Great copy makes all the difference between a website that converts and one that doesn’t.

Okay, that’s the boring version.

The “let’s be real” version is:

Your copy could capture your readers’ hearts and attention…or not.

Your website copy can woo them…

Bore them…

Or scare them back into the Google underground.

 

You may have heard that your About Page is one of the top most-clicked pages on your site.

And you have mere seconds for it to do its thing.

So, how do you get your About Page copy right then?

Why, you turn to boss copywriters themselves, of course.

Today, we’re studying the About Pages of some kickass bossbabe copywriters to learn how to craft our own effective copy.

Shall we?

 

Introducing About Pages from some of my fave copy babes:

*Click any of the names below to see their About Pages. Then scroll down to get the down-low.

• Elna Cain
• Maggie Linders
• Nikki Elledge Brown
• Erica Lee Strauss
• Hattie Brazeley
• Andrea Emerson
• Elizabeth McKenzie
• Jamie Jensen
• Maria Rana

 

 

6 About Page Copy Lessons from Top Copywriters

 

#1 Nail your close-up

A picture is a legal requirement for an About Page.

I kid. But really…it should be.

No About Page is complete without a picture of who the page is about.

But not just any picture.

A friendly, professional picture.

Before posting, think about what your picture says about you.

• If you’re slumping on the couch, the immediate impression is: Lazy.
• If you’re cheering with a beer bottle, the immediate impression is: Unprofessional. Not serious.
• If you’re smiling in a confident, flattering pose like Maggie Linders, the immediate impression is: Successful and approachable.

 

Although your picture doesn’t seem directly copy-related, it is.

Because all those nice words you used to described yourself?

Get attached to that pretty mug of yours.

And also?

Studies show people are more likely to trust you (and your words) if you show your face.

 

Lesson one: Include a nice, professional picture of yourself “above the fold.”

 

 

#2 Blunt is better than bantastical!

Huh?

Exactly.

We’re copywriters, we get to be creative with words.

But don’t get too creative. To the point where no one can follow what you’re talking about.

Be blunt.

Tell people what you do in simple language.

Hattie Brazely does a great job cutting straight to the point (i.e. the benefits of her work). No flowery embellishments.

 

“My words will make you money.”

That’s the most concise definition of a copywriter, right there.

 

Lesson two: who are you and what do you do, in the simplest words? Plaster that across the top of your About Page.

 

 

#3 Showcase your results

Your prospects don’t care that you’ve known you were a born writer since kindergarten.

They only care about what cold hard results you can get them.

Selfish, I know.

But #truth, nevertheless.

So, to meet that need, make sure you showcase the results your copy has delivered. You can even get as specific as:

• How many pageviews or social shares your most-viral article generated.
• Which high-profile publications you’ve been invited to write for.
• How much income a long-form sales page generated for a client.
• Awards and recognition you’ve received.
• Number of subscriptions a landing page generated.

You don’t just fill pages with words. You write words in a certain way that drives results!

Check out how Jamie Jensen lays out her impressive results on her About Page (she also mentions serving over 700 entrepreneurs and helping them earn millions).

 

 

Andrea Emerson narrows in on results-focused outcomes on her About Page.

Clients can see their results written all over this: attract, convert, retain, trust, believe. Put money in your pocket.

Your audience wants more of that, no?

 

 

Lesson three: include the results customers can expect on your About Page.

 

 

#4 Brand strategy, activated!

Every one of the ladies on this list weaves their branding strategy through their About Pages.

If you look closely, you’ll see the same three or so fonts, colors, and design elements repeated throughout the pages.

Then, you see those same fonts, colors, and designs on their social media platforms and other places on the internet.

And the “voices” to match.

That’s what branding is all about! Creating a recognizable, set-apart look for yourself.

 

Erica Lee Strauss uses a lot of pinks, purples, and sparkly colors and words for her brand.

Maria Rana uses the same typeset fonts, bold reds, and old-school Polaroids and parchment paper on every page.

 

Elizabeth McKenzie is a no-frills, sassy gal, and that comes across in her minimalistic design, white T-shirt, and saucy humor.

 

 

Nikki Elledge Brown slays branding hardcore with her “communication stylist” theme and adorable quirkiness. Like her copy, she has the branding and design down like no one else!

 

 

Lesson four: include your brand fonts, colors, and designs on your About Page to make your online look cohesive.

 

 

#5 Humanize yo’self

Even though your About Page is more about what you can do for your audience, you still count.

I know, you’re welcome.

You’re human. Your heart beats. And no one believes copy is the only thing you care about. 

So, put a little personality and pizzazz into your about page.

Many writers include a few interesting facts at the bottom of their About Page, like Elna Cain does here:

 

In a fun twist on that, Maria Rana includes a list of things she believes in. I’m totally stealing that!

Me too, sister!

 

Lesson five: make most of your About Page about your reader, but include a few interesting bits about (actual) you!

 

 

#6 Offer directions

With a scroll scroll here and a click click there….

We whip through the internet like the Tasmanian Devil on caffeine pills.

By the time your readers hit your about page,they’re ready to move onto the next thing.

Make sure that “next thing” they do is click around on your site or make contact with you.

Give your readers direction in the form of a very simple call-to-action.

• Read more…
• Choose your adventure.
• Click here to get started. (by Erica Lee Strauss)

 

Another way to train your readers’ focus is to use bold and large type to highlight the important stuff.

(See what I did there?)

If When your readers are scrolling, tell them exactly what to pay attention to.

Maria Rana demonstrates this perfectly by offsetting her main messages with header tags, colors and boldface.

 

 

Lesson six: Include at least one call-to-action on your About Page. Also, emphasize what you want your reader to remember with bigger, bolder, more colorful type.

 

 

Want more?

I hope this study gives you some perspective on how to write an About Page like a pro.

I even did some tweaking on my own About Page while writing this article to make it more effective.

I also put together an in-depth mini course to help you write your own admiration-amassing About Page.

(Find all the mini courses here. Home and Services pages coming soon!)

Follow these step-by-step instructions to churn out an effective freelance writer About Page. Guess what? You can use this same system to write your clients’ About Pages too!

 

Show me some other amazing About Pages in the comments. I’d love to keep the discussion going!