It's not about you.
The thing I hear the most when someone approaches me for help writing their website content is, “I tried writing about myself and it was really difficult.”
First of all, yes. That’s valid. It can be hard to get the personal perspective that you needed in order to be clear about what it is you’re trying to communicate.
Secondly, it’s not about you.
The ‘About’ section on your website—or any bio that you’re writing—might seem to be the place where you can share your history, quirks, and qualifications without apology. And you’re missing out on a big opportunity to connect more to potential clients if you do that.
Your ‘About’ section is still about the people you’re trying to serve.
In Integral Coaching™ we practice “looking as” our clients (subjective gaze) as well as “looking at” them (objective gaze). Writing about yourself professionally is an exercise in looking as potential clients.
Not surprisingly, effective marketing does the same thing.
Here are some questions to ask yourself:
What are potential clients checking for to know that you’re relatable? What will affirm that you’re able to meet their situation and worldview with curiosity and respect?
How does your tone and delivery support you in showing—versus telling—potential clients that you are personable, warm, playful, spiritual, grounded, or however else you want to come across?
What outcomes are your potential clients looking for and how can you help them to clarify what it is they’re seeking even more?
What essential qualifications and experiences can you share that further support potential clients in feeling confident that you’re someone who is able to help them?
How much information is just enough that potential clients feel understood and excited to reach out to you?
The most powerful thing you can do when writing about yourself is to reinforce that everything you’re sharing is in the service of making the person you’re speaking with feel seen and validated.
(Of course, you have to figure out who your micro-community is before you can do this. Not everyone will feel this way about how you present yourself. It’s okay—essential, even—that you shun the non-believers.)
The second most powerful thing you can do is leave enough space in what it is you’re sharing that potential clients want to learn more about who you are and what you do.
Your ‘About’ section will serve you best if it is a part of a larger, ongoing conversation.
So, is there a clear invitation to connect at the end of your ‘About’ section? Is there one final reminder that you’re there to serve them?
In marketing, this is sometimes called a Call to Action or CTA. Whatever you want to name it, it’s helping potential clients know what their next step needs to be. Assuming that they’re going to be so impressed with who you are and what you’ve done that they’ll get in touch is too risky.
We need to remind the people we’re trying to serve that they’re welcome and wanted.
Hopefully, my website bio is a good example of this.
Finally, the most effective ‘About’ sections are a part of a bigger offer. If all you have is one bio on one webpage, it’s hard not to try and jam it full of every drop of information that you want people to know about you.
If, however, you have blog posts, social media posts, webinars, talks, articles, and other content to offer potential clients, then there won’t be as much pressure to fit everything into your ‘About’ section.
My writing and marketing clients often tell me that after checking out my website, they read my blog and scrolled through my Instagram account to get more of a feel for who I am and the type of work that I do.
Every drip that you can offer will contribute to filling out who you are.
And drip by drip your messaging will get clearer and the potential clients will be more able to find you.
So, what can you share about yourself, the work that you do, and the people you want to serve that will get the conversation started?