GUEST POST from Melanie Kernodle
In a seemingly overcrowded online space, it can feel hard to stand out. How do you differentiate yourself from every other person in your industry trying to do the same thing? How do you get known for what you do? It can feel impossible.
The truth is, you’re just overcomplicating it and overthinking it. Really, it doesn’t have to feel that way. Standing out online can be as easy as just being yourself.
Wait, what? My big piece of advice is to “just be yourself”?! I know what you’re thinking here, that seems too easy, like something your high school teacher would say.
It can be that easy. I believe what makes your brand stand out from all the others is the you factor. There’s no one else doing what you’re doing who is doing it exactly how you’re doing it. You’re your own sparkly little unicorn, my friend.
How do you really make your you-ness shine on your website? It all comes down to your About Me page. That one page can have a huge influence on your online presence. It’s the key to getting closer to your audience, showing them who you really are and what makes you different, and wooing them into buying your products and services. It’s not the only factor in determining those things, but when done correctly it can really help.
As a copywriter, I’ve seen a fair share of About Me pages, and I tend to look at them from a slightly different angle. I’ve come up with 5 key ways you can make your About Me page stand out, while feeling authentic to you and your brand.
Make it About Them
I know it’s called an About Me page, but what it really should be called is an About My Ideal Clients page. Yes, you want to give your audience more insight into who you are, but you also want to share with them how you can help them and why they should care.
Let’s be honest, people care about themselves and what you can do for them. I don’t mean that in a negative way, it’s simply normal to put yourself and your needs first. So if your About Me page only focuses on you and how awesome you are, it’s not providing a lot of value to your audience.
Some of the best About Me pages start out by talking about what they can do for their audience. They put it all out there and clearly show the reader why they should care about what they do.
If you’re a copywriter, talk about how your copywriting will help their business. If you’re a branding expert, talk about why having a strong brand will help them. It’s all about what they can get out of it.
It doesn’t have to be all about how you can help them, but at least some of your About Me page should be dedicated to that. You can also share more personal information about you—and I think you should—but start off by diving into why they should care about what you do in the first place.
About Me pages should also showcase your personality to your audience. That’s really how you stand out, by displaying your uniqueness and letting that show through your copy. The words and phrases you use play a big role in this.
If you want to stand out, use your biggest strength, which is you. The fact that you run your business and you are doing things your way is what makes it different. The words and phrases you put on your About Me page can help highlight that. If you’re fun and quirky and really into Harry Potter, that’s totally cool. You can reference that in your copy. Heck, you can even make Harry Potter jokes if you want.
I know that seems unprofessional or like oversharing, but it’s really not. The more you show your personality and what you like and dislike, the more the right people will be attracted to you and resonate with you.
Using language and phrases that are fun and engaging helps to loosen up your audience. Rhey feel like they know you a little better, which makes them trust you more. That trust can build as they continue to come back to your site again and again until one day they become loyal fans. If you’re building a community, you definitely want as many loyal fans as you can get.
Include Fun Facts
It is an About Me page, after all, so include some fun facts about you. After you’re done talking about how you can help your ideal client or how your work will change their lives, be sure and talk about you a bit.
It’s okay to share whatever kind of information you want with your audience, you don’t have to tell them your whole life story (but you can if you want to!). You get to decide what you share with your audience.
Adding fun facts creates a bond between you and the reader. Maybe there’s something you share they can relate to. Or maybe it’s something that makes them like you more. Whatever it is, sharing personal details gives them a sense of knowing you on a deeper level. They no longer feel like they’re reading random content on some stranger’s website. They can identify with you.
You can include serious facts, like how many years you’ve been in business or what your college degree was. You can include light-hearted facts, like you only eat ice cream on a full moon or you’re a total coffee junkie and can’t talk to anyone before you’ve had your first sip. Just make sure it’s true and authentic to your brand.
Keep it Concise
I know I said earlier you can share your whole life story if you want to, and you can, but keep it short. People don’t want to read a 10-page autobiography. A few summary paragraphs will do just fine.
The majority of people are skimmers, meaning they aren’t going to read all your content word for word. And if it’s really long paragraphs with a lot of text, chances are they won’t read it at all.
You have to cater to what people want. Keep your paragraphs short, and keep your sentences short, too. Try not to ramble when possible. Don’t take forever explaining a simple idea.
Tell a Story
Another really great way to make your About Me page stand out is to trigger some kind of emotion. When people feel an emotional connection or spark with something you’ve written, they’re more likely to remember you and come back to your website.
To trigger those emotions, use the technique of storytelling. This fits in so perfectly on your About Me page, which is essentially all about telling a story. Share a moment or memory with your audience. Go into how it made you feel or how you reacted to it. If you have a strong personal story about why you started your business, share that.
Be real, raw, and open. The more emotion you can trigger in that person, the stronger they will feel that bond with you.
Your website should be doing some of the work of getting clients for you. If it’s not turning your casual readers into loving fans, then something isn’t adding up. The magic of an About Me page is it helps you connect with your audience.
Take some time to be intentional about what content you’re putting out there and what message you’re sending on your About Me page. Really use it to help you stand out in the online world.
Melanie Kernodle is the Chief Content Strategist and Copywriter at CopyRefresh. She’s passionate about helping solopreneurs create amazing content that helps attract their ideal clients and grow their business. When she’s not writing, you can find her chowing down on some tacos or reading a personal development book. Join her free email course to help you write better copy, or find her on Twitter and Instagram.
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