Get more clients by improving your “about me” page

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We’ve been talking a lot lately about designing and creating your own web portfolio. We showcased 50 stunning design portfolios you should see before designing your own and discussed the one critical site mistake that could be costing you clients.

Today, I want to talk about what I think is the most important part of your design portfolio: the “about” page.

I want to address the “about me” page – or “about us,” “bio,” or whatever you call your “about” page – because I’ve seen a lot of portfolios lately that include their about page as an afterthought and I think it’s a HUGE mistake. Why? Keep reading and I’ll let you know.

Why the “about” page is the most important!

So why do I care so much about this particular page? Here are just a few reasons:

  • Potential clients hire you based mostly on experience, history, and you as a person (meaning, if they think you will be a good fit with their business).
  • “About” pages are some of the most highly-clicked pages on the web (usually second in traffic only to the home page).
  • Designers are usually really bad at “about me” pages because we think visually–not in words.

Clients are hiring YOU!

Let’s talk about the first point. Clients who are reviewing your web portfolio are looking into hiring YOU! They aren’t hiring your past clients. They aren’t even buying your previous work. They care about you as a person almost as much or more than they do about your talent as a designer.

In the world of business, it’s as important (if not more sometimes) to fit in and get along with your client as it is to be able to knock out a logo, bust out a killer web site, or create the most breathtaking business card you’ve ever seen.

So take time to really polish up your “about me” page. Make sure it appropriately reflects who you are and the benefits potential clients can get from working with you.

About page = high traffic

I don’t know how much traffic your portfolio site gets.

But I can guarantee that a good percentage of the traffic (in my experience, 1/3 or more) is focused entirely on your about page. In fact, the only page that usually gets more traffic than your about page is your home page.

Even your portfolio probably doesn’t see the kind of traffic your about page does.

This reinforces my point above: clients want to learn about you. They want to see what you’re made of, what kind of person you are, and if you make a good fit with their company.

If you haven’t taken time to develop your about page, you’re missing out on potential clients.

We’re just bad at about pages

It’s no secret we’re bad at about pages as designers. Why? We’re not writers. Take a look at what I mean below:

We’re designers. We work in the visual space. We’re not writers. In fact more of us probably have the first sentence of ‘Lorem Ipsum’ memorized than can properly copy-edit a news article.

And that’s ok.

So, how can you overcome the writing problem? Well, there’s the obvious choices: hire a copywriter, find an editor, or just continue to not care.

Or, you could get creative and produce a video or design an infographic for your about page.

If you don’t shine as a writer, figure out where you do shine and use those skills to create an interesting, enticing “about me” page on your web portfolio.

If you decide to stick with the written word on your about page, be sure to write conversationally and in the first person. If you met a potential client on the street, you would never say “Preston Lee is a freelance designer who specializes in social media design and web design.”

Instead, you would say “I’m a web designer and I work mostly in social media design.”

See what I mean?

Speak in first person. It’s much more relatable.

What else did I miss?

What other attributes make an “about” page really shine? Let me know by leaving a comment on this post!

About Preston D Lee

Preston is a web designer, entrepreneur, and the founder of this blog. @prestondlee

Comments

  1. Hi Preston,

    Great post. This can be tricky and I think you have to be careful with this. Keeping it personal yet professional can help like you said. I recently re-wrote my about section and I call myself “a grown up social media addict & graphic design nerd.” Now if only I could grow the guts to have some nice head shots taken!

    Thanks again!

    Melissa

    PS – How does one go about guest blogging here?

  2. When I recently redesigned my portfolio site, I spent a LOT of time working on my about page. In fact, I’d easily say it’s the page I agonized about most and edited most vigorously before going live. And the crazy thing is, I actually AM a writer. My degree is in journalism, and yet writing an effective about page was still one of the hardest things I had to do.

    I completely agree, though, that having one that not only tells potential clients about you and your business, but SHOWS them, is essential.

  3. Great piece of advice there. Designers tell the world what you’re made of, in any graphical format you’re most capable of!

  4. Great post, Preston – writing the copy for my website has taken at least twice as long as designing the layout, and I should’ve saved all of the different versions.

    I find understanding how you want your target audience to view you is a great step in determining your verbiage and your voice on your site. Do you want to be funny? Professional? Hip? Unusual? Knowing how you want to sound to the reader is how you choose your words.

  5. Guess its time to re-write that about me page! I tried the funny route once and had a client tell me it sounded unprofessional.

  6. Thank you for this article. It seems like you opened my eyes. Time to re-think my website’s content as i didn’t spend a word about me/us.
    This section makes a website and a company unique.

  7. I’m struggling with this right now as I plan a major rewrite to my website. Much of the copy is nearly the same as it was 10 years ago. I know I’ve changed, and I know it’s time for my message to change, too.

  8. Great article!

    I am a bit of both, I think I’m pretty good at writing but tailoring the ‘About Me’ section to support my style and approach as a designer and as a business partner, is going to be a little difficult. I don’t want to sound bland and boring but at the same time, I want to be professional

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  1. [...] Get more clients by improving your “about me” page - I want to address the “about me” page – or “about us,” “bio,” or whatever you call your “about” page – because I’ve seen a lot of portfolios lately that include their about page as an afterthought and I think it’s a HUGE mistake. [...]

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