When you head to a blog for the first time, where’s the first place you go after landing on the home page? I’m willing to bet that you head straight for the about page, so you can learn about the person behind the blog and how they can help you. You wouldn’t be the only person who does this either – research shows that the about page is often the second-most visited page on a website.
Since this page is so frequently visited, it’s important to put your best foot forward. Think about your about page like a business card, or that first important handshake. What you first show to the world creates a lasting impression, especially when your job as a blogger is to use your personal opinions – or influence – to encourage others to take action.
THE BIGGEST IMPROVEMENTS YOU CAN MAKE TO YOUR ABOUT PAGE
You’ve done everything right up until this moment but you need to refine what you’ve created. You want to connect with your audience, inspire them to click around your blog, and convert them into repeat visitors. Right? Here’s how to do it:
1. Connect with the visitor
Every great about page starts with a connection point that draws the reader in. Sometimes it’s a short and friendly exclamation. Other times, it’s a long-winded speech that speaks directly to their soul. Either tactic is great, so long as you make the reader feel welcome. The last thing you need is for your reader to feel like they don’t belong.
My past client Christina Galbato starts her about page with a friendly message that makes you feel at home immediately.
2. Clearly state what your blog is about
Make it easy for your reader to know what you do and how you can help them! If your reader is confused about your blog, or worse, feels like they don’t belong, they may click away never to be seen again. The easiest way to avoid reader overload is to clearly state what your blog is about.
My past client Renee Hahnel clearly demonstrates who her blog is for and what she writes about.
3. Keep self-praise to a minimum
Yes, this page is about you. No, this page is not about your life story. All kidding aside, it’s important to maintain a balance between connection points and information overload. If you only talk about yourself, you run the risk of driving readers away.
My past client The Destination Designer features a biography that is easy to read, focused around what she does, and makes her sound pretty successful to boot.
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4. Use images, headings or bullet points to break up text
As a rule, paragraphs should be no more than a handful of sentences long. But let’s be honest, we’re all repeat offenders! When it comes to a high-traffic page like the about page, though, you should pay closer attention to the amount of text you write. Walls of text make it harder to engage readers… and keep them on the page.
My past client Adventures of A+K did a great job of breaking up their content into sections, making it easy to digest and fun to read!
5. Show your reader where to go next
By the time you make these improvements to your about page, your reader will practically be begging for more! Why not start early by inviting them to another action or page on your website? Take the time to add some links to blog posts, embed your shopping links, or add a call-to-action for an email list. Don’t leave them hanging!
My past client Brown Eyed Flower Child has a whole section about her favorite destinations (read: blog categories) that encourages her audience to read some blog posts.