Five Mistakes to Avoid When Writing Your About Page

Writing about yourself and what you do can be tricky - even for those who write for a living. However, there are some best practices to implement and mistakes to avoid when writing a killer “About” page.

The mistake: Writing about what you can do. 

The fix: Write about how you are of service to others by fixing their problem. 

Focusing on what you can do looks like this: I am a writer, and I write compelling website copy and content for coaches. Focusing on how I am of service to others looks like this: I help coaches communicate their value by creating compelling copy and content for their website. The problem is the coach needs to write good copy to attract clients, and the service/solution is that I create compelling copy for their website.

The mistake: Focusing on your business or yourself.

The fix: Talk about your credentials, and then talk about how you can help your clients.

An “About” page is a “How I am the right person to help you” page. An excellent way to communicate what you do and how you can help is to talk about how you’ve helped past clients. Example: As a Certified Career Coach, I’ve helped hundreds of people substantially narrow their job search and find career fulfillment within six months of working together. 

The mistake: Using third-person language.

The fix: Use a first-person point of view any time you’re speaking to your audience. 

This helps establish trust and humanizes your company. For example, which sounds better?

“Stephanie is a certified nutritionist and health coach. She offers individualized solutions for each of her clients.”
“My name is Stephanie, and I am a certified nutritionist and health coach. I offer an individualized solution for each of my clients.” 

The second one sounds better because Stephanie is someone you can actually talk to. The first one implies that there is a gatekeeper between you and Stephanie. Stephanie is off to the gym while her assistant replies to your email. Always be personable and approachable. 

The mistake: Writing about everything you can do/offer.

The fix: Make it crystal clear what you do, and the rest is secondary.

It’s tempting to list everything you can do, but it can frustrate or confuse your reader. A “Services” page is a good place for all of your offerings, not the “About” page. A reader should know what you do within the first few sentences of your “About” page. For example, if you are a health coach and you also have a line of related products or services, such as an anti-aging supplement, the “About” page is not the place to talk about it. The “About” page should focus on your core service and let your other website pages list other products/services. 

The mistake: Skirting around what you offer because you are afraid to “niche down” or have missed opportunities.

The fix: Be upfront and honest about who you serve. 

It is confusing when businesses try to roll their offerings into multiple industries. For example, if I need a social media expert for my life coaching business, it would not serve the client - or me - to hire someone specializing in electronics. 

The bottom line:

When someone finishes your “About” page, they should have a good idea of who and how you serve. They should know your credentials, how you’ve helped others, and why you would be the perfect fit for them.