Writing about yourself isn’t easy. So let’s start with a few basic questions that every great blog About page should answer:
1. What value are you creating for your readers?
It might be called an About page, but you don’t want to make the mistake of only talking about yourself. Yes, you’ll get to talk about who you are, but your About page should be just as much about your readers and the value you’re creating for them. Be ultra clear on who your audience is and the value you create for them.

For example, my blog is all about helping people grow their blogs, find the best business ideas and launch profitable side projects. So, that’s exactly what I say at the top of my About page. This helps readers get grounded and know that they’re in the right place.
2. Who is your blog for?
Your value statement will touch on who your ideal reader is, but you want to make sure when the right person gets to your blog they know they’re in the right place. This is like a secret handshake for your blog. Nail it, and you’ll make every single person feel like they’re where they belong.

So how do you do this? There are a couple approaches you can take:

• Tell them who your blog is for: There’s nothing more basic than just saying what you are. So, for example, if you’re making a community for cooking tips for working moms, just write: “Started in 2020 as a cooking resource for working moms.”
• Show proof that you’re part of their community: You can show your readers that you’re part of their community in a number of ways. Do you write for other blogs or sites that are in your niche or actively contribute to popular communities and forums? What about adding a testimonial or social post from someone in the industry who read and liked your blog.

If you have the ability to show your contributions to the broader community you’re blogging in, this is your chance to highlight it! Not only does this tell readers who you are, but you can also show social proof (that other people have recognized you as a thought leader). Of course, you might not have this right away, so it’s perfectly fine to just go with the first option.

Now, what if someone reads your About page and says “Well, this isn’t for me?” That’s perfectly fine. The more you know your ideal reader, the better your blog will serve that person. Just like when you were picking your blog niche, if you try to write for everyone, you’ll end up writing for no one.
3. Why should they listen to you?
If you’ve done a good job in the first few sections, your reader should have a pretty good idea of who you are and be able to decide whether or not they want to keep reading you. However, at this point, it doesn’t hurt to talk a bit more about yourself and sell them on why you’re the blog they should follow.

That means answering a few more questions and setting their expectations. Here’s what you might want to include:

• What types of blog posts you write: “If you love X, Y, and Z, you’ll feel totally at home here.”
• What they will get out of reading your posts: “I share everything I’ve learned building a 6-figure consulting business from nothing.”
• Where should they start: “If this is your first time here, check out my Ultimate Guide to X.”
• Why do you and your blog have credibility: “I’m a regular contributor to Fast Company, Business Insider, and Inc. Magazine…”
• How did you get started: “Back is 2003, during an especially bad Colorado Winter, I fell in love with snowshoeing…”

Don’t be afraid to get personal here. People connect with stories and vulnerability more than they do with carefully crafted prose. So be who you are! The whole reason readers will come back is to hear your voice.

For my niche, I know my readers are here to get personal, actionable advice on starting a side business. And so I show them that I not only talk the talk, but walk the walk as well.

4. Where should your readers go next?
The last (and probably most important) part of your About page is also the one that most people forget about. Telling your readers what to do next! Do you want them to read your latest blog post? Sign up for your newsletter? Follow you on Twitter? If someone has made it all the way to the bottom of your page, why leave them alone now?

I know that if someone’s made it to my blog’s About page, they probably just met me. Which means I don’t want to ask anything too taxing like signing up for a newsletter or following me on social media. Instead, I want them to get to know me better, so they can do that on their own. That’s why my Call-to-Action (CTA) is simply to read more of my best content.

Use your about page to show the value you’re creating for your readers—and work hard to earn that attention. No matter how you craft your about page, don’t forget to think about the context of the person you’ll be talking to there.