Ah, writing your about page. It can feel so daunting, can't it? Writing about yourself is never easy, and when you're doing it for your website so you can help attract your ideal clients, the pressure feels immense.

So how do you get over the blinking cursor of doom and write an about page that shares helpful info in a non-cringey way, gets over everything you want your potential clients to know about you, but doesn't just read like a boring CV?

As a copywriter for creative and purpose-led businesses, writing people's about pages is one of my favourite things to do. I love crafting memorable copy that showcase their story and values while building credibility and connection with potential clients. Over the years, I've built up a way of structuring about pages that helps me create personality-infused copy that also talks directly to a business' ideal audience -- and I'm sharing that structure with you today.

If you're currently stuck writing your about page for your creative or purpose-driven business, below are five things to consider that will help you structure your copy so it's a delight to write and read, rather than a list of all your achievements since 2003.

Your about page isn't actually about you

This sounds counter-intuitive, but your about page isn't actually about you -- or at least not at first. The first part of your about page actually needs to reflect your ideal client, the problem they have, and why you're the ideal solution.

So rather than jumping in straight away with your personal details, your brand story and why you love what you do, make sure the H1 and the first block of copy immediately below the fold (i.e. the bit your reader sees under the first header image) mirrors back your ideal client. This section is not about you, it's about them, so there needs to be lots of 'you's in the first couple of paragraphs before you get to the 'I's and 'me's.

I'm going to use the about page from my other website as an example here. (As well as working with creative and purpose-driven businesses, I'm also a copywriter for wedding businesses.) On the about page for The Wedding Wordsmith, I lead with a statement talking directly to my ideal audience (wedding businesses), listing why they're amazing at what they do (helping people have a fantastic celebration), but also what their problem is (having the time and energy to write effective copy that shares their talents and their story). Then I transition into how my skills can help them out. After that comes some more personal information, and below that I talk about my values (more on those below).

Structuring your about page this way means that you keep your ideal client front and centre, gaining their attention and their trust, before you go on to talk more about yourself.

After you've done this, it's time for some copy that is actually about you, which brings me to point 2...

Your about page shouldn't be a CV...

No-one wants a massive list of what you've done in your career. This isn't a CV or a LinkedIn profile. It's boring, it's irrelevant and frankly, no-one cares.

Instead, pick out the bits of your past career that are relevant to your current business and also offer up proof of your skills. To use The Wedding Wordsmith about page as an example again, I mention how it was working for a wedding magazine that introduced me to the wedding industry and led to working with wedding businesses. I don't talk about my previous career in the arts and third sector as it's not relevant to this audience. But I do mention this on the about page for Written by Helen because on this page I'm talking to creative and purpose-led businesses.

I'd also recommend include your values on your about page. By this, I mean the cornerstones of your business, what it's built on and what infuses all your work. (Mine are purpose- and planet-led, accessible, always learning and writing with integrity.) Creative and purpose-driven businesses are founded on amazing values, so make sure you share these. It can really help communicate why you're great at what you do and create a connection with your ideal audience.

... but it should tell your story

I love the phrase "Facts tell but stories sell". Every business has a story, so use yours to highlight your skills and talents, and further build that connection with your reader.

This topic deserves its own post (not written yet, but it's on the to-do list!) so I won't go into too much detail here, but your unique story is what sets you apart from all the other people offering similar products or services, and helps people remember you. And this leads nicely into point 4...

Your about page needs some personality

Sprinkle touchpoints throughout your about page that visitors resonate with. Share things that you love to do when you're not working (open water swimming! T'ai chi! Sitting on the sofa watching Scandi crime dramas!), places you've lived, what your ideal Saturday looks like.

It helps if you make them relevant to your audience -- for example, if you're a maker, talk about the artists who have inspired you. If you're a gardener, list your favourite gardens to visit or those that are on your bucket list. If you're a therapist, mention podcasts you love that could be relevant for people browsing your about page.

I'm not advocating oversharing here, especially as I know some people dislike disclosing too much about their private life, but do include personal details within the boundaries of what you're comfortable with. It's these little things that do an amazing job of building connection through the screen and leading someone to getting in touch with you.

Your about page should have excellent photos

I mean, this point applies to all of your website, but especially on the about page. If you've got a creative or purpose-drive business, there's a very strong chance it's built on your personality and your talents. People want to see your face on there, and know what you look like. Your face is your brand.

If you haven't already, brand photography should definitely be on your to-do list. If you're in Bristol/the South West then I can recommend Nicola Jane Photography and Kathryn Goddard Photography, both of whom are amazing at putting camera-shy people (i.e. me) at ease and capturing non-awkward photos.

Hopefully this post has helped you consider your about page in a fresh light, and given you some ideas for overcoming the blinking cursor! If you're still struggling, however, please get in touch to talk about how I can craft the perfect about page for your website -- and any other pages you need too!