by Skellie
Photo by Sugar Pond
New visitors to your site want to know straight away what your site has to offer them. A prominent link to an ‘About’ page says: “Want to know what this site is about? The answer is right here.”
Usability should be conversational. A new visitor asks, internally: “What is this site about?” Your About page provides a quick and obvious answer. It’s one of the most powerful tools you can use to turn first-time visitors into loyal readers.
Once you have an ‘About’ page, though, the question becomes: what on earth do I put here?
The current model is a hang-over from the days when blogs were nothing more than personal journals. ‘About’ inevitably meant a short bio of the author written in uneasy 3rd person. This was probably carried over from its nearest offline equivalent: the kind of short author bio you see on the glossy sleeves of book-covers.
There’s nothing wrong with using books as a model, but most ‘About’ pages miss the most important half of the equation. Every good book has a ‘blurb’ on the back or inside sleeve, hinting at the value inside. This is the thing readers are most interested in. The same applies for blogs and websites.
Think of your ‘About’ page like the selling text in a book. The selling text (blurb and author bio) is designed to persuade the reader of the book’s value and the author’s credentials. Your ‘About’ page should be no different.
Writing a good About page isn’t as hard as it sounds. Here’s a simple formula for you. There’s no need to include the questions: the sequence of answers should form the building blocks of a really solid ‘About’ page.
A note: personal bloggers don’t get out of this one. You still need a blurb, you can still explain what your site has to offer, who it’s written for and what the benefits are. You’re writing for an audience, just like anyone else.
The blurb should always come first
1. What does your site have to offer?
Do you keep readers up to date with the latest news in your niche? Do you publish tips and guides? How often? In other words: what kind of content do you produce?
2. Who is it written for?
If you can, describe what kinds of people your site should appeal to. Keep it broad enough that anyone interested in your topics would be included in at least one of the types of people you’ve listed.
3. What are the benefits?
This is where you describe the benefits of reading your content. You don’t just write about getting out of debt – you give readers helpful tips to overcome their own debt. You don’t just write about current events – you keep readers informed about what’s important.
Below it, the bio
Now potential readers have an idea of what you have to offer them, they might just be interested enough to find out whether you’re worth listening to or not.
Pick out a book from your bookshelf and find the author’s biography. A good bio will be written in order of interest to the reader. For example:
How many other books the author has written.
How many awards they’ve won (if any).
The titles of other books you may have heard of by that author.
How old the author is.
Their interests and hobbies.
Where they live, and with whom.
As someone trying to decide whether you should listen to what this author has to say, the above few lines are very useful. If they’ve written other books before, or won awards, you can deduce that they’re a writer worth taking seriously.
On the web, however, most author bios are written upside down. If they were a bio on the inside sleeve of a book, they’d probably look something like this:
Where they live, and with whom.
Their interests and hobbies.
How old the author is.
The titles of other books you may have heard of by that author.
How many awards they’ve won (if any).
How many other books the author has written.
Biographical information won’t be of interest to your readers until they’ve developed an attachment to the author. In the beginning, you simply want to know whether they know their stuff. I suspect the reason many bloggers and webmasters trip up on this point is that they feel uneasy selling themselves, or feel as if they’re boasting. Not so. You’re doing something very important: helping the reader to trust you.
The perfect bio
1. What qualifies you to write on the topics you cover?
If you have formal credentials, list them. If you’ve participated in your niche informally (as a hobby, for example) explain how you’ve engaged with it and for how long. If you have no qualifications other than your passion, explain that. If you’re a complete beginner then make it clear. Nothing qualifies you better to write for other beginners.
2. Do you have any other claims to fame?
If you’ve written for other blogs or websites, list them. Have you been published? Quoted? Received an award or a prize? Anything else that might persuade readers that you’re worth listening to goes here.
3. Who are you?
This is where you put the stuff that usually comes first: where you live, your interests, your story, etc. Most prospective readers won’t go through this. Instead, it’s mainly for the benefit of loyal readers who want to get to know you a little better.
At Skelliewag.org, my About page mentions that I’m a woman towards the bottom of the author bio section. First-time visitors often refer to me as ‘he’ – assuming that, in the absence of a distinctly feminine name, I’m male (most if not all popular bloggers in my niche are).
Loyal readers on the other hand almost always know I’m a woman and a few other things about me from my author bio. I suspect prospective readers take in only enough to work out what the site is about and how I’m qualified, while repeat visitors re-visit the About page to learn more about me, now that they have a reason to care.
The kind of ‘About’ page outlined above gives new visitors the information they want while also allowing established readers to get to know you better. That’s why I think it’s the perfect ‘About’ page.
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54 Comments, Comment or Ping
FreshAdriaticFish
PS: somehow when I first read your blog, from the very bigging, I had a feeling that you are woman although I didn’t know your name or read your About. I think it is in your writing style or “voice”, it is much more elegant and serene in comparison to other blogs in your niche!
Nov 20th, 2007
Oddsocks
Skellie, you somehow have the knack of writing just what I need to hear at any given time. 3 and 4 on my to-do list for this week are 3) about page for blog and 4) about page for new website.
Thankyou.
Nov 20th, 2007
Evan Hadkins
Thanks Skellie.
This has got me thinking about my about page.
I like the clarity with which you write.
Nov 20th, 2007
Dominik Lenk
Thanks for the advice. I just rewrote some parts of my about page. While it is probably not perfect it’s definitely better.
Of course; I still have to change the title of the about page as it is currently listed under “Contact” in the menu. But I’ll tackle that together with a typographic overhaul. (Font is a tiny bit too big;-(
Nov 20th, 2007
plonkee
One of the big problems with this blog is that you have too many great ideas, which point out the enormous flaws in my own.
On a slightly different note, people often mistake my gender when they’re quoting me, as well. When this happens to you, do you correct people?
Since it doesn’t bother me, I tend to just leave it and I also can’t think of a nice way of telling someone that they got it wrong.
Nov 20th, 2007
Heather
Terrific post Skellie - to the point, concise as well as being comprehensive. I am off to carry out some serious renovations on my About Page!
Nov 20th, 2007
Monika @ The Writers Manifesto
I second Heather, I will do the same right now. I recently implemented your suggestions on making it obvious of what the blog is about when a first time visitor stops by.
I’m quite happy with the result and think it portrays what it needs to. But my about page can definitely be better, so here I go…
Nov 20th, 2007
mhairi
I am about to embark on a web content project and these are great tips - not just for a blog about but for a company about too. Thanks again.
Nov 20th, 2007
SpicePuppy
The About page is a very important thing to consider. Quite often when I’m looking at a new blog, I won’t immediately find it interesting at first glance. But then I think, “well, let me check out the About page to see why I should read this.”
You know, it seems that some very short book bios will include just the first and last items you listed. As in, “John Doe is the author of more than twenty books about blogging. He lives with his wife in Northern California.” So they may need your advice too!
Nov 20th, 2007
Amber
Would you advise for the author bio and for the ‘what the website is about’ style of page to be combined onto just the one then?
Nov 20th, 2007
Alex Kay
Ever since I first stopped by here and read your about page, I have been a loyal reader of every one of your posts.
So take this woman’s advice seriously!
She knows what she’s doing
Although your about page could use a better ?
Alex
Nov 20th, 2007
Ankesh Kothari
Thanks Skellie for talking about the importance of the about us pages. Here are a few lessons I’ve learnt over the years about what type of about-us pages work:
1. Always talk in 3rd person voice. It works better in positioning you as the authority.
2. Don’t have a lot of me-me-me. Convert all the “I do this” to “You can benefit from me because I do this.”
3. Tell who you are. Not just what you do.
4. Tell your story: “why” do you do what you do?
5. Get rid of the usual generic mission statements.
6. Add hardly known facts about you that will allow people to connect with you and like you. Awards and accolades make people trust you. But telling people that you love chocolates make them like you and connect with you.
7. And here is one mistake even you make: always add one picture of yours to your bio. A face will make people remember you in a way that a name cannot. (I’ve heard hundreds of comments over the years about my before-and-after picture in my bio.)
Nov 20th, 2007
Mark
I find the problem is trying to fit everything that you would like to state on your About page in a short, easily scannable manner?
Anyone have some suggestions?
Nov 20th, 2007
skellie
Thanks for the comments, everyone!
@ Plonkee: I usually don’t correct them, simply because it’s easier to let it slide than have that awkward “Actually…” moment. I hope they might work it out eventually!
@ Amber: I suggest putting the ‘What the website is about’ part first and then including the author bio after, on the same page.
@ Alex Kay: My About page could use a better question mark? ;).
@ Ankesh: It’d be nice to have a picture on my About page, but it’s not suitable if you 1) have privacy concerns and 2) don’t want your photo available to thousands of people. I think this is also something that can be a bigger decision for female bloggers to make. There are different risks involved. For that reason I wouldn’t call it a mistake — in my case it’s a necessary choice. I agree with your other points, though I find I sound a little unnatural in 3rd person.
@ Mark: I think the key is to deal with each point briefly. If you need to make cuts, cut out some of the personal biographical stuff.
Nov 20th, 2007
paidtwice
So what do you do when you feel like you don’t have any credentials ~ you just enjoy writing about the topic?
I’d guess more than half at least of the bloggers in the personal finance niche don’t have any formal credentials/special qualifications to write about personal finance. We just like to talk about money.
I’ve never actually seen this as a flaw or drawback but maybe it is.
“My credential to write about the topic is that, in a word, the blog is about my finances, and no one knows me better than me.”
That being said, i seriously need to rewrite my about page. Mine like most everyone’s is all upside down.
Nov 21st, 2007
Bente Lilja Bye
Hi Skellie,
I think you have discussed the about page before - this time you covered the topic more extensively though. Very good.
@Ankesh: I agree with you that posting a picture will please your readers and make them remember you and relate more to you. I love your before and after by the way
However, as Skellie said, there are issues with posting picture when you are a woman. I have made the same considerations I guess, as Skellie, but I found I’d take the risk. Maybe because where I live is a very peaceful place and I feel falsely safe. I made my choice because I always appreciate to see pictures of the persons I read or otherwise communicate with. It makes the whole experience more complete. So I take the chance.
@Skellie: I totally agree there are issues connected to pictures of women. I know your looks especially as a woman sometime can come in the way of you being taken seriously as a professional (the society to blame for that ;-)). But, I have to confess that as I continue to read your blog, I get more curious about the real person behind it. It’s fundamental human psychology, I believe. Now, I think of you as the Mummi Troll - the blogging Mummi Troll
I did not know the Finnish Mummi had gone all the way “down under”!
Nov 21st, 2007
Mary Jaksch
This post has been extremely helpful! When I first wrote my ‘About’ page, I couldn’t find any suggestions on how to do it. I ended up writing what I know well: a kind of ‘book cover’ bio, written in the 3. person.
After reading this post I’ve completely re-written my ‘About’ page and it seems much more inviting, personal, and interesting.
Thank you for this thoughtful and practical post, Skellie.
Nov 21st, 2007
Ankesh Kothari
@ Mark: Easy solution - use bullet points.
@ Skellie: Hmm - good point. We don’t want something like what happened to Kathy Sierra happen to you too. Possible solution for you: show a caricature of yourself instead of a photo. Its good from memory and branding perspective - but without any of the abuse from photoshoppers.
Nov 21st, 2007
Mary Jaksch
I’m not clear on whether to use 1. or 3. person on my ‘About’ page. Ankesh Kothari advocates 3. person. Skellie uses 1. person. How to decide?
The reason I changed my ‘About’ page today from 3. to 1. person was because I want to connect more closely with my readers.
Something I’ve learned from Skellie is to put a bit more ‘me’ into my blog (which is focussed on thoughts and information about spirituality and meditation). This means that as a Zen master I have to step down from my high seat and show both how I live what I teach, as well as how I sometimes fail to do that. Writing my ‘About’ page in the 1. person seemed to me a good step in that direction.
What do others think about 1. versus 3. person?
Nov 21st, 2007
paidtwice
@Mary - I prefer 1st person. Then again, my blog is all written from my perspective, in fact I may humanize everything but sometimes I wonder if I should inject a more “informational” tone sometimes. So I may go too far in the other direction. But that’s my opinion at least
Nov 21st, 2007
Yuwanda Black
Great post. From reading this, I have some revising to do on my bio — which comes just in time as I’m about to launch two new websites.
I “dug” this info, and I’m “DIGGing” this post.
Sincerely,
Yuwanda Black, Web Publisher
http://www.inkwelleditorial.com
http://www.inkwelleditorial.blogspot.com
“How to Start a Successful Freelance Career” Newsletter
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Nov 21st, 2007
Mohsin
Amazing info Skellie. I never thought of comparing a blog’s About page to that of a book.
BTW, I also thought of you as a male when I first came across your blog, but that misunderstanding was cleared by someone over at Authority Blogger Forum.
Nov 21st, 2007
Ivy
When I read this post, it was like I went “whoops!” :)) My blog started out as a fun adventure backpacking poto blog for friends, and my About Page was more of my philosophy of being a female professional in an industry that is predominantly male…
I have left it untouched until now as I think “no one reads my About page”, but while the percentage of visitors who go to my about page is really small, they are probably the ones who are considering if they should subscribe to your blog.
Thanks for the reminder Skellie!
Nov 21st, 2007
Mike Panic
I didn’t realize until my blog was online a good 6 months that Something clever will go here soon… which was my entire About page was probably a bad idea and that I should spend some time creating a decent one. What I have now is something to be proud of, although it still needs a bit more tweaking.
I’ll often get to a blog and really like one article that I’ve found in Google and go to the home page only to be totally confused as to what the site is really about. Clicking the About page should tell me right away, if it doesn’t, I have a really hard time ever coming back to the site or making a justification to put it in my RSS reader.
Nov 22nd, 2007
Todd Morris
Hi Skellie,
Thank you for this article. Based on your advise, I rewrote the about pages on both of my blogs. I knew they needed to be “better”, but was never sure exactly how I wanted to write them. It was nice to have your “blueprint” as a starting point.
Nov 24th, 2007
Erin
Thanks Skellie. This was great. I rewrote my About page using your advice, and am now rewriting the one on my other blog. I hope I did it right!
Nov 27th, 2007
Lexi
Thank you for this skellie! I’m going to rewrite my About pages RIGHT NOW!
Nov 27th, 2007
Lexi
well i just rewrote my profile — and it ended up 3x longer than the original! but i think the new one is much more informative, so i’m keeping it!
Nov 27th, 2007
Aaron Stroud
Check out Success from the Nest’s about page
Dec 3rd, 2007
Aaron Stroud
Whoa, my comment got cut in half…here’s the rest: if you’re writing, editing, or simply feel something is missing with your about page. It’s unique, but highly effective.
Dec 3rd, 2007
The Crazy Colombian
Skellie,
as usual, a great post. I have tried to improve my ‘About’ page about three times, all as a result of reading posts in your blog. Wouldn’t mind you taking a look and making any additional suggestions (assuming you can devote the time to it!). Will totally understand if you can’t.
If you’re a reader, and want to practice your ‘constructive criticism skills’, feel free to visit my blog and challenge me on the way I have written my ‘About’ page (or any other post for that matter). All criticism / suggestions will be welcome!
My blog: http://roacc.wordpress.com
My about page: http://roacc.wordpress.com/about/
Feb 27th, 2008
Julie Wolf
Thank you!
I was sent here by Lynn Terry’s 31 days (March 2008) to Better Blogging. I have spent all day on my About Me page. Added a picture too.
Mar 5th, 2008
sailinnaung(Myanmar)
Dear SKELLIE
I am from Myanmar, while I am surfing about blog, there I find your useful advices.
Thanks for your inspiration. We, youth, in myanmar are toiling to become a great writer.
Thanks those create Internet and those who contribute, we , inder compressive rules now find allittle light of hope.
Sailinnaung(Myanmar)
Shan family association
Mandalay
Mar 5th, 2008
Shane
Hi,
This is a very good guide! I shall use it to try and improve the about page of lonelydesigns.com at the moment it is awful!!
Thanks,
Shane
Mar 6th, 2008
Amber
Awesome post, great information. Thank you so much! I knew my About page needed to be better but I couldn’t put my finger on it. Everything you said here made sense.
I’ve completely revamped my About Me page and think it’s much better now. Though, knowing me, I’ll probably tweak it a few more times in the near future.
I’ve just barely scratched the surface here on your blog, but I’ll keep digging through for helpful tips as I finish setting up my website. Thanks!
Mar 14th, 2008
Vanessa
Hi there - just discovered your site to day and I think it’s great. I actually thought you were a man, before finding out, not
Wonder what your thoughts are about including a photo of oneself on the ‘About’ page or anywhere else on a blog/website - forgive me if you’ve already addressed this question somewhere on the blog…
May 28th, 2008
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