let’s say the meal was, you know, homemade burgers or whatever.

But it’s a vegan mom looking at it. She may not like the fact that it’s not vegan, but she may like the way things were written and the chef may have vegan recipes in there. So you see what I mean, right? Let’s now take this copy and let’s go into the other section. So I created this little layout here. Again, I prefer doing this on paper. So with the free version of Canva, there’s a lot of graphics in here, but you’re limited because it’s the free version.

So I threw in some images here. So here’s the headline. I have busy moms just like you prepare quick and easy, healthy meals so you can spend less time in the kitchen and more time with your family. Put a picture here, this would be the biography picture, shows a bit of personality in here pointing over to this and then below, OK, who she is. So this is the headline. Introduce yourself. Hi, I’m Chef Mary Smith, author of the Get It Done in 15 Minutes cookbook.

And then the next line is the transition. So I found this image of these little kids wearing pots and pans on their head and ideally would have been a picture of kids playing in the kitchen. And there’s stuff in here. You just have to try to find a picture. And I put a headline here, playing in the kitchen is not a safe place to be. And then my transition statement here.

It shows that you’re an expert in it, because this is I did this cookbook because of this reason, and then if you had social proof, if you had client testimonials that would go in here, this section could be as long as it needs to be. If you’re cook, if you have a product listing for the cookbook, let’s say a 30 dollar cookbook, I wouldn’t add like 15 to 20 testimonials, put just a few and then rotate them on a regular basis.

But if you typically sell a high end product, then you want to put some more testimonials in here because it’ll also be on that product page.

But this is just to show some social proof. So you would have as seen in or featured in, you know, or some testimonials in here and then a little bit about me. So this is now where you insert some of your personality into your copy.

So I’ve got a picture here of a mom with a little girl and then her son. Let’s see if we bring that over a bit more and then the text. So this would be a much longer section. But in here, I wouldn’t go over from the time you were born to the time now, but just put some key points in here. But try to make it where it’s fun, shows a bit of your personality, but kind of leads back into.

What you do, why you do it and who you served. It could be like for me, I could write something about when I was starting my first business that I had just finished getting my diploma in computer programming and systems analysis.

And after dropping twenty four thousand dollars into school, I didn’t have ten thousand dollars to have a website done. And that’s what they cost at that time for what I needed. I didn’t have ten grand for that. So I had to learn to be scrappy and to do it myself. And I would start off with something like that and kind of lead that. And it’s that journey because likely is that your ideal customer may follow the same journey that you did.

So that will make that connection. I wouldn’t make that super long, but just make that journey where they can relate to it. And then I’ll put some funny things in there. We used Mia for a lot of photography, so I would put that in there about her when Chaos was with us. The same things that when I’d be typing. I did have some photos of her jumping on my keyboard when doing a Zoom call so I could put something like about that, little things like that, just to humanize you, that you not just corporate robot.

So you’ve got that in that section will be a little bit longer than what is on on the template and then the call to action so you can write a gift for you, download a recipe from the cookbook and give it a try, then display the Opt-in form below.

You can’t display forms into Canva, but this is just a very simple layout that can you know, something that could be used as a jump off point to lay things out. Now, if you need to make it longer it’s why I prefer doing it on paper. If you need to make it longer. The free version of Canva, you can’t do a resize feature. So you would have to create a new layout and make it 8.5, let’s say 50 and then copy and paste everything over.

So you’re a little bit limited. So if you want to do it on paper, that’s better. So just put squares with X’s where photographs would go.

So that’s basically it. So you’ve got your headline statement here. Introduce who you are and then that transition statement that goes from the headline and getting slowly down into your biography. And then this transition statement is where you’ve got a little bit about you and then flip it back to the reader. You’ve got your social proof. If you’re a first timer, you may not have social proof. And that’s fine. That’s fine. You can change this to another picture of it’s for the chef would be OK.

So let’s do that so I could take this out. Actually, let’s just take the images out or these things here and I could go in to just do a picture for Chef and oh I don’t know, just pick something like that.

I like the red in there so I could put a picture of something like that in here or. Something like this. No, I want that in there and I could make it bigger, so it’s the matter. You just have to find a picture for what you want to use. OK, but you see what I’m trying to do, right? You’re going to have all those biography pictures that you took.

OK, so something like that. OK, so if you don’t have social proof, you can just change it to a picture and once you’ve once you’ve written everything, it might be a good idea just to recite it out loud. Remember what your about page says, if you were to give that, have a stranger look at it and then the stranger spends, you know, an hour with you talking. Would they say you’re exactly what your about page says.

Or they say you’re nothing like what the about page says. Because you want to make it as authentic as possible. And a common question is how long does it need to be? As long as it needs to be. You don’t want to make it so long as you want to convey the important points, who you are, what you do, how you serve the benefits, you know, a lead in into the why.

And then a little bit about you and then a call to action on the bottom. So this is a quick way to get started. It’s not so complicated that you should get writer’s block. You should be able to write this out and the photographs will actually take longer to do. But you should be able to write an about page like this in about an hour. It won’t be perfect. Progress is better than perfect or done is better than perfect. So just get it done.

And that way you have something planned out and then you can move on to the next page on your website. I hope that this tutorial helps you draft out your about page. And remember that the about page is one of the most visited pages on a website. So make it count. Now as my gift to you. I have a workbook and the Canva layout for you that it should save you some time. So all you need to do is fill out the form below and you can get it by email.

So thanks for being with me today. And until I see you next time, stay inspired.

[00:00:03.860]
Hey, Gisèle, Grenier here. In today’s video tutorial, I’d like to talk to you about “about pages”. Did you know that an about page is one of the top pages visited on any website? Think about it. It’s where somebody actually gets to know more about who you are, what you do and, how you serve them. And if somebody makes a connection with that, they’re more likely to Opt-in or buy your product. So get this. I was at a virtual blogging summit this week and there were two presenters that I really enjoyed what they were saying.

[00:00:42.290]
So the first one, I went to her website and the darn girl, she didn’t have an about page. She did have links to her podcast and she did have links to her shop. I don’t care if the product was $37, $97 or $497. I’m not handing over a dime until I get to know more about who you are and who I’m dealing with.

[00:01:05.720]
In this world of scammers and fake gurus, I want to know exactly who you are.

[00:01:12.320]
I want to check you out. The number one mistake, the number one about page mistake is not having an about page.

[00:01:20.500]
OK, that’s the number one mistake. So the number two mistake is being all Bragi about who you are. So the other presenter that I was watching, I liked what she was saying. I didn’t necessarily want to buy her product, but I did want to learn more about her because I wanted to be on her mailing list because I wasn’t ready to to buy yet. And so I went to her about page and she did have one. It was this long.

[00:01:50.450]
It was huge. I think it took me before I gave up. I think I was into reading it for about, I think, five minutes. And of all the reading I learned about how many dogs she’s adopted, that she’s not a fan of cats.

[00:02:06.650]
She hates cooking, all the stuff that has nothing to do with her business. So it would be fine if she was like a lifestyle blogger, but with what she was presenting, it didn’t jive with her about page there was no connection. So that’s mistake number 2 is making it all about you. The way that I’d like to do this video tutorial is what we’re going to do is we’re going to sketch out an about page and there are a gazillion different ways that you can do this.

[00:02:35.690]
And there’s copywriting experts that can teach you how to write an about page. There are copywriting experts that will do it for you. The purpose of this tutorial is to get you started to get an about page that will be effective, that will convey who you are, what you do, how you serve your people. OK, to make that connection, and then you’re still going to add a little bit of personality into that about page to show people that you are human.

[00:03:01.700]
Nobody likes going to an about page that has an icon, an avatar, some illustration that represents who you are or the picture of the back of your head, nobody wants to see that. People want to deal with people. So we’re going to go through with that.

[00:03:18.800]
And this video tutorial is ideal for you if you’re a personal brand which means you are the face of your business.

[00:03:28.000]
OK, if you have a team. This will still work for you. Just have to change the wording a little bit and I’ll cover that in a tutorial.

[00:03:34.250]
If you do not have an about page or if you have an about page and you want to rewrite it, that’s going to be who this tutorial is for. Really all you need is pen and paper.

[00:03:45.500]
But at the end of the video, I’m going to offer you a free Canva template that you can use to actually draft out your about page in Canva. It looks a little bit nicer. I prefer doing it on paper.

[00:04:00.110]
Actually, I prefer doing it on my whiteboard, but it can get messy. So at least when you have it in Canva, when you’re planning out your website, you have everything as close as what it’ll look like, whatever you do in Canva.

[00:04:13.160]
That’s not what your website will look like because it’s two different technologies. But it’ll give you an idea on where to place your information, how to write your words and the images that you’re going to use. All right. So the first thing that we’re going to do, you don’t need pen, you don’t need paper, you need a camera, you’re going to take some selfies, you’re not going to take one. You’re not going to take five. You’re going to take 20, 30, 40, 50, 100.

[00:04:37.980]
You’re going to take a lot of selfies. Now, if you already have a picture biography picture that you are using, that’s fine. But I’d like to make a suggestion that the picture that you’re using should be front facing or maybe just a little bit on the side, but should be facing the camera. A pleasant photo. So not holding a knife like you’re going to stab somebody, but, you know, smiling with you and. The clothes that you wear, wear what you normally would wear, if you’re a chef, you typically could wear an apron with a hat and be clean.

[00:05:16.680]
You’re not going to show up in grungy overalls and stuff like that. You want to dress appropriately for what you’re trying to convey. Backdrop is also important and I don’t want to overcomplicate it, but just some little tips will make it so much easier. So if you look at my background, so my background, my wall is a light blue gray background. Where that causes me a problem is that my hair is light blue grey. So there’s not a lot of contrast in there.

[00:05:43.980]
So how I build it up is that I’ve got a black chair that goes, you know, OK, I’m going to try to figure out how to do this right about to here.

[00:05:52.060]
So there is a little bit of contrast there. And I typically like to wear a darker top. If I’m wearing a light sweater, if I’m wearing a dark sweater, I’ll wear a lighter top. I want some contrast in there for some depth. Now on the wall, if you have some type of artwork or something, have where the artwork is not so suggestive, you know what I mean?

[00:06:15.300]
Like no erotica, unless that’s you’re an erotic artist, you know, you do erotic work or gothic or street art or whatever, you know, make whatever art you have on the wall.

[00:06:26.220]
Not suggestive. So just it’s an abstract thing. Just to create some type of background.

[00:06:32.970]
What it also does and I don’t have it on my wall because I just changed my office around. My backdrop was actually acoustic tiles for audio. The problem with the acoustic tiles is that they are solid black. It would cover my entire wall.

[00:06:47.010]
It makes the video so dark. It’s great for podcasting and voiceovers when I do my training videos, it’s awesome. But for video like this, it doesn’t really work.

[00:06:59.730]
So I have to put the acoustic tiles over here. Audio is not as nice, but for these types of videos, I want the video to take priority.

[00:07:10.530]
And I have over here, I have, you know, just you know, I’ve got my blue orchid that Joe bought me for our anniversary.

[00:07:17.640]
I’ve got my LED Himalayan salt light and I’ve got my little skull container there. And, you know, I’ve got my furniture is black, my tabletop is a wood table. So you don’t really see that. But you want to try to have your surroundings to match what you do. So the chef could likely be in a kitchen.

[00:07:37.950]
And if you’ve written a book, you could be sitting at your desk with maybe your laptop or pen and paper. If you’re an artist, you could be standing next to an easel. All right. So try to make your surroundings match what you’re trying to convey and then the lighting. So you want to light here. Got a light here. I’ve got a ring light here, which I should have turned off and I’ve got light over here.

[00:07:58.890]
The problem when you have light directly in front of you and I don’t know if you can actually see it, I can’t because it’s in front of me. You may actually see a ring light reflection if you’re wearing glasses or even in your eyes.

[00:08:08.970]
Actually, let me try and turn this off. So see the difference in the lighting? See, the difference now, I don’t know then I can’t see because it’s in front of me, but do you see a reflection of the ring light? Do you not see a reflection with the rain light, so that’s one thing to keep in mind as well, but I have a window here, so I want to make sure I have a good light here and also have another light right there.

[00:08:36.440]
Light that comes in from a window is usually called daylight. So the it’s more of a blue light. And it’s if you can try to balance it out with a warm light so you can do LEDs that are warmer, they’re not so cold just to balance out and even between cold and warm light, just to balance everything out. And I have the same light over there. So you’re going to be taking your pictures, you know, try to face the camera.

[00:09:00.590]
You can be off of the side if you have somebody in your household that can help you with this as you’re working, take pictures of yourself while you’re working. I call those behind the scene photos.

[00:09:11.030]
And what that does is on your about page, you’re going to have an actual front facing photo, you know, at the top, along with your branding statement. And as you go down a bit, you’ll put another two or three pictures in there of you working, you know, and we’re in the middle of a pandemic. So it doesn’t really work with being with people. But ideally, if you’re an artist, you could be handing a painting over to your client.

[00:09:35.120]
If you’re a chef, you could be, you know, teaching somebody through a virtual lesson how to cook a 15 minute meal. OK, if you’re an author, you could be signing your book for somebody if you’re on a book tour, pictures like that. OK, so the first thing you’re going to do is take a bunch of pictures. So click, pause, go take those pictures now and come back like you’re going to do that, right.

[00:09:59.660]
That’s mistake number 3 is people not having any bio photos on their about page. People want to deal with people, OK, I don’t want to see an illustration or an animation or something that represents who you are. I want to see a photograph. I could hear in the back of my head. Oh, I’m not pretty. Oh, I don’t take very good pictures. Oh, I’m ugly. Oh, you know what? Get over yourself.

[00:10:26.780]
Again, it’s not about you. I’m doing this video now and I before I have I have some notes here. If I move this on the side and you may not notice this, I’ve got these lines on my face here. I was really self-conscious about that. What it is this from my CPAP mask.

[00:10:45.890]
Because I wear a CPAP mask overnight I was thinking, you know what?

[00:10:48.350]
If somebody is going to complain about I have a line on my face about that. I don’t want that person in my circle. You know, it’s not about this. It’s about, you know, what I’m trying to teach you. If you know, if you don’t like to smile, you need to smile.

[00:11:03.050]
If you’re going to be really all frowny and pouty, nobody’s going to want to deal with you unless you’re an author of a book that talks about being from frowny and pouty. So you be pleasant. So even if you’ve got somebody in the room who can tell you a joke and just smile and just laugh, but take a whole bunch of pictures, and why I say a whole bunch of pictures? Because you can take 100 hundred pictures and you may get five good ones out of that.

[00:11:25.070]
Some of them would be blurry. Some of them won’t be composed right. So take as many pictures as you can. The best quality possible. OK, is that when when you size the picture down a little bit, great, but if you take small pictures, you try to make them bigger, it doesn’t work. All right.

[00:11:41.670]
So at this point now you have your picture, you’re not going to be trying to hide from your audience so that when we get started with writing, I’ve been to websites where I know it’s a single person operation. And the about page is written in the third person that annoys the crap out of me. Write in the first person, if you’re a personal brand, you’re the face of the business, you’re write in the first person I am a blah, blah, blah that does this for you.

[00:12:11.670]
Not Mary Smith is a blah, blah, blah, blah, blah, blah, blah, blah, blah, you know, write in the first person.

[00:12:18.120]
Now, if you have a team that’s a different story, you can write the page as we… We as a team. But you want to make sure that you put in some personality in there so you can at the bottom, you know, put in pictures of your team and then their own little statements in there. Again, you want to make the page humanized because people want to deal with people. So you don’t want to sound corporate unless you are a corporate business.

[00:12:44.560]
Be yourself, write the way you talk and if you drop a bunch of f bombs, you know, if that’s who your ideal customer is and, you know, go ahead. But you want to try to be as authentic as possible where if somebody were to read your about page and then meet you in real person, they’d say, hey, yeah, you know, not oh, you’re not at all what I expected from reading your about page, that’s what you don’t want.

[00:13:09.880]
So if your personal brand, you are the face of the business, you’re a solopreneur, you are the business owner. You’re going to write in the first person.

[00:13:16.960]
If you are part of a team, you can write as “we” you can use the word we and then you can put in some pictures of your individual teammates and then their own little statements under there. If you are a large corporation, you are likely not watching this video because that’s not who my people are. Then you would write it a different way. So try to write the way you talk and for the love of all things, holy.

[00:13:44.740]
If you’re a teacher where you provide educational material or you teach or you coach or you’re a mentor for children, do not write your copy as a corporate executive. Nobody wants to read that. You’re selling to moms, so you want to write your copy how a mom would read it. Always think about how your about page is written.

[00:14:07.370]
If the person were to meet you in real life. Would they make the connection or would they say you’re nothing like what you’re about page says. That’s the key. All right, so we’re going to get started in working the about page layout now, so we’re going to start off with the top part. But making that instant connection with your reader, we’re going to expand a little bit more. OK, then we’re going to start transitioning down into some personality, because by the time they get down to the personality part, they’ve learned who you are, what you do, how you serve them, why they should work with you.

[00:14:43.880]
And then now they can know a little bit more about you personally. And then we’re going to end off the page with a call to action. So we’re going to head on over down to the computer. And I’m going to do this in Canva to make it easy for you. And then I’m going to give you some little formulas that you can use to write in the spots for your about page. And, you know, from there is just a matter of just massaging the content.

[00:15:09.110]
So it sounds like you. There are a ton of people on YouTube offering copywriting formulas, tips, tricks and hacks, all that stuff.

[00:15:18.440]
They’re great. And there are people that do this for a living. That’s great. The purpose of this is to get you started with something that’s functional, that’s effective and just to get it done. Remember, the number one mistake, not having an about page, the number two mistake is making the about page all about you. We’re going to fix those two right now.

[00:15:38.930]
So I’m in the free version of Canva. And what you need to do is create a design and you’re going to make it 8.5 x 22 inches long and then you’re going to end up with a document. So what I have here is, and again you don’t have to do this in Canva, you can do this on paper. So for the actual copy, you can take the headline from the last tutorial that we did, which is basically the branding statement of who you are, what you do and how you help your ideal customer.

[00:16:08.570]
And I’ve got two examples here. One’s going to be for a blogger chef and one’s going to be a chef with a cookbook so she doesn’t have a blog. The blogger chef, the way that I wrote the statement is I help busy moms just like you prepare quick and easy, healthy meals so you can spend less time in the kitchen and more time with your family. OK, so what does it cover?

[00:16:30.530]
I help who?

[00:16:32.300]
Busy moms just like you. And what are you going to help her do? Prepare quick and easy, healthy meals and the benefit so she can spend less time in the kitchen and more time with her family.

[00:16:44.630]
Now that for the blogger chef so for the chef with a cookbook, it could be written this way. I created the Get It Done in 15 minutes cookbook for busy moms just like you so you can prepare quick and easy, healthy meals while spending less time in the kitchen and more time with your family. So this adds an element what the product is. So the product is the cookbook for who? For busy moms. So they so they can do what?

[00:17:10.160]
So they can prepare quick and easy, healthy meals and the benefit, spending less time in the kitchen and more time with her family. You need that opening statement, OK? And you can take the one from last week’s tutorial or you can just write something new to expand it a little bit more. That’s going to be at the top of the website. All right. So now that you have your headline done, we need to create that transition piece to transition from the headline and into a little bit more about you.

[00:17:37.280]
So in this section here, I wrote, when my kids were little homework time was done on the kitchen counter because meals were so complicated. And I’m pretty sure you’re not a fan of your kitchen floor becoming a playroom while preparing your own meals. Right. So the transition is my why. When my kids were little, we did do homework in the kitchen. We had an apartment, galley kitchen which was tiny. The dining room was way off.

[00:18:03.680]
So the kids endded up spending a lot of time with me in the kitchen while I was making supper until Joe came home from work. At that time, I well, I even now I’m not a fan of cooking, but I didn’t do a lot of cooking. I wasn’t great at it. So it was everything was so complicated then turning around saying I’m pretty sure you’re not a fan of your kitchen floor becoming a playroom while preparing your own meals right?

[00:18:27.440]
So it’s the idea that the kids are always in the kitchen because they want to be with you while you’re making this meal. It’s not safe. Because you’re spending so much time in the kitchen. People want to deal with a person and this kind of humanizes it. And the way Simon Sinek wrote it is that people don’t buy what you do, they buy why you do it. After the section is going to be a biography. You’re going to do that separate.

[00:18:50.750]
The last piece that you want to do is you want to have a call to action. What do you want the person to do once they finish reading your about page? Always put a call to action. Whether it’s reading another blog post or downloading something, for this particular example could be I want to call to action to be I want them to download a free recipe. But why?

[00:19:08.300]
Why do you want your reader to do something? Well for the chef so they can try the recipe, get a feel for how the recipes written, how great it tastes, and save them time, even though they may not like let’s say and this is where you can niche it down, let’s say the chef, let’s say the meal was, you know, homemade burgers or whatever.

[00:19:30.140]
But it’s a vegan mom looking at it. She may not like the fact that it’s not vegan, but she may like the way things were written and the chef may have vegan recipes in there. So you see what I mean, right? Let’s now take this copy and let’s go into the other section. So I created this little layout here. Again, I prefer doing this on paper. So with the free version of Canva, there’s a lot of graphics in here, but you’re limited because it’s the free version.

[00:20:01.210]
So I threw in some images here. So here’s the headline. I have busy moms just like you prepare quick and easy, healthy meals so you can spend less time in the kitchen and more time with your family. Put a picture here, this would be the biography picture, shows a bit of personality in here pointing over to this and then below, OK, who she is. So this is the headline. Introduce yourself. Hi, I’m Chef Mary Smith, author of the Get It Done in 15 Minutes cookbook.

[00:20:30.190]
And then the next line is the transition. So I found this image of these little kids wearing pots and pans on their head and ideally would have been a picture of kids playing in the kitchen. And there’s stuff in here. You just have to try to find a picture. And I put a headline here, playing in the kitchen is not a safe place to be. And then my transition statement here.

[00:20:59.120]
It shows that you’re an expert in it, because this is I did this cookbook because of this reason, and then if you had social proof, if you had client testimonials that would go in here, this section could be as long as it needs to be. If you’re cook, if you have a product listing for the cookbook, let’s say a 30 dollar cookbook, I wouldn’t add like 15 to 20 testimonials, put just a few and then rotate them on a regular basis.

[00:21:25.160]
But if you typically sell a high end product, then you want to put some more testimonials in here because it’ll also be on that product page.

[00:21:32.550]
But this is just to show some social proof. So you would have as seen in or featured in, you know, or some testimonials in here and then a little bit about me. So this is now where you insert some of your personality into your copy.

[00:21:48.680]
So I’ve got a picture here of a mom with a little girl and then her son. Let’s see if we bring that over a bit more and then the text. So this would be a much longer section. But in here, I wouldn’t go over from the time you were born to the time now, but just put some key points in here. But try to make it where it’s fun, shows a bit of your personality, but kind of leads back into.

[00:22:16.630]
What you do, why you do it and who you served. It could be like for me, I could write something about when I was starting my first business that I had just finished getting my diploma in computer programming and systems analysis.

[00:22:37.150]
And after dropping twenty four thousand dollars into school, I didn’t have ten thousand dollars to have a website done. And that’s what they cost at that time for what I needed. I didn’t have ten grand for that. So I had to learn to be scrappy and to do it myself. And I would start off with something like that and kind of lead that. And it’s that journey because likely is that your ideal customer may follow the same journey that you did.

[00:23:03.310]
So that will make that connection. I wouldn’t make that super long, but just make that journey where they can relate to it. And then I’ll put some funny things in there. We used Mia for a lot of photography, so I would put that in there about her when Chaos was with us. The same things that when I’d be typing. I did have some photos of her jumping on my keyboard when doing a Zoom call so I could put something like about that, little things like that, just to humanize you, that you not just corporate robot.

[00:23:32.530]
So you’ve got that in that section will be a little bit longer than what is on on the template and then the call to action so you can write a gift for you, download a recipe from the cookbook and give it a try, then display the Opt-in form below.

[00:23:43.930]
You can’t display forms into Canva, but this is just a very simple layout that can you know, something that could be used as a jump off point to lay things out. Now, if you need to make it longer it’s why I prefer doing it on paper. If you need to make it longer. The free version of Canva, you can’t do a resize feature. So you would have to create a new layout and make it 8.5, let’s say 50 and then copy and paste everything over.

[00:24:11.440]
So you’re a little bit limited. So if you want to do it on paper, that’s better. So just put squares with X’s where photographs would go.

[00:24:19.870]
So that’s basically it. So you’ve got your headline statement here. Introduce who you are and then that transition statement that goes from the headline and getting slowly down into your biography. And then this transition statement is where you’ve got a little bit about you and then flip it back to the reader. You’ve got your social proof. If you’re a first timer, you may not have social proof. And that’s fine. That’s fine. You can change this to another picture of it’s for the chef would be OK.

[00:24:55.780]
So let’s do that so I could take this out. Actually, let’s just take the images out or these things here and I could go in to just do a picture for Chef and oh I don’t know, just pick something like that.

[00:25:18.110]
I like the red in there so I could put a picture of something like that in here or. Something like this. No, I want that in there and I could make it bigger, so it’s the matter. You just have to find a picture for what you want to use. OK, but you see what I’m trying to do, right? You’re going to have all those biography pictures that you took.

[00:25:49.130]
OK, so something like that. OK, so if you don’t have social proof, you can just change it to a picture and once you’ve once you’ve written everything, it might be a good idea just to recite it out loud. Remember what your about page says, if you were to give that, have a stranger look at it and then the stranger spends, you know, an hour with you talking. Would they say you’re exactly what your about page says.

[00:26:17.380]
Or they say you’re nothing like what the about page says. Because you want to make it as authentic as possible. And a common question is how long does it need to be? As long as it needs to be. You don’t want to make it so long as you want to convey the important points, who you are, what you do, how you serve the benefits, you know, a lead in into the why.

[00:26:39.730]
And then a little bit about you and then a call to action on the bottom. So this is a quick way to get started. It’s not so complicated that you should get writer’s block. You should be able to write this out and the photographs will actually take longer to do. But you should be able to write an about page like this in about an hour. It won’t be perfect. Progress is better than perfect or done is better than perfect. So just get it done.

[00:27:03.730]
And that way you have something planned out and then you can move on to the next page on your website. I hope that this tutorial helps you draft out your about page. And remember that the about page is one of the most visited pages on a website. So make it count. Now as my gift to you. I have a workbook and the Canva layout for you that it should save you some time. So all you need to do is fill out the form below and you can get it by email.

[00:27:30.340]
So thanks for being with me today. And until I see you next time, stay inspired.

Similar Posts

Leave a Reply

Your email address will not be published. Required fields are marked *