Recently I created my blog’s most important page: the About page. Besides the home page, your About page is probably the most visited page on your blog.
Chris Brogan has hard proof of the About page’s popularity. And it makes sense. It’s natural for readers to want to know more about the person writing the content they’re reading.
Used properly, your About page can be a powerful tool for engaging first-time visitors and convincing them to further explore your blog.
To understand the role of your blog’s About page, think of it like a resume’s cover letter. A cover letter’s job is to convince a prospective employer to look at your resume by highlighting your background, skills, and how you can help the employer. The cover letter should also tell the employer what to do (email or phone call) if they’re interested in you.
Keeping that analogy in mind, here’s a basic outline for building your About page.
The structure of the About page
My About page has three elements:
- Reader benefits
- Call to action
The main goal of the introduction is to connect with your readers. If you hook them with your story or angle, they’re more likely to come back to your blog. Adding a photo will help add to the feeling that your readers “know” you.
For my introduction, I reused much of my first post, which recounts my motivation for starting The Hobby Blogger.
The second element of my About page lets readers know what’s in it for them. I want to give them reasons to keep reading the blog.
I tell them who my target audience is (newbie bloggers with limited time), and how I’m going to help them build their blogs.
Call to action
If readers reach the end of the page, they have to decide what to do next. So, give them something to do.
In my case, I ask them to subscribe to the blog’s RSS feed so they’ll automatically get updates. You could also give your readers links to the most popular or recent articles that you’ve written.
A living document
Once posted, your About page should not statically sit and collect dust for the next five years. It should evolve along with your blog.
For example, when I enable email subscriptions, I’ll add the subscription form to the bottom of the About page. If the blog’s focus or target audience changes, I’ll edit the About page to reflect those changes.
If your About page is significantly out of date or inconsistent with your recent posts, it might confuse new visitors and prevent them from returning to your blog. Review your About page every three months or so, and decide if any changes are needed.
Just like a cover letter, make sure your About page puts your best foot forward. It’s the best way to convince your readers to revisit your blog.
How about you? What’s on your About page?